本文關(guān)鍵詞： 建設(shè)銀行 服務(wù)營銷 PEST分析　出處：《內(nèi)蒙古大學》2014年碩士論文　論文類型：學位論文

【摘要】：伴隨我國逐步兌現(xiàn)wT0承諾,商業(yè)銀行之間的競爭愈發(fā)激烈,商業(yè)銀行只能不斷提升營銷與服務(wù)能力,在現(xiàn)代商業(yè)環(huán)境下屹立不倒。事實上,商業(yè)銀行的服務(wù)最終是由消費者判定的,商業(yè)銀行服務(wù)營銷策略的優(yōu)劣最終也由顧客來評價。因此,本文基于顧客滿意度視角探索影響建設(shè)銀行內(nèi)蒙古分行服務(wù)營銷能力的關(guān)鍵因素,意希望通過對關(guān)鍵因素的識別,有針對性的提出建設(shè)銀行內(nèi)蒙古分行服務(wù)營銷改進策略建議。 本文在大批瀏覽國內(nèi)外文獻的基礎(chǔ)上,提出基于顧客滿意度的銀行服務(wù)營銷能力評價的觀點。首先介紹了我國商業(yè)銀行市場競爭激烈的行業(yè)背景,提出目前顧客至上的商業(yè)銀行經(jīng)營理念,引出本文研究目的,基于顧客滿意度視角探索建設(shè)銀行內(nèi)蒙古分行服務(wù)營銷改進策略建議；接著介紹了本文的理論依據(jù),顧客滿意度理論和服務(wù)營銷的相關(guān)理論；然后基于PEST分析方法對建設(shè)銀行內(nèi)蒙古分行進行外部環(huán)境分析,可知隨著對外開放政策的逐步推進,內(nèi)蒙古地區(qū)經(jīng)濟快速發(fā)展的經(jīng)濟引力,內(nèi)蒙古地區(qū)居民的儲蓄偏好,以及互聯(lián)網(wǎng)金融所輻射的巨大潛在客戶群,都會進一步推動內(nèi)蒙地區(qū)銀行業(yè)市場化進程,內(nèi)蒙古地區(qū)未來銀行業(yè)競爭將會愈發(fā)激烈,而能夠在激烈市場環(huán)境中立于屹立不倒的關(guān)鍵因素就是顧客；接著,就基于顧客視角探討影響建設(shè)銀行內(nèi)蒙古分行服務(wù)營銷能力的關(guān)鍵因素,并對關(guān)鍵因素進行顧客滿意度調(diào)查。最后基于調(diào)查結(jié)果,提出基于顧客滿意度的建設(shè)銀行內(nèi)蒙古分行服務(wù)營銷改進的策略建議。
[Abstract]:With our country gradually fulfill the promise of wT0, the competition between commercial banks is becoming more and more fierce, commercial banks can only continue to improve their marketing and service capabilities, and stand firm in the modern commercial environment. In fact. The services of commercial banks are ultimately judged by consumers, and the advantages and disadvantages of service marketing strategies of commercial banks are ultimately evaluated by customers. Based on the perspective of customer satisfaction, this paper explores the key factors that affect the service marketing ability of China Construction Bank Inner Mongolia Branch, hoping to identify the key factors. Put forward the construction bank Inner Mongolia branch service marketing improvement strategy suggestion. Based on a large number of literature at home and abroad, this paper puts forward the viewpoint of evaluating the ability of banking service marketing based on customer satisfaction. Firstly, it introduces the industry background of the fierce competition in the market of commercial banks in China. Put forward the current customer first business philosophy of commercial banks, leading to the purpose of this study, based on the perspective of customer satisfaction to explore the construction bank Inner Mongolia Branch service marketing improvement strategy recommendations; Then introduces the theoretical basis of this article, customer satisfaction theory and service marketing theory; Then based on the PEST analysis of the external environment of China Construction Bank Inner Mongolia Branch, we can see that with the gradual promotion of the opening up policy, the economic gravity of the rapid economic development of Inner Mongolia region. The saving preference of Inner Mongolia residents, as well as the huge potential customers exposed by Internet finance, will further promote the process of banking marketization in Inner Mongolia. In the future, the competition of banking industry in Inner Mongolia will be more and more fierce, and the key factor that can stand firm in the fierce market environment is customer. Then, on the basis of customer perspective to explore the key factors affecting the service marketing ability of China Construction Bank Inner Mongolia Branch, and the key factors of customer satisfaction survey. Finally, based on the results of the survey. This paper puts forward some suggestions for improving the service marketing of China Construction Bank Inner Mongolia Branch based on customer satisfaction.
【學位授予單位】：內(nèi)蒙古大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F832.33

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