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论文编号：	1338
作者编号：	2220070873
上传时间：	2010/1/20 8:59:41
中文题目：	中国银行天津分行个人业务服务营销模式研究
英文题目：	The STUDY ON p ersonal Business Service Marketing Mode in TianJin Branch，Bank of China
指导老师：	吴晓云
中文关键字：	中国银行 天津市分行 标准化服务营销
英文关键字：	Bank of China, TJ-branch, Standardized Marketing Service Mode
中文摘要：	随着中国金融市场日趋成熟的发展，商业银行间最具市场化的零售银行业务竞争也日益激烈。如何在银行内部推动现代营销理念的灌输和服务体系的执行，成为国有商业银行打造金融零售服务核心竞争力的迫切课题。尤其在全球经济衰退、国内经济增速下行的背景下，零售银行业务必须强力打造自身品牌，并且摆脱概念营销的瓶颈。必须从银行内部建立多部门的公私联动机制，并且与相关企业有更坚实的合作基础，实行综合营销服务模式。本文介绍了中国银行天津市分行零售业务以连锁经营理念建立综合营销服务模式，通过标准化的渠道建设、队伍建设、产品研发和报价体系，充分把握市场需求、贴近市场动向、细分市场，找准目标客户，将中国银行打造成为中高端客户最信赖的首选银行的目标实现。 本文分析了中国银行连锁经营供应链条的组织架构，前台、中台、后台层次清晰的职能分工和先进的考核体系，使得连锁经营营销理念直达各经营网点，分行管理部门之间的整体协调运作能力大幅提高，并通过统一布局、统一专业化培训、统一服务、统一营销实现规模效益并凸显了品牌优势；积极推行新产品策略，贴近市场动向，不断推出适合市场需求的新产品，富有市场弹性；细分市场，找准目标客户，通过三级财富管理体系的建设，实现针对50万、200万、800万三个层级中高端客户的精准营销，通过运用个人客户金融资产的综合报价和积分系统进行中高端客户招募，按照单位客户对中国银行的贡献度为标准来精确化营销，改变以往低效率的营销服务模式，实现了连锁经营模式下细分市场、细分客户和以客户为中心的服务理念，直达客户需求，并用综合性的产品和综合性的增值服务，绑定中高端客户资源，提高客户忠诚度并避免了以往因粗放式营销带来的营销资源的浪费。
英文摘要：	After China financial market becomes more maturing, Retailing Banking Service's competition between Commercial Banks becomes fiercer. How to reapply advanced Marketing theory into public banks and set up service execution system becomes a compelling topic for government-owned banks. In the context of global economic regression and local economic growing slow down, retailing bank need to strengthen its own brand, and get rid of traditional Marketing constrain. This thesis introduce how Bank of China Tianjin branch establish modern Marketing service model in retailing financial service, through standardized channel, personnel, product system. Through this, it will be more close to targeted clients and more targets to specific market segments. The introduction covers whole organization structure set up, responsibilities distribution in front, middle, back platform, and advanced performance review system, by reapplying chain operation theory. Through this way chain operation marketing theory could reach each operation ending point, the coordination between different functions greatly improved, and it comes true scale benefit and branding advantage. The new product strategy and development principles are close to market direction, it is quite flexible with new product launch. Through three wealth management system construction, it is established market segmenting and target clients grouping process, it is more targeted for premium and super-premium clients. Through personal client financial asset holistic quotation system, premium and super-premium clients are recruited. According to these significant changes, the effectiveness and productivity have big improvement vs. past, this creates more value for company.
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