X银行营业网点服务营销综合化建设研究

发布时间：2018-11-07 16:15

【摘要】：银行作为金融服务性机构,必须围绕“以客户为中心”这一基本点,根据市场、客户的需求变化,不断转变运营模式、管理体制、和服务营销模式。根据客户需求综合提供各项常规化、标准化产品、标准化服务和客户维护营销的服务场景,建立同客户交流、产品展示、体验的平台和场所将是银行营业网点的当务之急。网点服务营销综合化将打破目前对公对私分割、各自为政的界限,变被动营销为主动营销,由一人一能为一人多能。这种服务营销模式不仅使人力资源达到最佳配置,也使人力资本潜能、质量得到深度挖掘和提升。同时,综合化使网点经营方式、岗位设置、作业模式、劳动组合具有本能联动营销的内核,使网点——需要投入大量财务资源和人力成本这一最昂贵渠道,创造出更大收益。本文通过分析X银行营业网点当前条线分割明显、网点功能单一、员工服务技能及服务对象单一、对公对私柜台忙闲不均等现实问题,探讨了在营业网点实现服务营销综合化的必要性和可行性。结合前期试点工作和当前急需解决的紧迫问题,笔者提出了建设网点服务营销综合化的指导思想、原则和基本思路,给出了具体建设规划和可行的措施。通过开展相关研究工作,笔者提出本项研究的主要结论:在X银行网点实现服务营销综合化不仅必要而且可行,在具体建设工作中,要以网点功能综合化、柜台服务综合化为基础,重点做好营销队伍综合化。
[Abstract]:As a financial service institution, banks must focus on the basic point of "taking the customer as the center". According to the changes of the market and the customer's demand, the bank must constantly change the operation mode, the management system, and the service marketing mode. According to customer demand, it is imperative for banks to provide regularized, standardized products, standardized services and customer maintenance marketing service scenarios, and to establish platforms and places for communication, product display and experience with customers. The integration of network service marketing will break the current division of the public to private boundaries, change passive marketing into active marketing, from one person to one person for more than one person. This kind of service marketing mode not only makes the human resources achieve the best disposition, but also makes the human capital potential and quality deeply excavated and promoted. At the same time, the integration makes the network management mode, post setting, operation mode and labor combination have the core of instinctive linkage marketing, so that the network needs to invest a large amount of financial resources and manpower cost, which is the most expensive channel to create greater income. In this paper, through the analysis of X bank outlets, the current line division is obvious, the function of the network is single, the staff service skills and service objects are single, and the problem is not equal to the public to private counters. This paper discusses the necessity and feasibility of service marketing integration in business outlets. In combination with the pilot work in the early stage and the urgent problems that need to be solved at present, the author puts forward the guiding ideology, principles and basic ideas for the integration of service marketing in the construction network, and gives the concrete construction plan and feasible measures. Through the relevant research work, the author puts forward the main conclusion of this research: it is not only necessary and feasible to realize the service marketing integration in the X bank network, but also in the concrete construction work, the function of the network should be integrated. Counter service integration as the basis, focus on the integrated marketing team.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.2

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