贵州银行零售业务服务营销管理改进研究

发布时间：2019-05-14 21:11

【摘要】：零售业务在我国有着广阔的市场前景,已经对国内银行零售业务提出了严峻的挑战,然而我国商业银行零售业务才刚刚起步,无论是从经营体制与管理水平上,还是从资本实力与资产结构上来讲,和外资银行都存在着巨大的差距。贵州银行是贵州省委、省政府从推动全省经济金融又好又快、更好更快发展的战略出发,决策成立的一家按省属大一型企业管理的金融机构。面对贵州个人财富的不断壮大,贵州银行零售业务服务营销管理的变革就具有典型的现实意义。首先,论文在理论基础上,分析了贵州银行零售业务服务营销管理的现状与问题。贵州银行零售业务服务营销管理的现状包括了贵州银行零售业务构成、零售业务组织架构与零售业务服务营销管理模式。同时分析了贵州银行零售业务服务营销管理的问题,主要问题是缺乏正确的市场服务营销意识、市场地位和目标市场划分不明确、服务营销管理体系不完善和零售人员缺乏协同管理合力不足等。其次,论文提出了贵州银行零售业务服务营销管理改进方案设计。论文提出了基于客户价值的细分市场策略,重点提出了网点维护与细分、零售业务客户分析和基于客户细分的拓展策略。然后论文提出了服务营销组织的优化设计,包括了目标客户群划分、运行机制完善和服务营销流程改造。最后是营销管理考核机制设计,提出了基于动态管理的客户经理制、营销管理考核制度和考核奖惩。最后,论文提出了改进贵州银行零售业务服务营销管理的保障措施。首先是加强客户价值管理,充分发挥自身优势,完善客户经理制度,推动银行零售业务体系全面优化升级。其次是强化基于客户多元化的产品创新机制,包括了离退休人群、年轻群体、民营企业和城郊农村人口。然后是营销理念的整合与革新,提高服务意识,树立零售业务服务营销理念,注重服务文化和服务品牌建设,创建网上银行服务系统,提供方便快捷的服务。最后是加强客户价值管理做好“两个联动”。论文深入剖析贵州银行在服务营销管理上存在制约其快速发展的诸多问题,建立符合实际的长远目标,以期能对贵州银行零售业务的发展有所裨益。论文试图在分析贵州银行的零售业务营销发展现状的基础之上,科学、系统性地从思想方案,体制改革、计划完善方面进行研究分析,针对贵州银行当前零售业务服务营销管理过程中存在的问题,提出具体建议措施,具有一定的理论和现实指导意义。
[Abstract]:Retail business has a broad market prospect in our country, and has put forward severe challenges to the retail business of domestic banks. However, the retail business of commercial banks in China has just started, no matter from the management system and management level. Or from the capital strength and asset structure, and foreign banks have a huge gap. Guizhou Bank is a financial institution managed by the provincial party committee of Guizhou Province. Starting from the strategy of promoting the economic and financial development of the province, which is good, fast and faster, the provincial government has made a decision to set up a financial institution managed by the first type of enterprises belonging to the province. In the face of the continuous growth of Guizhou's personal wealth, the reform of Guizhou bank retail business service marketing management has typical practical significance. First of all, on the basis of theory, the paper analyzes the present situation and problems of Guizhou bank retail business service marketing management. The present situation of Guizhou bank retail business service marketing management includes Guizhou bank retail business composition, retail business organization structure and retail business service marketing management mode. At the same time, this paper analyzes the problems of Guizhou bank retail business service marketing management, the main problem is the lack of correct market service marketing consciousness, the market position and the target market division is not clear. The service marketing management system is not perfect and the retail staff lacks the cooperative management joint force and so on. Secondly, the paper puts forward the design of Guizhou bank retail business service marketing management improvement scheme. This paper puts forward the market segmentation strategy based on customer value, focusing on the network maintenance and segmentation, retail business customer analysis and expansion strategy based on customer segmentation. Then the paper puts forward the optimal design of service marketing organization, including the division of target customer group, the perfection of operation mechanism and the transformation of service marketing process. Finally, the design of marketing management assessment mechanism is carried out, and the account manager system, marketing management assessment system and assessment rewards and punishments based on dynamic management are put forward. Finally, the paper puts forward the safeguard measures to improve the marketing management of Guizhou bank retail business service. The first is to strengthen customer value management, give full play to their own advantages, improve the account manager system, and promote the overall optimization and upgrading of the banking retail business system. The second is to strengthen the product innovation mechanism based on customer diversification, including retired people, young groups, private enterprises and suburban rural population. Then there is the integration and innovation of marketing concept, improve service awareness, establish retail business service marketing concept, pay attention to service culture and service brand construction, establish online banking service system, and provide convenient and fast service. Finally, strengthen customer value management to do a good job of "two linkage." This paper deeply analyzes many problems that restrict the rapid development of Guizhou Bank in service marketing management, and establishes a long-term goal in line with the reality, in order to be beneficial to the development of Guizhou Bank's retail business. On the basis of analyzing the present situation of retail business marketing development of Guizhou Bank, this paper attempts to make a scientific and systematic research and analysis from the aspects of ideological scheme, system reform and plan perfection. In view of the problems existing in the process of retail service marketing management of Guizhou Bank, this paper puts forward some concrete suggestions and measures, which have certain theoretical and practical guiding significance.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.2

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