本文選題：關(guān)系營(yíng)銷 + 小企業(yè)��； 參考：《遼寧大學(xué)》2012年碩士論文

【摘要】：隨著市場(chǎng)變化會(huì)加快、金融市場(chǎng)的全部放開,我國(guó)商業(yè)銀行的營(yíng)銷環(huán)境正處于深刻變化過(guò)程中,我國(guó)商業(yè)銀行競(jìng)爭(zhēng)到了一個(gè)新的階段。C銀行面對(duì)更加激烈的金融市場(chǎng)競(jìng)爭(zhēng)環(huán)境,金融企業(yè)紛紛推出更具特色的、貼近客戶的個(gè)性化服務(wù)產(chǎn)品提高金融服務(wù)水平。應(yīng)該如何學(xué)會(huì)改變和適應(yīng)才能在未來(lái)激烈的市場(chǎng)競(jìng)爭(zhēng)中發(fā)揮自身優(yōu)勢(shì),立于不敗,快速健康平穩(wěn)的茁壯成長(zhǎng),成為C銀行管理者要考慮的重要課題。與此同時(shí)隨著我國(guó)國(guó)民經(jīng)濟(jì)的迅速崛起,市場(chǎng)的開放、國(guó)有等大中型企業(yè)的改革等都與金融企業(yè)的作用密不可分。小企業(yè)在國(guó)民經(jīng)濟(jì)發(fā)展中發(fā)揮著重要作用,促就業(yè),保民生,創(chuàng)新產(chǎn)品等都離不開小企業(yè),小企業(yè)對(duì)于國(guó)民經(jīng)濟(jì)增長(zhǎng)的重要性正與日俱增。在金融市場(chǎng)的競(jìng)爭(zhēng)中小企業(yè)受到商業(yè)銀行的重視,而小企業(yè)的融資渠道主要依賴于商業(yè)銀行,銀行業(yè)之間的競(jìng)爭(zhēng)日益激烈,因此他們對(duì)于小企業(yè)客戶的爭(zhēng)奪和維護(hù)也更為關(guān)注。 20世紀(jì)90年代,關(guān)系營(yíng)銷理論在國(guó)外開始受到重視,很多商業(yè)銀行開始注重關(guān)系營(yíng)銷的深入研究與探討,在實(shí)踐中運(yùn)用關(guān)系營(yíng)銷理論開拓市場(chǎng)取得良好效果,關(guān)系營(yíng)銷理論的運(yùn)用使得許多銀行受益匪淺。C銀行的金融理念還比較落后,對(duì)關(guān)系營(yíng)銷理論的認(rèn)識(shí)還比較淺薄,對(duì)營(yíng)銷概念的理解比較膚淺,停留在單一的客戶營(yíng)銷方面。由于對(duì)關(guān)系營(yíng)銷理論的理解不深,給C銀行的發(fā)展帶來(lái)“瓶頸”,C銀行做為資本金不足,在“軟硬”件建設(shè)上明顯落后于國(guó)有大銀行和大型股份制商業(yè)銀行的狀況下,解決和處理好關(guān)系營(yíng)銷問(wèn)題,一定會(huì)對(duì)提高C銀行綜合市場(chǎng)競(jìng)爭(zhēng)能力和提升C銀行綜合業(yè)績(jī)都會(huì)起到意想不到的效果。本文從關(guān)系營(yíng)銷理論發(fā)展的背景,結(jié)合我國(guó)金融體制改革以來(lái),金融體制的變化,面對(duì)市場(chǎng)環(huán)境以商業(yè)銀行小企業(yè)市場(chǎng)為切入點(diǎn),提出符合C銀行關(guān)系營(yíng)銷策略的研究。
[Abstract]:With the acceleration of market changes and the liberalization of the financial market, the marketing environment of commercial banks in China is in the process of profound changes. The competition of commercial banks in our country has reached a new stage. C Bank is facing a more intense competition environment in the financial market. Financial enterprises have launched more characteristic, close-to-customer personalized service products to improve the level of financial services. How to learn how to change and adapt to the fierce market competition in the future in order to give play to their own advantages, stand unbeaten, fast and healthy and steady growth, become the important subject that bank C bank managers should consider. At the same time, with the rapid rise of China's national economy, the opening of the market, the reform of large and medium-sized state-owned enterprises and other financial enterprises are inseparable from the role of financial enterprises. Small enterprises play an important role in the development of national economy, promoting employment, protecting people's livelihood and innovating products can not be separated from small enterprises, and the importance of small enterprises to the growth of national economy is increasing day by day. In the financial market, small and medium-sized enterprises are valued by commercial banks, while the financing channels of small enterprises mainly depend on commercial banks. The competition between banks is becoming increasingly fierce. Therefore, they pay more attention to the competition and maintenance of small business customers. In the 1990s, the theory of relationship marketing began to be paid attention to abroad, and many commercial banks began to pay attention to the in-depth research and discussion of relationship marketing. In practice, the use of relationship marketing theory to open up the market has achieved good results. The application of relationship marketing theory has made many banks benefit a lot. C Bank's financial concept is still relatively backward, and the understanding of relationship marketing theory is relatively shallow. The concept of marketing is relatively superficial, staying in a single customer marketing. Because of the lack of understanding of the relationship marketing theory, the development of Bank C has brought "bottleneck" to the development of Bank C. As a result of the lack of capital, the construction of "soft and hard" parts obviously lags behind that of large state-owned banks and large joint-stock commercial banks. To solve and deal with the problem of relationship marketing, it will improve the comprehensive market competitiveness of bank C and enhance the comprehensive performance of bank C will have an unexpected effect. Based on the background of the development of relationship marketing theory and the change of financial system since the reform of financial system in our country, this paper puts forward the research of relationship marketing strategy in line with C bank in the face of the market environment, taking the small business market of commercial bank as the starting point.
【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F274;F832.33

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