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论文编号：	4607
作者编号：	2220110573
上传时间：	2012/9/19 16:47:31
中文题目：	北京银行服务流程再造与管理研究
英文题目：	Discussion and Research about Bank of Beijing Service Process Management
指导老师：	张金成
中文关键字：	关键词: 商业银行 顾客服务 流程再造 流程管理
英文关键字：	Key words: Commercial bank, Customer service, Process reconstruction, Process management
中文摘要：	自我国商业银行开始向市场化经营转型以来，商业银行之间逐步呈现出竞争性发展态势，国内各商业银行开始引入营销思想及理论。相对于国外银行业的发展，我国银行业的商业化及市场化进程相对滞后，银行营销领域的研究仍然停留在对西方营销手段的引入及传统营销理论的模仿阶段，各商业银行的营销实践还处于摸索阶段，结合到具体营销实战的研究则更少。本文旨在从服务营销的角度出发，先对商业银行的营销活动进行理论的阐述，再结合北京银行的实际营销案例做实践探讨。文章共分四章，前两章对商业银行服务营销思想及相关概念进行论述;后两章本文作者结合前面的理论对北京银行的服务营销案例做实证分析并给出建议。本文在第一章绪论部分，分析了国内商业银行开展服务营销指出国内商业银行开展服务营销的必要性。第二章分析了西方营销理论演进阶段，以及商业银行服务营销的概念及流程再造的重要意义,分析了北京银行营销观念现状以及主要营销核心流程。第三章通过对北京银行实际营销案例的分析，分析其营销服务流程的问题并提出了对北京银行顾客服务流程的再造。从第四章开始，客户营销服务流程的改造和实施进行了分析，并提出了北京银行顾客营销服务流程在管理方面注意的要点，最后在阐述了顾客满意与顾客忠诚的内涵及关系后，对北京银行服务营销工作提出作者的一些对策建议。
英文摘要：	By introducing marketing philosophy and methodology to the operations, the emergence of the competition among China’s commercial banks is becoming apparent along with their market-oriented business transition. Comparing with foreign banking industry, domestic commercial banks fall behind on the road of commercialization and marketization. Their marketing study still remains in the phase of introducing western approaches and simulating conventional measures. The exploration of marketing practice is just started and there is a long way to go for relative research. Combined with the actual combat of specific marketing research is less. This paper aims to perspective from marketing service, first describes the marketing activities theory of commercial Banks, and combined with the actual marketing practice case of Beijing bank discussion. The article is divided into four chapters, the first two chapters discussed the commercial Banks service marketing idea and the related concept; the other two chapters author based on the theory do empirical analysis and give advice to service marketing case of Beijing bank. In the first chapter, the introduction, author analyzes service marketing of the domestic commercial Banks and points out that the necessity of service marketing in domestic commercial Banks. The second chapter, author analyzes evolutionary stages of the western marketing theory, and the concept of commercial bank service marketing and the important significance of process reengineering, author analyze the current situation and marketing concept of Beijing bank and main marketing core processes. The third chapter through analyze the actual marketing case of Beijing bank, mainly puts forward the concept of service marketing of Beijing bank and process problems. At the fourth chapter, author analyzed customer service process and transformation of implementation, and use service experience knowledge to made comparative analysis the performance of process before and after reconstruction. Author expounds the relationship and connotation of customer satisfaction and loyalty, and then the author put forward some countermeasures and advices for service marketing work of Beijing bank，in the end.
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