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论文编号：	2185
作者编号：	2220070913
上传时间：	2010/1/20 10:13:46
中文题目：	中国银行服务营销策略研究
英文题目：	The Bank of China serves the marketing stategy research
指导老师：	张金成
中文关键字：	中国银行 服务营销 服务营销战略 服务文化
英文关键字：	Commercial banks；Service marketing；Service marketing tactics ； Service culture
中文摘要：	二十世纪五十年代初市场营销在美国商业银行中初露端倪，如今营销己成为商业银行发展不可缺少的组成部分，服务营销的思想已渗透到了中国银行的日常经营行为之中，并影响着中国银行的重要决策。 随着我国经济的改革与开放，我国商业银行主体多元化的格局正在逐步形成，银行业之间的竞争日趋激烈，坐等客户上门的时代已经一去不复返了。然而，与市场发达国家商业银行的金融产品和服务营销相比，中国银行的营销理念和营销方式还存在着相当大的差距。开展的市场营销还停留在初级阶段，其中大部分的营销理念、营销手段和营销策略还局限于广告宣传和公共关系上。在开放的市场中，西方商业银行成熟、先进的操作机制，强劲的市场攻势，对中国银行来说，是生存与发展的挑战，也是学习与提高的机遇。可喜的是，中国银行目前已经认识到服务营销的重要，开始确立自己的目标市场，明确自己的市场定位，加强内部营销和外部服务营销的运用。但是，中国银行尚未完全进入建立以客户满意为导向、实现客户价值最大化的阶段。本文就中国银行的服务营销策略的基本问题进行探讨。 本文提出了中国银行的服务营销的现状，在实用和操作层面分析了中国银行服务营销的理念、服务营销战略和策略的内涵，指出了中国银行服务营销的现状和不足。同时，提出了改善中国银行服务现状的发展策略，并提出了建设中行服务文化的理念。
英文摘要：	Since the debut of marketing in American commercial banking in 1950’s, it has become an indispensable part of the development strategy and operating mode in commercial banks. And the thinking of service marketing has penetrated in the management and running of Bank of China every day, it effects all the important decisions of Bank of China. With the reforming and opening, the situation on many sides of main body of commercial banks in China is forming gradually. Bank is the seller now, the times of waiting for the customers in the house has been gone. However, comparing with the financial products and service marketing of mature countries’ commercial banks, Bank of China has big gap including marketing thinking and marketing model. Bank of China develops the marketing still stays the primary phase. Most of the marketing tactics has still been ad and commonality. In the opening market, banks of the western countries have mature and advanced mode and driving offensive. It is a survival and developed challenge and also a studying and advance chance for the Bank of China. Recently, bank of China has perceived that bank should care for the public relations, builds good social image, considers advertisement planning and marketing, establishes customer target markets, to enhance Internal marketing and external marketing. But Bank of China has not been into the phase that building bank marketing culture, customer-oriented marketing, satisfying and creating the demands of customers. The article discusses the basic question of service marketing tactics of Bank of China. The article quotes a lot of examples about of Bank of China service marketing actuality, it understands the meaning, strategy and skills of bank service marketing form the operating lever, and points out the idea of service marketing , service marketing tactics and intension of the tactics of Bank of China, show the present situation and weakness of service marketing of Bank of China. Meantime, it presents the developing tactics that improving the circumstance of Bank of China, and point out constructing the intension of the service culture of Bank of China.
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