F银行域外客户营销问题研究

发布时间：2018-01-10 21:04

本文关键词：F银行域外客户营销问题研究　出处：《辽宁工程技术大学》2014年硕士论文　论文类型：学位论文

【摘要】：为了应对无处不在的竞争,各大银行在适应当前国家经济发展形势的前提下,不断开展新业务的推广以实现自身的发展,其中,域外客户业务的拓展成为各大银行努力的方向,但是在各大行开展这些业务的过程中,由于理念和客观条件的局限,仍然面临不少问题。特别是F银行,其在域外客户营销中取得一些成绩,客户数和存款额都有一定量的提升,但是也存在一些问题。本文围绕它营销中的问题做了些诊断分析,具体内容是首先介绍域外客户营销所采取的措施、取得的成效及客户流失的情况；第二部分做了政治、经济、社会、人口等宏观环境,竞争者、消费者、企业等微观环境分析；第三通过分析得出存在业务创新差、人员经验不足、服务存在问题、发展策略存在偏差等问题,并依次为基础,进一步探讨其原因,并最终提出一些改进措施,期望在能够改善F银行域外客户业务现状的同时,为其他银行相关业务的开展提供一些借鉴,形成比较成熟完整的有体系。
[Abstract]:In order to cope with the ubiquitous competition, the major banks in the premise of adapting the current development situation of national economy, promote the development of new business to achieve their own development, the foreign customers to expand the business to become the major direction of the bank, but in the process of the bank to carry out these operations, the concept and objective conditions the limitations, still faces many problems. Especially the F bank, which has made some achievements in overseas customer marketing, customer number and deposit a certain amount of improvement, but there are also some problems. This thesis focuses on some problems in the diagnosis and analysis of its marketing, the specific content is to introduce overseas customer marketing taken first of all, the effectiveness and the customer made the situation of the loss; the second part is the political, economic, social, population and other macro environment, competitors, consumers, etc. Analysis of enterprise micro environment; third Through the analysis of existing business innovation, insufficient experience, problems of service errors in development strategy, and in turn as the basis, to further explore its causes, and finally puts forward some improvement measures to improve the F expectations in the bank customer service at the outside at the same time, to provide some reference for other banks to carry out related business mature, complete system.

【学位授予单位】：辽宁工程技术大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F832.33

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