【摘要】：在全球化和互聯(lián)網(wǎng)經(jīng)濟(jì)蓬勃發(fā)展的背景下,市場(chǎng)競(jìng)爭(zhēng)越來(lái)越激烈,我國(guó)商業(yè)銀行發(fā)展面臨非常大的機(jī)遇與挑戰(zhàn),對(duì)營(yíng)銷管理提出了越來(lái)越高的要求。加強(qiáng)對(duì)商業(yè)銀行客戶導(dǎo)向的營(yíng)銷管理研究具有十分重要的意義。本文圍繞提高G銀行T支行營(yíng)銷管理績(jī)效這一主題,按照提出問(wèn)題、分析問(wèn)題、解決問(wèn)題的研究思路,通過(guò)定量結(jié)合定性的研究方式,在借鑒國(guó)內(nèi)外商業(yè)銀行營(yíng)銷管理經(jīng)驗(yàn)的基礎(chǔ)上,對(duì)G銀行T支行發(fā)展的客戶導(dǎo)向的營(yíng)銷管理問(wèn)題進(jìn)行了研究。本文在對(duì)營(yíng)銷管理相關(guān)概念的界定的基礎(chǔ)上,對(duì)客戶滿意理論、4Ps、7Ps、4Vs營(yíng)銷組合策略、基于客戶滿意的4Cs營(yíng)銷組合策略等相關(guān)理論進(jìn)行了綜述,然后分析了 G銀行T支行營(yíng)銷管理的現(xiàn)狀及問(wèn)題,存在的問(wèn)題主要包括市場(chǎng)定位與客戶細(xì)分不夠準(zhǔn)確、尚未明確營(yíng)銷部門(mén)的戰(zhàn)略地位、忽視營(yíng)銷的過(guò)程管理、忽略產(chǎn)品開(kāi)發(fā)時(shí)客戶需求分析等。并分析了其成因主要有:尚未完全樹(shù)立起客戶導(dǎo)向理念、尚未完全確立起客戶營(yíng)銷戰(zhàn)略、尚未完全建立客戶營(yíng)銷的全流程體系、營(yíng)銷專業(yè)人才缺失導(dǎo)致談判不力等。然后,堅(jiān)持理論與實(shí)踐相結(jié)合,針對(duì)G銀行T支行營(yíng)銷管理存在的問(wèn)題及其原因的分析,提出了 G銀行T支行完善客戶導(dǎo)向的營(yíng)銷管理的對(duì)策建議,主要包括科學(xué)進(jìn)行客戶導(dǎo)向的市場(chǎng)定位分析、提升基于客戶滿意度的特色競(jìng)爭(zhēng)策略、健全與客戶需求相匹配的營(yíng)銷組織和價(jià)值鏈流程、建立客戶導(dǎo)向的特色營(yíng)銷策略體系等。在提出G銀行T支行完善客戶導(dǎo)向的營(yíng)銷管理的對(duì)策建議的基礎(chǔ)上,進(jìn)一步分析了 G銀行T支行客戶導(dǎo)向的營(yíng)銷管理的實(shí)施保障,提出要從樹(shù)立客戶導(dǎo)向的現(xiàn)代銀行服務(wù)營(yíng)銷理念、構(gòu)建適應(yīng)銀行營(yíng)銷保障的組織結(jié)構(gòu)和信息系統(tǒng)、打造高勝任力的營(yíng)銷專業(yè)人才團(tuán)隊(duì)等方面提供保障支持。探索解決G銀行T支行客戶導(dǎo)向的營(yíng)銷管理的發(fā)展途徑,從而提升我國(guó)商業(yè)銀行核心的競(jìng)爭(zhēng)力。
[Abstract]:Under the background of globalization and the vigorous development of Internet economy, the market competition is becoming more and more fierce. The development of commercial banks in China is facing great opportunities and challenges, which puts forward more and more high requirements for marketing management. It is of great significance to strengthen the research on the customer-oriented marketing management of commercial banks. This paper focuses on the theme of improving the marketing management performance of T Branch of G Bank, according to the research ideas of raising questions, analyzing problems, solving problems, and combining quantitative and qualitative research methods. Based on the experience of marketing management of commercial banks at home and abroad, this paper studies the development of customer oriented marketing management in G Bank T Branch. Based on the definition of the related concepts of marketing management, this paper summarizes the theory of customer satisfaction, including the theory of customer satisfaction and the marketing combination strategy of 4Cs based on customer satisfaction, and the marketing combination strategy of 4Cs based on customer satisfaction. Then it analyzes the current situation and problems of marketing management in T Branch of G Bank. The existing problems mainly include the inaccuracy of market positioning and customer segmentation, the lack of clear strategic position of marketing department, and the neglect of marketing process management. Ignore customer requirement analysis in product development. The main causes are as follows: not yet fully set up the concept of customer orientation, not fully established customer marketing strategy, not yet fully established the whole process system of customer marketing, the lack of marketing professionals lead to poor negotiation, and so on. Then, according to the analysis of the existing problems and reasons of G Bank T Branch Marketing Management, the author puts forward the countermeasures and suggestions to improve the customer oriented marketing management of G Bank T Branch, which is based on the combination of theory and practice. It mainly includes scientific analysis of customer-oriented market orientation, promotion of characteristic competitive strategy based on customer satisfaction, improvement of marketing organization and value chain process matching with customer demand, establishment of customer-oriented characteristic marketing strategy system and so on. On the basis of putting forward the countermeasures and suggestions to improve the customer oriented marketing management of G Bank T Branch, this paper further analyzes the implementation guarantee of the customer oriented marketing management of G Bank T Branch. This paper puts forward that the support should be provided from the following aspects: setting up the modern bank service marketing concept of the customer orientation, constructing the organization structure and information system adapted to the bank marketing guarantee, and building a highly competent team of marketing professionals and so on. In order to improve the core competitiveness of commercial banks in China, the development of customer oriented marketing management in G Bank T Branch is explored.
【學(xué)位授予單位】：南京師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F832.33

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本文編號(hào)：2135303