本文選題：XX銀行 + 服務(wù)營(yíng)銷�。� 參考：《云南大學(xué)》2015年碩士論文

【摘要】：隨著金融改革歷程的不斷深入,銀行業(yè)傳統(tǒng)的經(jīng)營(yíng)模式在不斷演變,國(guó)內(nèi)商業(yè)銀行將逐步由依靠信貸和規(guī)模擴(kuò)張的規(guī)模效益型向服務(wù)效益型模式轉(zhuǎn)變,由同質(zhì)化競(jìng)爭(zhēng)向差異化定位、特色化經(jīng)營(yíng)轉(zhuǎn)變。未來銀行業(yè)的競(jìng)爭(zhēng)將越來越明顯地表現(xiàn)為客戶服務(wù)能力的競(jìng)爭(zhēng)。目前,商業(yè)銀行已經(jīng)在各自探索或者實(shí)踐著差異化經(jīng)營(yíng)和市場(chǎng)細(xì)分,但是在建立“以客戶為中心”的服務(wù)營(yíng)銷體系還處于初級(jí)發(fā)展階段,仍需要進(jìn)一步完善和提升。面臨新的市場(chǎng)經(jīng)營(yíng)環(huán)境,提升服務(wù)營(yíng)銷意識(shí)和完善服務(wù)營(yíng)銷體系將是我國(guó)商業(yè)銀行求得生存、獲得發(fā)展的重要途徑。 本文以XX銀行作為具體的分析對(duì)象,對(duì)該銀行所遇到的問題和不健全的服務(wù)營(yíng)銷體系進(jìn)行深入的分析,并提出了合理科學(xué)的解決辦法。論文首先從服務(wù)營(yíng)銷現(xiàn)狀、概念和理論入手,具體剖析了XX銀行服務(wù)營(yíng)銷現(xiàn)狀,對(duì)現(xiàn)狀中服務(wù)觀念、服務(wù)產(chǎn)品、服務(wù)渠道及服務(wù)人員等因素進(jìn)行了闡述,并對(duì)存在問題和成因作了深入分析和研究。其次,結(jié)合服務(wù)營(yíng)銷相關(guān)理論和方法,對(duì)XX銀行服務(wù)營(yíng)銷體系進(jìn)行構(gòu)建,樹立以“以客戶為中心”的服務(wù)營(yíng)銷理念,實(shí)現(xiàn)服務(wù)營(yíng)銷準(zhǔn)備、服務(wù)運(yùn)作、服務(wù)延伸的系統(tǒng)運(yùn)作,完善服務(wù)營(yíng)銷體系,最終實(shí)現(xiàn)體系功能價(jià)值。最后,在構(gòu)建服務(wù)營(yíng)銷體系基礎(chǔ)上提出XX銀行服務(wù)營(yíng)銷觀念、制度、員工和營(yíng)銷渠道等方面的保障措施,從而更好的為客戶提供規(guī)范化、差異化的服務(wù),進(jìn)一步提升XX銀行服務(wù)營(yíng)銷能力和核心競(jìng)爭(zhēng)力。
[Abstract]:With the deepening of the financial reform process, the traditional business model of the banking industry is constantly evolving, and the domestic commercial banks will gradually change from the scale benefit model relying on credit and scale expansion to the service efficiency model. From homogenization competition to differential positioning, the transformation of characteristic management. In the future, the competition of banking industry will be more and more obvious for the competition of customer service ability. At present, commercial banks have been exploring or practicing differentiated management and market segmentation, but the establishment of "customer-centered" service marketing system is still in the primary stage of development, it still needs to be further improved and improved. Facing the new market environment, it is an important way for Chinese commercial banks to survive and develop in order to improve service marketing consciousness and perfect service marketing system. This article takes XX Bank as the concrete analysis object, carries on the thorough analysis to this bank's problem and the imperfect service marketing system, and has proposed the reasonable scientific solution. Firstly, this paper starts with the current situation, concept and theory of service marketing, analyzes the current situation of service marketing in XX bank, and expounds the service concept, service products, service channels and service personnel in the present situation. And the existing problems and causes of in-depth analysis and research. Secondly, combining the relevant theories and methods of service marketing, this paper constructs the service marketing system of XX bank, sets up the concept of "customer-centered" service marketing, realizes the system operation of service marketing preparation, service operation and service extension. Perfect the service marketing system, finally realize the function value of the system. Finally, on the basis of the construction of service marketing system, XX bank service marketing concept, system, staff and marketing channels and other aspects of security measures, so as to better provide standardized, differentiated services for customers, Further enhance XX Bank's service marketing capabilities and core competitiveness.
【學(xué)位授予單位】：云南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F832.33

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本文編號(hào)：1879551