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论文编号：	2355
作者编号：	2120082115
上传时间：	2010/6/9 10:13:46
中文题目：	我国商业银行关系营销体系构建研究
英文题目：	The Research of Relationship Marketing System in State-owned Commercial Banks
指导老师：	张永强
中文关键字：	商业银行 关系营销 关系营销体系
英文关键字：	Commercial Bank Relationship Marketing Relationship marketing system
中文摘要：	我国商业银行脱胎于过去的政府职能部门，银行内部“官本位”现象严重，官僚主义作风盛行，长期以来处于自闭的竞争状态中。与外资银行相比，管理理念落后、营销经验不足、产品创新慢。外资银行进入中国市场后，我国商业银行的地位受到严峻的挑战，如何面对外资银行的挑战，走我国商业银行自己的发展道路成为当今理论界与银行业关注的重点问题之一。 面对日益激烈的市场竞争，单纯依靠传统营销理论，已经不能适应我国商业银行经营管理活动的需要，在这种情况下，关系营销理论得到了积极的提倡和应用，对于指导我国商业银行的发展有着重要意义。 我国商业银行导入关系营销的理论相对较晚，对关系营销理论的运用还不成熟，对其认识还存在误区。特别是在中国传统认识上，关系就是“走后门，拉关系”的误解极大影响了关系营销理论在我国金融行业的发展。 本文就是在这种背景下形成的，通过对我国商业银行关系营销体系的研究，旨在正确认识关系营销，科学指导我国商业银行应用关系营销，提升我国商业银行的竞争力以面对外资银行的挑战。 本文在梳理国内外大量文献的基础上，系统研究了关系营销理论的概念、特征、层级手段以及银行市场营销的界定、特征及演变过程，并论述了商业银行实施关系营销策略的必要性；然后对我国商业银行关系营销进行SWOT分析，在此基础上提出我国商业银行关系营销存在的问题并探讨这些问题产生的原因；论文创造性地提出通过横向和纵向两方面构建我国商业银行关系营销体系，横向包括建立客户关系管理系统、健全人力资源系统、建立营销风险管理系统、整合银行职能部门、加大网络营销的应用。纵向构建主要包括建立客户数据库、分析客户价值、制定关系营销价值让渡系统、对关系营销体系的综合评估；最后本文以中国建设银行为例提出我国商业银行关系营销体系构建的对策：即发展外部公关关系、营造良好的营销环境、注重内部营销的实施、进行客户分类，识别重点客户、树立良好的品牌形象、加大产品创新投入，满足客户需求、完善客户经理制等。
英文摘要：	As the rules of the WTO, China fully opened the financial markets in 2006 since China joined in the WTO. It would have a huge impact to Chinese commercial banks that large foreign banks entered China's financial markets. Compared to commercial banks in China, foreign banks have a strong capital strength, advanced management concepts, rich marketing experience and innovative technology of developed financial products, these are Chinese commercial banks can not match. The Commercial Banks of China emerged from the past government departments, development time is not adequate, "official standard" is serious in bank internal long-standing, widespread bureaucracy, has long been in competition since the closed state, the management philosophy behind lack of marketing experience, product innovation and slow. As the foreign banks entered the Chinese market, Chinese commercial banks will be in severely challenged status, how to face the challenge of foreign banks, how to go its own path of development, it’s one of the important topics in theory and practice of banking sector. To face of increasingly fierce market competition, traditional marketing theory can no longer guide our operation and management of commercial banks, in this case, Relationship Marketing received positive promoted regard to guiding the development of Chinese commercial banks have an important significance . Chinese commercial banks not contacted with the concept of relationship marketing until the last 90 years, Chinese commercial banks began to understand the relationship marketing and try to reach it. Therefore, Chinese commercial banks didn’t use the theory of relationship marketing skillfully, there are misunderstandings of their knowledge. Especially in the traditional understanding, the relationship is meaning "back door, cotton up", which greatly affected the relationship marketing theory in China's financial industry. This article is formed in this context, relations between China's commercial banks through the marketing system, to correctly understand the relationship marketing theory, a scientific and rational guidance to the development of China's commercial banks to enhance the competitiveness of Chinese commercial banks have to face foreign Banks challenge. In this paper, extensive literature references at home and abroad based on the systematic study of the concept of relationship marketing theory, characteristics, level instruments, and bank marketing concept, characteristics and evolution, and introduced the commercial banks need to implement relationship marketing strategies; Then on relationship marketing Chinese commercial banks were SWOT analysis, puts forward the marketing of our commercial banking relationship problems and to explore the causes of these problems; then both horizontally and vertically through the building of the relationship marketing system of commercial banks in China , horizontal including the establishment of customer relationship management system is sound human resources system, the establishment of marketing risk management systems, integrated banking functions, increase the application of network marketing. Vertical construction include the establishment of customer database, analysis of customer value, the value of transferring the system to develop relationship marketing, relationship marketing system on the comprehensive assessment; Finally, an example of China Construction Bank, Commercial Bank of China raised Relationship Marketing System of six responses: the development of the external public relations, to create a good marketing environment, focusing on the implementation of internal marketing, to customer classification, identification of priority customers, establish a good brand image and increase product innovation and investment, to meet customer needs, improve customer manager system.
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