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论文编号：	1112
作者编号：	2120072224
上传时间：	2009/6/8 22:42:39
中文题目：	我国商业银行服务文化建设研究
英文题目：	Service Culture Builiding of C
指导老师：	白长虹
中文关键字：	商业银行 服务文化 内部营销
英文关键字：	commercial banking services in
中文摘要：	在当今世界文化与经济相互交融、共同发展的外部坏境下，文化在企业发展中的地位与作用越来越突出，成为企业竞争力的重要标志。要创造一种优秀的、以客户为中心的服务观念和更加重视提供优质文明服务的企业文化对我国商业银行来说尤为重要。随着中国金融市场的加速开放，特别是外资银行的涌入，国内银行业市场日益呈现出主体多元化、需求多样化、竞争白热化的趋势与特征。在这样的经营环境中，我国商业银行要实现可持续发展，就必须不断增强竞争能力，而要增强竞争能力，关键在于提高服务水平，在服务理念、服务产品、服务方式和服务基础等方面，形成自己的优势和特色。而服务文化作为企业文化的一个重要组成部分，与银行的发展战略、市场定位、人力资源、经营绩效等方面密切相关。只有做好服务文化建设，才能真正提升我国商业银行的服务品质。此课题的研究，不仅可以丰富、发展我国商业银行服务文化理论的内容，拓宽服务文化研究的领域，更是促进了银行业服务文化研究的深化，为我国商业银行确立服务战略提供了思想基础和行为依据，也即意味着我国商业银行要将服务文化的建设作为一项长期的、系统的、高度重视的工作来抓。 本文针对我国商业银行在发展阶段所面临的急需提高服务水平的现状，旨在通过分析以下问题来提出改善的方法及策略：建设服务文化究竟是什么?是空洞的口号还是实在的战略?怎样的服务文化才能真正打造我国商业银行的成功之道?怎样的举措才能保证服务文化建设能够行之有效地执行落地? 本文借鉴和参考了大量国内外相关理论和文献，以我国商业银行为主要研究对象，对其进行服务文化建设的策略和路径进行研究。商业银行服务文化就是商业银行在长期的对客户服务过程中所形成的服务理念、职业观念等服务价值取向的总和。商业银行服务文化是以服务价值观为核心，以创造顾客满意、赢得顾客忠诚、提升企业核心竞争力为目标，以形成共同的服务价值认知和行为规范为内容的文化。 本文在对我国商业银行服务现状进行分析的基础上，以国际一流的商业银行为标杆，对比了其在服务文化建设方面的差异，构建了出了我国商业银行服务文化体系。本文的研究角度是以我国商业银行内部为视角，运用了对比、标杆、例证等研究方法，基于对其服务文化体系的构建，具体结合商业银行的特点和运作模式，对其服务文化建设的实现路径提出了具体建议，进而达到提升银行自身的竞争力的目的。 本文共分为六章，每章的主要论述内容如下： 第一章是绪论部分，主要论述本论文的选题背景、研究目的和意义、研究内容以及本文的研究框架结构。在这部分中对本论文的研究对象——商业银行服务文化的概念和范围进行了界定。 第二章是对研究课题相关理论与文献进行回顾和综述的部分，构建本研究框架所需的理论基础。本章在重点讨论了商业银行的企业文化和服务文化的相关理论与文献的基础上，还着重回顾了服务利润链和内部营销的相关内容，为后文的研究做了铺垫并打下了理论基础。 第三章重点分析了我国商业银行服务的现状，并借鉴了国际一流的商业银行诸如花旗银行和汇丰银行在企业文化建设和服务建设上的先进经验，对比我国商业银行的服务文化建设发现了一定的差距。并得出了建设服务文化的外部必要性及服务文化的建设对我国商业银行经营发展起到极为重要作用的结论。 第四章首先创造性的构建出我国商业银行服务文化体系的同心圆模型，将商业银行的服务文化分为三个层面——精神层面，物质层面和行为制度层面，并分别对三个层面的服务文化设计的内容进行了阐释。进而对我国商业银行服务文化核心价值理念从6个角度进行了说明。最后，本章分析了对建设商业银行服务文化的前提即保障要素，从而构建出了较为完整的商业银行服务文化体系。 第五章是本文的重点章节，在上一章构建出服务文化体系的基础上，本章从我国商业银行的实际出发，借鉴了第三章中国际优秀的商业银行服务文化建设的经验，并针对我国商业银行在服务方面目前存在的问题提出了建设我国商业银行服务文化的具体策略和实现路径，即：建立服务导向型的商业银行零售业务网点；通过内部营销实现我国商业银行服务文化的内化和通过完善服务界面更好地拓展客户渠道这三个操作性的策略，并着重于服务文化建设的落地。 第六章为本文的结论部分，对于本论文研究的探索性结论做了系统的总结，提出了本研究在目前形势下的局限性。最后，在本章的结尾对我国商业银行在服务文化建设方面的发展做了展望。 作为服务型企业的商业银行，构建良好的服务文化是其文化建设中最基础的工作和任务。本文研究从实践的层面，以服务为中心,突出服务文化建设的功效,理论联系实际，对我国商业银行实施服务文化建设的具体策略和实施路径做出有益的探讨，并为我国众多商业银行的服务文化建设实施提供了借鉴和参考，有着现实的指导意义。本文的研究所得出的一些方法和路径，具有一定的普适性，希望本文能在管理理论和实践上为我国其他服务型企业提供了一些有益的启示和帮助。
英文摘要：	In today's world, cultural and economic facts are become more and more integrated and interdependent as the external environments. Cultural development in the enterprise is becoming increasingly prominent and become an important indicator of competitiveness. To create excellent, customer-centric services and pay more attention to the concept of civilization and provide qualified services of our corporate culture is particularly important for commercial banks. As China accelerated the deregulation of financial markets, especially the influx of foreign banks, the domestic banking market shows a growing diversification, diversification of demand, competition, trends and characteristics. In such a business environment, if China's commercial banks want to achieve sustainable development, it is necessary to create the ability to continually enhance our competitiveness. In order to enhance the competitiveness, the key is to raise the standard of service in the service concept, service products and services based on services, etc., form their own advantages and characteristics. Service culture and corporate culture are important components of the Bank's development strategy and market positioning, human resources, business performance and is closely related to such areas. Building a service culture is really improving my quality of service of commercial banks. Research on this subject can not only enrich and develop China's commercial banking services in the content of cultural theory, cultural studies to broaden the field of services, but also the banking services is to promote the deepening of cultural studies for the establishment of China's commercial banks provided services to the strategic thinking of the foundation and behavior. It also means that the construction of a service culture to China’s commercial banks is a long-term, systematic and great importance task. In this dissertation, China's commercial banks are facing the development phase of the urgent need to improve the status level of service. And following questions by analyzing the past methodology and implementation strategy: Why building a service culture? Is empty slogan or a real strategy? What kind of service ensures China's success? How can we ensure that service culture initiatives to effective implementation of the construction of landing? In this dissertation, we refer a large number of related theories and literature at home and abroad to China's commercial banks as the main study and the construction of their culture of service strategy and the path for research. Culture of commercial banking services those commercial banks in the long-term customer service on the formation process of the service concept such as the sum of values. Culture