L银行网点转型中的厅堂营销策略研究

发布时间：2018-04-14 11:14

本文选题：L银行 + 网点转型　；参考：《陕西师范大学》2015年硕士论文

【摘要】：当前科学技术快速发展,经济金融发展逐渐具有全球化以及信息化的特点,金融改革也在不断推进,金融业市场的开放程度不断提升,这使得各个商业银行之间面临着愈发激烈的竞争。网点主要依托传统商业银行发展,在商业银行市场竞争过程中具有非常重要的地位,同时也是商业银行对自身业务操作平台以及信息的拓展。我国商业银行在参与世界市场竞争过程中,必然需要进一步推进金融体制改革,加强网点营销管理,开拓更多新型业务。本文以市场营销学为主要的理论基础,对银行网点转型中的厅堂营销为主要的研究对象,以L银行为案例研究对象。主要从如下几个方面展开研究：第一部分为绪论,着重介绍本文研究背景、研究意义,相关领域学者研究成果以及本文研究核心内容等等。第二部分,主要从理论角度对相关概念进行了分析。首先,对银行网点转型进行了深入的分析,介绍了银行网点转型的内涵、动因及要求；其次论述了商业银行营销管理的相关理论；最后对厅堂营销进行介绍。第三部分L银行网点转型和厅堂营销的现状,首先介绍了L银行网点转型的背景；然后对L银行网点厅堂管理的现状进行描述；最后重点分析了L银行厅堂营销的现状。第四部分L银行厅堂营销的问题分析。具体分析了L银行厅堂营销存在的问题,并剖析了相关的原因。第五部分L银行厅堂营销优化设计。从厅堂的布局、视觉营销、人员配置、现场管理和营销技能的提升几个方面阐述。第六部分L银行网点厅堂营销策略的实施保障。从营销理念、员工培养、客户管理三个部分进行分析。
[Abstract]:At present, the rapid development of science and technology, the economic and financial development with the characteristics of globalization and information, financial reform is also constantly advancing, the financial sector market opening up.This makes each commercial bank face more and more fierce competition.The network mainly relies on the traditional commercial bank development, has the very important position in the commercial bank market competition process, also is the commercial bank to own business operation platform as well as the information expansion.In the process of participating in the world market competition, Chinese commercial banks must further promote the reform of financial system, strengthen the network marketing management, and open up more new business.This paper takes marketing as the main theoretical basis, the hall marketing in the transformation of bank outlets as the main research object, and the L bank as the case study object.The first part is the introduction, which mainly introduces the research background, the significance, the research results and the core contents of this paper.The second part, mainly from the theory angle to carry on the analysis to the related concept.First of all, the transformation of bank outlets in-depth analysis, introduced the connotation of the transformation of bank outlets, motivation and requirements; secondly, discusses the commercial bank marketing management theory; finally, the hall marketing is introduced.The third part is the status quo of the transformation of L bank network and hall marketing. Firstly, it introduces the background of L bank network transformation; then describes the current situation of L bank dot hall management; finally, analyzes the status quo of L bank hall marketing.The fourth part of L bank hall marketing problem analysis.This paper analyzes the problems existing in the hall marketing of L Bank, and analyzes the related reasons.The fifth part of L bank hall marketing optimization design.From the hall layout, visual marketing, staffing, site management and marketing skills.The sixth part of L bank outlets hall marketing strategy implementation protection.From the marketing concept, staff training, customer management analysis of three parts.
【学位授予单位】：陕西师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2;F274

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