發(fā)布時(shí)間：2018-08-18 19:51

【摘要】：20世紀(jì)50年代起,服務(wù)營(yíng)銷率先在美國(guó)商業(yè)銀行中實(shí)踐開(kāi)來(lái),到如今無(wú)論是服務(wù)營(yíng)銷理論還是服務(wù)營(yíng)銷的實(shí)踐,都隨經(jīng)濟(jì)的發(fā)展而取得了長(zhǎng)足的進(jìn)步。30多年的改革開(kāi)放,使我國(guó)民營(yíng)經(jīng)濟(jì)得到迅猛發(fā)展,民營(yíng)經(jīng)濟(jì)在國(guó)民經(jīng)濟(jì)中的比重逐漸增大。為了減輕我國(guó)銀行貸款普遍傾向于國(guó)有企業(yè)及大型商業(yè)企業(yè),而出現(xiàn)中小微企業(yè)融資難、融資貴等問(wèn)題,我國(guó)通過(guò)金融深化改革,逐漸放開(kāi)民營(yíng)資本進(jìn)入銀行業(yè),這不僅能緩解民營(yíng)經(jīng)濟(jì)融資困難的問(wèn)題,還能給我國(guó)銀行業(yè)帶來(lái)新的活力。因此,研究我國(guó)民營(yíng)銀行的服務(wù)營(yíng)銷策略具有非常重要的意義。本文從中國(guó)民營(yíng)銀行正積極擴(kuò)容的大背景出發(fā),通過(guò)對(duì)國(guó)內(nèi)外民營(yíng)銀行服務(wù)營(yíng)銷的文獻(xiàn)進(jìn)行梳理,得出服務(wù)營(yíng)銷對(duì)于中國(guó)民營(yíng)銀行的快速發(fā)展非常重要。結(jié)合中國(guó)民營(yíng)銀行目前的發(fā)展情況和全球銀行業(yè)數(shù)字化的發(fā)展方向,運(yùn)用銀行服務(wù)營(yíng)銷理論和案例分析法對(duì)中國(guó)民營(yíng)銀行服務(wù)營(yíng)銷現(xiàn)狀及問(wèn)題進(jìn)行全面剖析,歸納出中國(guó)民營(yíng)銀行服務(wù)營(yíng)銷存在的問(wèn)題主要是由于產(chǎn)品創(chuàng)新不足、定價(jià)體系受限、分銷渠道狹窄、促銷手段乏力、缺乏創(chuàng)新人才、有形展示偏弱和服務(wù)過(guò)程繁雜等原因造成的。再經(jīng)由SWOT分析法研究中國(guó)民營(yíng)銀行的內(nèi)外部營(yíng)銷環(huán)境后,總結(jié)出不同環(huán)境因素組合下的戰(zhàn)略對(duì)策。最后針對(duì)中國(guó)民營(yíng)銀行服務(wù)營(yíng)銷存在的問(wèn)題,審慎地提出中國(guó)民營(yíng)銀行服務(wù)營(yíng)銷策略的優(yōu)化建議,主要包括推動(dòng)產(chǎn)品創(chuàng)新、差異化價(jià)格管理、拓展新型化營(yíng)銷渠道、開(kāi)發(fā)促銷新手段、多維度培養(yǎng)員工、打造場(chǎng)景化金融、加強(qiáng)服務(wù)鏈管理等等。本文的創(chuàng)新點(diǎn)主要分為以下兩點(diǎn):其一在于創(chuàng)新性的選擇了中國(guó)民營(yíng)銀行服務(wù)營(yíng)銷領(lǐng)域。以往民營(yíng)銀行的研究多是關(guān)于民營(yíng)銀行的發(fā)展?fàn)顩r,例如準(zhǔn)入與退出機(jī)制等,從服務(wù)營(yíng)銷的角度談中國(guó)民營(yíng)銀行發(fā)展的很少。其二是研究?jī)?nèi)容前沿。國(guó)家自全面放開(kāi)民營(yíng)資本進(jìn)入銀行業(yè)開(kāi)展業(yè)務(wù),進(jìn)行試點(diǎn)民營(yíng)銀行以來(lái),中國(guó)民營(yíng)銀行經(jīng)營(yíng)的年限較短,本文結(jié)合當(dāng)下中國(guó)民營(yíng)銀行發(fā)展的最新形勢(shì),采用歸納分析法和理論研究與案例分析相結(jié)合法,綜合民營(yíng)銀行內(nèi)外服務(wù)營(yíng)銷環(huán)境的影響,提出中國(guó)民營(yíng)銀行服務(wù)營(yíng)銷優(yōu)化的策略建議。
[Abstract]:Since 1950s, service marketing has been put into practice in American commercial banks. Nowadays, both the theory of service marketing and the practice of service marketing have made great progress with the development of economy. More than 30 years of reform and opening up have been made. With the rapid development of private economy in China, the proportion of private economy in national economy is gradually increasing. In order to reduce the tendency of bank loans in China to state-owned enterprises and large commercial enterprises, the financing of small and medium-sized enterprises is difficult and expensive. Through the deepening of financial reform, China has gradually opened up private capital to enter the banking industry. This can not only alleviate the financing difficulties of private economy, but also bring new vitality to our banking industry. Therefore, it is of great significance to study the service marketing strategy of private banks in China. Based on the background that the private banks in China are expanding their capacity actively, this paper, through combing the literature on the service marketing of the private banks at home and abroad, concludes that the service marketing is very important for the rapid development of the private banks in China. Combined with the current development of Chinese private banks and the development direction of global banking digitization, this paper makes a comprehensive analysis of the current situation and problems of the service marketing of private banks in China by using the theory of banking service marketing and the analysis of cases. The problems in service marketing of private banks in China are mainly due to insufficient product innovation, limited pricing system, narrow distribution channels, weak promotion methods and lack of innovative talents. The physical display is weak and the service process is complicated and so on. After studying the internal and external marketing environment of Chinese private banks by SWOT analysis, this paper summarizes the strategic countermeasures under the combination of different environmental factors. Finally, aiming at the problems existing in the service marketing of the private banks in China, the paper puts forward the suggestions of optimizing the service marketing strategies of the private banks of China prudently, mainly including promoting product innovation, differential price management, and expanding the new marketing channels. Develop new means of promotion, train staff in many dimensions, create scene finance, strengthen service chain management and so on. The innovation of this paper is mainly divided into the following two points: the first is the innovative choice of Chinese private banks service marketing field. In the past, the research of private banks is mostly about the development of private banks, such as access and exit mechanism, etc. From the point of view of service marketing, the development of private banks in China is rare. The second is the frontier of research content. Since the country has fully opened private capital into the banking sector to carry out business and conduct pilot private banks, the years of operation of private banks in China have been relatively short. This paper combines the latest situation of the development of private banks in China. By using the method of inductive analysis, theoretical research and case analysis, this paper puts forward some suggestions for optimizing the service marketing of private banks in China by synthesizing the influence of the internal and external service marketing environment of private banks.
【學(xué)位授予單位】：深圳大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F832.33;F274

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本文編號(hào)：2190506