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论文编号：	4827
作者编号：	2120102621
上传时间：	2012/12/12 9:11:03
中文题目：	国有商业银行服务营销策略研究—以中国建设银行My Love信用卡营销为例
英文题目：	State-owned commercial banking services Marketing Strategy ----Focus on the My Love credit card of CCB
指导老师：	刘建华
中文关键字：	服务营销，商业银行，营销策略，My Love 信用卡
英文关键字：	service marketing，Commercial Bank，Marketing strategy，
中文摘要：	国有商业银行是运用公众的资金进行生产和销售的专门化管理机构，与老百姓的日常生活息息相关，并在我国的经济中起多方面的重要作用。国有商业银行若要在现今竞争中立于不败之地，必须积极强化营销工作，以市场和客户需求为出发点，对银行经营理念、经营方式、经营技术、经营手段进行全面金融创新，开发新的业务品种，不断完善服务，提高市场的竞争能力。 本文深入探讨了我国国有商业银行服务营销目前所存在的一些基本问题，希望能够通过研究分析国有商业银行营销方面的现状和不足，能够根据实际情况提出实施差异化营销、实施内部营销、建立客户满意理念、完善渠道建设等更有针对性的服务营销对策，并通过这些对策的完善，使国有商业银行能够获得竞争优势，能够在激励的市场竞争中能够立于不败之地，能够保持优秀业绩。 本文认为，国有商业银行要想取得优秀业绩首先要明确自身需要。在回顾传统营销相关理论的基础上，本文重点分析国有商业银行现有营销模式和现状不足，阐述银行金融产品相对于一般商品而言的独特之处，认为目前国有商业银行有必要也必须加快实行服务营销策略。同时，国有商业银行还需要明确“以客户为中心”这个出发点和落脚点，应该深入研究探讨消费者行为模式，了解掌握消费者行为习惯，从而有针对性地进行服务营销，这对于国有商业银行在激烈的市场竞争中保持优势地位至关重要。近年来，国有商业银行开始逐步发展为全能银行，金融服务的范围和领域不断扩大，混业经营深入开展。在这种情况下，国有商业银行如何，贯彻落实服务营销理念和对策，制定有效的规章制度措施，建立正确的企业文化理念，也是本文关注和研究的重点。 本文通过研究国有商业银行的服务营销策略，对于提高其竞争能力，以应对逐渐加剧的金融市场竞争具有重要的作用。
英文摘要：	The state-owned commercial banks is the specialized management institutions to utilize public funds for production and marketing. It is closely bound up with common people’s daily life， and plays an important role in our country’s economy. If the state-owned commercial banks want to remain in an invincible position， it is necessary to strengthen their marketing actively， take market’s and customers’ demand as the starting point， and conduct a comprehensive financial innovation on management philosophy， operation mode， technology and method， for the purpose of developing new business varieties， improving service， in order to improve competitive ability. In the thesis， the basic problems of service marketing by state-owned commercial bank will be discussed， which reveals the present situation and defects of state-owned commercial banks. Meanwhile， based on the analysis of service marketing environment， it also puts forward coping strategies， such as setting up a customer-satisfied concept， implementing internal marketing and differentiated marketing， completing indirect-channel constructions， etc. These strategies could let the state-owned commercial banks take the dominant position in the competition. Getting advantages from changes in strategy， the banks could surely achieve satisfied results. The thesis points out that a clear understanding of self-need is an important premise for state-owned commercial banks to achieve success. Through an elaboration of traditional marketing concept and a comparative analysis on marketing mode changes， and by making a distinction between bank financial products with common commodity， it figures out the necessity and urgency of service marketing in the banks. It also points out that there exists problems and deficiency in the state-owned commercial banks marketing. Meanwhile， from the point of psychology， it discusses the behavior model influencing bank customers， which plays an important role to understand consumers’ behavior habits. Finally， it could help state-owned commercial banks lay foundation to establish good rules and enterprise culture. ‘Customer Focus’ is both the starting point and end-result for banks to carry out service marketing. Service marketing has important significance for commercial banks in the fierce competition. With the development of bank’s multi-business and the expansion of financial service range， banks begin to develop to a direction called all-round bank. Under this new financial environment， how to understand bank service marketing concept， how to adjust its strategy， and use the marketing tool properly， will become the focus of our attention in future. The thesis will do some research on the service marketing strategy of state-owned commercial banks， which could improve its competitive forces in response to the increased pressure of competition in financial market.
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