【摘要】：21世紀(jì),隨著人們年齡、財(cái)富、文化、生活習(xí)慣、價(jià)值體系等的變化,客戶不再是被動地接受銀行一成不變的服務(wù),而是自主選擇多樣化服務(wù),通過不同渠道獲得關(guān)于銀行、產(chǎn)品和服務(wù),甚至其他客戶的體驗(yàn)信息。客戶同質(zhì)化特征向差異化的轉(zhuǎn)變給銀行業(yè)帶來了巨大的挑戰(zhàn),而外資銀行和互聯(lián)網(wǎng)金融的入駐、地方性銀行的興起,更加劇了行業(yè)競爭。在過去的2015年中,農(nóng)業(yè)銀行榆中縣支行各項(xiàng)業(yè)務(wù)指標(biāo)穩(wěn)步增長,取得了新的發(fā)展。但是,網(wǎng)點(diǎn)服務(wù)營銷意識不強(qiáng)、員工辦理業(yè)務(wù)能力低下、渠道管理粗放等問題依然存在,因此,如何改進(jìn)服務(wù)營銷,提高服務(wù)質(zhì)量和市場占有率,促進(jìn)利潤增長,就成為一個迫切需要研究的課題。本文以農(nóng)業(yè)銀行榆中縣支行服務(wù)營銷策略為研究主題。首先,借鑒商業(yè)銀行服務(wù)營銷理論和7Ps服務(wù)營銷理論,運(yùn)用調(diào)查問卷和實(shí)地調(diào)研等方法獲得豐富的第一手資料,通過對調(diào)查資料的分析,指出農(nóng)業(yè)銀行榆中縣支行服務(wù)營銷存在的問題;然后,詳細(xì)分析目前農(nóng)業(yè)銀行榆中縣支行內(nèi)外部環(huán)境和市場競爭環(huán)境,運(yùn)用SWOT分析工具,得出農(nóng)業(yè)銀行榆中縣支行面臨的優(yōu)勢、劣勢、機(jī)會、威脅,為制定服務(wù)營銷策略提供依據(jù);接著,根據(jù)農(nóng)業(yè)銀行榆中縣支行在服務(wù)營銷中存在的問題,結(jié)合7Ps理論提出服務(wù)營銷策略;最后,從完善部門協(xié)調(diào)機(jī)制、風(fēng)險(xiǎn)管控、服務(wù)文化塑造和加強(qiáng)服務(wù)質(zhì)量考核等方面提出服務(wù)營銷策略順利實(shí)施的保障措施。
[Abstract]:In the 21st century, with the change of people's age, wealth, culture, life habits, value system and so on, the customer is no longer passively accepting the bank's fixed service, but chooses the diversification service independently, obtains the bank through different channels. Products and services, and even other customer experience information. The transformation of customer homogeneity to differentiation has brought great challenges to the banking industry, while the entry of foreign banks and Internet finance, and the rise of local banks have intensified the competition in the industry. In the past 2015, the agricultural bank Yuzhong County Branch business indicators steadily increased, made new development. However, the service marketing consciousness of the network is not strong, the staff management ability is low, the channel management is extensive and so on. Therefore, how to improve the service marketing, improve the service quality and market share, promote the profit growth, etc. It has become an urgent need to study the subject. This paper focuses on the service marketing strategy of Yuzhong County Branch of Agricultural Bank. First of all, draw lessons from commercial bank service marketing theory and 7Ps service marketing theory, use questionnaire and field research methods to obtain rich first-hand information, through the analysis of survey data. This paper points out the problems existing in the service marketing of Yuzhong County Branch of Agricultural Bank; Then, the paper analyzes in detail the internal and external environment and market competition environment of Yuzhong County Branch of Agricultural Bank of China, and obtains the advantages, disadvantages, opportunities and threats faced by Yizhong County Branch of Agricultural Bank by using SWOT analysis tools. To provide the basis for service marketing strategy; Then, according to the problems existing in the service marketing of Yuzhong County Branch of Agricultural Bank, combined with the 7Ps theory, the paper puts forward the service marketing strategy; Finally, from the aspects of perfecting the coordination mechanism of departments, risk control, service culture shaping and strengthening service quality assessment, the paper puts forward the guarantee measures for the smooth implementation of service marketing strategy.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F832.33;F274

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1 朱亞蕾;農(nóng)業(yè)銀行榆中縣支行服務(wù)營銷策略研究[D];蘭州大學(xué);2017年

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