中国农业银行股份有限公司WH分行中高端客户营销策略研究

发布时间：2018-03-23 14:55

本文选题：中国农业银行WH分行　切入点：中高端客户　出处：《内蒙古大学》2015年硕士论文

【摘要】：随着我国金融业已步入了电子化、国际化、综合化、网络化的发展新阶段,银行业间出现了前所未有的激烈竞争。由于我国人口众多,居民收入水平也在逐年提升,随之而来,中高端客户市场就成了银行间必争之地,而在中高端客户领域如何提高商业银行的营销竞争力,是商业银行目前所面临的突出问题。中国农业银行较其他国有商业银行上市时间略晚,因此其战略改革、营销转型都起步较晚。中国农业银行WH分行属于中国农业银行的二级分行,在市场营销认识方面,与其他商业银行比较相对落后,在对市场营销的经营和管理上存在一些问题,特别是面向中高端客户的营销服务市场策略略显散乱,中国农业银行WH分行要想在残酷的市场竞争中拔得头筹,就需要借鉴其他商业银行的先进营销理念和宝贵的实战经验,对现有的中高端客户营销策略进行有效的调整,那么如何通过优质的产品和服务吸引顾客,如何改变被动的营销方式,如何打造高水准的营销服务团队,就成为了中国农业银行WH分行当前需要研究的重要课题。本文在阐述银行中高端客户概念、介绍商业银行市场营销相关理论的基础上,分析总结国内其他商业银行中高端客户服务现状,结合中国农业银行WH分行实际,通过SWOT分析法,重点对WH地区中高端客户服务现状进行探讨,归纳出中国农业银行WH分行中高端客户营销策略方面的优势与劣势；然后,针对中国农业银行WH分行在中高端客户营销过程中的不足,结合对影响环境以及优、劣势的分析,详细地完善了中高端客户营销的建议。根据本文的分析结果,中国农业银行WH分行要加强营销理念的创新,通过对客户市场进行细分,采取分层服务策略,将现有被动营销方式,通过高品质的人性化服务,主动争取中高端客户,强化产品的融合度,提升服务标准,以客户个性化需求为落脚点,提高客户的满意度。另外,要想达到营销策略的改进还需提供人力资源保障措施等。
[Abstract]:As China's financial industry has entered a new stage of electronic, international, comprehensive and networked development, there has been an unprecedented fierce competition among the banks. Because of the large population in our country, the income level of residents is also rising year by year, followed by, The middle and high end customer market has become a necessary place between banks, and how to improve the marketing competitiveness of commercial banks in the field of middle and high end customers, Agricultural Bank of China has a slightly later listing time than other state-owned commercial banks, so its strategic reform, WH branch of Agricultural Bank of China belongs to the secondary branch of Agricultural Bank of China, which is relatively backward compared with other commercial banks in marketing understanding. There are some problems in the management and management of marketing. In particular, the marketing service market strategy for middle and high-end customers is slightly scattered. If the Agricultural Bank of China WH branch wants to win the top spot in the cruel market competition, it needs to draw lessons from the advanced marketing concepts and valuable practical experience of other commercial banks. Then how to attract customers through high-quality products and services, how to change the passive marketing methods, how to build a high standard marketing service team, WH Branch of Agricultural Bank of China has become an important subject to be studied. This paper describes the concept of high-end customers in the bank, and introduces the marketing theory of commercial banks. This paper analyzes and summarizes the current situation of middle and high-end customer service in other commercial banks in China, combining with the actual situation of WH branch of Agricultural Bank of China, through SWOT analysis, focuses on the status quo of middle and high-end customer service in WH area. The advantages and disadvantages of the marketing strategy of the middle and high-end customers of the Agricultural Bank of China WH Branch are summarized. Then, aiming at the shortcomings of the WH Branch of the Agricultural Bank of China in the middle and high-end customer marketing process, combined with the analysis of the impact environment and the advantages and disadvantages, According to the analysis results of this paper, the WH branch of Agricultural Bank of China should strengthen the innovation of marketing idea, by subdividing the customer market and adopting the strategy of layered service. The existing passive marketing way, through the high quality humanized service, the initiative strives for the middle and high-end customer, strengthens the product fusion degree, enhances the service standard, takes the customer individuation demand as the foothold, enhances the customer satisfaction. If you want to achieve the improvement of marketing strategy, we also need to provide human resources protection measures.
【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F832.33

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