农业银行榆中县支行服务营销策略研究
发布时间：2019-01-05 19:30
【摘要】：21世纪,随着人们年龄、财富、文化、生活习惯、价值体系等的变化,客户不再是被动地接受银行一成不变的服务,而是自主选择多样化服务,通过不同渠道获得关于银行、产品和服务,甚至其他客户的体验信息。客户同质化特征向差异化的转变给银行业带来了巨大的挑战,而外资银行和互联网金融的入驻、地方性银行的兴起,更加剧了行业竞争。在过去的2015年中,农业银行榆中县支行各项业务指标稳步增长,取得了新的发展。但是,网点服务营销意识不强、员工办理业务能力低下、渠道管理粗放等问题依然存在,因此,如何改进服务营销,提高服务质量和市场占有率,促进利润增长,就成为一个迫切需要研究的课题。本文以农业银行榆中县支行服务营销策略为研究主题。首先,借鉴商业银行服务营销理论和7Ps服务营销理论,运用调查问卷和实地调研等方法获得丰富的第一手资料,通过对调查资料的分析,指出农业银行榆中县支行服务营销存在的问题;然后,详细分析目前农业银行榆中县支行内外部环境和市场竞争环境,运用SWOT分析工具,得出农业银行榆中县支行面临的优势、劣势、机会、威胁,为制定服务营销策略提供依据;接着,根据农业银行榆中县支行在服务营销中存在的问题,结合7Ps理论提出服务营销策略;最后,从完善部门协调机制、风险管控、服务文化塑造和加强服务质量考核等方面提出服务营销策略顺利实施的保障措施。
[Abstract]:In the 21st century, with the change of people's age, wealth, culture, life habits, value system and so on, the customer is no longer passively accepting the bank's fixed service, but chooses the diversification service independently, obtains the bank through different channels. Products and services, and even other customer experience information. The transformation of customer homogeneity to differentiation has brought great challenges to the banking industry, while the entry of foreign banks and Internet finance, and the rise of local banks have intensified the competition in the industry. In the past 2015, the agricultural bank Yuzhong County Branch business indicators steadily increased, made new development. However, the service marketing consciousness of the network is not strong, the staff management ability is low, the channel management is extensive and so on. Therefore, how to improve the service marketing, improve the service quality and market share, promote the profit growth, etc. It has become an urgent need to study the subject. This paper focuses on the service marketing strategy of Yuzhong County Branch of Agricultural Bank. First of all, draw lessons from commercial bank service marketing theory and 7Ps service marketing theory, use questionnaire and field research methods to obtain rich first-hand information, through the analysis of survey data. This paper points out the problems existing in the service marketing of Yuzhong County Branch of Agricultural Bank; Then, the paper analyzes in detail the internal and external environment and market competition environment of Yuzhong County Branch of Agricultural Bank of China, and obtains the advantages, disadvantages, opportunities and threats faced by Yizhong County Branch of Agricultural Bank by using SWOT analysis tools. To provide the basis for service marketing strategy; Then, according to the problems existing in the service marketing of Yuzhong County Branch of Agricultural Bank, combined with the 7Ps theory, the paper puts forward the service marketing strategy; Finally, from the aspects of perfecting the coordination mechanism of departments, risk control, service culture shaping and strengthening service quality assessment, the paper puts forward the guarantee measures for the smooth implementation of service marketing strategy.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.33;F274
本文编号：2402207
[Abstract]:In the 21st century, with the change of people's age, wealth, culture, life habits, value system and so on, the customer is no longer passively accepting the bank's fixed service, but chooses the diversification service independently, obtains the bank through different channels. Products and services, and even other customer experience information. The transformation of customer homogeneity to differentiation has brought great challenges to the banking industry, while the entry of foreign banks and Internet finance, and the rise of local banks have intensified the competition in the industry. In the past 2015, the agricultural bank Yuzhong County Branch business indicators steadily increased, made new development. However, the service marketing consciousness of the network is not strong, the staff management ability is low, the channel management is extensive and so on. Therefore, how to improve the service marketing, improve the service quality and market share, promote the profit growth, etc. It has become an urgent need to study the subject. This paper focuses on the service marketing strategy of Yuzhong County Branch of Agricultural Bank. First of all, draw lessons from commercial bank service marketing theory and 7Ps service marketing theory, use questionnaire and field research methods to obtain rich first-hand information, through the analysis of survey data. This paper points out the problems existing in the service marketing of Yuzhong County Branch of Agricultural Bank; Then, the paper analyzes in detail the internal and external environment and market competition environment of Yuzhong County Branch of Agricultural Bank of China, and obtains the advantages, disadvantages, opportunities and threats faced by Yizhong County Branch of Agricultural Bank by using SWOT analysis tools. To provide the basis for service marketing strategy; Then, according to the problems existing in the service marketing of Yuzhong County Branch of Agricultural Bank, combined with the 7Ps theory, the paper puts forward the service marketing strategy; Finally, from the aspects of perfecting the coordination mechanism of departments, risk control, service culture shaping and strengthening service quality assessment, the paper puts forward the guarantee measures for the smooth implementation of service marketing strategy.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.33;F274
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1 朱亚蕾;农业银行榆中县支行服务营销策略研究[D];兰州大学;2017年
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