本文選題：轉(zhuǎn)型網(wǎng)點(diǎn)　切入點(diǎn)：服務(wù)營(yíng)銷　出處：《廣西大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著我國(guó)商業(yè)銀行零售業(yè)務(wù)競(jìng)爭(zhēng)日益加劇,電子商務(wù)與互聯(lián)網(wǎng)金融的快速發(fā)展,越來(lái)越多的金融創(chuàng)新產(chǎn)品正潛移默化的改變著人們的生活方式。因此,國(guó)內(nèi)許多商業(yè)銀行加快了網(wǎng)點(diǎn)經(jīng)營(yíng)的轉(zhuǎn)型步伐,商業(yè)銀行的營(yíng)銷模式也隨之發(fā)生了變化,從依靠物理網(wǎng)點(diǎn)的單一渠道營(yíng)銷逐漸變成了線上線下融合的營(yíng)銷模式。中國(guó)工商銀行XY分行處于市場(chǎng)競(jìng)爭(zhēng)激烈的商業(yè)銀行之中,最大的優(yōu)勢(shì)是擁有豐富的網(wǎng)點(diǎn)資源,而網(wǎng)點(diǎn)是商業(yè)銀行零售業(yè)務(wù)的重要渠道,如何利用這一優(yōu)勢(shì)維持市場(chǎng)競(jìng)爭(zhēng)力,將轉(zhuǎn)型網(wǎng)點(diǎn)從傳統(tǒng)的交易核算型轉(zhuǎn)變?yōu)榉⻊?wù)營(yíng)銷型,是中國(guó)工商銀行XY分行面臨經(jīng)營(yíng)改革的重要課題。本文的研究是以中國(guó)工商銀行XY分行的轉(zhuǎn)型網(wǎng)點(diǎn)為研究對(duì)象,以7P理論為基礎(chǔ),結(jié)合本人在銀行轉(zhuǎn)型網(wǎng)點(diǎn)的工作實(shí)踐經(jīng)驗(yàn),應(yīng)用服務(wù)營(yíng)銷的相關(guān)理論知識(shí),將國(guó)外優(yōu)秀商業(yè)銀行與我國(guó)商業(yè)銀行傳統(tǒng)的營(yíng)銷模式進(jìn)行比較分析,提出傳統(tǒng)銀行網(wǎng)點(diǎn)必須順應(yīng)形勢(shì)開展網(wǎng)點(diǎn)轉(zhuǎn)型。論文首先概述了選題背景和意義,以及研究的內(nèi)容和方法,通過(guò)閱讀大量的文獻(xiàn),總結(jié)歸納國(guó)內(nèi)外有關(guān)商業(yè)銀行服務(wù)營(yíng)銷和網(wǎng)點(diǎn)轉(zhuǎn)型的理論及相關(guān)概念。其次,利用PEST工具分析了工商銀行XY分行轉(zhuǎn)型網(wǎng)點(diǎn)服務(wù)營(yíng)銷的環(huán)境、現(xiàn)狀,來(lái)深入發(fā)掘轉(zhuǎn)型網(wǎng)點(diǎn)存在的問(wèn)題。最后,通過(guò)借鑒國(guó)內(nèi)外優(yōu)秀商業(yè)銀行的網(wǎng)點(diǎn)轉(zhuǎn)型中的先進(jìn)經(jīng)驗(yàn),針對(duì)工商銀行XY分行轉(zhuǎn)型網(wǎng)點(diǎn)的服務(wù)營(yíng)銷存在的問(wèn)題,提出了服務(wù)營(yíng)銷策略的優(yōu)化設(shè)計(jì),著力于幫助轉(zhuǎn)型網(wǎng)點(diǎn)從傳統(tǒng)的服務(wù)營(yíng)銷模式轉(zhuǎn)變?yōu)榫�上線下一體化的營(yíng)銷模式,從而提高網(wǎng)點(diǎn)競(jìng)爭(zhēng)力。
[Abstract]:With the rapid development of e-commerce and Internet finance, more and more innovative financial products are changing people's way of life. Many domestic commercial banks have quickened the pace of transformation of network operation, and the marketing mode of commercial banks has also changed. From the single channel marketing which relies on physical network, it has gradually become the marketing mode of integration between online and offline. The XY branch of ICBC is among the commercial banks with fierce market competition, and its biggest advantage is that it has abundant network resources. The network is an important channel for the retail business of commercial banks. How to make use of this advantage to maintain the market competitiveness and change the transformation network from the traditional transaction accounting model to the service marketing type. Industrial and Commercial Bank of China (ICBC) XY Branch is faced with an important subject of management reform. Applying the relevant theoretical knowledge of service marketing, this paper compares the traditional marketing models of foreign excellent commercial banks with that of Chinese commercial banks. The paper first summarizes the background and significance of the topic, as well as the contents and methods of the research, and through reading a large number of documents, the paper proposes that the traditional bank network must adapt to the situation and carry out the transformation of the network. Summarize and summarize the domestic and foreign commercial bank service marketing and network transformation theory and related concepts. Secondly, using PEST tools to analyze the ICBC XY branch transformation network service marketing environment, the status quo, Finally, through drawing lessons from the advanced experience of the domestic and foreign excellent commercial banks in the network transformation, aiming at the problems in the service marketing of the transformation network of the XY branch of ICBC, The optimal design of service marketing strategy is put forward to help the transformation network transform from the traditional service marketing mode to the online and offline integrated marketing mode, thus improving the competitive power of the network.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F832.33

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