本文關(guān)鍵詞： 關(guān)系營銷 中小企業(yè) 關(guān)系型貸款 浦發(fā)銀行　出處：《中國海洋大學》2012年碩士論文　論文類型：學位論文

【摘要】：隨著金融市場的開放和國內(nèi)銀行業(yè)競爭日趨激烈,大型企業(yè)的信貸需求市場日益飽和。相比之下,中小企業(yè)的融資需求旺盛,中小企業(yè)客戶信貸市場成為了銀行新的利潤增長點。積極發(fā)展中小企業(yè)客戶、建立穩(wěn)固的客戶關(guān)系,是浦發(fā)銀行在競爭中尋求發(fā)展的必然趨勢。因此,對浦發(fā)銀行中小企業(yè)客戶關(guān)系營銷進行深入分析,制定出合適的營銷策略顯得尤為重要。 關(guān)系營銷是現(xiàn)代營銷學的一大變革,作為交易營銷的極大發(fā)展,它的出現(xiàn)使得以短期交易為主的營銷被以長期關(guān)系為中心的營銷所代替。中小企業(yè)已成為浦發(fā)銀行的重要客戶來源,因此,中小企業(yè)客戶關(guān)系營銷是浦發(fā)銀行關(guān)系營銷的重要組成部分。中小企業(yè)客戶的特點使得商業(yè)銀行信貸成為其最重要的融資來源之一,關(guān)系型貸款這一特殊的信貸方式符合銀行客戶關(guān)系營銷的基本特征,非常適合中小企業(yè),是銀行開展中小企業(yè)全面關(guān)系營銷的良好切入點。浦發(fā)銀行開展中小企業(yè)關(guān)系型貸款及關(guān)系營銷業(yè)務(wù)既存在一定的優(yōu)勢,又存在一些劣勢,既獲得了良好的機會,又面臨著不少威脅。因此,正確的目標市場選擇顯得尤為重要。目前,浦發(fā)銀行在中小企業(yè)業(yè)務(wù)中取得了不俗的成績,但也存在一些問題與不足,主要表現(xiàn)在以下方面：營銷層次仍處于低水平、配套服務(wù)和網(wǎng)點還尚不健全、組織架構(gòu)仍不完善,人員配備不盡合理、中小企業(yè)客戶關(guān)系營銷業(yè)務(wù)激勵措施不夠到位、關(guān)系營銷的目標對象范圍過窄等。針對這些不足,浦發(fā)銀行應(yīng)在關(guān)系型貸款的基礎(chǔ)上制定中小企業(yè)關(guān)系營銷策略,這些策略應(yīng)包括產(chǎn)品組合策略、服務(wù)策略、客戶關(guān)系拓展與維護策略、營銷渠道、網(wǎng)點設(shè)置和員工內(nèi)部激勵策略等內(nèi)容。 對浦發(fā)銀行A分行開展的關(guān)系型貸款業(yè)務(wù)及由此展開的客戶關(guān)系營銷進行案例研究,結(jié)果表明,浦發(fā)銀行A分行較充分運用了產(chǎn)品組合策略、服務(wù)策略、客戶關(guān)系拓展與維護策略等一系列客戶關(guān)系營銷策略。在中小企業(yè)業(yè)務(wù)方面的表現(xiàn)良好,服務(wù)水平比較高,充分證實了各種營銷策略的有效性。
[Abstract]:With the opening up of the financial market and the increasingly fierce competition in the domestic banking sector, the credit demand market of large enterprises is increasingly saturated. In contrast, the financing needs of small and medium-sized enterprises are strong. The customer credit market of small and medium-sized enterprises has become a new profit growth point of banks. It is an inevitable trend for Pudong Development Bank to seek development in the competition by actively developing small and medium-sized enterprise customers and establishing stable customer relationships. It is very important to analyze the customer relationship marketing of the small and medium sized enterprises of Pudong Development Bank and to work out the appropriate marketing strategy. Relationship marketing is a great change in modern marketing, as a great development of transaction marketing. Because of its emergence, the marketing based on short-term transactions is replaced by long-term relationship oriented marketing. Small and medium-sized enterprises have become an important customer source of Pudong Development Bank, so, Customer relationship marketing of small and medium-sized enterprises is an important part of relationship marketing of Pudong Development Bank. The characteristics of small and medium-sized enterprises make commercial bank credit become one of its most important sources of financing. Relationship loan, a special credit method, accords with the basic characteristics of bank customer relationship marketing, and is very suitable for small and medium-sized enterprises. It is a good entry point for banks to carry out comprehensive relationship marketing of small and medium-sized enterprises. Shanghai Development Bank has both some advantages and disadvantages in developing the relationship loans and relationship marketing business of small and medium-sized enterprises, and has obtained good opportunities. It is also facing many threats. Therefore, it is particularly important to choose the right target market. At present, the Pudong Development Bank has made good achievements in the business of small and medium-sized enterprises, but there are also some problems and shortcomings. The main performance in the following aspects: marketing level is still in a low level, supporting services and outlets are not perfect, organizational structure is still imperfect, staffing is not reasonable, small and medium-sized enterprises customer relationship marketing incentives are not in place. The target range of relationship marketing is too narrow and so on. In view of these shortcomings, Shanghai Development Bank should formulate SME relationship marketing strategy on the basis of relational loans. These strategies should include product combination strategy, service strategy, etc. Customer relationship development and maintenance strategy, marketing channels, network setting and employee internal incentive strategy, etc. The case study on the relationship loan business and the customer relationship marketing carried out by A Branch of Shanghai Development Bank shows that the branch A of Shanghai Development Bank makes full use of the product portfolio strategy and service strategy. A series of customer relationship marketing strategies, such as customer relationship expansion and maintenance strategy, are well performed in small and medium-sized enterprises, and the service level is relatively high, which fully proves the effectiveness of various marketing strategies.
【學位授予單位】：中國海洋大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F832.33;F275

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本文編號：1506437