包商銀行客戶服務(wù)中心營銷問題研究
發(fā)布時間：2018-11-04 16:06
【摘要】：中國自加入WTO已有近十年的時間,自入世以來,金融市場已逐漸向全世界開放,世界金融夠涌入中國市場,導致銀行業(yè)數(shù)量急劇增加。隨著金融市場的參與者不斷增加,金融市場的結(jié)構(gòu)已經(jīng)發(fā)生改變。各類新興的商業(yè)銀行蓬勃發(fā)展,使金融市場競爭不斷升級,金融市場不再是一家或幾家的寡頭壟斷局面,而是出現(xiàn)了百家爭鳴的新競爭形式。在此大的社會經(jīng)濟背景下,客戶的選擇空間越來越大,流動性更強,由此帶來的金融競爭更加激烈。銀行業(yè)的服務(wù)已由賣方市場向買方市場轉(zhuǎn)變。與此同時,和銀行業(yè)一同快速發(fā)展自證券、保險和基金行業(yè)也參與到金融市場激烈的競爭中,形成了同步競爭模式,再加上國外各大銀行陸續(xù)進入中國市場參與競爭,我國金融行業(yè)的發(fā)展面臨著前所未有的挑戰(zhàn)。在嚴峻的內(nèi)外經(jīng)濟形式下,如何開展有效的市場營銷,留住客戶,發(fā)展客戶,顯得更為重要。 商業(yè)銀行客戶服務(wù)中心作為銀行對外窗口的重要組成部分,在市場營銷方面的作用越來越明顯。現(xiàn)代商業(yè)銀行的客戶服務(wù)中心,必須是在以客戶需求為中心,以市場為導向的現(xiàn)代營銷理念指導下去參與市場競爭,才能在日益激烈的市場競爭中和買方市場占主導的情況下贏得顧客,獲得競爭優(yōu)勢。 包商銀行的客戶服務(wù)中心成立于2005年,歷時八年的發(fā)展,已初具規(guī)模,定程度上推動了包商銀行各項業(yè)務(wù)的營銷、推廣和發(fā)展。但由于包商銀行客戶服務(wù)中心起步晚,較其他規(guī)模性的商業(yè)銀行而言,在市場營銷方面仍處于劣勢地位。 本文一方面對客戶服務(wù)中心市場營銷發(fā)展的國內(nèi)外實際情況進行闡述,從中找到可借鑒的成功經(jīng)驗。另一方面,根據(jù)包商銀行客戶服務(wù)中心市場營銷的現(xiàn)狀,如經(jīng)營理念與國內(nèi)大型金融機構(gòu)相比還很落后,仍未從“關(guān)注產(chǎn)品”轉(zhuǎn)變?yōu)椤瓣P(guān)注客戶”；客戶服務(wù)中心的產(chǎn)品和服務(wù)還不夠豐富,促銷手段匱乏、營銷方式單一等等。同時結(jié)合包商銀行客戶服務(wù)中心市場營銷起步晚,技術(shù)水平落后、管理體制不建全、人力資源缺乏等深層次的原因,對客戶服務(wù)中心在市場營銷中的目標市場定位不準確、產(chǎn)品服務(wù)不到位、營銷渠道不合理等問題進行敘述,并在分析客戶服務(wù)中心市場營銷特點及加強客戶服務(wù)中心市場營銷研究的基礎(chǔ)上,通過轉(zhuǎn)變營銷觀念、進行市場定位、細分市場、加強內(nèi)部營銷、提高信息技術(shù)等方式,力求為解決包商銀行客戶服務(wù)中心現(xiàn)階段出現(xiàn)的問題提供思路,通過初步探索,結(jié)合理論知識與實踐經(jīng)驗,深入淺出的論述了包商銀行客戶服務(wù)中心市場營銷中碰到的問題及提出了解決問題的對策和建議。
[Abstract]:It has been nearly a decade since China joined the WTO. Since China's entry into the WTO, the financial market has been gradually opened to the whole world, and the world finance has poured into the Chinese market, resulting in a sharp increase in the number of banks. With the increasing number of participants in financial markets, the structure of financial markets has changed. The booming development of all kinds of new commercial banks makes the competition of financial market upgrade constantly. The financial market is no longer a oligopoly of one or more, but a new form of competition in which a hundred schools of thought contend. Under this big social and economic background, the choice space of the customer is more and more, the liquidity is stronger, thus the financial competition is more intense. Banking services have changed from seller's market to buyer's market. At the same time, with the rapid development of the banking industry from securities, the insurance and fund industries have also participated in the fierce competition in the financial market, forming a synchronized competition model. In addition, foreign banks have entered the Chinese market one after another to participate in the competition. The development of China's financial industry is facing unprecedented challenges. Under the severe internal and external economic situation, how to carry out effective marketing, retain customers and develop customers is more important. As an important part of bank's external window, the customer service center of commercial bank plays a more and more important role in marketing. The customer service center of modern commercial banks must take part in the market competition under the guidance of the modern marketing concept, which takes the customer demand as the center and the market as the direction. In order to win customers and gain competitive advantage in the increasingly fierce market competition and buyer's market dominance. The customer service center of the contractor bank was established in 2005. It has been developed for eight years. It has taken shape and promoted the marketing, promotion and development of all kinds of business of the contractor bank. However, due to the late start of the customer service center of the contractor bank, compared with other commercial banks, they are still at a disadvantage in marketing. On the one hand, this paper expounds the actual situation of the development of customer service center marketing at home and abroad, and finds out the successful experience that can be used for reference. On the other hand, according to the current marketing situation of the customer service center of the contractor bank, such as the business philosophy is still very backward compared with the domestic large financial institutions, it has not yet changed from "concern for products" to "concern for customers"; Customer service center's products and services are not rich enough, marketing means are scarce, marketing methods are single, and so on. At the same time, considering the deep reasons such as the late start of customer service center marketing, the backward technology level, the incomplete management system and the lack of human resources, the target market orientation of the customer service center in the marketing of the customer service center is not accurate. On the basis of analyzing the marketing characteristics of the customer service center and strengthening the research of the customer service center marketing, the marketing orientation is carried out by changing the marketing concept. Subdivide the market, strengthen internal marketing, improve information technology, and strive to provide ideas for solving the problems in the customer service center of the contractor bank at this stage. Through preliminary exploration, combining theoretical knowledge with practical experience, This paper discusses the problems encountered in the marketing of the customer service center of the contractor bank and puts forward the countermeasures and suggestions to solve the problems.
