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论文编号：	15157
作者编号：	2320224035
上传时间：	2024/12/11 9:46:44
中文题目：	ZS银行天津分行自由贸易账户业务的营销策略研究
英文题目：	Research on the Marketing Strategy of ZS Bank Tianjin Branch''s Free Trade Account Business
指导老师：	许晖
中文关键字：	自贸区；自由贸易账户；服务质量；客户满意度；营销策略
英文关键字：	Free Trade Zone; Free Trade Account; service quality; customer satisfaction; marketing strategy
中文摘要：	随着全球经济的相互融通，中国企业“走出去”，外企“引进来”的步伐加快，跨境资本和贸易的往来愈发频繁，自由贸易账户作为中国自贸区的金融创新产品，助力自贸区企业和境外企业更便利的资金流通，从而形成进行可全面可推广的金融工具，服务全国企业。ZS银行天津分行是天津区域第一家有牌照办理自由贸易账户业务的银行，具有更大的责任和使命做好自由贸易账户业务的经营。 本文运用了市场营销的战略分析工具对ZS银行天津分行自由贸易账户的业务情况进行了宏观环境、行业竞争环境和微观环境分析。并对该银行自由贸易账户业务的相关客户进行了有关于服务质量和客户满意度的问卷调查，调查问卷的模型依据是服务质量评价体系SERVQUAL（Service Quality）模型。根据现状和问卷调查反映的问题，本文探讨了ZS银行天津分行自由贸易账户业务的市场定位及营销策略，通过市场细分确定了目标市场客户以及市场定位，并采用了7P营销策略对自由贸易账户业务进行了营销策略分析。 营销策略的内容主要分了四个方面进行阐述，第一部分为产品策略和价格策略；第二部分为渠道策略和促销策略；第三部分为有形展示策略和人员策略；第四部分为过程策略。针对以上的营销策略，提出了相应的保障措施。保障措施主要分为四个部分。第一部分是服务质量与客户满意度提升，其中包含了服务质量提升措施和客户满意度提升措施；第二部分是人员及制度保障，其中包含了打造跨境专业团队和做好赋能培训机制；第三个部分是技术服务保障，主要包含了前中后台信息系统构建和系统打通管理支持前线获客；最后是风控保障，主要包含了外部监管机构政策沟通机制和内部执行流程标准制定两个内容。通过营销策略的选择和配套的保障措施，能够帮助ZS银行天津分行在自由贸易账户业务解决现有问题，助力其更长远的发展。
英文摘要：	The increasing interconnection of the global economy has led to an accelerated movement of Chinese enterprises expanding internationally and foreign enterprises entering the Chinese market, resulting in more frequent cross-border capital and trade exchanges. The free trade account, as a financial innovation emerging from China's free trade zones, plays a crucial role in facilitating the connection between domestic and foreign capital and trade transactions. Its primary objective is to enhance the flow of capital between enterprises located within the free trade zones and their overseas counterparts. Consequently, this financial instrument has the potential to be widely adopted, thereby serving the needs of national enterprises effectively. ZS Bank's Tianjin Branch, recognized as the inaugural institution in Tianjin authorized to manage free trade account operations, bears a significant responsibility and mission to oversee this business. Since its inception on November 26, 2019, the branch has successfully established a substantial customer base and has generated numerous exemplary cases that have facilitated cross-border capital transactions. However, following nearly five years of development, several deficiencies have become apparent, including a limited regional market awareness of free trade accounts, inadequate product promotion, low account activity, insufficient regional innovation, and an urgent need to enhance service quality and customer satisfaction. This study presents an examination of the evolution of China's free trade zones, with a particular focus on the distinctive features of the Tianjin free trade account. Utilizing ZS Bank's Tianjin Branch as the focal point of analysis, the research evaluates the current state of the free trade account at this institution through the application of pertinent service marketing theories and strategic analytical frameworks. Additionally, the study incorporates findings from a questionnaire survey aimed at assessing the experiences of customers. Based on these analyses, the paper proposes relevant marketing strategies and protective measures.
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