本文選題：農(nóng)行泗洪支行 + 服務(wù)營銷�。� 參考：《安徽大學(xué)》2015年碩士論文

【摘要】：最近幾年來,隨著我國金融行業(yè)不斷開放,以及世貿(mào)規(guī)則不斷落實(shí),國內(nèi)金融市場發(fā)生了深刻變化。首先,外資銀行不斷涌入國內(nèi),對商業(yè)銀行形成了巨大的競爭挑戰(zhàn)。其次,同西方國家相比,我國商業(yè)銀行市場營銷發(fā)展時(shí)間較晚,目前依然停留在初級發(fā)展水平。另外受到其他客觀原因影響,不同商業(yè)銀行之間的營銷水平也存在較大差別,總體來看營銷管理科學(xué)化水平偏低、營銷手段落后是最為突出的問題。隨著國內(nèi)金融市場競爭不斷加劇,不管是市場營銷和競爭嚴(yán)重趨同。商業(yè)銀行作為現(xiàn)代金融服務(wù)主體,其要在激烈的金融市場上贏得生存發(fā)展機(jī)會(huì),必要盡快轉(zhuǎn)變營銷服務(wù)觀念,采用現(xiàn)代營銷服務(wù)策略。選擇何種市場營銷策略直接決定了商業(yè)銀行未來發(fā)展方向,是商業(yè)銀行市場營銷面臨的主要挑戰(zhàn)。在現(xiàn)代金融市場上,傳統(tǒng)營銷手段已無法適應(yīng)市場生存發(fā)展形勢,“沒有營銷,就沒有市場”,這是所有商業(yè)銀行都必須要清醒認(rèn)識(shí)到的問題。要在激烈的市場環(huán)境下生存下來,商業(yè)銀行必須努力改進(jìn)營銷策劃水平,提高服務(wù)質(zhì)量,才能夠?qū)崿F(xiàn)可持續(xù)發(fā)展目標(biāo)。商業(yè)銀行市場營銷是現(xiàn)代市場營銷理論在金融行業(yè)應(yīng)用和發(fā)展形成的,商業(yè)銀行主要產(chǎn)品是金融融資,通過為企業(yè)提供金融服務(wù)實(shí)現(xiàn)盈利,其經(jīng)營內(nèi)容和性質(zhì)決定了其市場營銷具有特殊之處。為了不斷提升商業(yè)銀行營銷服務(wù)水平,不斷增強(qiáng)農(nóng)行泗洪支行綜合競爭力,本文以服務(wù)營銷理論為研究的理論基礎(chǔ)和依據(jù),立足于當(dāng)前國內(nèi)外經(jīng)濟(jì)形勢變化及銀行競爭的發(fā)展趨勢,選取了農(nóng)行泗洪支行作為研究對象,采用專題研究和案例研究相結(jié)合的研究方法,運(yùn)用SWOT分析工具,分析了農(nóng)行泗洪支行面臨的機(jī)會(huì)與威脅、優(yōu)勢與劣勢,并對其服務(wù)營銷現(xiàn)狀進(jìn)行了分析,明確目前服務(wù)營銷存在的問題。最后結(jié)合服務(wù)營銷7P組合策略,給出具有針對性的營銷改進(jìn)策略,即金融產(chǎn)品創(chuàng)新策略、價(jià)格優(yōu)惠政策、渠道創(chuàng)新策略、提升服務(wù)人員綜合素質(zhì)、改善銀行網(wǎng)點(diǎn)環(huán)境、優(yōu)化服務(wù)流程。通過對服務(wù)營銷問題深入研究,調(diào)整制定適合其區(qū)域市場環(huán)境、以及中國商業(yè)銀行獨(dú)有企業(yè)文化和經(jīng)營特點(diǎn)的營銷策略,以期提高其市場競爭力,解決目前其在同業(yè)沖擊下存在的營銷理論和實(shí)踐脫節(jié)的問題,使其營銷管理精細(xì)化、綜合收益最大化。本研究對農(nóng)行泗洪支行把握市場定位及服務(wù)營銷策略制定具有較強(qiáng)的指導(dǎo)意義和現(xiàn)實(shí)可操作性,對其他中小城市商業(yè)銀行的發(fā)展也具有借鑒意義.
[Abstract]:In recent years, with the continuous opening of China's financial industry and the implementation of WTO rules, profound changes have taken place in the domestic financial market. First of all, foreign banks continue to pour into the country, forming a huge competition challenge to commercial banks. Secondly, compared with the western countries, the marketing development of commercial banks in our country is late, and it is still at the primary level. In addition, under the influence of other objective reasons, there are great differences in marketing level among different commercial banks. Overall, the scientific level of marketing management is low, and the backward marketing means is the most prominent problem. With the increasing competition in domestic financial market, both marketing and competition are converging. Commercial banks as the main body of modern financial services, in order to win the opportunity of survival and development in the fierce financial market, it is necessary to change the concept of marketing services as soon as possible and adopt modern marketing service strategies. The choice of marketing strategy directly determines the future development direction of commercial banks, which is the main challenge faced by commercial banks. In the modern financial market, the traditional marketing means can not adapt to the market survival and development situation, "without marketing, there is no market", this is the commercial banks must be aware of the problem. In order to survive in the fierce market environment, commercial banks must strive to improve the level of marketing planning, improve service quality, in order to achieve the goal of sustainable development. The marketing of commercial banks is formed by the application and development of modern marketing theory in the financial industry. The main product of commercial banks is financial financing, which makes profits by providing financial services to enterprises. Its management content and nature decide its marketing has special place. In order to improve the marketing service level of commercial banks and enhance the comprehensive competitiveness of Sihong Branch of Agricultural Bank, this paper takes the theory of service marketing as the theoretical basis and basis. Based on the change of domestic and international economic situation and the development trend of bank competition, the Sihong Branch of Agricultural Bank of China is selected as the research object, the research method of combining special research and case study is adopted, and the SWOT analysis tool is used. This paper analyzes the opportunities and threats, advantages and disadvantages faced by Sihong Branch of Agricultural Bank of China, analyzes the present situation of service marketing, and clarifies the problems existing in service marketing at present. Finally, combined with the 7P combination strategy of service marketing, the paper gives out the targeted marketing improvement strategies, which are financial product innovation strategy, price preferential policy, channel innovation strategy, improve the comprehensive quality of service personnel, improve the bank network environment. Optimize service flow. Through the in-depth study of service marketing, the author adjusts and formulates the marketing strategy suitable for its regional market environment, as well as the unique corporate culture and management characteristics of Chinese commercial banks, in order to improve its market competitiveness. To solve the problem of disconnection between marketing theory and practice under the impact of the same trade, to make its marketing management fine and comprehensive income maximized. This study has strong guiding significance and practical maneuverability for the Agricultural Bank Sihong Branch to grasp the market positioning and service marketing strategy formulation, and also has reference significance for the development of commercial banks in other small and medium-sized cities.
【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F832.33;F274

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