中国民生银行长春分行服务营销策略研究

发布时间：2018-03-29 21:10

本文选题：民生银行　切入点：服务营销　出处：《吉林大学》2017年硕士论文

【摘要】：随着我国社会主义市场经济不断深入发展,居民对金融产品的消费需求日益增加,对银行所提供的服务要求也越来越高,存取款,理财,贷款等传统银行业务早已不能满足消费者的需要。如果想要从日益激烈的竞争中脱颖而出就必须牢牢把握住客户需求这一关键点,走服务营销的发展道路。中国民生银行是我国首家非国有背景股份制银行,始终坚持“规规矩矩办银行,扎扎实实办银行和开动脑筋办银行”,为我国金融业的发展做出了巨大贡献。民生银行长春分行作为分支机构继承了总行良好的企业文化,成立八年以来,积极参与省内经济发展活动,在小微企业金融服务、涉农企业贷款、扶贫项目帮扶等方面取得了突出的成绩,曾获得“2014年度吉林省小微企业金融服务先进单位”荣誉称号。由于我国经济目前正处于转型调整阶段,加之吉林省老工业基地的实际省情,民生银行长春分行所面临的经济环境日益复杂,与此同时,随着吉林省首家民营银行的设立、农商行的改制,民生银行长春分行所面临的竞争愈发激烈。以客户需求为中心,以服务客户为导向,制定与实施符合民生银行长春分行自身发展特色的服务营销策略,是民生银行长春分行亟需要采取的发展理念。本文首先述论文的研究背景、思路及研究方法,为后面中国民生银行长春分行服务营销策略分析奠定基础,同时阐明金融服务提供者在服务营销方面的特殊性,分析民生银行长春分行采取服务营销组合策略的意义。其次,介绍民生银行长春分行的成长发展概况,在梳理民生银行服务营销现状的同时找出与省内其他银行业金融机构的营销差异性,进而找出当前民生银行长春分行在服务营销中问题。再次,对民生银行长春分行服务营销环境进行分析,包括宏观经济环境与微观经济环境两个方面,运用SWOT分析法分析民生银行长春分行优势与劣势、机会与威胁,为民生银行长春分行做出正确服务营销策略选择提供判断依据。接下来,明确民生银行长春分行服务营销理念及准则,选好目标市场,做好市场地位,运用服务营销策略相关理论与模型,制定民生银行长春分行服务营销组合策略。最后,在对应规划设计服务营销组合策略基础上,从组织架构、政策制度层面提出相应的策略保障。民生银行长春分行应提高对服务营销的重视性,将其作为现阶段的工作重点,因为离开优质的客户服务,简单的谈业绩提升、谈经营发展,都是无本之木,无源之水,进行服务营销是民生银行长春分行对客群的挽留与发展的渠道,决定着中国民生银行长春分行经营的成败。
[Abstract]:With the deepening development of the socialist market economy in our country, the consumption demand of the residents for financial products is increasing day by day, and the requirements for the services provided by the banks are becoming higher and higher. Traditional banking businesses, such as loans, have long been unable to meet the needs of consumers. If you want to stand out from the increasingly fierce competition, you must firmly grasp the key point of customer demand. The Minsheng Bank of China is the first joint-stock bank with a non-state-owned background in our country. Run a bank in a down-to-earth manner and use your brain to run a bank ", which has made a great contribution to the development of our financial industry. As a branch of Minsheng Bank, Changchun Branch has inherited the good corporate culture of the head office and has been established for eight years. They have actively participated in economic development activities in the province, and have made outstanding achievements in the areas of financial services for small and micro enterprises, loans for agriculture-related enterprises, and assistance for poverty alleviation projects. He was awarded the honorary title of "the Advanced Financial Service Unit of small and Micro Enterprises in Jilin Province in 2014." because our economy is now in the stage of transformation and readjustment, and the actual situation of Jilin Province's old industrial base, At the same time, with the establishment of the first private bank in Jilin Province and the restructuring of agricultural and commercial banks, the competition faced by the Changchun branch of Minsheng Bank is becoming more and more intense. Taking the service customer as the direction, formulating and implementing the service marketing strategy which accords with the development characteristic of Changchun Branch of Minsheng Bank is the development idea that the Changchun Branch of Minsheng Bank urgently needs to adopt. This paper first describes the research background of this paper. The ideas and research methods lay a foundation for the analysis of service marketing strategy of Changchun Branch of Minsheng Bank of China, and clarify the particularity of service marketing for financial service providers. This paper analyzes the significance of the service marketing mix strategy adopted by Changchun Branch of Minsheng Bank. Secondly, it introduces the general situation of the growth and development of Changchun Branch of Minsheng Bank. While combing the current situation of service marketing of Minsheng Bank, we find out the marketing differences with other banking financial institutions in the province, and then find out the current problems in service marketing of Changchun Branch of Minsheng Bank. Again, This paper analyzes the service marketing environment of Changchun Branch of Minsheng Bank, including macroeconomic environment and microeconomic environment, and analyzes the advantages and disadvantages, opportunities and threats of Changchun Branch of Minsheng Bank by using SWOT analysis method. To provide a basis for the Minsheng Bank Changchun Branch to make the correct choice of service marketing strategy. Next, clear the service marketing concept and guidelines of the Changchun branch of Minsheng Bank, select the target market, and do a good job of market position. Based on the relevant theories and models of service marketing strategy, the paper formulates the service marketing mix strategy of Minsheng Bank Changchun Branch. Finally, on the basis of corresponding planning and designing service marketing mix strategy, from the organizational structure, The Changchun branch of Minsheng Bank should pay more attention to service marketing and make it the focus of its work at the present stage, because it should simply talk about the promotion of performance and the development of business without quality customer service. The service marketing is the channel of Minsheng Bank Changchun Branch to retain and develop customers, which determines the success or failure of China Minsheng Bank Changchun 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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