【學位授予單位】：遼寧大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F274;F832.33
本文編號：2310378
[Abstract]:It has been nearly a decade since China joined the WTO. Since China's entry into the WTO, the financial market has been gradually opened to the whole world, and the world finance has poured into the Chinese market, resulting in a sharp increase in the number of banks. With the increasing number of participants in financial markets, the structure of financial markets has changed. The booming development of all kinds of new commercial banks makes the competition of financial market upgrade constantly. The financial market is no longer a oligopoly of one or more, but a new form of competition in which a hundred schools of thought contend. Under this big social and economic background, the choice space of the customer is more and more, the liquidity is stronger, thus the financial competition is more intense. Banking services have changed from seller's market to buyer's market. At the same time, with the rapid development of the banking industry from securities, the insurance and fund industries have also participated in the fierce competition in the financial market, forming a synchronized competition model. In addition, foreign banks have entered the Chinese market one after another to participate in the competition. The development of China's financial industry is facing unprecedented challenges. Under the severe internal and external economic situation, how to carry out effective marketing, retain customers and develop customers is more important. As an important part of bank's external window, the customer service center of commercial bank plays a more and more important role in marketing. The customer service center of modern commercial banks must take part in the market competition under the guidance of the modern marketing concept, which takes the customer demand as the center and the market as the direction. In order to win customers and gain competitive advantage in the increasingly fierce market competition and buyer's market dominance. The customer service center of the contractor bank was established in 2005. It has been developed for eight years. It has taken shape and promoted the marketing, promotion and development of all kinds of business of the contractor bank. However, due to the late start of the customer service center of the contractor bank, compared with other commercial banks, they are still at a disadvantage in marketing. On the one hand, this paper expounds the actual situation of the development of customer service center marketing at home and abroad, and finds out the successful experience that can be used for reference. On the other hand, according to the current marketing situation of the customer service center of the contractor bank, such as the business philosophy is still very backward compared with the domestic large financial institutions, it has not yet changed from "concern for products" to "concern for customers"; Customer service center's products and services are not rich enough, marketing means are scarce, marketing methods are single, and so on. At the same time, considering the deep reasons such as the late start of customer service center marketing, the backward technology level, the incomplete management system and the lack of human resources, the target market orientation of the customer service center in the marketing of the customer service center is not accurate. On the basis of analyzing the marketing characteristics of the customer service center and strengthening the research of the customer service center marketing, the marketing orientation is carried out by changing the marketing concept. Subdivide the market, strengthen internal marketing, improve information technology, and strive to provide ideas for solving the problems in the customer service center of the contractor bank at this stage. Through preliminary exploration, combining theoretical knowledge with practical experience, This paper discusses the problems encountered in the marketing of the customer service center of the contractor bank and puts forward the countermeasures and suggestions to solve the problems.
【學位授予單位】：遼寧大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F274;F832.33
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相關(guān)期刊論文 前3條
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2 陳學謙;;客戶關(guān)系管理系統(tǒng)(CRM)初探[J];黑龍江科技信息;2010年05期
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