廊坊银行天津分行以客户为中心营销策略研究

发布时间：2019-06-28 10:12

【摘要】：随着中国经济和金融业的迅猛发展,金融机构和金融产品已经极大丰富,这样的市场环境促使银行业不得不改变传统的营销观念。城市商业银行作为金融市场上各方面实力相对较弱的银行机构,想在竞争激烈的市场环境下生存发展,就需要建立以客户为中心的营销观念,将客户需求放在第一位,所有金融产品和金融服务均围绕着客户的需求展开,设计与企业生产经营过程中产生的金融需求相匹配的金融服务方案。将“以客户为中心”作为制定营销策略的主要中心思想,营销模式的转变将使银行业发生革命性的变化。本论文在分析传统的营销模式基础之上,提出了以客户为中心的营销策略。以廊坊银行天津分行为研究客体,以市场营销相关理论为基础,展开对以客户为中心的城市商业银行市场营销策略进行分析研究。同时,结合国内外市场营销理论研究并对国内市场营销环境进行分析,从而得出城市商业银行在竞争激烈的市场环境下,如何建立以客户为中心的营销体系。进一步通过一系列的市场营销理论工具,结合廊坊银行天津分行的实际情况,对在天津市场环境下的廊坊银行天津分行采取以客户为中心的营销策略,以及实施的可行性进行分析论证。本论文研究的目的,是在以往有关市场营销理论及商业银行营销策略等理论的基础之上,针对于目前金融业机构多样化、金融产品极大丰富、客户个性化需求、银行业市场竞争激烈的环境下,提出的城市商业银行生存发展的营销策略。
[Abstract]:With the rapid development of China's economy and financial industry, financial institutions and financial products have been greatly enriched. Such a market environment has prompted the banking industry to change the traditional marketing concept. As a relatively weak banking institution in all aspects of the financial market, in order to survive and develop in the competitive market environment, city commercial banks need to establish a customer-centered marketing concept, put customer demand first, all financial products and financial services revolve around the needs of customers, and design financial service schemes that match the financial needs generated in the process of enterprise production and operation. Taking "customer as the center" as the main central idea of formulating marketing strategy, the transformation of marketing mode will make the banking industry change revolutionary. Based on the analysis of the traditional marketing model, this paper puts forward a customer-centered marketing strategy. Taking Langfang Bank Tianjin Branch as the research object and marketing related theories as the basis, this paper analyzes and studies the marketing strategy of customer-centered urban commercial banks. At the same time, combined with the domestic and foreign marketing theory research and the domestic marketing environment analysis, thus obtains the city commercial bank in the fierce competition market environment, how to establish the customer-centered marketing system. Through a series of marketing theory tools, combined with the actual situation of Langfang Bank Tianjin Branch, this paper analyzes and demonstrates the customer-centered marketing strategy and the feasibility of implementation of Langfang Bank Tianjin Branch under the Tianjin market environment. The purpose of this paper is to put forward the marketing strategy for the survival and development of urban commercial banks under the environment of diversification of financial institutions, great abundance of financial products, personalized needs of customers and fierce competition in the banking market on the basis of previous theories such as marketing theory and marketing strategy of commercial banks.
【学位授予单位】：天津财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F832.33

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