本文選題：銀行柜臺 + 服務營銷��； 參考：《內蒙古大學》2014年碩士論文

【摘要】：隨著我國經濟的不斷發(fā)展、金融市場的不斷開放,金融體制改革的不斷深入,金融市場競爭越來越激烈。由于國內銀行金融產品的同質性嚴重,銀行之間的競爭主要集中在服務營銷上,如何以客戶的需求為中心開展服務、提高客戶滿意度,最終實現盈利的目的,成為了各家銀行共同關注的問題。近年來,我國的銀行機構也在不斷向國外銀行學習,逐漸從產品營銷向服務營銷轉型。 銀行柜臺是與客戶面對面接觸并直接服務于客戶的“第一線”,柜臺服務能否做好、做到位,將直接影響營銷的效果和銀行的收益。銀行柜臺人員在了解客戶需求、推薦銀行產品業(yè)務方面,擁有得天獨厚的資源和優(yōu)勢。因此,銀行機構應當重視柜臺服務營銷,以優(yōu)質的柜臺服務創(chuàng)造深入營銷的切入點,同時挖掘潛在的營銷機會和客戶資源。同時,銀行擁有龐大的基層網點數量,柜臺服務營銷的渠道和資源非常豐富和多元化。如何最大效能的發(fā)揮戰(zhàn)略優(yōu)勢,充分挖掘和釋放柜臺服務營銷的職能,是本文研究的主要目的。 筆者在工作實踐的基礎上,對H銀行成都分行目前柜臺服務營銷的現狀及存在問題進行了分析,并對其柜臺服務營銷失效的原因進行了探討,通過學習借鑒國內外同業(yè)經驗,提出了提升H銀行成都分行柜臺服務營銷實效的對策。
[Abstract]:With the development of economy, the opening of financial market and the deepening of financial system reform, the competition of financial market is becoming more and more fierce. Because the homogeneity of domestic banking financial products is serious, the competition between banks is mainly focused on service marketing. How to take customer demand as the center to carry out service, improve customer satisfaction, and finally achieve the goal of profit. It has become a common concern of banks. In recent years, China's banking institutions are constantly learning from foreign banks, gradually changing from product marketing to service marketing. The bank counter is the "front line" that meets the customer face to face and serves the customer directly. Whether the counter service can be done well or not will directly affect the effect of marketing and the profit of the bank. Bank counter staff in understanding customer needs, recommend banking products business, has unique resources and advantages. Therefore, the banking institutions should attach importance to the over-the-counter service marketing, create the breakthrough point of in-depth marketing with high-quality over-the-counter service, and tap the potential marketing opportunities and customer resources at the same time. At the same time, banks have a large number of grassroots outlets, counter service marketing channels and resources are very rich and diversified. How to maximize the effectiveness of strategic advantages, fully tap and release the functions of counter service marketing, is the main purpose of this study. On the basis of working practice, the author analyzes the current situation and existing problems of H Bank Chengdu Branch's current over-the-counter service marketing, and probes into the reasons for the invalidation of its over-the-counter service marketing, and draws lessons from the experience of domestic and foreign counterparts through learning. Put forward to promote H bank Chengdu branch counter service marketing effectiveness countermeasures.
【學位授予單位】：內蒙古大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F832.33

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本文編號：2015633