中国工商银行吉林省分行私人银行服务营销策略研究

发布时间：2018-03-21 01:40

本文选题：工商银行　切入点：私人银行业务　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：近几年,中国经济的飞速发展促使居民的财富明显上升,也带动了私人银行业务的蓬勃发展。私人银行业务已经成为国内各大银行加强盈利能力、提升核心竞争力和优化银行业务结构的战略方向,各大银行纷纷投入巨资,树立了自己的私人银行品牌形象并取得了一定的成效。然而在激烈的同业竞争中,私人银行作为新型的金融服务机构,最显著的变化就是:营销和服务在其成功因素中的地位越来越重要,它们在银行创收方面的贡献日益凸显。本文从服务营销理论把银行服务同样当作产品来看,将从7Ps的多个方面论述,让服务源于内而外于形,让高净值客户真正体会到私人银行的价值所在。中国工商银行吉林省分行营业部作为长春地区一家具有影响力的金融机构,开设私人银行中心只有仅两年多的时间,非常迫切地想要开拓长春地区的私人银行市场。本文通过对服务营销理论、7Ps理论、私人银行服务营销独特性等方面的研究,力争在理论与实践相结合的基础上,从而找出其私人银行基本业务在目前发展的状况和问题,通过STP优化以后再做相关分析,利用7Ps服务销售理论知识来提出应对之策。最后,对银行内部每个等级层次的营销部门进行了优化和改进,确定了各自的作用和责任、加快培养私银中的专业性销售英才、不间断地优化和改进考核评估制度、健全私银业务营运管理系统、健全私银增值服务系统等进行分析以后,提出要监督管控营销计策的建议,进而为中国工商银行吉林省分行营业部私人银行业务的发展提供帮助。
[Abstract]:In recent years, the rapid development of China's economy has led to a marked increase in the wealth of residents, and has also led to the vigorous development of private banking, which has become a major domestic bank that has strengthened its profitability. In order to enhance the core competence and optimize the banking business structure, the major banks have invested a lot of money, established their own brand image of private banks and achieved certain results. However, in the fierce competition among the same industry, The most significant change for private banks as a new type of financial services institution is the growing importance of marketing and services in their success. Their contribution to bank income generation is becoming more and more prominent. In this paper, banking services are also treated as products from the perspective of service marketing theory, and will be discussed from several aspects of 7Ps, so that services can be derived from inside and out of form. Let the high net worth customers really realize the value of private banks. As an influential financial institution in Changchun, the Business Department of the Jilin Branch of the Industrial and Commercial Bank of China has only opened a private banking center for just over two years. It is very urgent to open up the private banking market in Changchun. Through the research on the service marketing theory 7Ps and the uniqueness of private bank service marketing, this paper tries to combine theory with practice. In order to find out its private bank basic business in the current development of the situation and problems, through the STP optimization after the relevant analysis, using 7Ps service sales theory to put forward countermeasures. We have optimized and improved the marketing departments at each level within the bank, determined their respective roles and responsibilities, accelerated the training of professional sales talents in private banking, and continuously optimized and improved the appraisal and evaluation system. After analyzing the operation management system and value-added service system of private bank, the author puts forward some suggestions on how to supervise and control the marketing strategy, thus providing help for the development of private banking business in the business department of Industrial and Commercial Bank of China Jilin Province Branch.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.33;F274

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