湖南省邮政公司个人理财业务服务营销策略研究

发布时间：2018-04-28 23:13

本文选题：湖南邮政 + 个人理财业务　；参考：《湖南大学》2014年硕士论文

【摘要】：随着国民收入的稳步提高和国家社会保障体制的变革,人们面临住房、医疗、教育、养老等诸多问题和选择,单纯依靠工资收入已难以满足生活需求；银行传统的储蓄类业务也已很难满足客户的金融需求。因此,国内商业银行纷纷推出个人理财业务。该业务也成为商业银行能否在市场竞争中抢占先机、赢得客户的关键点,成为衡量商业银行核心竞争力水平的重要指标。服务营销作为从市场营销演变而来的新型营销模式,在国外银行业已有较成熟的应用,但在国内还只是摸索实践阶段。邮政金融虽然自1986年恢复开办,但涉足个人理财业务的时间仅短短几年,起步较晚,因此,服务营销对于邮政金融是一种全新的营销模式。本文尝试讨论在邮政金融个人理财业务的发展上,引入服务营销理念,为提升邮政金融市场竞争力提供一种新的思路。本文以7PS理论为基础,分析了湖南邮政金融的内外环境、个人理财业务的现状,并运用服务差距模型,找到业务发展上的差距,有力阐述了服务营销对邮政金融发展个人理财业务的重要性；通过分析湖南邮政金融的市场定位、目标客户,制定了个人理财业务服务营销策略,重点强调应发挥邮政金融各渠道作用,通过功能分区的合理布局和营造营销氛围,重塑物理网点的对外展示形象；组建具有专业素质的服务营销人员队伍,按照标准的服务营销流程实现规范的服务营销行为,为客户提供卓越的服务,化服务为销售。最后文章提出了湖南邮政金融个人理财业务服务营销策略的实施步骤、实施措施,并对实施效果进行了评价,为湖南邮政金融个人理财业务的快速发展提出了建议和参考。
[Abstract]:With the steady increase of national income and the reform of the national social security system, people are faced with many problems and choices, such as housing, medical treatment, education, old-age care and so on. The bank's traditional savings business has also been difficult to meet the financial needs of customers. Therefore, domestic commercial banks have launched personal finance business. This business has also become the key point for commercial banks to seize the market competition and win customers, as well as an important index to measure the level of core competitiveness of commercial banks. Service marketing, as a new marketing model evolved from marketing, has been applied in foreign banking industry, but it is still a practical stage in China. Although postal finance has been opened since 1986, it has been involved in personal finance business for only a few years and started late. Therefore, service marketing is a brand new marketing mode for postal finance. This paper attempts to discuss the development of personal financial services in postal finance, introducing the concept of service marketing, and providing a new way of thinking for improving the competitiveness of postal financial markets. Based on the theory of 7PS, this paper analyzes the internal and external environment of Hunan Post Finance, the present situation of personal finance business, and applies the service gap model to find the gap in the development of business. This paper expounds the importance of service marketing to the development of personal finance business in postal finance, and formulates the service marketing strategy of personal finance business by analyzing the market orientation and target customers of Hunan postal finance. Emphasis should be placed on giving play to the role of various channels of postal finance, remolding the external display image of the physical network through the rational distribution of functional divisions and creating a marketing atmosphere, and establishing a team of service marketers with professional qualities, According to the standard service marketing process to achieve standardized service marketing behavior, to provide customers with excellent service, service to sales. Finally, the paper puts forward the implementation steps and measures of Hunan Post Financial personal Finance Service Service Marketing Strategy, and evaluates the effect of the implementation, and puts forward suggestions and references for the rapid development of Hunan Post Financial personal Finance Business.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F618.3;F832.2

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