【摘要】：近年來,我國經(jīng)濟(jì)高速增長帶動了居民財富的顯著增加,也促使我國私人銀行業(yè)務(wù)進(jìn)入蓬勃發(fā)展時期。國內(nèi)各銀行逐漸將私人銀行作為提升核心競爭力、增強(qiáng)盈利能力和改善業(yè)務(wù)結(jié)構(gòu)的戰(zhàn)略舉措,投入巨資打造品牌形象并取得了一定成效。然而大浪淘沙,在激烈的同業(yè)競爭中,一個引入注目的變化就是：私人銀行作為典型的金融服務(wù)機(jī)構(gòu),服務(wù)和營銷在其成功秘訣中的地位越來越重要,它們是帶來經(jīng)濟(jì)效益的最大法寶�？梢哉f,服務(wù)營銷理論將銀行服務(wù)同樣當(dāng)作產(chǎn)品,從7PS多個方面綜合發(fā)力,使服務(wù)源于內(nèi)而外于形,神形兼?zhèn)?讓客戶真正感受到私人銀行的價值。 A銀行作為江西地區(qū)一家具有影響力的金融機(jī)構(gòu),開拓私人銀行市場的愿望非常迫切。然而起步晚,現(xiàn)階段出現(xiàn)的“產(chǎn)品同質(zhì)化嚴(yán)重、價格惡性競爭、個性特色服務(wù)較少”等服務(wù)營銷問題為今后發(fā)展埋下了隱患。在機(jī)遇和挑戰(zhàn)并存的時代,A銀行私人銀行業(yè)務(wù)的管理變革勢在必行。 本文通過對7PS理論、私人銀行服務(wù)營銷特殊性、A銀行轄屬私人銀行的服務(wù)營銷SWOT分析、客戶訪談分析及其啟示等方面的研究,力求在理論與實(shí)踐結(jié)合的基礎(chǔ)上,以期發(fā)現(xiàn)A銀行私人銀行業(yè)務(wù)在服務(wù)營銷中缺陷,提出推行7PS的策略建議,為更好的了解客戶、了解競爭對手,適應(yīng)市場。
[Abstract]:In recent years, China's rapid economic growth has led to a significant increase in the wealth of residents, but also prompted China's private banking business to enter a period of vigorous development. Domestic banks gradually regard private banks as a strategic measure to enhance their core competitiveness, enhance their profitability and improve their business structure. They have invested a great deal of money to create a brand image and achieved certain results. But one notable change in the fierce interbank competition is that private banks, as a typical financial services institution, are becoming more and more important in their success secrets. They are the greatest weapon of economic benefit. It can be said that the theory of service marketing also regards banking services as products, and makes comprehensive efforts from many aspects of 7PS, so that services originate from inside and out of form, and form both. As an influential financial institution in Jiangxi, Bank A is eager to open up the private banking market. However, the problems of service marketing, such as "product homogenization is serious, price is malignant competition and individual characteristic service is less", have buried hidden trouble for future development. In the times of both opportunities and challenges, it is imperative to reform the management of private banking. Based on the research of 7PS theory, the particularity of private bank service marketing and the analysis of service marketing SWOT, customer interview and enlightenment of private bank, this paper tries to combine theory with practice. In order to find out the defects of Bank A's private banking business in service marketing, this paper puts forward the strategic suggestions of implementing 7PS, so as to better understand customers, understand competitors and adapt to the market.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F832.3

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前3條

1 堯根榮;滁州聯(lián)通公司4G業(yè)務(wù)營銷策略研究[D];安徽大學(xué);2016年

2 陳潛;我國商業(yè)銀行私人銀行業(yè)務(wù)發(fā)展策略探究[D];安徽大學(xué);2016年

3 胥瑞虎;A銀行私人銀行業(yè)務(wù)的發(fā)展策略研究[D];揚(yáng)州大學(xué);2015年

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本文編號：2196298