中国银行内蒙古自治区分行经营性支行转型期服务营销策略研究

发布时间：2018-06-07 03:45

本文选题：中国银行 + 经营性支行　；参考：《内蒙古大学》2012年硕士论文

【摘要】：经营性支行作为中国银行最基本的经营机构,是进行客户细分和市场定位、直接为客户提供服务和参与同业竞争的直接前沿阵地,也是发展各项业务的宝贵渠道资源,即使在电子渠道迅速扩张的今天乃至将来,网点依然是最有利的销售渠道和客户触点,特别是对吸引个人高端客户、拓展对公数量和销售银行产品等方面起着举足轻重的作用。为了加速经营性支行经营模式的转变,优化资源配置、降低运营成本、强化基层支行的服务营销销售能力,增强支行核心竞争力和客户满意度,提升银行的品牌形象,现阶段中国银行迫切需要对经营性支行进行转型,使每一个基层网点的业务功能由简单交易型向营销服务型转型。本论文共分六个部分,通过对中行内蒙分行经营性支行的发展及营销环境的分析,通过对中国银行内蒙古分行经营性支行转型期的营销策略的分析,找出中行内蒙古分行经营性支行服务营销转型过程中的突出问题。提出中行内蒙古分行经营性支行转型期服务营销策略和转型期服务营销策略实施的保障措施。希望通过本论文的研究对推进理念转型、整合服务销售等方面进行积极的探索找到营销业务转型的合理方案,并对经营性支行操作风险的规避及防范提供有意义的思路和做法。
[Abstract]:As the most basic management organization of Bank of China, the operating branch is a direct front position for customer segmentation and market positioning, directly providing services to customers and participating in competition among the same industry, as well as a valuable channel resource for the development of various businesses. Even with the rapid expansion of electronic channels today and even in the future, the network is still the most favorable sales channel and customer contact, especially to attract personal high-end customers, expand the public amount and sales of banking products play a pivotal role. In order to accelerate the transformation of the operating mode of the branch, optimize the allocation of resources, reduce the operating cost, strengthen the service marketing and sales ability of the basic branch, enhance the core competitiveness and customer satisfaction of the branch, and promote the brand image of the bank, At the present stage, Bank of China urgently needs to transform the operating branch, so that the business function of each grass-roots network is transformed from simple transactional to marketing service. This thesis is divided into six parts, through the analysis of the development and marketing environment of the operating branch of Bank of China Inner Mongolia Branch, and the analysis of the marketing strategy of the Inner Mongolia Branch of Bank of China in the transitional period. Find out the outstanding problems in the process of service marketing transformation of Bank of China Inner Mongolia Branch. The paper puts forward the service marketing strategy and the safeguard measures of the service marketing strategy in the transitional period of Bank of China Inner Mongolia Branch. Through the research of this paper, I hope to actively explore and find a reasonable scheme of marketing business transformation in the aspects of promoting the transformation of concept and integrating service sales, and provide meaningful ideas and practices for the operational risk avoidance and prevention of the operational risk of the operational branch.
【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F832.33

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