XX银行服务营销研究

发布时间：2018-05-12 17:49

本文选题：XX银行 + 服务营销　；参考：《云南大学》2015年硕士论文

【摘要】：随着金融改革历程的不断深入,银行业传统的经营模式在不断演变,国内商业银行将逐步由依靠信贷和规模扩张的规模效益型向服务效益型模式转变,由同质化竞争向差异化定位、特色化经营转变。未来银行业的竞争将越来越明显地表现为客户服务能力的竞争。目前,商业银行已经在各自探索或者实践着差异化经营和市场细分,但是在建立“以客户为中心”的服务营销体系还处于初级发展阶段,仍需要进一步完善和提升。面临新的市场经营环境,提升服务营销意识和完善服务营销体系将是我国商业银行求得生存、获得发展的重要途径。本文以XX银行作为具体的分析对象,对该银行所遇到的问题和不健全的服务营销体系进行深入的分析,并提出了合理科学的解决办法。论文首先从服务营销现状、概念和理论入手,具体剖析了XX银行服务营销现状,对现状中服务观念、服务产品、服务渠道及服务人员等因素进行了阐述,并对存在问题和成因作了深入分析和研究。其次,结合服务营销相关理论和方法,对XX银行服务营销体系进行构建,树立以“以客户为中心”的服务营销理念,实现服务营销准备、服务运作、服务延伸的系统运作,完善服务营销体系,最终实现体系功能价值。最后,在构建服务营销体系基础上提出XX银行服务营销观念、制度、员工和营销渠道等方面的保障措施,从而更好的为客户提供规范化、差异化的服务,进一步提升XX银行服务营销能力和核心竞争力。
[Abstract]:With the deepening of the financial reform process, the traditional business model of the banking industry is constantly evolving, and the domestic commercial banks will gradually change from the scale benefit model relying on credit and scale expansion to the service efficiency model. From homogenization competition to differential positioning, the transformation of characteristic management. In the future, the competition of banking industry will be more and more obvious for the competition of customer service ability. At present, commercial banks have been exploring or practicing differentiated management and market segmentation, but the establishment of "customer-centered" service marketing system is still in the primary stage of development, it still needs to be further improved and improved. Facing the new market environment, it is an important way for Chinese commercial banks to survive and develop in order to improve service marketing consciousness and perfect service marketing system. This article takes XX Bank as the concrete analysis object, carries on the thorough analysis to this bank's problem and the imperfect service marketing system, and has proposed the reasonable scientific solution. Firstly, this paper starts with the current situation, concept and theory of service marketing, analyzes the current situation of service marketing in XX bank, and expounds the service concept, service products, service channels and service personnel in the present situation. And the existing problems and causes of in-depth analysis and research. Secondly, combining the relevant theories and methods of service marketing, this paper constructs the service marketing system of XX bank, sets up the concept of "customer-centered" service marketing, realizes the system operation of service marketing preparation, service operation and service extension. Perfect the service marketing system, finally realize the function value of the system. Finally, on the basis of the construction of service marketing system, XX bank service marketing concept, system, staff and marketing channels and other aspects of security measures, so as to better provide standardized, differentiated services for customers, Further enhance XX Bank's service marketing capabilities and core competitiveness.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F832.33

【参考文献】