發(fā)布時間：2018-05-16 09:18

  本文選題：銀行公司業(yè)務(wù) + 4R理論�。� 參考：《浙江理工大學(xué)》2017年碩士論文

【摘要】：近年來銀行公司業(yè)務(wù)已經(jīng)成為各家商業(yè)銀行最核心的業(yè)務(wù),是利潤最主要的來源。當(dāng)前銀行間競爭日趨白惡化,但是銀行公司業(yè)務(wù)在營銷手段上卻裹足不前,利潤增長態(tài)勢緩慢,發(fā)展“瓶頸”問題凸顯。本文以Y銀行J分行公司業(yè)務(wù)為研究對象,圍繞其營銷過程中存在的問題,以4R營銷理論為切入點,設(shè)計科學(xué)有效的營銷策略,以期形成銀行與客戶互利共贏的局面,為實踐服務(wù)。本文通過訪談、資料分析等方法,剖析發(fā)現(xiàn)Y銀行J分行公司業(yè)務(wù)現(xiàn)有營銷策略過于傳統(tǒng),營銷效果不理想,當(dāng)前公司業(yè)務(wù)存在產(chǎn)品同質(zhì)、收益放緩、客戶忠誠度不高等問題,亟需制定新的營銷策略改變現(xiàn)狀。繼而從可能性和必然性兩個角度分別論證運(yùn)用4R營銷理論促進(jìn)Y銀行J分行公司業(yè)務(wù)發(fā)展的可行性,為設(shè)計以4R為導(dǎo)向的公司業(yè)務(wù)營銷策略提供理論與實踐支撐,進(jìn)而提出了營銷策略的設(shè)計。首先,確定Y銀行J分行公司業(yè)務(wù)實施4R營銷策略的預(yù)期目標(biāo),分別是收益可持續(xù)增長、客戶忠誠度提高、公司業(yè)務(wù)轉(zhuǎn)型和競爭力提升四個方面。其次,立足4R營銷理論,分別從“關(guān)聯(lián)”、“反應(yīng)”、“關(guān)系”、“回報”四個角度提出具體舉措,整合優(yōu)勢,各個擊破,發(fā)揮組合拳作用。如在“關(guān)聯(lián)”上,側(cè)重滿足客戶個性化需求,重視產(chǎn)品創(chuàng)新和品牌價值,強(qiáng)調(diào)服務(wù)的專業(yè)性和便利性,通過日常多開展各類活動提高與客戶之間的關(guān)聯(lián)度;在“反應(yīng)”上,側(cè)重風(fēng)險預(yù)判和風(fēng)險控制,多渠道收集、分析客戶需求及風(fēng)險變化,提高部門聯(lián)動效率;在“關(guān)系”上,強(qiáng)調(diào)客戶關(guān)系管理及高層間的溝通,突出客戶數(shù)據(jù)庫的作用,通過優(yōu)質(zhì)服務(wù)提升客戶滿意度;在“回報”上,強(qiáng)調(diào)在一定的資源限度內(nèi),通過差異化定價、提高產(chǎn)品附加值等手段實現(xiàn)銀行與客戶的共贏,注重專業(yè)技術(shù)回報。最后,從組織、人力資源、科技、資金四個方面提出具體保障建議,確保營銷策略順利落地實施。通過本文的研究,一方面能夠使Y銀行J分行公司業(yè)務(wù)健康、快速發(fā)展,另一方面為商業(yè)銀行公司業(yè)務(wù)營銷策略的制定提供一定的參考。
[Abstract]:In recent years, bank business has become the core business of commercial banks and the main source of profits. At present, the competition among banks is worsening day by day, but the marketing means of the bank companies are stagnant, the growth of profit is slow, and the "bottleneck" problem of development is prominent. This article takes Y Bank J Branch Company as the research object, revolves around its marketing process existence question, takes the 4R marketing theory as the breakthrough point, designs the scientific effective marketing strategy, in order to form the bank and the customer mutually beneficial win-win situation, Serve for practice. Based on the methods of interview and data analysis, this paper finds that the existing marketing strategy of J branch company of Y Bank is too traditional, the marketing effect is not ideal, the current business of the company has problems such as product homogeneity, income slowing down, customer loyalty is not high, etc. New marketing strategies are urgently needed to change the status quo. Then it demonstrates the feasibility of using 4R marketing theory to promote the business development of Y Bank J Branch from the angles of possibility and inevitability, and provides theoretical and practical support for designing the 4R-oriented company business marketing strategy. And then put forward the design of marketing strategy. First of all, the expected target of implementing 4R marketing strategy in J branch of Y Bank is the sustainable growth of revenue, the improvement of customer loyalty, the transformation of business and the enhancement of competitiveness. Secondly, based on the 4R marketing theory, the author puts forward concrete measures from the four angles of "relevance", "reaction", "relationship" and "return", integrates advantages, breaks down each of them, and exerts the function of combined boxing. For example, in "relevance", emphasis is placed on meeting the individual needs of customers, on product innovation and brand value, on professionalism and convenience of services, on increasing the correlation with customers through more activities on a daily basis, and on "response", Emphasis on risk prejudgment and risk control, multi-channel collection, analysis of customer needs and risk changes, improve the efficiency of departmental linkage, in "relationships", emphasize customer relationship management and high-level communication, highlight the role of customer database, In terms of "return", we emphasize that within a certain resource limit, we can achieve the win-win situation between banks and customers by means of differential pricing, increase the added value of products, and pay attention to the return of professional technology. Finally, from the organization, human resources, science and technology, funding four aspects of specific security suggestions to ensure the smooth implementation of marketing strategies. Through the research of this paper, on the one hand, it can make the business of Y Bank J Branch healthy and rapid development, on the other hand, it can provide a certain reference for the formulation of business marketing strategy of commercial bank company.
【學(xué)位授予單位】：浙江理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F832.33

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