H银行成都分行柜台服务营销研究

发布时间：2018-06-13 22:07

本文选题：银行柜台 + 服务营销　；参考：《内蒙古大学》2014年硕士论文

【摘要】：随着我国经济的不断发展、金融市场的不断开放,金融体制改革的不断深入,金融市场竞争越来越激烈。由于国内银行金融产品的同质性严重,银行之间的竞争主要集中在服务营销上,如何以客户的需求为中心开展服务、提高客户满意度,最终实现盈利的目的,成为了各家银行共同关注的问题。近年来,我国的银行机构也在不断向国外银行学习,逐渐从产品营销向服务营销转型。银行柜台是与客户面对面接触并直接服务于客户的“第一线”,柜台服务能否做好、做到位,将直接影响营销的效果和银行的收益。银行柜台人员在了解客户需求、推荐银行产品业务方面,拥有得天独厚的资源和优势。因此,银行机构应当重视柜台服务营销,以优质的柜台服务创造深入营销的切入点,同时挖掘潜在的营销机会和客户资源。同时,银行拥有庞大的基层网点数量,柜台服务营销的渠道和资源非常丰富和多元化。如何最大效能的发挥战略优势,充分挖掘和释放柜台服务营销的职能,是本文研究的主要目的。笔者在工作实践的基础上,对H银行成都分行目前柜台服务营销的现状及存在问题进行了分析,并对其柜台服务营销失效的原因进行了探讨,通过学习借鉴国内外同业经验,提出了提升H银行成都分行柜台服务营销实效的对策。
[Abstract]:With the development of economy, the opening of financial market and the deepening of financial system reform, the competition of financial market is becoming more and more fierce. Because the homogeneity of domestic banking financial products is serious, the competition between banks is mainly focused on service marketing. How to take customer demand as the center to carry out service, improve customer satisfaction, and finally achieve the goal of profit. It has become a common concern of banks. In recent years, China's banking institutions are constantly learning from foreign banks, gradually changing from product marketing to service marketing. The bank counter is the "front line" that meets the customer face to face and serves the customer directly. Whether the counter service can be done well or not will directly affect the effect of marketing and the profit of the bank. Bank counter staff in understanding customer needs, recommend banking products business, has unique resources and advantages. Therefore, the banking institutions should attach importance to the over-the-counter service marketing, create the breakthrough point of in-depth marketing with high-quality over-the-counter service, and tap the potential marketing opportunities and customer resources at the same time. At the same time, banks have a large number of grassroots outlets, counter service marketing channels and resources are very rich and diversified. How to maximize the effectiveness of strategic advantages, fully tap and release the functions of counter service marketing, is the main purpose of this study. On the basis of working practice, the author analyzes the current situation and existing problems of H Bank Chengdu Branch's current over-the-counter service marketing, and probes into the reasons for the invalidation of its over-the-counter service marketing, and draws lessons from the experience of domestic and foreign counterparts through learning. Put forward to promote H bank Chengdu branch counter service marketing effectiveness countermeasures.
【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.33

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