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论文编号：	1414
作者编号：	2220070880
上传时间：	2010/1/20 9:03:37
中文题目：	中国银行天津分行个人业务服务营销策略研究
英文题目：	Study of Service Marketing Strategy Concerning Retail-Banking Business for Tianjin Branch of Bank of China
指导老师：	吴晓云
中文关键字：	中国银行 个人业务 服务营销 差异化策略
英文关键字：	Bank of China; retail banking; business service marketing; different strategies
中文摘要：	在金融业竞争日益加剧的今天，要想提高市场竞争力，除了各项产品价格间的竞争，就是服务意识、服务营销策略方面的竞争。目前，各大银行已逐步开始重视各项业务产品的服务营销策略，但同时也存在这样、那样的问题。在这样的背景下，以一个从业者的真实感受对服务营销策略进行研究，是本文的特点所在。以前竞争的焦点往往聚集在公司大客户上，但随着各家银行竞争战略的调整，个人业务凭借资产稳定、信用风险分散且风险较小等优势愈来愈得到各家银行的青睐，本文结合作者的实际工作经验，有针对性地提出银行个人业务管理部门和具体经营部门不同的服务营销策略，这是本文的另一个特点。 本文第一章是绪论，包括了研究背景、意义以及研究的内容、方法。第二章回顾了相关市场营销理论及服务营销理论，重点介绍了STP理论、7P理论、服务链+顾客经验理论、服务差距与服务补救策略理论、客户关系理论等。第三章分析了个人业务服务营销的现状及存在的主要问题。第四章开始转入本文的主题，指出个人业务管理部门的服务营销策略应从加强产品营销策划并注重品牌宣传、加强客户关系管理、建立客户服务体系及健全相应的服务机制几方面着手。第五章结合作者具体所在的经营机构，通过细分个人业务客户群体，分析不同客户群体的具体需求及特点，分别制定差异化的服务营销策略。 本文的结论是中国银行个人业务管理部门要从本地域的全局出发，注重整体营销和客户关系管理，对经营网点加强服务和业务培训；中国银行经营网点的个人业务服务营销策略一定要因地制宜、实事求是、甚至因人而异，要根据不同的实际情况制订差异化的服务营销策略。
英文摘要：	Nowadays, competition in banking business has become severe and severe day by day. Therefore, in order to increase competitive ability in the market, it is the competition of service awareness and service marketing strategy except price competition of products should be mentioned. Up till now, big banks have attached importance to the service marketing strategy of business and product. However, problems still exist in this way or that way. Under such background, being one member of this business industry, I have studied with my real and actual experience at service marketing strategy. In the past, competition focuses on big customers like company, but with adjustment of competitive strategy by all banks, retail banking has found favor in banks’ eyes because of its favorable characters including stabilization of assets, diversification of risk, small risk and so on. This paper is to put forward service marketing strategies adopted by management departments and other business divisions that concerning retail banking per my own working experiences. The first chapter of this paper is instruction, which includes study background, meaning, content as well as approaches. The second chapter is to recall marketing and service marketing theory of relative businesses, also present introduction of STP theory, 7P theory, theory of service chains pulsing customer experience, theory of service gap and service recovery strategy, customer relationship theory and so on. The third chapter is to analyze service marketing of current situation and its main existing problems. The fourth chapter is the theme of this paper, point out that the service marketing strategy of retail banking management departments should start from strengthening product marketing scheme, emphasizing brand advertisement, enhancing customer relationship management, establishing customer-service system and respective service organizing and so on so forth. The fifth chapter is to combine with the division I work in, to divide customer groups of retail banking business, analyze the detailed requirements and characteristics per different customer groups and to work out different service marketing strategies respectively. The conclusion of this paper is that retail banking business for Bank of China should start from overall situation within its own local area, pay more attention to the overall marketing and management of customer relationship, strengthen trainings of service and business in outlets and branches. Service marketing strategy of retail banking business for outlets and branches of Bank of China should base on “right crop for right land”, practical and realistic, even vary from person to person, it should work out different service marketing strategies per actual conditions and situation.
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