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论文编号：	12665
作者编号：	2120192945
上传时间：	2021/6/19 0:50:43
中文题目：	中国工商银行中小客户个人业务服务营销策略研究
英文题目：	Research on the Marketing Strategy of Personal Business Service for Small and Medium Customers of ICBC
指导老师：	许晖
中文关键字：	中国工商银行；中小客户；顾客价值；市场细分；服务营销组合策略
英文关键字：	Industrial and Commercial Bank of China；Small and Medium-sized Customer；Customer Value；Market Segmentation；Service Marketing Portfolio Strategy
中文摘要：	伴随着银行业的不断发展以及人民生活水平的不断提高，银行业的个人业务收益在整体收益中的占比逐渐升高，银行间对于个人业务市场的争夺也愈加激烈。在大客户资源不断被各个银行占据的情况下，针对大客户采取的服务营销成本在不断提高。基于此，重点关注高净值大客户的各大商业银行也开始注意到中小客户的潜在价值，纷纷开始布局中小客户市场。与这种趋势相对的是，各个商业银行针对中小客户的服务产品趋同化严重，服务水平普遍不高，导致中小客户对于其所在银行的服务体验和满意度较低，无法实现潜在价值向利润收益的转化。对于中国工商银行来说，当前正是通过服务营销策略方面的运用，以获得中小客户认可及选择的机遇。 鉴于此，本文将研究内容聚焦于中小客户个人业务服务营销方向。通过对中国工商银行个人业务服务现状及存在的问题进行说明和分析。借助市场细分理论工具将中小客户群体划分为优质客户、潜力客户、一般客户三个客户群体。依照顾客价值理论对三个细分群体的顾客价值需求进行分析。通过产品、渠道、价格、促销、人员、有形展示和过程策略的组合，针对不同细分市场客户需求选用不同的服务营销组合策略。最后通过管理、人力、技术三个方面为服务营销组合策略地实施提供保障。 本文的具体结构如下：第一章为绪论，对本文的研究背景、研究内容进行说明。第二章对顾客价值理论、营销战略市场细分理论、服务营销组合策略做了回顾和介绍。第三章对中国工商银行个人业务服务发展现状、面对中小客户所遇到的挑战以及在服务中小客户时存在的问题进行说明。第四章从分析不同细分市场客户的客户价值入手，基于不同客户群体为中国工商银行服务营销组合策略的选用提出建议。第五章对中国工商银行服务营销组合策略的有效实施提出一些有针对性的保障措施。第六章对本文做出总结和展望。
英文摘要：	With the continuous development of banking industry and the improvement of people's living standard, the proportion of personal business income of banking industry in the overall income is gradually increasing, and the competition between banks for personal business market is becoming more and more fierce. In the case of large customer resources being occupied by various banks, the cost of service marketing for large customers is increasing.Based on this, the major commercial banks focusing on high net worth large customers also began to pay attention to the potential value of small and medium-sized customers, one after another began to layout the small and medium-sized customer market. In contrast to this trend, the service products of various commercial banks for small and medium-sized customers converge seriously, and the service level is generally not high, which leads to the low service experience and satisfaction of small and medium-sized customers to their banks. Unable to realize the transformation of potential value to profit income. For ICBC, it is through the application of service marketing strategy to obtain the recognition and choice of small and medium-sized customers. In view of this, this paper will focus on small and medium-sized customers personal business service marketing direction. Through the Industrial and Commercial Bank of China personal business service status and existing problems are explained and analyzed. With the help of market segmentation theory tools, small and medium-sized customer groups are divided into three customer groups: high quality customer, potential customer and general customer. According to the customer value theory, the customer value demand of three subdivision groups is analyzed. Through the combination of product, channel, price, promotion, personnel, tangible display and process strategy, different service marketing combination strategies are selected to meet the needs of customers in different segments of the market. Finally, through three aspects of management, manpower and technology, it provides guarantee for the implementation of service marketing combination strategy. The specific structure of this paper is as follows: the first chapter is the introduction, which explains the research background and content of this paper.The second chapter reviews and introduces customer value theory, marketing strategy market segmentation theory and service marketing combination strategy. The third chapter explains the present situation of ICBC's personal business service, the challenges faced by small and medium-sized customers and the problems existing in serving small and medium-sized customers. The fourth chapter analyzes the customer value of different market segments, and puts forward some suggestions for the selection of ICBC service marketing combination strategy based on different customer groups. The fifth chapter puts forward some targeted safeguard measures for the effective implementation of ICBC service marketing combination strategy.The sixth chapter summarizes and prospects this paper.
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