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论文编号：	12848
作者编号：	2320190513
上传时间：	2021/12/10 18:50:11
中文题目：	平安银行天津分行普惠金融业务服务营销策略及实施研究
英文题目：	Research on Services Marketing Tactics and Implementation in the Inclusive Financial Business of Ping An Bank Tianjin Branch
指导老师：	任星耀 教授
中文关键字：	平安银行天津分行；服务营销；普惠金融；金融科技；营销策略
英文关键字：	Ping An Bank；Service marketing；Inclusive Finance；Financial Technology；Marketing Strategy
中文摘要：	普惠金融，是指立足机会平等要求和商业可持续原则，以可负担的成本为有金融服务需求的社会各阶层和群体提供适当、有效的金融服务。当前，中小微企业是我国普惠金融的重点服务对象。中小微企业是国民经济的重要组成部分，但长期以来中小微企业普遍存在融资难、融资贵的困境。所以，做好对中小微企业的金融服务，为其提供适当的信贷支持，显得尤为重要。本文提到的普惠金融特指商业银行对中小微企业提供的信贷业务。 在国家倡导金融回归服务实体本源、大力发展普惠金融的背景下，商业银行的普惠金融业务发展迅速，同时竞争激烈。本文以平安银行天津分行（以下或称“天津分行”）为研究对象，首先分析了天津分行开展普惠金融面临的宏观环境和行业竞争情况，接着运用SWOT分析法对天津分行在普惠金融上存在的优劣势、机会与威胁进行分析，得出其当前存在的问题，主要表现在发展思路、专业度、运作效率、科技赋能四个方面。然后，根据定位理论和服务营销7Ps组合理论框架，提出了以下改进策略：通过市场细分，将目标市场选择为战略客户生态圈客群、“圈链会”客群、特定场景客群、普通客群四类，并提出“专业、高效、智能的普惠金融产品和解决方案提供者”的市场定位；产品聚焦并提升产品定制化设计能力，实行差异化定价，广泛建设营销渠道，做好广告促销；通过人员、过程、有形展示策略的优化提升客户体验。最后，从企业文化、综合金融模式、人力资源和金融科技四方面提出了具体的保障措施。本文的研究成果，一方面有助于提升天津分行在普惠金融领域的市场竞争力，另一方面可为我国商业银行普惠金融服务营销策略的制定与实施提供一些参考。
英文摘要：	Inclusive finance refers to the provision of appropriate and effective financial services for all social strata and groups with financial service needs at an affordable cost based on the requirements of equal opportunities and the principle of business sustainability. At present, micro, small and medium-sized enterprises are the key service objects of the inclusive finance in China. Small, medium-sized and micro enterprises are an important part of the national economy, however, for a long time, micro, small and medium-sized enterprises have the dilemma of difficult and expensive financing. Therefore, it is particularly important to do a good job in financial services for the micro, small and medium-sized enterprises and provide them with appropriate credit support.The inclusive finance mentioned in this thesis refers to the credit business provided by commercial banks to micro, small and medium-sized enterprises. Under the background that the state advocates the return of financial services to the entity origin and the vigorous development of the inclusive finance, the inclusive financial business of commercial banks has developed rapidly and the competition is fierce. Taking Ping An Bank Tianjin Branch (hereinafter referred to as "Tianjin Branch") as the case, this thesis first analyzes the macro environment and industry competition faced by Tianjin Branch in carrying out the inclusive finance, then uses SWOT analysis method to analyze the strengths, weaknesses, opportunities and threats of Tianjin Branch in the inclusive finance, and comes to the conclusion that its current problems are mainly reflected in development ideas, professionalism, operation efficiency and technological empowerment. Then, according to the positioning theory and the 7Ps theoretical framework of service marketing, the following improvement strategies are put forward: through market segmentation, the target market is selected into four categories: strategic customer ecosystem customer group, "circle chain meeting" customer group, specific scene customer group and ordinary customer group, and the market positioning of "professional, efficient and intelligent inclusive financial products and solutions provider" is put forward; focus on products and improve the customized design ability of products, implement differentiated pricing, widely build marketing channels and do a good job in advertising and promotion; improve the customer experience through the optimization of people, process and physical evidence strategy. Finally, it puts forward specific safeguard measures from four aspects: corporate culture, comprehensive financial model, human resources and financial technology. On the one hand, the research results of this thesis will help to improve the market competitiveness of Tianjin Branch in the field of the inclusive finance. On the other hand, it can provide some references for the formulation and implementation of the inclusive financial service marketing strategy of China's commercial banks.
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