Y银行J分行公司业务的4R营销策略研究

发布时间：2018-05-16 09:18

本文选题：银行公司业务 + 4R理论　；参考：《浙江理工大学》2017年硕士论文

【摘要】：近年来银行公司业务已经成为各家商业银行最核心的业务,是利润最主要的来源。当前银行间竞争日趋白恶化,但是银行公司业务在营销手段上却裹足不前,利润增长态势缓慢,发展“瓶颈”问题凸显。本文以Y银行J分行公司业务为研究对象,围绕其营销过程中存在的问题,以4R营销理论为切入点,设计科学有效的营销策略,以期形成银行与客户互利共赢的局面,为实践服务。本文通过访谈、资料分析等方法,剖析发现Y银行J分行公司业务现有营销策略过于传统,营销效果不理想,当前公司业务存在产品同质、收益放缓、客户忠诚度不高等问题,亟需制定新的营销策略改变现状。继而从可能性和必然性两个角度分别论证运用4R营销理论促进Y银行J分行公司业务发展的可行性,为设计以4R为导向的公司业务营销策略提供理论与实践支撑,进而提出了营销策略的设计。首先,确定Y银行J分行公司业务实施4R营销策略的预期目标,分别是收益可持续增长、客户忠诚度提高、公司业务转型和竞争力提升四个方面。其次,立足4R营销理论,分别从“关联”、“反应”、“关系”、“回报”四个角度提出具体举措,整合优势,各个击破,发挥组合拳作用。如在“关联”上,侧重满足客户个性化需求,重视产品创新和品牌价值,强调服务的专业性和便利性,通过日常多开展各类活动提高与客户之间的关联度;在“反应”上,侧重风险预判和风险控制,多渠道收集、分析客户需求及风险变化,提高部门联动效率;在“关系”上,强调客户关系管理及高层间的沟通,突出客户数据库的作用,通过优质服务提升客户满意度;在“回报”上,强调在一定的资源限度内,通过差异化定价、提高产品附加值等手段实现银行与客户的共赢,注重专业技术回报。最后,从组织、人力资源、科技、资金四个方面提出具体保障建议,确保营销策略顺利落地实施。通过本文的研究,一方面能够使Y银行J分行公司业务健康、快速发展,另一方面为商业银行公司业务营销策略的制定提供一定的参考。
[Abstract]:In recent years, bank business has become the core business of commercial banks and the main source of profits. At present, the competition among banks is worsening day by day, but the marketing means of the bank companies are stagnant, the growth of profit is slow, and the "bottleneck" problem of development is prominent. This article takes Y Bank J Branch Company as the research object, revolves around its marketing process existence question, takes the 4R marketing theory as the breakthrough point, designs the scientific effective marketing strategy, in order to form the bank and the customer mutually beneficial win-win situation, Serve for practice. Based on the methods of interview and data analysis, this paper finds that the existing marketing strategy of J branch company of Y Bank is too traditional, the marketing effect is not ideal, the current business of the company has problems such as product homogeneity, income slowing down, customer loyalty is not high, etc. New marketing strategies are urgently needed to change the status quo. Then it demonstrates the feasibility of using 4R marketing theory to promote the business development of Y Bank J Branch from the angles of possibility and inevitability, and provides theoretical and practical support for designing the 4R-oriented company business marketing strategy. And then put forward the design of marketing strategy. First of all, the expected target of implementing 4R marketing strategy in J branch of Y Bank is the sustainable growth of revenue, the improvement of customer loyalty, the transformation of business and the enhancement of competitiveness. Secondly, based on the 4R marketing theory, the author puts forward concrete measures from the four angles of "relevance", "reaction", "relationship" and "return", integrates advantages, breaks down each of them, and exerts the function of combined boxing. For example, in "relevance", emphasis is placed on meeting the individual needs of customers, on product innovation and brand value, on professionalism and convenience of services, on increasing the correlation with customers through more activities on a daily basis, and on "response", Emphasis on risk prejudgment and risk control, multi-channel collection, analysis of customer needs and risk changes, improve the efficiency of departmental linkage, in "relationships", emphasize customer relationship management and high-level communication, highlight the role of customer database, In terms of "return", we emphasize that within a certain resource limit, we can achieve the win-win situation between banks and customers by means of differential pricing, increase the added value of products, and pay attention to the return of professional technology. Finally, from the organization, human resources, science and technology, funding four aspects of specific security suggestions to ensure the smooth implementation of marketing strategies. Through the research of this paper, on the one hand, it can make the business of Y Bank J Branch healthy and rapid development, on the other hand, it can provide a certain reference for the formulation of business marketing strategy of commercial bank company.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F832.33

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