包商银行客户服务中心营销问题研究
发布时间：2018-11-04 16:06
【摘要】：中国自加入WTO已有近十年的时间,自入世以来,金融市场已逐渐向全世界开放,世界金融够涌入中国市场,导致银行业数量急剧增加。随着金融市场的参与者不断增加,金融市场的结构已经发生改变。各类新兴的商业银行蓬勃发展,使金融市场竞争不断升级,金融市场不再是一家或几家的寡头垄断局面,而是出现了百家争鸣的新竞争形式。在此大的社会经济背景下,客户的选择空间越来越大,流动性更强,由此带来的金融竞争更加激烈。银行业的服务已由卖方市场向买方市场转变。与此同时,和银行业一同快速发展自证券、保险和基金行业也参与到金融市场激烈的竞争中,形成了同步竞争模式,再加上国外各大银行陆续进入中国市场参与竞争,我国金融行业的发展面临着前所未有的挑战。在严峻的内外经济形式下,如何开展有效的市场营销,留住客户,发展客户,显得更为重要。 商业银行客户服务中心作为银行对外窗口的重要组成部分,在市场营销方面的作用越来越明显。现代商业银行的客户服务中心,必须是在以客户需求为中心,以市场为导向的现代营销理念指导下去参与市场竞争,才能在日益激烈的市场竞争中和买方市场占主导的情况下赢得顾客,获得竞争优势。 包商银行的客户服务中心成立于2005年,历时八年的发展,已初具规模,定程度上推动了包商银行各项业务的营销、推广和发展。但由于包商银行客户服务中心起步晚,较其他规模性的商业银行而言,在市场营销方面仍处于劣势地位。 本文一方面对客户服务中心市场营销发展的国内外实际情况进行阐述,从中找到可借鉴的成功经验。另一方面,根据包商银行客户服务中心市场营销的现状,如经营理念与国内大型金融机构相比还很落后,仍未从“关注产品”转变为“关注客户”；客户服务中心的产品和服务还不够丰富,促销手段匮乏、营销方式单一等等。同时结合包商银行客户服务中心市场营销起步晚,技术水平落后、管理体制不建全、人力资源缺乏等深层次的原因,对客户服务中心在市场营销中的目标市场定位不准确、产品服务不到位、营销渠道不合理等问题进行叙述,并在分析客户服务中心市场营销特点及加强客户服务中心市场营销研究的基础上,通过转变营销观念、进行市场定位、细分市场、加强内部营销、提高信息技术等方式,力求为解决包商银行客户服务中心现阶段出现的问题提供思路,通过初步探索,结合理论知识与实践经验,深入浅出的论述了包商银行客户服务中心市场营销中碰到的问题及提出了解决问题的对策和建议。
[Abstract]:It has been nearly a decade since China joined the WTO. Since China's entry into the WTO, the financial market has been gradually opened to the whole world, and the world finance has poured into the Chinese market, resulting in a sharp increase in the number of banks. With the increasing number of participants in financial markets, the structure of financial markets has changed. The booming development of all kinds of new commercial banks makes the competition of financial market upgrade constantly. The financial market is no longer a oligopoly of one or more, but a new form of competition in which a hundred schools of thought contend. Under this big social and economic background, the choice space of the customer is more and more, the liquidity is stronger, thus the financial competition is more intense. Banking services have changed from seller's market to buyer's market. At the same time, with the rapid development of the banking industry from securities, the insurance and fund industries have also participated in the fierce competition in the financial market, forming a synchronized competition model. In addition, foreign banks have entered the Chinese market one after another to participate in the competition. The development of China's financial industry is facing unprecedented challenges. Under the severe internal and external economic situation, how to carry out effective marketing, retain customers and develop customers is more important. As an important part of bank's external window, the customer service center of commercial bank plays a more and more important role in marketing. The customer service center of modern commercial banks must take part in the market competition under the guidance of the modern marketing concept, which takes the customer demand as the center and the market as the direction. In order to win customers and gain competitive advantage in the increasingly fierce market competition and buyer's market dominance. The customer service center of the contractor bank was established in 2005. It has been developed for eight years. It has taken shape and promoted the marketing, promotion and development of all kinds of business of the contractor bank. However, due to the late start of the customer service center of the contractor bank, compared with other commercial banks, they are still at a disadvantage in marketing. On the one hand, this paper expounds the actual situation of the development of customer service center marketing at home and abroad, and finds out the successful experience that can be used for reference. On the other hand, according to the current marketing situation of the customer service center of the contractor bank, such as the business philosophy is still very backward compared with the domestic large financial institutions, it has not yet changed from "concern for products" to "concern for customers"; Customer service center's products and services are not rich enough, marketing means are scarce, marketing methods are single, and so on. At the same time, considering the deep reasons such as the late start of customer service center marketing, the backward technology level, the incomplete management system and the lack of human resources, the target market orientation of the customer service center in the marketing of the customer service center is not accurate. On the basis of analyzing the marketing characteristics of the customer service center and strengthening the research of the customer service center marketing, the marketing orientation is carried out by changing the marketing concept. Subdivide the market, strengthen internal marketing, improve information technology, and strive to provide ideas for solving the problems in the customer service center of the contractor bank at this stage. Through preliminary exploration, combining theoretical knowledge with practical experience, This paper discusses the problems encountered in the marketing of the customer service center of the contractor bank and puts forward the countermeasures and suggestions to solve the problems.
