中信银行HG支行大客户营销策略优化研究

发布时间：2018-09-05 12:41

【摘要】：随着我国经济的快速发展,经济总量不断增长,产业结构和行业构成也在不断优化升级,企业成长速度迅速加快,居民消费持续增加,互联网时代的到来,让企业和居民对商业银行的需求不断增强。在商业银行成长的过程中,大客户起到了至关重要的作用,是目前商业银行业务发展和盈利体系的关键,伴随着资本市场的融入和发展变化,企业自身经营管理不断提升,金融行业服务水平和业务能力的提升,大客户对银行的金融服务的需求也越来越大,内容越来越多,进而也促使的银行业的不断发展和提升,从而可以满足企业不断提升的要求。因此,银行业发展与大客户发展存在息息相关的关系,彼此相辅相成,只有不断加深彼此关系,才能推动各项业务又好又快的发展。本文以中信银行HG支行为例,作为基层支行延伸至分行甚至总行,以此借鉴。本论文主要运用SWOT分析方法,细致剖析了中信银行HG支行大客户营销的现状、存在问题及其原因,在制定支行大客户营销战略基础上,优化中信银行HG支行大客户服务过程中7P营销策略,并提出相应的保障措施以保障支行大客户营销策略的施展。论文经分析认为,中信银行HG支行服务营销的主要问题在于产品设计、产品定价、销售渠道、促销方式、专业能力、有形展示和营销过程等方面不足。论文提出,中信银行HG支行要在人民银行、银监局的监督管理下,服从总分行各项管理制度,结合自身内外部环境资源状况和支行现有业务发展现状,充分利用自身优势和市场机会,瞄准市场,做好细分,制定好营销计划,积极开展特色业务,提高产品性价值,不断优化支行7P服务营销策略,提升支行大客户满意度和忠诚度,保障支行各项业务顺利开展。
[Abstract]:With the rapid development of our country's economy, the total amount of economy is increasing, the industrial structure and the composition of the industry are also being optimized and upgraded, the growth rate of enterprises is speeding up rapidly, the consumption of residents continues to increase, and the arrival of the Internet age. Let enterprises and residents of the commercial bank demand continues to increase. In the process of commercial bank growth, the key of the commercial bank business development and profit system is the key to the development of the large customer. With the integration and development of the capital market, the business management of the enterprise itself has been improved. With the improvement of the service level and business capability of the financial industry, the demand for the financial services of the banks by major customers is also increasing, and the content is increasing, which in turn promotes the continuous development and upgrading of the banking industry. In order to meet the requirements of the continuous improvement of enterprises. Therefore, the development of the banking industry and the development of major customers are closely related to each other and complement each other. Only by deepening the relationship with each other can we promote the good and fast development of all kinds of business. This paper takes the HG branch of CITIC Bank as an example, as a basic branch to extend to the branch or even the head office for reference. This paper mainly uses the SWOT analysis method, analyzes the current situation, the existing problems and the reasons of the key customer marketing of the HG branch of CITIC Bank in detail, and on the basis of formulating the marketing strategy of the big customer of the branch bank, This paper optimizes the 7P marketing strategy of HG branch of CITIC Bank in the process of customer service, and puts forward the corresponding safeguard measures to ensure the exertion of the marketing strategy of the branch bank. The main problems in service marketing of HG Branch of CITIC Bank lie in product design, product pricing, sales channel, promotion mode, professional ability, tangible display and marketing process. Under the supervision and management of the people's Bank of China and the Bureau of Banking Supervision, the paper proposes that the HG branch of CITIC Bank should serve the various management systems of the branch, combining with its internal and external environment and resources, and the present business development situation of the branch. Make full use of their own advantages and market opportunities, aim at the market, do a good job of segmentation, make a good marketing plan, actively develop characteristic business, improve the value of products, and constantly optimize the marketing strategy of 7P service. Enhance the customer satisfaction and loyalty of the branch to ensure the smooth development of the branch business.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F832.33

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