江苏射阳农村商业银行服务营销策略研究

发布时间：2018-08-09 09:50

【摘要】：随着我国银行业的逐步对外开放、互联网金融的发展和银行业机构数量的不断增加,国内的银行业不断面临新的机遇与挑战。射阳县是全国经济百强县之一,产业发展基础较好,国有商业银行和其他商业银行分布广泛,金融领域竞争异常激烈。面对竞争,江苏射阳农村商业银行如何结合自身特点,改进服务营销,提高服务质量和市场占有率,促进利润增长,已成为亟需解决的问题。本研究对于巩固江苏射阳农村商业银行在县级金融领域内的地位,进一步发挥好在“三农”中的金融支撑作用具有重要现实意义。笔者采用文献研究和调查研究方法,主要运用商业银行服务营销理论和7Ps营销理论,总结了江苏射阳农村商业银行服务营销现状,分析了该行在服务营销上存在的问题,并在分析该行服务营销内外部环境的基础上,针对问题提出了该行服务营销策略的建议。近年来,江苏射阳农商银行牢固树立“服务三农”理念,打造农村微小企业服务载体平台,创新金融服务模式思路,充分发挥农村金融主力军作用,为射阳县经济社会发展以及新农村建设发挥了积极作用。但目前该行在服务营销方面还存在产品缺乏创新、价格作用不明显、渠道管理粗放、促销思路陈旧、服务过程僵化、有形展示不充分等问题。因此,江苏射阳农村商业银行应采取加强服务产品创新、规范服务产品的定价、建立灵活的销售渠道、实行多元化的促销策略、改善服务过程、强化服务有型展示等服务营销策略。江苏射阳农村商业银行除了要采取上述服务营销策略外,还必须充分利用自身优势和特点,完善人力资源构成,优化自身组织结构、加强软硬件基础设施建设、推行电子信息化技术体系,只有这样才能打造成具有区域特色的现代商业银行。
[Abstract]:With the gradual opening to the outside world of China's banking industry, the development of Internet finance and the increasing number of banking institutions, the domestic banking industry is constantly facing new opportunities and challenges. Sheyang County is one of the top 100 counties in the national economy, with a good industrial development foundation, a wide distribution of state-owned commercial banks and other commercial banks, and fierce competition in the financial field. In the face of competition, how to improve service marketing, improve service quality and market share and promote profit growth in Sheyang Rural Commercial Bank of Jiangsu Province has become an urgent problem to be solved. This study has important practical significance for consolidating the position of Sheyang Rural Commercial Bank in the county level financial field and further exerting the financial support function in the "three rural areas". By using the methods of literature research and investigation, the author summarizes the current situation of service marketing of Sheyang Rural Commercial Bank in Jiangsu Province and analyzes the problems existing in service marketing of Sheyang Rural Commercial Bank of Jiangsu Province, mainly by using the theory of service marketing of commercial banks and the theory of 7Ps marketing. On the basis of analyzing the internal and external environment of the service marketing of the bank, the suggestions of the service marketing strategy of the bank are put forward. In recent years, Sheyang Agricultural and Commercial Bank of Jiangsu has firmly established the concept of "serving agriculture, rural areas and farmers", created a service carrier platform for rural micro-enterprises, innovated the thinking of financial service mode, and brought into full play the role of the main force of rural finance. Sheyang County for economic and social development and new rural construction played an active role. But at present, there are still some problems in service marketing, such as product lack of innovation, price function is not obvious, channel management is extensive, promotion ideas are outmoded, service process is rigid, visible display is not sufficient, and so on. Therefore, Jiangsu Sheyang Rural Commercial Bank should strengthen the innovation of service products, standardize the pricing of service products, establish flexible sales channels, carry out diversified promotion strategies, and improve the service process. Strengthen service marketing strategy, such as service display. In addition to the service marketing strategy mentioned above, Sheyang Rural Commercial Bank of Jiangsu Province must make full use of its own advantages and characteristics, perfect the composition of human resources, optimize its own organizational structure, and strengthen the construction of software and hardware infrastructure. Only in this way can the electronic information technology system be developed into a modern commercial bank with regional characteristics.
【学位授予单位】：扬州大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F832.35

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