C银行面向小企业客户关系营销研究

发布时间：2018-07-03 19:30

本文选题：关系营销 + 小企业　；参考：《辽宁大学》2012年硕士论文

【摘要】：随着市场变化会加快、金融市场的全部放开,我国商业银行的营销环境正处于深刻变化过程中,我国商业银行竞争到了一个新的阶段。C银行面对更加激烈的金融市场竞争环境,金融企业纷纷推出更具特色的、贴近客户的个性化服务产品提高金融服务水平。应该如何学会改变和适应才能在未来激烈的市场竞争中发挥自身优势,立于不败,快速健康平稳的茁壮成长,成为C银行管理者要考虑的重要课题。与此同时随着我国国民经济的迅速崛起,市场的开放、国有等大中型企业的改革等都与金融企业的作用密不可分。小企业在国民经济发展中发挥着重要作用,促就业,保民生,创新产品等都离不开小企业,小企业对于国民经济增长的重要性正与日俱增。在金融市场的竞争中小企业受到商业银行的重视,而小企业的融资渠道主要依赖于商业银行,银行业之间的竞争日益激烈,因此他们对于小企业客户的争夺和维护也更为关注。 20世纪90年代,关系营销理论在国外开始受到重视,很多商业银行开始注重关系营销的深入研究与探讨,在实践中运用关系营销理论开拓市场取得良好效果,关系营销理论的运用使得许多银行受益匪浅。C银行的金融理念还比较落后,对关系营销理论的认识还比较浅薄,对营销概念的理解比较肤浅,停留在单一的客户营销方面。由于对关系营销理论的理解不深,给C银行的发展带来“瓶颈”,C银行做为资本金不足,在“软硬”件建设上明显落后于国有大银行和大型股份制商业银行的状况下,解决和处理好关系营销问题,一定会对提高C银行综合市场竞争能力和提升C银行综合业绩都会起到意想不到的效果。本文从关系营销理论发展的背景,结合我国金融体制改革以来,金融体制的变化,面对市场环境以商业银行小企业市场为切入点,提出符合C银行关系营销策略的研究。
[Abstract]:With the acceleration of market changes and the liberalization of the financial market, the marketing environment of commercial banks in China is in the process of profound changes. The competition of commercial banks in our country has reached a new stage. C Bank is facing a more intense competition environment in the financial market. Financial enterprises have launched more characteristic, close-to-customer personalized service products to improve the level of financial services. How to learn how to change and adapt to the fierce market competition in the future in order to give play to their own advantages, stand unbeaten, fast and healthy and steady growth, become the important subject that bank C bank managers should consider. At the same time, with the rapid rise of China's national economy, the opening of the market, the reform of large and medium-sized state-owned enterprises and other financial enterprises are inseparable from the role of financial enterprises. Small enterprises play an important role in the development of national economy, promoting employment, protecting people's livelihood and innovating products can not be separated from small enterprises, and the importance of small enterprises to the growth of national economy is increasing day by day. In the financial market, small and medium-sized enterprises are valued by commercial banks, while the financing channels of small enterprises mainly depend on commercial banks. The competition between banks is becoming increasingly fierce. Therefore, they pay more attention to the competition and maintenance of small business customers. In the 1990s, the theory of relationship marketing began to be paid attention to abroad, and many commercial banks began to pay attention to the in-depth research and discussion of relationship marketing. In practice, the use of relationship marketing theory to open up the market has achieved good results. The application of relationship marketing theory has made many banks benefit a lot. C Bank's financial concept is still relatively backward, and the understanding of relationship marketing theory is relatively shallow. The concept of marketing is relatively superficial, staying in a single customer marketing. Because of the lack of understanding of the relationship marketing theory, the development of Bank C has brought "bottleneck" to the development of Bank C. As a result of the lack of capital, the construction of "soft and hard" parts obviously lags behind that of large state-owned banks and large joint-stock commercial banks. To solve and deal with the problem of relationship marketing, it will improve the comprehensive market competitiveness of bank C and enhance the comprehensive performance of bank C will have an unexpected effect. Based on the background of the development of relationship marketing theory and the change of financial system since the reform of financial system in our country, this paper puts forward the research of relationship marketing strategy in line with C bank in the face of the market environment, taking the small business market of commercial bank as the starting point.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F832.33

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