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论文编号：	2172
作者编号：	2220070919
上传时间：	2010/1/20 9:56:26
中文题目：	中国银行基层网点个人业务服务营销管理研究
英文题目：	Research on Personal Banking Services Marketing Management of Bank of China Basic Network
指导老师：	许晖
中文关键字：	服务营销，银行基础网点，对私业务
英文关键字：	service marketing, bank basic network, personal business
中文摘要：	商业银行的竞争越来越激烈，中国银行作为传统的四大国有商业银行之一，如何提高银行基层网点对私服务营销的作用，在当前激烈的市场竞争中占据主动，谋求更大的发展，成为当前的重要课题。 本文的研究分为五个部分。一是对传统服务营销理论的回顾；二是分析了中国银行天津分行基层网点服务营销发展现状，包括存量客户现状、“二八”理论被误读的情况以及基层网点服务流程管理的状况；三是对基层网点服务营销的系统设计，包括4Rs（关联、反映、关系、回报）营销理论的应用，服务营销流程整合的目标及管理框架。四是提出了基层网点的营销模式与服务模式，包括基层网点的盈利模式、网点服务定位、服务营销功能分区及逐级递进式服务联系、基层网点各岗位工作职责及服务营销对策、五是探讨了基层网点服务营销流程管理。 较为常见的银行服务营销研究焦点是宏观指导与策略研究。本文是从基层网点各岗位出发，以4Rs（关联、反映、关系、回报）营销理论为研究主线，以内部营销为研究辅助，对银行基层网点服务营销工作，从营销理论、流程设计、岗位服务对策等具体视角提出非常具体的研究观点。 本文以中国银行天津分行河西支行内部数据为依据，较为具体的分析了“二八”理论在不同区域、不同网点、不同产品之间，客户构成、产品销售上的差异。强调在基层网点服务营销中，内部关系营销的重要作用。依据基层网点各岗位服务职责提出了针对性很强的服务营销策略。提出了以建立客户信息数据库为基础，运用新型“叫号机”及无线通讯技术，在客户进入营业厅开始，对客户进行甄别，针对中高端客户个性化需求实施分区域、分层次个性化服务营销的构想。
英文摘要：	The competition from commercial banks becomes fiercer. As a traditional big four state-owned commercial banks, Bank of China stresses on the key topic of how to improve the basic network of private banking services, the role of marketing in the current fierce competition in the market and seeking greater development. This research is divided into five parts. First, the review of traditional services marketing theory; second, it analyzes the basic network service marketing development status of Tianjin Branch, including the stock of customers, misunderstanding to 80/20 Theory and process management conditions of basic network services; third, systematic design to basic network services marketing, including application of marketing theory of 4Rs (correlation, reflection, relationship, reward) as well as the objectives and management framework of services marketing process integration; fourth, it brings forward marketing and service mode of basic network, including the profit model of basic network, network services, location of service market function and level-progressive-service linkage, job responsibilities and service marketing strategy of each post; fifth, it explores the basic network service marketing process management. The common banking services marketing research focuses are macro-guidance and strategy study. This article makes a very specific point of view of banking basic network service marketing mainly lined by 4Rs (correlation, reflection, relationship, rewards) research, assisted by internal marketing research from the point of marketing theory, process design and job services measures. The innovation points of this research: based on the internal data from Tianjin Branch Hexi Subbranch under Bank of China, it specifically analysis the utilization of 80/20 Theory in different regions, network, products, customer mix and product sales differences. It emphasizes the important function of internal relations marketing in basic network marketing. Based on basic network service functions of various positions, it puts forward the highly targeted marketing strategy services. It proposes the suggestions of the establishment of customer information database, the utilization of “numbering machine” and wireless communication technology, filtering customers when they enter into the bank, and delivering personalized service marketing concept according to individual demands from middle and high-end customers by sub-regional and sub-level.
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