农行泗洪支行服务营销策略研究

发布时间：2018-05-26 17:01

本文选题：农行泗洪支行 + 服务营销　；参考：《安徽大学》2015年硕士论文

【摘要】：最近几年来,随着我国金融行业不断开放,以及世贸规则不断落实,国内金融市场发生了深刻变化。首先,外资银行不断涌入国内,对商业银行形成了巨大的竞争挑战。其次,同西方国家相比,我国商业银行市场营销发展时间较晚,目前依然停留在初级发展水平。另外受到其他客观原因影响,不同商业银行之间的营销水平也存在较大差别,总体来看营销管理科学化水平偏低、营销手段落后是最为突出的问题。随着国内金融市场竞争不断加剧,不管是市场营销和竞争严重趋同。商业银行作为现代金融服务主体,其要在激烈的金融市场上赢得生存发展机会,必要尽快转变营销服务观念,采用现代营销服务策略。选择何种市场营销策略直接决定了商业银行未来发展方向,是商业银行市场营销面临的主要挑战。在现代金融市场上,传统营销手段已无法适应市场生存发展形势,“没有营销,就没有市场”,这是所有商业银行都必须要清醒认识到的问题。要在激烈的市场环境下生存下来,商业银行必须努力改进营销策划水平,提高服务质量,才能够实现可持续发展目标。商业银行市场营销是现代市场营销理论在金融行业应用和发展形成的,商业银行主要产品是金融融资,通过为企业提供金融服务实现盈利,其经营内容和性质决定了其市场营销具有特殊之处。为了不断提升商业银行营销服务水平,不断增强农行泗洪支行综合竞争力,本文以服务营销理论为研究的理论基础和依据,立足于当前国内外经济形势变化及银行竞争的发展趋势,选取了农行泗洪支行作为研究对象,采用专题研究和案例研究相结合的研究方法,运用SWOT分析工具,分析了农行泗洪支行面临的机会与威胁、优势与劣势,并对其服务营销现状进行了分析,明确目前服务营销存在的问题。最后结合服务营销7P组合策略,给出具有针对性的营销改进策略,即金融产品创新策略、价格优惠政策、渠道创新策略、提升服务人员综合素质、改善银行网点环境、优化服务流程。通过对服务营销问题深入研究,调整制定适合其区域市场环境、以及中国商业银行独有企业文化和经营特点的营销策略,以期提高其市场竞争力,解决目前其在同业冲击下存在的营销理论和实践脱节的问题,使其营销管理精细化、综合收益最大化。本研究对农行泗洪支行把握市场定位及服务营销策略制定具有较强的指导意义和现实可操作性,对其他中小城市商业银行的发展也具有借鉴意义.
[Abstract]:In recent years, with the continuous opening of China's financial industry and the implementation of WTO rules, profound changes have taken place in the domestic financial market. First of all, foreign banks continue to pour into the country, forming a huge competition challenge to commercial banks. Secondly, compared with the western countries, the marketing development of commercial banks in our country is late, and it is still at the primary level. In addition, under the influence of other objective reasons, there are great differences in marketing level among different commercial banks. Overall, the scientific level of marketing management is low, and the backward marketing means is the most prominent problem. With the increasing competition in domestic financial market, both marketing and competition are converging. Commercial banks as the main body of modern financial services, in order to win the opportunity of survival and development in the fierce financial market, it is necessary to change the concept of marketing services as soon as possible and adopt modern marketing service strategies. The choice of marketing strategy directly determines the future development direction of commercial banks, which is the main challenge faced by commercial banks. In the modern financial market, the traditional marketing means can not adapt to the market survival and development situation, "without marketing, there is no market", this is the commercial banks must be aware of the problem. In order to survive in the fierce market environment, commercial banks must strive to improve the level of marketing planning, improve service quality, in order to achieve the goal of sustainable development. The marketing of commercial banks is formed by the application and development of modern marketing theory in the financial industry. The main product of commercial banks is financial financing, which makes profits by providing financial services to enterprises. Its management content and nature decide its marketing has special place. In order to improve the marketing service level of commercial banks and enhance the comprehensive competitiveness of Sihong Branch of Agricultural Bank, this paper takes the theory of service marketing as the theoretical basis and basis. Based on the change of domestic and international economic situation and the development trend of bank competition, the Sihong Branch of Agricultural Bank of China is selected as the research object, the research method of combining special research and case study is adopted, and the SWOT analysis tool is used. This paper analyzes the opportunities and threats, advantages and disadvantages faced by Sihong Branch of Agricultural Bank of China, analyzes the present situation of service marketing, and clarifies the problems existing in service marketing at present. Finally, combined with the 7P combination strategy of service marketing, the paper gives out the targeted marketing improvement strategies, which are financial product innovation strategy, price preferential policy, channel innovation strategy, improve the comprehensive quality of service personnel, improve the bank network environment. Optimize service flow. Through the in-depth study of service marketing, the author adjusts and formulates the marketing strategy suitable for its regional market environment, as well as the unique corporate culture and management characteristics of Chinese commercial banks, in order to improve its market competitiveness. To solve the problem of disconnection between marketing theory and practice under the impact of the same trade, to make its marketing management fine and comprehensive income maximized. This study has strong guiding significance and practical maneuverability for the Agricultural Bank Sihong Branch to grasp the market positioning and service marketing strategy formulation, and also has reference significance for the development of commercial banks in other small and medium-sized cities.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.33;F274

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