广发银行郑州分行特色化服务的营销策略研究

发布时间：2018-04-01 01:29

本文选题：商业银行　切入点：探索　出处：《西安理工大学》2017年硕士论文

【摘要】：银行业是一种特殊的服务性行业,当今国际上的商业银行普遍强调服务的重要性,可以说,服务创造价值是当今商业银行发展过程中所必须遵循的准则。各大商业银行都在努力为客户提供更多个性化的服务和适合市场需求的金融产品,通过差异化、创新型的服务维系客户关系,增强其在市场的竞争力。随着中国经济的不断发展、壮大,要想顺应市场规律,在日趋同质化的服务中脱颖而出,必须准确定位自己的目标市场和客户群体,加强对于服务的创新。本文通过对当今国际、国内商业银行主流创新型服务模式进行分析,主要以广发银行郑州分行为例,深入探析广发银行郑州分行在发展过程中所做的创新型服务实例,分析广发银行郑州分行在特色化服务的营销存在的问题,分析了广发银行郑州分行内外部环境,采用SWOT分析模型,对广发银行郑州分行特色化服务方面自身的优势、劣势、机会和挑战逐项分析,根据SWOT的问题分析,结合SWOT矩阵的策略选择,在广发银行郑州分行发展战略的选择中,重点对客户细分、产品、价格、渠道、促销以及客户关系管理策略进行创新研究。本文通过总结广发银行郑州分行特色化服务的发展中的问题,集中分析问题的原因,并以服务营销以及银行运营的有关理论为指导,提出商业银行服务营销完善发展的策略,帮助银行解决服务营销发展中的问题,提高服务营销效率。本文力图为我国商业银行特色化服务提供路径选择,为其未来规划和发展方向提供有益经验。
[Abstract]:The banking industry is a special service industry. Nowadays, commercial banks in the world generally emphasize the importance of service. It can be said that service creation is the criterion that must be followed in the development of commercial banks.All the commercial banks are trying to provide more personalized services and financial products to meet the needs of the market, through differentiation, innovative services to maintain customer relations, enhance their competitiveness in the market.With the development of Chinese economy, if we want to conform to the market law and stand out in the increasingly homogeneous service, we must accurately locate our target market and customer group, and strengthen the innovation of service.Based on the analysis of the current international and domestic commercial banks' mainstream innovative service model, this paper takes the Zhengzhou Branch of Guangfa Bank as an example to deeply analyze the innovative service examples made by the Zhengzhou Branch of Guangfa Bank in the course of its development.This paper analyzes the problems existing in the marketing of the special service of Zhengzhou Branch of Guangfa Bank, analyzes the internal and external environment of Zhengzhou Branch of Guangfa Bank, and adopts the SWOT analysis model to analyze the advantages and disadvantages of the special service of Zhengzhou Branch of Guangfa Bank.Opportunities and challenges are analyzed item by item, according to the SWOT problem analysis, combined with the strategic choice of SWOT matrix, in the selection of development strategy of Guangfa Bank Zhengzhou Branch, the focus is on customer segmentation, products, prices, channels,Promotion and customer relationship management strategy innovation research.This paper summarizes the problems in the development of specialized services in Zhengzhou Branch of Guangfa Bank, analyzes the causes of the problems, and puts forward the strategies for the perfect development of the service marketing of commercial banks under the guidance of the relevant theories of service marketing and bank operation.Help the bank to solve the problems in the development of service marketing, improve the efficiency of service marketing.This paper tries to provide the path choice for the characteristic service of commercial banks in our country, and provide beneficial experience for its future planning and development direction.
【学位授予单位】：西安理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.33;F274

【相似文献】