建设银行湖南省分行营业部服务营销策略研究

发布时间：2018-04-30 00:02

本文选题：建行湖南省分行营业部 + 服务营销　；参考：《湖南大学》2016年硕士论文

【摘要】：随着金融全球化进程的加快,中国金融市场正在逐步开放。国内商业银行的市场竞争日益激烈,建行湖南省分行正面临着稳住市场份额,提升竞争力等前所未有的压力。建行湖南省分行营业部作为建行湖南省分行的形象窗口,也同样遭遇到严峻的危机,重点客户资源流失较严重,竞争力逐步下降。目前,银行的营销和服务已经成为主要的核心竞争力,服务营销能力已经成为银行竞争的关键。在此背景下,本文以建行湖南省分行营业部为研究对象,首先客观分析其当前的服务营销现状,结合所面临的环境,运用SWOT分析方法找出发展的机会、威胁、优势和劣势;然后根据建设银行总行和湖南省分行营业部的战略发展规划,借鉴先进银行的成功经验,以4R理论作为服务营销策略的定位,从关系、反应、关联和回报等四个方面整合制定服务营销策略;最后,设计建行湖南省分行营业部服务营销策略的实施步骤,同时为了保障上述服务营销策略得以有效实施,从组织、人员、制度和系统等四个角度出发提出有效建议,并评价实施服务营销策略所取得的经济效益和社会效益。研究发现,建行湖南省分行营业部虽然面临同业占比下降的压力和金融脱媒的冲击,但可以在总行强大的品牌、雄厚的实力和传统业务的优势基础上,通过重视关系营销、加快反应速度、加强客户与银行的关联和重视营销回报的四个方面的努力,增强竞争能力,稳定市场份额。
[Abstract]:With the acceleration of financial globalization, China's financial markets are gradually opening up. The market competition of domestic commercial banks is becoming more and more fierce, and CCB Hunan Branch is facing unprecedented pressure such as stabilizing market share and enhancing competitiveness. As the image window of CCB Hunan Branch, the Business Department of CCB Hunan Branch has also encountered a severe crisis. The loss of key customer resources is serious, and the competitiveness is gradually declining. At present, bank marketing and service has become the main core competitiveness, service marketing ability has become the key to bank competition. Under this background, this paper takes the business department of Hunan Branch of China Construction Bank as the research object, analyzes its current service marketing situation objectively, combines with the environment that it faces, uses the SWOT analysis method to find out the development opportunity, the threat, the superiority and the inferiority; Then according to the strategic development plan of the head office of China Construction Bank and the business department of Hunan Branch, and drawing lessons from the successful experience of the advanced banks, taking the 4R theory as the orientation of service marketing strategy, from the relationship, response, In order to ensure the effective implementation of the above service marketing strategy, in order to ensure the effective implementation of the above service marketing strategy, the organization and personnel are designed to implement the service marketing strategy in Hunan Branch of China Construction Bank. This paper puts forward effective suggestions from four angles of system and system, and evaluates the economic and social benefits obtained by implementing service marketing strategy. The study found that, although the business department of the Hunan Branch of CCB is facing the pressure of the decline in the proportion of its peers and the impact of financial disintermediation, it can attach importance to relational marketing on the basis of its strong brand, strong strength and advantages of traditional business. Accelerate the reaction speed, strengthen the connection between the customer and the bank and pay attention to the four aspects of the marketing return, enhance the competitiveness and stabilize the market share.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F832.33

【相似文献】