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(lái)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(rùn)最主要的來(lái)源。當(dāng)前銀行間競(jìng)爭(zhēng)日趨白惡化,但是銀行公司業(yè)務(wù)在營(yíng)銷(xiāo)手段上卻裹足不前,利潤(rùn)增長(zhǎng)態(tài)勢(shì)緩慢,發(fā)展“瓶頸”問(wèn)題凸顯。本文以Y銀行J分行公司業(yè)務(wù)為研究對(duì)象,圍繞其營(yíng)銷(xiāo)過(guò)程中存在的問(wèn)題,以4R營(yíng)銷(xiāo)理論為切入點(diǎn),設(shè)計(jì)科學(xué)有效的營(yíng)銷(xiāo)策略,以期形成銀行與客戶(hù)互利共贏的局面,為實(shí)踐服務(wù)。本文通過(guò)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(yíng)銷(xiāo)策略過(guò)于傳統(tǒng),營(yíng)銷(xiāo)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(hù)忠誠(chéng)度不高等問(wèn)題,亟需制定新的營(yíng)銷(xiāo)策略改變現(xiàn)狀。繼而從可能性和必然性?xún)蓚�(gè)角度分別論證運(yùn)用4R營(yíng)銷(xiāo)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(jì)以4R為導(dǎo)向的公司業(yè)務(wù)營(yíng)銷(xiāo)策略提供理論與實(shí)踐支撐,進(jìn)而提出了營(yíng)銷(xiāo)策略的設(shè)計(jì)。首先,確定Y銀行J分行公司業(yè)務(wù)實(shí)施4R營(yíng)銷(xiāo)策略的預(yù)期目標(biāo),分別是收益可持續(xù)增長(zhǎng)、客戶(hù)忠誠(chéng)度提高、公司業(yè)務(wù)轉(zhuǎn)型和競(jìng)爭(zhēng)力提升四個(gè)方面。其次,立足4R營(yíng)銷(xiāo)理論,分別從“關(guān)聯(lián)”、“反應(yīng)”、“關(guān)系”、“回報(bào)”四個(gè)角度提出具體舉措,整合優(yōu)勢(shì),各個(gè)擊破,發(fā)揮組合拳作用。如在“關(guān)聯(lián)”上,側(cè)重滿足客戶(hù)個(gè)性化需求,重視產(chǎn)品創(chuàng)新和品牌價(jià)值,強(qiáng)調(diào)服務(wù)的專(zhuān)業(yè)性和便利性,通過(guò)日常多開(kāi)展各類(lèi)活動(dòng)提高與客戶(hù)之間的關(guān)聯(lián)度;在“反應(yīng)”上,側(cè)重風(fēng)險(xiǎn)預(yù)判和風(fēng)險(xiǎn)控制,多渠道收集、分析客戶(hù)需求及風(fēng)險(xiǎn)變化,提高部門(mén)聯(lián)動(dòng)效率;在“關(guān)系”上,強(qiáng)調(diào)客戶(hù)關(guān)系管理及高層間的溝通,突出客戶(hù)數(shù)據(jù)庫(kù)的作用,通過(guò)優(yōu)質(zhì)服務(wù)提升客戶(hù)滿意度;在“回報(bào)”上,強(qiáng)調(diào)在一定的資源限度內(nèi),通過(guò)差異化定價(jià)、提高產(chǎn)品附加值等手段實(shí)現(xiàn)銀行與客戶(hù)的共贏,注重專(zhuān)業(yè)技術(shù)回報(bào)。最后,從組織、人力資源、科技、資金四個(gè)方面提出具體保障建議,確保營(yíng)銷(xiāo)策略順利落地實(shí)施。通過(guò)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(yíng)銷(xiāo)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(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F274;F832.33

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