of commercial banking services serve as the core values in order to create customer satisfaction and win customer loyalty and enhance the core competitiveness of enterprises as the goal. It services to form a common code of conduct for the value of cognitive and cultural content. In this dissertation, we analysis China's commercial banking services on the basis of a world-class benchmark of commercial banks and compared to its cultural construction in the service differences. We constructed out of commercial banking services in China's cultural system. This study is based on my point of view within the perspective of commercial banks, the use of the comparison, benchmarking, and other examples of research methods. It is based on its service culture system, the specific combination of the characteristics of commercial banks and mode of operation. Service culture in the construction of the specific recommendations path is increasing the competitiveness of the bank's own purposes. This article is divided into six chapters; each chapter focuses on the following: The first chapter is the introduction of the main topics discussed in this paper the background, purpose and significance of research to study the content and structure of this paper, the research framework. The object of this paper - commercial banking services and the scope of the concept of culture defined. Chapter II is a research topic related to the theory and literature review and synthesis part of the framework of this study. It was to build the necessary theoretical basis. This chapter focused on the commercial banks, corporate culture and service culture of the relevant theory and the basis of literature, but also focuses on reviewing the service profit chain and internal marketing-related content for later research. It has done to pave the way and laid a theoretical basis. The third chapter focuses on an analysis of China's commercial banking services to the status quo, and to learn from world-class commercial banks such as Citibank and HSBC in the corporate culture-building and service building on the advanced experience. It compared to China's commercial banks found that the construction of a service culture to a certain extent gap. And come to a building outside the need for a service culture and service culture of China's commercial banks play a vital role in the development of conclusions. Chapter IV constructs the model of commercial banks of China's cultural system of concentric circles. Commercial banks will be divided into three levels of service culture - the spirit level, material level and behavior of the system level. Three levels of service design to explain the content. China's commercial banks and thus the core values of the concept of service culture from the perspective of six described. Finally, this chapter analyzes the commercial banking services to the construction of the premise that the protection of cultural elements, and thus build a more complete cultural system of commercial banking services. Chapter V is the focus of this article chapter, in the previous chapter to build a service culture system on the basis of this chapter, China's commercial banks from reality, from the third chapter of the International Commercial Bank of outstanding experience in building a service culture, and for China's commercial banks in the services proposed by the current problems in China's commercial banks to build a service culture and the realization of the path of specific strategies, namely: the establishment of service-oriented retail business network of commercial banks; through internal marketing services for China's commercial banks within the culture and the adoption of improve the service interface to better customer channels to expand the interoperability of these three strategies, and focus on building a culture of service on arrival. Chapter VI is the concluding part of this article. The study of this thesis is to explore the conclusions of the summary of the system, put forward in this study and the limitations of the current situation. Finally, at the end of this chapter, it is China's commercial banks in the service culture in the development of building the future. As service-oriented enterprises, such as the commercial banks, build a good service culture is the most foundation part. In this paper, the level of practice serves as the center part and highlights the effectiveness of building a service culture. Theory with practice, implement China's commercial banks to service culture make the path of useful. Many commercial banks in China service culture to provide a reference and reference, with practical guidance. This article studies a number of ways and paths, with a certain degree of universality. I hope this article can be in the management theory and practice for our other service-oriented enterprises with a number of useful inspiration and help.
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