中国工商银行XY分行转型网点服务营销策略研究

发布时间：2018-03-05 23:21

本文选题：转型网点　切入点：服务营销　出处：《广西大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着我国商业银行零售业务竞争日益加剧,电子商务与互联网金融的快速发展,越来越多的金融创新产品正潜移默化的改变着人们的生活方式。因此,国内许多商业银行加快了网点经营的转型步伐,商业银行的营销模式也随之发生了变化,从依靠物理网点的单一渠道营销逐渐变成了线上线下融合的营销模式。中国工商银行XY分行处于市场竞争激烈的商业银行之中,最大的优势是拥有丰富的网点资源,而网点是商业银行零售业务的重要渠道,如何利用这一优势维持市场竞争力,将转型网点从传统的交易核算型转变为服务营销型,是中国工商银行XY分行面临经营改革的重要课题。本文的研究是以中国工商银行XY分行的转型网点为研究对象,以7P理论为基础,结合本人在银行转型网点的工作实践经验,应用服务营销的相关理论知识,将国外优秀商业银行与我国商业银行传统的营销模式进行比较分析,提出传统银行网点必须顺应形势开展网点转型。论文首先概述了选题背景和意义,以及研究的内容和方法,通过阅读大量的文献,总结归纳国内外有关商业银行服务营销和网点转型的理论及相关概念。其次,利用PEST工具分析了工商银行XY分行转型网点服务营销的环境、现状,来深入发掘转型网点存在的问题。最后,通过借鉴国内外优秀商业银行的网点转型中的先进经验,针对工商银行XY分行转型网点的服务营销存在的问题,提出了服务营销策略的优化设计,着力于帮助转型网点从传统的服务营销模式转变为线上线下一体化的营销模式,从而提高网点竞争力。
[Abstract]:With the rapid development of e-commerce and Internet finance, more and more innovative financial products are changing people's way of life. Many domestic commercial banks have quickened the pace of transformation of network operation, and the marketing mode of commercial banks has also changed. From the single channel marketing which relies on physical network, it has gradually become the marketing mode of integration between online and offline. The XY branch of ICBC is among the commercial banks with fierce market competition, and its biggest advantage is that it has abundant network resources. The network is an important channel for the retail business of commercial banks. How to make use of this advantage to maintain the market competitiveness and change the transformation network from the traditional transaction accounting model to the service marketing type. Industrial and Commercial Bank of China (ICBC) XY Branch is faced with an important subject of management reform. Applying the relevant theoretical knowledge of service marketing, this paper compares the traditional marketing models of foreign excellent commercial banks with that of Chinese commercial banks. The paper first summarizes the background and significance of the topic, as well as the contents and methods of the research, and through reading a large number of documents, the paper proposes that the traditional bank network must adapt to the situation and carry out the transformation of the network. Summarize and summarize the domestic and foreign commercial bank service marketing and network transformation theory and related concepts. Secondly, using PEST tools to analyze the ICBC XY branch transformation network service marketing environment, the status quo, Finally, through drawing lessons from the advanced experience of the domestic and foreign excellent commercial banks in the network transformation, aiming at the problems in the service marketing of the transformation network of the XY branch of ICBC, The optimal design of service marketing strategy is put forward to help the transformation network transform from the traditional service marketing mode to the online and offline integrated marketing mode, thus improving the competitive power of the network.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.33

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