【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
本文编号：2310378
[Abstract]:It has been nearly a decade since China joined the WTO. Since China's entry into the WTO, the financial market has been gradually opened to the whole world, and the world finance has poured into the Chinese market, resulting in a sharp increase in the number of banks. With the increasing number of participants in financial markets, the structure of financial markets has changed. The booming development of all kinds of new commercial banks makes the competition of financial market upgrade constantly. The financial market is no longer a oligopoly of one or more, but a new form of competition in which a hundred schools of thought contend. Under this big social and economic background, the choice space of the customer is more and more, the liquidity is stronger, thus the financial competition is more intense. Banking services have changed from seller's market to buyer's market. At the same time, with the rapid development of the banking industry from securities, the insurance and fund industries have also participated in the fierce competition in the financial market, forming a synchronized competition model. In addition, foreign banks have entered the Chinese market one after another to participate in the competition. The development of China's financial industry is facing unprecedented challenges. Under the severe internal and external economic situation, how to carry out effective marketing, retain customers and develop customers is more important. As an important part of bank's external window, the customer service center of commercial bank plays a more and more important role in marketing. The customer service center of modern commercial banks must take part in the market competition under the guidance of the modern marketing concept, which takes the customer demand as the center and the market as the direction. In order to win customers and gain competitive advantage in the increasingly fierce market competition and buyer's market dominance. The customer service center of the contractor bank was established in 2005. It has been developed for eight years. It has taken shape and promoted the marketing, promotion and development of all kinds of business of the contractor bank. However, due to the late start of the customer service center of the contractor bank, compared with other commercial banks, they are still at a disadvantage in marketing. On the one hand, this paper expounds the actual situation of the development of customer service center marketing at home and abroad, and finds out the successful experience that can be used for reference. On the other hand, according to the current marketing situation of the customer service center of the contractor bank, such as the business philosophy is still very backward compared with the domestic large financial institutions, it has not yet changed from "concern for products" to "concern for customers"; Customer service center's products and services are not rich enough, marketing means are scarce, marketing methods are single, and so on. At the same time, considering the deep reasons such as the late start of customer service center marketing, the backward technology level, the incomplete management system and the lack of human resources, the target market orientation of the customer service center in the marketing of the customer service center is not accurate. On the basis of analyzing the marketing characteristics of the customer service center and strengthening the research of the customer service center marketing, the marketing orientation is carried out by changing the marketing concept. Subdivide the market, strengthen internal marketing, improve information technology, and strive to provide ideas for solving the problems in the customer service center of the contractor bank at this stage. Through preliminary exploration, combining theoretical knowledge with practical experience, This paper discusses the problems encountered in the marketing of the customer service center of the contractor bank and puts forward the countermeasures and suggestions to solve the problems.
【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
【参考文献】
相关期刊论文 前3条
1 严明燕;张同健;;基于数据调查的国有商业银行客户关系管理经验分析[J];改革与战略;2009年05期
2 陈学谦;;客户关系管理系统(CRM)初探[J];黑龙江科技信息;2010年05期
3 詹志斌;;对提升我国商业银行客户管理水平的思考[J];浙江金融;2010年01期
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