發(fā)布時(shí)間：2018-06-13 20:22

  本文選題：東亞銀行 + 理財(cái)產(chǎn)品　； 參考：《山西大學(xué)》2015年碩士論文

【摘要】：隨著我國(guó)經(jīng)濟(jì)發(fā)展水平的日益提升,個(gè)人財(cái)富的積累,人們對(duì)于手中財(cái)富如何實(shí)現(xiàn)保值增值日益關(guān)注,理財(cái)產(chǎn)品作為資產(chǎn)保值增值的有效工具,更是日益受到廣大投資人的關(guān)注和青睞。目前,各大商業(yè)銀行也在盡力趕上理財(cái)產(chǎn)品高速發(fā)展的現(xiàn)狀,希望在激烈的市場(chǎng)競(jìng)爭(zhēng)中脫穎而出。因此,越來越多的商業(yè)銀行開始關(guān)注顧客對(duì)本行理財(cái)產(chǎn)品的滿意度狀況。相關(guān)的研究也開始增多,希望把研究的成果應(yīng)用到理財(cái)產(chǎn)品日常的經(jīng)營(yíng)管理中,東亞銀行作為一家外資銀行雖然本土化程度不如本國(guó)商業(yè)銀行,但是從事理財(cái)產(chǎn)品經(jīng)營(yíng)的歷史較長(zhǎng),經(jīng)驗(yàn)豐富,通過對(duì)東亞銀行這樣的外資銀行的經(jīng)營(yíng)狀況及顧客滿意度影響因素進(jìn)行分析,有助于今后為我國(guó)商業(yè)銀行提升競(jìng)爭(zhēng)力、提高顧客滿意度、改善經(jīng)營(yíng)狀況提供指導(dǎo)。筆者在相關(guān)文獻(xiàn)的搜集整理基礎(chǔ)上,對(duì)國(guó)內(nèi)外有關(guān)顧客滿意度的研究有了一定了解,結(jié)合東亞銀行在華的經(jīng)營(yíng)狀況,對(duì)東亞銀行理財(cái)產(chǎn)品滿意度影響因素進(jìn)行了分析,并提出了相應(yīng)的營(yíng)銷策略。本文第一部分介紹了研究的相關(guān)背景,研究的理論意義和現(xiàn)實(shí)意義,研究的思路以及所采用的研究方法,最后簡(jiǎn)要闡述了本文的一些創(chuàng)新點(diǎn)。第二部分是相關(guān)理論的綜述,包括顧客滿意度內(nèi)涵、顧客滿意度影響因素理論基礎(chǔ)、顧客滿意度模型、以及國(guó)內(nèi)外學(xué)者對(duì)商業(yè)銀行理財(cái)產(chǎn)品內(nèi)涵的界定和顧客滿意度研究方法的綜述。通過文獻(xiàn)回顧為本文后續(xù)東亞銀行理財(cái)產(chǎn)品影響因素結(jié)構(gòu)模型的構(gòu)建提供一定的基礎(chǔ)和依據(jù)。第三部分是對(duì)東亞銀行理財(cái)產(chǎn)品在華發(fā)展現(xiàn)狀的描述,包括東亞銀行在華經(jīng)營(yíng)背景的簡(jiǎn)要介紹。第四部分在上述理論鋪墊下,嘗試提出東亞銀行理財(cái)產(chǎn)品顧客滿意度影響因素的結(jié)構(gòu)模型,對(duì)結(jié)構(gòu)變量做出詳細(xì)解釋并提出相應(yīng)的假設(shè)。第五部分是對(duì)東亞銀行理財(cái)產(chǎn)品顧客滿意度影響因素的實(shí)證研究。通過發(fā)放調(diào)查問卷的方式收集整理數(shù)據(jù),對(duì)問卷信息進(jìn)行描述性統(tǒng)計(jì),運(yùn)用SPSS軟件進(jìn)行結(jié)構(gòu)模型的實(shí)證檢驗(yàn)。第六部分是結(jié)論和營(yíng)銷策略建議,對(duì)調(diào)查研究結(jié)果進(jìn)行分析討論,根據(jù)實(shí)證分析得出的結(jié)論為東亞銀行提升滿意度提出相應(yīng)的策略建議。
[Abstract]:With the development of our economy and the accumulation of personal wealth, people pay more and more attention to how to maintain and increase the value of wealth in our hands. More and more by the majority of investors' attention and favor. At present, the major commercial banks are also trying to catch up with the rapid development of financial products, hoping to stand out in the fierce market competition. Therefore, more and more commercial banks begin to pay attention to customer satisfaction with their financial products. Relevant studies have also begun to increase, hoping to apply the results of the research to the day-to-day management of financial products. Although the Bank of East Asia, as a foreign bank, has a lower degree of localization than its domestic commercial banks, However, the management of financial products has a long history and rich experience. Through the analysis of the operating conditions and customer satisfaction factors of foreign banks such as the Bank of East Asia, it is helpful to enhance the competitiveness of our commercial banks in the future. Improve customer satisfaction, improve business conditions to provide guidance. On the basis of the collection and arrangement of relevant documents, the author has a certain understanding of the research on customer satisfaction at home and abroad, and analyzes the influencing factors of the financial product satisfaction of the Bank of East Asia combined with the operating situation of the Bank of East Asia in China. And put forward the corresponding marketing strategy. The first part of this paper introduces the relevant background of the research, the theoretical and practical significance of the study, the research ideas and the research methods adopted, and finally briefly describes some of the innovations of this paper. The second part is a summary of relevant theories, including the connotation of customer satisfaction, the theoretical basis of influencing factors of customer satisfaction, the customer satisfaction model, And the domestic and foreign scholars to the commercial bank financial management product connotation definition and the customer satisfaction research method summary. Through literature review, this paper provides a basis for the construction of the structural model of the influencing factors of the financial products of Bank of East Asia. The third part is a description of the development of Bank of East Asia financial products in China, including a brief introduction of the background of Bank of East Asia in China. In the fourth part, based on the above theory, we try to put forward the structural model of the factors influencing the customer satisfaction of Bank of East Asia financial products, explain the structural variables in detail and put forward the corresponding assumptions. The fifth part is an empirical study on the influencing factors of Bank of East Asia financial products customer satisfaction. Through the way of questionnaire collection and collation of data, questionnaire information for descriptive statistics, the use of SPSS software for structural model empirical test. The sixth part is the conclusion and the marketing strategy suggestion, carries on the analysis discussion to the investigation research result, according to the empirical analysis conclusion, proposed the corresponding strategy suggestion for the East Asia bank to enhance the satisfaction degree.
【學(xué)位授予單位】：山西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F831.2

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本文編號(hào)：2015291