【摘要】：零售業(yè)務(wù)在我國(guó)有著廣闊的市場(chǎng)前景,已經(jīng)對(duì)國(guó)內(nèi)銀行零售業(yè)務(wù)提出了嚴(yán)峻的挑戰(zhàn),然而我國(guó)商業(yè)銀行零售業(yè)務(wù)才剛剛起步,無論是從經(jīng)營(yíng)體制與管理水平上,還是從資本實(shí)力與資產(chǎn)結(jié)構(gòu)上來講,和外資銀行都存在著巨大的差距。貴州銀行是貴州省委、省政府從推動(dòng)全省經(jīng)濟(jì)金融又好又快、更好更快發(fā)展的戰(zhàn)略出發(fā),決策成立的一家按省屬大一型企業(yè)管理的金融機(jī)構(gòu)。面對(duì)貴州個(gè)人財(cái)富的不斷壯大,貴州銀行零售業(yè)務(wù)服務(wù)營(yíng)銷管理的變革就具有典型的現(xiàn)實(shí)意義。 首先,論文在理論基礎(chǔ)上,分析了貴州銀行零售業(yè)務(wù)服務(wù)營(yíng)銷管理的現(xiàn)狀與問題。貴州銀行零售業(yè)務(wù)服務(wù)營(yíng)銷管理的現(xiàn)狀包括了貴州銀行零售業(yè)務(wù)構(gòu)成、零售業(yè)務(wù)組織架構(gòu)與零售業(yè)務(wù)服務(wù)營(yíng)銷管理模式。同時(shí)分析了貴州銀行零售業(yè)務(wù)服務(wù)營(yíng)銷管理的問題,主要問題是缺乏正確的市場(chǎng)服務(wù)營(yíng)銷意識(shí)、市場(chǎng)地位和目標(biāo)市場(chǎng)劃分不明確、服務(wù)營(yíng)銷管理體系不完善和零售人員缺乏協(xié)同管理合力不足等。 其次,論文提出了貴州銀行零售業(yè)務(wù)服務(wù)營(yíng)銷管理改進(jìn)方案設(shè)計(jì)。論文提出了基于客戶價(jià)值的細(xì)分市場(chǎng)策略,重點(diǎn)提出了網(wǎng)點(diǎn)維護(hù)與細(xì)分、零售業(yè)務(wù)客戶分析和基于客戶細(xì)分的拓展策略。然后論文提出了服務(wù)營(yíng)銷組織的優(yōu)化設(shè)計(jì),包括了目標(biāo)客戶群劃分、運(yùn)行機(jī)制完善和服務(wù)營(yíng)銷流程改造。最后是營(yíng)銷管理考核機(jī)制設(shè)計(jì),提出了基于動(dòng)態(tài)管理的客戶經(jīng)理制、營(yíng)銷管理考核制度和考核獎(jiǎng)懲。 最后,論文提出了改進(jìn)貴州銀行零售業(yè)務(wù)服務(wù)營(yíng)銷管理的保障措施。首先是加強(qiáng)客戶價(jià)值管理,充分發(fā)揮自身優(yōu)勢(shì),完善客戶經(jīng)理制度,推動(dòng)銀行零售業(yè)務(wù)體系全面優(yōu)化升級(jí)。其次是強(qiáng)化基于客戶多元化的產(chǎn)品創(chuàng)新機(jī)制,包括了離退休人群、年輕群體、民營(yíng)企業(yè)和城郊農(nóng)村人口。然后是營(yíng)銷理念的整合與革新,提高服務(wù)意識(shí),樹立零售業(yè)務(wù)服務(wù)營(yíng)銷理念,注重服務(wù)文化和服務(wù)品牌建設(shè),創(chuàng)建網(wǎng)上銀行服務(wù)系統(tǒng),提供方便快捷的服務(wù)。最后是加強(qiáng)客戶價(jià)值管理做好“兩個(gè)聯(lián)動(dòng)”。 論文深入剖析貴州銀行在服務(wù)營(yíng)銷管理上存在制約其快速發(fā)展的諸多問題,建立符合實(shí)際的長(zhǎng)遠(yuǎn)目標(biāo),以期能對(duì)貴州銀行零售業(yè)務(wù)的發(fā)展有所裨益。論文試圖在分析貴州銀行的零售業(yè)務(wù)營(yíng)銷發(fā)展現(xiàn)狀的基礎(chǔ)之上,科學(xué)、系統(tǒng)性地從思想方案,體制改革、計(jì)劃完善方面進(jìn)行研究分析,針對(duì)貴州銀行當(dāng)前零售業(yè)務(wù)服務(wù)營(yíng)銷管理過程中存在的問題,提出具體建議措施,具有一定的理論和現(xiàn)實(shí)指導(dǎo)意義。
[Abstract]:Retail business has a broad market prospect in our country, and has put forward severe challenges to the retail business of domestic banks. However, the retail business of commercial banks in China has just started, no matter from the management system and management level. Or from the capital strength and asset structure, and foreign banks have a huge gap. Guizhou Bank is a financial institution managed by the provincial party committee of Guizhou Province. Starting from the strategy of promoting the economic and financial development of the province, which is good, fast and faster, the provincial government has made a decision to set up a financial institution managed by the first type of enterprises belonging to the province. In the face of the continuous growth of Guizhou's personal wealth, the reform of Guizhou bank retail business service marketing management has typical practical significance. First of all, on the basis of theory, the paper analyzes the present situation and problems of Guizhou bank retail business service marketing management. The present situation of Guizhou bank retail business service marketing management includes Guizhou bank retail business composition, retail business organization structure and retail business service marketing management mode. At the same time, this paper analyzes the problems of Guizhou bank retail business service marketing management, the main problem is the lack of correct market service marketing consciousness, the market position and the target market division is not clear. The service marketing management system is not perfect and the retail staff lacks the cooperative management joint force and so on. Secondly, the paper puts forward the design of Guizhou bank retail business service marketing management improvement scheme. This paper puts forward the market segmentation strategy based on customer value, focusing on the network maintenance and segmentation, retail business customer analysis and expansion strategy based on customer segmentation. Then the paper puts forward the optimal design of service marketing organization, including the division of target customer group, the perfection of operation mechanism and the transformation of service marketing process. Finally, the design of marketing management assessment mechanism is carried out, and the account manager system, marketing management assessment system and assessment rewards and punishments based on dynamic management are put forward. Finally, the paper puts forward the safeguard measures to improve the marketing management of Guizhou bank retail business service. The first is to strengthen customer value management, give full play to their own advantages, improve the account manager system, and promote the overall optimization and upgrading of the banking retail business system. The second is to strengthen the product innovation mechanism based on customer diversification, including retired people, young groups, private enterprises and suburban rural population. Then there is the integration and innovation of marketing concept, improve service awareness, establish retail business service marketing concept, pay attention to service culture and service brand construction, establish online banking service system, and provide convenient and fast service. Finally, strengthen customer value management to do a good job of "two linkage." This paper deeply analyzes many problems that restrict the rapid development of Guizhou Bank in service marketing management, and establishes a long-term goal in line with the reality, in order to be beneficial to the development of Guizhou Bank's retail business. On the basis of analyzing the present situation of retail business marketing development of Guizhou Bank, this paper attempts to make a scientific and systematic research and analysis from the aspects of ideological scheme, system reform and plan perfection. In view of the problems existing in the process of retail service marketing management of Guizhou Bank, this paper puts forward some concrete suggestions and measures, which have certain theoretical and practical guiding significance.
【學(xué)位授予單位】：西南財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F832.2

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