【摘要】：我國加入WTO以后，外資銀行不斷進(jìn)入，進(jìn)入我國的外資銀行都是實力雄厚、資信度高的大型跨國銀行，相對國有商業(yè)銀行，它們在財務(wù)、體制、網(wǎng)絡(luò)建設(shè)、經(jīng)營、創(chuàng)新等方面存在優(yōu)勢，會給我國銀行業(yè)帶來沖擊，如業(yè)務(wù)上的競爭、金融人才的爭奪、優(yōu)質(zhì)客戶的競爭等。同時，國內(nèi)銀行業(yè)的競爭也不斷加強(qiáng)。如何應(yīng)對國內(nèi)外越來越激烈的競爭，并在競爭中獲取自己的競爭優(yōu)勢是每個銀行都要去考慮的問題。在客戶地位日益提高的今天，怎么樣提供客戶滿意的服務(wù)，爭取并留住客戶，，是銀行在競爭中取勝的關(guān)鍵。 本文以建設(shè)銀行天心支行為例。首先，概括介紹選題的背景、意義和研究的思路與方法，接著，系統(tǒng)綜述了當(dāng)前銀行營銷的先進(jìn)理論以及服務(wù)營銷的理論；然后，分析了建設(shè)銀行長沙天心支行金融產(chǎn)品的營銷現(xiàn)狀、存在的問題，并通過SWOT分析法對建設(shè)銀行長沙天心支行所處的背景進(jìn)行深入分析。針對建設(shè)銀行長沙天心支行的營銷現(xiàn)狀，提出了一系列的改進(jìn)措施與影響策略，包括：關(guān)系營銷策略、差異化促銷策略、有形展示策略、客戶終身價值管理策略等。同時，為了實現(xiàn)建設(shè)銀行長沙天心支行營銷策略的正常實施，從組織體系的變革、觀念的轉(zhuǎn)變、制定考核制度、完善培訓(xùn)開發(fā)體系、改革薪酬體系和建立信息支持系統(tǒng)等方面制定了相關(guān)的保障措施。 本文依據(jù)建設(shè)銀行長沙天心支行的實際情況，運用科學(xué)方法，設(shè)計了一整套有針對性、可操作的營銷策略體系，該體系對加強(qiáng)建設(shè)銀行長沙天心支行的產(chǎn)品服務(wù)營銷有較大的促進(jìn)作用，對同行服務(wù)營銷具有一定的借鑒作用。
[Abstract]:After China's entry into the WTO, the foreign banks entering our country are all large multinational banks with strong strength and high level of capital trust. Compared with the state-owned commercial banks, they are in finance, system, network construction and operation. There are advantages in innovation, which will impact our banking industry, such as competition in business, competition for financial talents, competition for high quality customers and so on. At the same time, the competition of the domestic banking industry is also increasing. How to deal with the increasingly fierce competition at home and abroad and gain their own competitive advantage in the competition is a problem that every bank should consider. Nowadays, with the increasing status of customers, how to provide customer satisfactory service and win over and retain customers is the key for banks to win in the competition. This paper takes the Tianxin Branch of China Construction Bank as an example. First, the background, significance and research ideas and methods of the topic are introduced. Then, the advanced theory of bank marketing and the theory of service marketing are systematically summarized. This paper analyzes the marketing status and problems of the financial products of Changsha Tianxin Branch of China Construction Bank, and analyzes the background of Changsha Tianxin Branch of China Construction Bank through SWOT analysis. According to the marketing situation of Changsha Tianxin Branch of China Construction Bank, this paper puts forward a series of improvement measures and influence strategies, including: relationship marketing strategy, differential promotion strategy, tangible display strategy, customer lifetime value management strategy and so on. At the same time, in order to realize the normal implementation of marketing strategy of Changsha Tianxin Branch of China Construction Bank, from the change of organizational system and the change of concept, we should formulate the examination system and perfect the training development system. Reform the compensation system and establish information support system and other aspects of the development of relevant safeguards. According to the actual situation of Changsha Tianxin Branch of China Construction Bank, and using scientific methods, this paper designs a set of targeted and operable marketing strategy system. The system can promote the product and service marketing of Changsha Tianxin Branch of China Construction Bank, and can be used for reference.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F832.33;F274

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 左君宜;;對我國信用卡營銷的分析與建議[J];中國科技投資;2007年08期

2 李作戰(zhàn);從國外銀行業(yè)的營銷實踐看我國商業(yè)銀行的營銷策略[J];華東經(jīng)濟(jì)管理;2005年06期

3 呂寶林;張同建;;我國商業(yè)銀行CRM戰(zhàn)略與銀行績效改進(jìn)的相關(guān)性研究[J];金融理論與實踐;2010年05期

4 李宏媛;張寧;;商業(yè)銀行網(wǎng)點市場營銷理論與實戰(zhàn)[J];金融管理與研究;2010年05期

5 孫建;;對我國服務(wù)營銷發(fā)展策略的幾點思考[J];吉林省經(jīng)濟(jì)管理干部學(xué)院學(xué)報;2008年05期

6 蒙磊;構(gòu)建國有商業(yè)銀行市場營銷體系[J];西安金融;2005年08期

7 徐程程;;平衡記分卡的研究綜述——基于我國商業(yè)銀行的績效管理體系[J];現(xiàn)代商貿(mào)工業(yè);2010年11期

8 李建平;信用卡客戶數(shù)據(jù)庫營銷[J];中國信用卡;2000年02期

9 李黃燕;以客戶為中心的銀行卡經(jīng)營理念[J];中國信用卡;2001年10期

10 趙勇;銀行卡產(chǎn)品的市場細(xì)分[J];中國信用卡;2001年11期

本文編號：2170039