ZS银行哈尔滨分行大客户营销策略研究

发布时间：2018-06-26 23:46

本文选题：银行 + 大客户营销　；参考：《昆明理工大学》2014年硕士论文

【摘要】：经济的快速发展,市场竞争不断加剧,使我国的银行业进入了客户导向与销售导向并存的发展阶段。现代化的银行营销,要求金融产品以及服务的设计、定价以及促销等都从客户的金融需求出发,只有客户的金融需求得到满足,银行才能得到持续的发展。大客户群体对于当今商业银行的发展具有至关重要的战略意义,大客户群体是能给银行带来高利润的客户群体,是银行长期稳固发展的基础所在。而随着银行同质化竞争的加剧,大客户对高质量金融产品服务的需求也在飞速增长着,传统的关系营销已经不能很好的维护银行与企业的长期合作关系,所以,银行要留住大客户群体,必须转变经营理念,改革营销策略,发挥集中营销的优势,最大化的满足客户的需求,提高大客户对银行的忠诚度。本文以zS银行哈尔滨分行为研究对象,在文献研究与实地调研的基础上,将理论知识与实践相结合,对ZS银行哈尔滨分行大客户群体的特征、大客户对银行产品与服务的满意度进行了统计,找出了影响大客户满意度的关键因素,对现行大客户营销的现状进行了分析,指出了ZS银行哈尔滨分行现行大客户营销存在的对客户深层次需求把握不足、品牌意识欠缺、营销组织体系落后、产品设计前瞻性不足、价格策略单一、价格管理混乱、大客户营销的文化内涵不足、服务的针对性不强等问题,在此基础上,本文重点论述了ZS银行哈尔滨分行大客户营销策略的改革以及保障措施的建设。改进ZS银行哈尔滨分行大客户营销的策略改进包括以下几个方面：将传统文化融入品牌理念；顺应大客户需求进行产品设计；实施差异化价格手段；在大客户营销中引入个性化促销策略。在保障措施方面,要积极调整ZS银行哈尔滨分行的大客户营销组织体系、进一步完善考核体系、搭建营销平台、引进大客户管理软件、优化业务流程以及加强与其他机构的战略合作等方面。
[Abstract]:With the rapid development of economy and the intensification of market competition, China's banking industry has entered the stage of co-existence of customer orientation and sales orientation. Modern bank marketing requires the design, pricing and promotion of financial products and services to be based on the financial needs of customers. Only when the financial needs of customers are satisfied, can banks achieve sustained development. The group of large customers is of great strategic significance to the development of commercial banks today. It is the customer group which can bring high profits to the banks and the foundation of the bank's long-term stable development. With the intensification of homogeneous competition in banks, the demand of large customers for high-quality financial products and services is also growing rapidly. Traditional relationship marketing has not been able to maintain the long-term cooperative relationship between banks and enterprises, so, The bank must change the management idea, reform the marketing strategy, give full play to the advantages of the centralized marketing, meet the needs of the customer, and improve the loyalty of the big customer to the bank. This paper takes the Harbin branch of ZS Bank as the research object, on the basis of literature research and field investigation, combines the theory knowledge with the practice, and analyzes the characteristics of the large customer group of the Harbin branch of ZS Bank. The key factors that affect the satisfaction degree of the big customer are found out, and the present situation of the marketing of the big customer is analyzed. It is pointed out that the existing major account marketing of ZS Bank Harbin Branch has insufficient grasp of deep customer demand, lack of brand awareness, backward marketing organization system, lack of foresight in product design, single price strategy and chaotic price management. On the basis of insufficient cultural connotation and weak service, this paper focuses on the reform of major customer marketing strategy and the construction of guarantee measures in Harbin Branch of ZS Bank. The strategy of improving the marketing strategy of ZS Bank Harbin Branch includes the following aspects: integrating the traditional culture into the brand concept, adapting to the needs of the major customers for product design, implementing the differentiated price means; The introduction of personalized promotion strategy in major customer marketing. In terms of security measures, it is necessary to actively adjust the major account marketing organization system of the Harbin branch of ZS Bank, further improve the examination system, set up a marketing platform, and introduce major account management software. Optimize business processes and strengthen strategic cooperation with other organizations.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.33;F274

【共引文献】