中国民营银行服务营销策略研究

发布时间：2018-08-18 19:51

【摘要】：20世纪50年代起,服务营销率先在美国商业银行中实践开来,到如今无论是服务营销理论还是服务营销的实践,都随经济的发展而取得了长足的进步。30多年的改革开放,使我国民营经济得到迅猛发展,民营经济在国民经济中的比重逐渐增大。为了减轻我国银行贷款普遍倾向于国有企业及大型商业企业,而出现中小微企业融资难、融资贵等问题,我国通过金融深化改革,逐渐放开民营资本进入银行业,这不仅能缓解民营经济融资困难的问题,还能给我国银行业带来新的活力。因此,研究我国民营银行的服务营销策略具有非常重要的意义。本文从中国民营银行正积极扩容的大背景出发,通过对国内外民营银行服务营销的文献进行梳理,得出服务营销对于中国民营银行的快速发展非常重要。结合中国民营银行目前的发展情况和全球银行业数字化的发展方向,运用银行服务营销理论和案例分析法对中国民营银行服务营销现状及问题进行全面剖析,归纳出中国民营银行服务营销存在的问题主要是由于产品创新不足、定价体系受限、分销渠道狭窄、促销手段乏力、缺乏创新人才、有形展示偏弱和服务过程繁杂等原因造成的。再经由SWOT分析法研究中国民营银行的内外部营销环境后,总结出不同环境因素组合下的战略对策。最后针对中国民营银行服务营销存在的问题,审慎地提出中国民营银行服务营销策略的优化建议,主要包括推动产品创新、差异化价格管理、拓展新型化营销渠道、开发促销新手段、多维度培养员工、打造场景化金融、加强服务链管理等等。本文的创新点主要分为以下两点:其一在于创新性的选择了中国民营银行服务营销领域。以往民营银行的研究多是关于民营银行的发展状况,例如准入与退出机制等,从服务营销的角度谈中国民营银行发展的很少。其二是研究内容前沿。国家自全面放开民营资本进入银行业开展业务,进行试点民营银行以来,中国民营银行经营的年限较短,本文结合当下中国民营银行发展的最新形势,采用归纳分析法和理论研究与案例分析相结合法,综合民营银行内外服务营销环境的影响,提出中国民营银行服务营销优化的策略建议。
[Abstract]:Since 1950s, service marketing has been put into practice in American commercial banks. Nowadays, both the theory of service marketing and the practice of service marketing have made great progress with the development of economy. More than 30 years of reform and opening up have been made. With the rapid development of private economy in China, the proportion of private economy in national economy is gradually increasing. In order to reduce the tendency of bank loans in China to state-owned enterprises and large commercial enterprises, the financing of small and medium-sized enterprises is difficult and expensive. Through the deepening of financial reform, China has gradually opened up private capital to enter the banking industry. This can not only alleviate the financing difficulties of private economy, but also bring new vitality to our banking industry. Therefore, it is of great significance to study the service marketing strategy of private banks in China. Based on the background that the private banks in China are expanding their capacity actively, this paper, through combing the literature on the service marketing of the private banks at home and abroad, concludes that the service marketing is very important for the rapid development of the private banks in China. Combined with the current development of Chinese private banks and the development direction of global banking digitization, this paper makes a comprehensive analysis of the current situation and problems of the service marketing of private banks in China by using the theory of banking service marketing and the analysis of cases. The problems in service marketing of private banks in China are mainly due to insufficient product innovation, limited pricing system, narrow distribution channels, weak promotion methods and lack of innovative talents. The physical display is weak and the service process is complicated and so on. After studying the internal and external marketing environment of Chinese private banks by SWOT analysis, this paper summarizes the strategic countermeasures under the combination of different environmental factors. Finally, aiming at the problems existing in the service marketing of the private banks in China, the paper puts forward the suggestions of optimizing the service marketing strategies of the private banks of China prudently, mainly including promoting product innovation, differential price management, and expanding the new marketing channels. Develop new means of promotion, train staff in many dimensions, create scene finance, strengthen service chain management and so on. The innovation of this paper is mainly divided into the following two points: the first is the innovative choice of Chinese private banks service marketing field. In the past, the research of private banks is mostly about the development of private banks, such as access and exit mechanism, etc. From the point of view of service marketing, the development of private banks in China is rare. The second is the frontier of research content. Since the country has fully opened private capital into the banking sector to carry out business and conduct pilot private banks, the years of operation of private banks in China have been relatively short. This paper combines the latest situation of the development of private banks in China. By using the method of inductive analysis, theoretical research and case analysis, this paper puts forward some suggestions for optimizing the service marketing of private banks in China by synthesizing the influence of the internal and external service marketing environment of private banks.
【学位授予单位】：深圳大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.33;F274

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