本文關(guān)鍵詞：山東郵政金融服務(wù)營(yíng)銷體系建設(shè)研究　出處：《山東大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

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【摘要】：2006年以來(lái),根據(jù)黨中央和國(guó)務(wù)院的統(tǒng)一改革部署,郵政先后經(jīng)歷了政企分開、郵儲(chǔ)銀行組建、速遞專業(yè)化經(jīng)營(yíng)等重大改革。改革后郵政企業(yè)面臨著一方面履行國(guó)家普遍服務(wù)義務(wù),為城鄉(xiāng)居民提供民生服務(wù)平臺(tái)的社會(huì)責(zé)任；另一方面要按照現(xiàn)代企業(yè)制度的要求,轉(zhuǎn)變經(jīng)濟(jì)增長(zhǎng)方式,加快業(yè)務(wù)結(jié)構(gòu)調(diào)整,加快建立公司化運(yùn)作的現(xiàn)代大型國(guó)有企業(yè)。 但隨著改革的不斷深入,企業(yè)業(yè)務(wù)結(jié)構(gòu)失衡、產(chǎn)品定位不清晰、勞動(dòng)生產(chǎn)率低、營(yíng)銷人員能力不足等問(wèn)題日益突出,不能滿足企業(yè)發(fā)展需要。特別是隨著郵政金融業(yè)務(wù)體制改革的不斷深入,企業(yè)面臨著更加復(fù)雜的發(fā)展環(huán)境,而且隨著經(jīng)濟(jì)的發(fā)展,客戶的金融需求呈現(xiàn)多樣化趨勢(shì)。郵政企業(yè)需要根據(jù)新的形勢(shì)研究建設(shè)金融服務(wù)營(yíng)銷體系,建立高素質(zhì)的專職營(yíng)銷隊(duì)伍,理順業(yè)務(wù)發(fā)展條線,調(diào)動(dòng)人員積極性,提高人工效能,以應(yīng)對(duì)市場(chǎng)競(jìng)爭(zhēng)。 本文運(yùn)用企業(yè)管理、市場(chǎng)營(yíng)銷方面的有關(guān)基礎(chǔ)理論并結(jié)合郵政企業(yè)的現(xiàn)狀,采用定性與定量相結(jié)合的分析方法,從微觀層面重點(diǎn)探討了適合山東郵政的營(yíng)銷體系建設(shè)的設(shè)想。論文首先闡述了關(guān)于金融服務(wù)營(yíng)銷模式及基礎(chǔ)理論研究,并闡述了營(yíng)銷體系建設(shè)的含義；然后分別分析了我國(guó)服務(wù)企業(yè)營(yíng)銷體系建設(shè)的企業(yè)內(nèi)、外部環(huán)境,分析山東郵政金融產(chǎn)品結(jié)構(gòu)和營(yíng)銷體系建設(shè)現(xiàn)狀；并在對(duì)山東郵政營(yíng)銷體系建設(shè)策略的深入研究及配置模式的科學(xué)選擇后,結(jié)合單位改革工作實(shí)際推進(jìn)情況,從企業(yè)營(yíng)銷現(xiàn)狀及存在突出問(wèn)題的剖析入手,從微觀層面提出了企業(yè)營(yíng)銷體系建設(shè)方案。方案分別從發(fā)展定位、營(yíng)銷戰(zhàn)略、產(chǎn)品優(yōu)化、人力配置等方面提出了郵政金融服務(wù)營(yíng)銷體系建設(shè)構(gòu)想,從薪酬制度改革、重建績(jī)效考核機(jī)制的內(nèi)部激勵(lì)制度體系、建立教育培訓(xùn)積分為主的教育培訓(xùn)體系提升人員素質(zhì)等方面闡述了提升企業(yè)營(yíng)銷能力的途徑,并對(duì)企業(yè)營(yíng)銷體系建設(shè)的后續(xù)發(fā)展提出設(shè)想規(guī)劃。通過(guò)對(duì)山東郵政金融營(yíng)銷體系的實(shí)證研究,提出了金融營(yíng)銷體系建設(shè)策略,以期對(duì)營(yíng)銷管理工作有一定的參考價(jià)值,為郵政行業(yè)提高企業(yè)效益提供有效借鑒。
[Abstract]:Since 2006, according to the CPC Central Committee and the reform of the unified deployment of the State Council, the post has gone through the separation of government and enterprise, the postal savings bank building, express professional management and other major reforms. After the reform of postal enterprises facing to national universal service obligations, providing public services platform for urban and rural residents social responsibility; on the other hand, according to the modern enterprise the requirements of the system, change the mode of economic growth, accelerate the adjustment of business structure, accelerate the establishment of the company's operation of the modern large-scale state-owned enterprises.
But with the deepening of the reform, enterprise business structure imbalance, product positioning is not clear, low labor productivity, marketing personnel lack of capacity has become increasingly prominent, can not meet the needs of enterprise development. Especially with the reform of the financial system of postal business constantly, enterprises are facing a more complex development environment, and with the development of economy, customer the financial needs of diversified. Postal enterprises need according to the new situation of the construction of financial service marketing system, the establishment of high-quality professional marketing team, straighten out the business development line, mobilize the enthusiasm of staff, improve the efficiency of artificial, to respond to market competition.
This paper uses the basic theory about enterprise management, marketing and combining the current situation of postal enterprises, analyzed by qualitative and quantitative methods, discusses the construction of marketing system for Shandong postal service from the micro level point. The paper first expounds on financial services marketing mode and basic theory research, and expounds the marketing system the construction of meaning; then analyzes the marketing system construction of our country service enterprises, external environment, analysis of Shandong postal financial product structure and marketing system construction; and in the scientific selection of Shandong Postal Marketing System Construction Strategy Research and configuration mode, to promote the actual situation combined with the reform work, starting from the the present situation of enterprise marketing and analyzes the problems existing in the construction scheme of enterprise marketing system is put forward from the micro level. Different from the scheme The development of positioning, marketing strategy, product optimization, puts forward the idea of postal financial service marketing system construction from the aspects of human resource allocation, salary system reform, system of internal incentive performance appraisal mechanism reconstruction, establish education and training integration based education and training system, improving the quality of personnel and other aspects of the way to enhance the marketing ability, and puts forward the tentative idea planning on future development of the construction of enterprise marketing system. Through the empirical research on Shandong postal finance marketing system, put forward the strategy of building the financial marketing system, with a view to the marketing management work has a certain reference value to improve the efficiency of the enterprise to provide effective reference for the postal industry.

【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F274;F832.2

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本文編號(hào)：1400111