G银行T支行客户导向的营销管理研究

发布时间：2018-07-21 10:58

【摘要】：在全球化和互联网经济蓬勃发展的背景下,市场竞争越来越激烈,我国商业银行发展面临非常大的机遇与挑战,对营销管理提出了越来越高的要求。加强对商业银行客户导向的营销管理研究具有十分重要的意义。本文围绕提高G银行T支行营销管理绩效这一主题,按照提出问题、分析问题、解决问题的研究思路,通过定量结合定性的研究方式,在借鉴国内外商业银行营销管理经验的基础上,对G银行T支行发展的客户导向的营销管理问题进行了研究。本文在对营销管理相关概念的界定的基础上,对客户满意理论、4Ps、7Ps、4Vs营销组合策略、基于客户满意的4Cs营销组合策略等相关理论进行了综述,然后分析了 G银行T支行营销管理的现状及问题,存在的问题主要包括市场定位与客户细分不够准确、尚未明确营销部门的战略地位、忽视营销的过程管理、忽略产品开发时客户需求分析等。并分析了其成因主要有:尚未完全树立起客户导向理念、尚未完全确立起客户营销战略、尚未完全建立客户营销的全流程体系、营销专业人才缺失导致谈判不力等。然后,坚持理论与实践相结合,针对G银行T支行营销管理存在的问题及其原因的分析,提出了 G银行T支行完善客户导向的营销管理的对策建议,主要包括科学进行客户导向的市场定位分析、提升基于客户满意度的特色竞争策略、健全与客户需求相匹配的营销组织和价值链流程、建立客户导向的特色营销策略体系等。在提出G银行T支行完善客户导向的营销管理的对策建议的基础上,进一步分析了 G银行T支行客户导向的营销管理的实施保障,提出要从树立客户导向的现代银行服务营销理念、构建适应银行营销保障的组织结构和信息系统、打造高胜任力的营销专业人才团队等方面提供保障支持。探索解决G银行T支行客户导向的营销管理的发展途径,从而提升我国商业银行核心的竞争力。
[Abstract]:Under the background of globalization and the vigorous development of Internet economy, the market competition is becoming more and more fierce. The development of commercial banks in China is facing great opportunities and challenges, which puts forward more and more high requirements for marketing management. It is of great significance to strengthen the research on the customer-oriented marketing management of commercial banks. This paper focuses on the theme of improving the marketing management performance of T Branch of G Bank, according to the research ideas of raising questions, analyzing problems, solving problems, and combining quantitative and qualitative research methods. Based on the experience of marketing management of commercial banks at home and abroad, this paper studies the development of customer oriented marketing management in G Bank T Branch. Based on the definition of the related concepts of marketing management, this paper summarizes the theory of customer satisfaction, including the theory of customer satisfaction and the marketing combination strategy of 4Cs based on customer satisfaction, and the marketing combination strategy of 4Cs based on customer satisfaction. Then it analyzes the current situation and problems of marketing management in T Branch of G Bank. The existing problems mainly include the inaccuracy of market positioning and customer segmentation, the lack of clear strategic position of marketing department, and the neglect of marketing process management. Ignore customer requirement analysis in product development. The main causes are as follows: not yet fully set up the concept of customer orientation, not fully established customer marketing strategy, not yet fully established the whole process system of customer marketing, the lack of marketing professionals lead to poor negotiation, and so on. Then, according to the analysis of the existing problems and reasons of G Bank T Branch Marketing Management, the author puts forward the countermeasures and suggestions to improve the customer oriented marketing management of G Bank T Branch, which is based on the combination of theory and practice. It mainly includes scientific analysis of customer-oriented market orientation, promotion of characteristic competitive strategy based on customer satisfaction, improvement of marketing organization and value chain process matching with customer demand, establishment of customer-oriented characteristic marketing strategy system and so on. On the basis of putting forward the countermeasures and suggestions to improve the customer oriented marketing management of G Bank T Branch, this paper further analyzes the implementation guarantee of the customer oriented marketing management of G Bank T Branch. This paper puts forward that the support should be provided from the following aspects: setting up the modern bank service marketing concept of the customer orientation, constructing the organization structure and information system adapted to the bank marketing guarantee, and building a highly competent team of marketing professionals and so on. In order to improve the core competitiveness of commercial banks in China, the development of customer oriented marketing management in G Bank T Branch is explored.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F832.33

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