包商银行服务营销研究

发布时间：2019-05-05 07:53

【摘要】：随着金融市场竞争环境的不断恶化,商业银行的服务水平愈加被人们重视,服务营销的思想已经完全渗透到了银行的每一项日常经营活动中。我国商业银行的服务营销理念和营销方式较发达国家相比,还存在着相当大的差距,尽管已认识到服务营销的重要性,确立目标市场,明确市场定位,但还没有完全实现以客户满意度为中心、创造客户价值最大化的阶段。在本文中,将以包商银行为例,对我国商业银行的服务营销现状及存在的问题进行了详细解读,并进行对比分析,旨在通过对包商银行的研究,提出对我国商业银行开展服务营销更有实效性建议。本文将分别从环境地域特点、客户需求细化,商业银行市场定位以及金融政策等方面进行综合分析,通过包商银行包头分行营业部为主要调查对象,深层次的理解银行服务营销理念、服务营销战略和策略的内涵,帮助包商银行直观了解自身质量状况及顾客群体分布和自身服务优势与劣势,剖析员工服务心态及服务意识,从而提出改善商业银行服务现状的发展战略,全方位提升员工的综合服务能力,让商业银行营销服务体系更加具体化、立体化、全面化。
[Abstract]:With the deterioration of the competitive environment in the financial market, people pay more attention to the service level of commercial banks, and the idea of service marketing has completely penetrated into every day-to-day operation of the bank. Compared with the developed countries, there is still a considerable gap in the concept and mode of service marketing of commercial banks in our country. Although we have recognized the importance of service marketing, established the target market and defined the market positioning, But has not completely realized the customer satisfaction as the center, creates the customer value maximization stage. In this paper, we will take the contractor bank as an example to interpret the current situation and existing problems of service marketing of commercial banks in our country in detail, and carry on the comparative analysis in order to carry on the research to the commercial bank of our country through the research of the contractor bank, Put forward to our country commercial bank to carry out the service marketing more effective suggestion. This article will carry on the comprehensive analysis separately from the environment region characteristic, the customer demand elaboration, the commercial bank market position and the financial policy and so on, through the contractor bank Baotou branch business department as the main investigation object, Deeply understanding the concept of banking service marketing, the connotation of service marketing strategy and strategy, helping the contractor banks to understand their own quality status, customer group distribution, their own service strengths and weaknesses, and analyze the service mentality and service consciousness of employees, help the contractor banks to understand their own quality situation and customer group distribution and their own service strengths and weaknesses. Therefore, it puts forward the development strategy of improving the service status of commercial banks, enhancing the comprehensive service ability of employees in all directions, and making the marketing service system of commercial banks more concrete, three-dimensional and all-sided.
【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.33;F274

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