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论文编号：	13700
作者编号：	2320180530
上传时间：	2022/12/6 13:32:39
中文题目：	汇丰银行天津分行个人金融业务服务营销策略研究
英文题目：	Research on Service Marketing Strategy of HSBC Tianjin Branch
指导老师：	牛芳
中文关键字：	银行业；服务营销；组合营销策略
英文关键字：	Banking industry; Service marketing; Marketing mix strategy
中文摘要：	银行作为最主要的金融机构之一，对于市场的变化非常敏感，往往会随着经济格局的变迁不断进行着战略调整和转型。2020年新冠疫情爆发，全球各个国家无一幸免，为遏制疫情蔓延，各国纷纷发布禁封令，而此举导致社会生产停滞，大批企业因长期停产面临资金链断裂问题走向破产，各国经济发生了不同程度的停滞甚至倒退，银行业因此面临着极大的转型挑战。汇丰银行作为一家历史悠久的全球性金融机构，一直以来以其优质的服务作为其品牌特色，在消费者心理发生巨变的当前，必须依照当前经济格局，贴合消费者当前消费心理进行服务营销策略优化和转型，才有可能在日益严峻的市场竞争之中保持并提高自身竞争优势，实现基业长青。 本文将以汇丰银行天津分行个人金融业务为主要样本进行研究分析，借助PEST分析模型、SWOT分析模型，五力模型，对分行当前面临的经营环境变化进行分析，并结合STP市场定位理论以及7Ps组合营销策略进行分析，明确未来的市场定位，整理当前的服务营销模式潜在问题，并给出合理化优化建议以及保障实施方案。论文研究发现，汇丰银行在营销方面存在金融产品种类不全，宣传渠道单一，人员服务不到位，服务流程繁琐等问题。为了解决这些问题，本文对于汇丰银行天津分行个人金融业务进行明确的市场细分，找准目标市场，进行市场定位，从而提出需要通过一系列改进措施提高服务营销水平。 由于汇丰银行的分支行网点在中国范围内的运营模式具有一定的类似性，针对天津分行的研究成果对于其他分支行具有较大程度的普适性。本论文研究能够为汇丰银行的服务营销策略改进提供建议，同时，也可以为同行业其他银行提供借鉴参考。
英文摘要：	As one of the most important financial institutions, banks are very sensitive to the changes of the market and often carry out strategic adjustment and transformation with the changes of the economic pattern. 2020 new outbreak, none survived, various countries around the world to curb the spread of JinFeng by all countries, the which results in the stagnation of social production, a large number of enterprise long-term production is faced with the problem of capital chain rupture towards bankruptcy, to national economy stagnant or even retrogress of different level, transformation of banking industry faced great challenge. HSBC as a global financial institution with a long history, has been with the excellent service as its brand characteristics and the upheaval of the consumer mental state, must be in accordance with the current economic landscape, joint consumers current consumption psychology, service marketing strategy optimization and transformation, can be in the increasingly severe market competition to maintain and improve their competitive advantage, To achieve sustainable development. This paper will take the personal financial business of HSBC Tianjin Branch as the main sample for research and analysis. With the help of PEST analysis model and SWOT analysis model, the current business environment changes faced by the branch will be analyzed, and the STP market positioning theory and 7Ps portfolio marketing strategy will be combined to analyze the future market positioning. Sort out the potential problems of the current service marketing model, and give reasonable optimization suggestions and guarantee the implementation plan. It is found that HSBC has some problems in marketing, such as incomplete types of financial products, single publicity channels, inadequate personnel services and cumbersome service processes. In order to solve these problems, this paper carries out a clear market segmentation for the personal financial business of HSBC Tianjin Branch, identifies the target market, and conducts market positioning, so as to propose a series of improvement measures to improve the level of service marketing. Due to the similarities in the operation modes of HSBC branches in China, the research results on Tianjin Branch are more universal to other branches. The research of this paper can provide suggestions for HSBC to improve its service marketing strategy, and at the same time, it can also provide reference for other banks in the same industry.
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