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论文编号：	5578
作者编号：	2120106052
上传时间：	2013/6/16 16:38:38
中文题目：	越南商业银行的服务整合营销传播策略研究
英文题目：	Research on the Service Integrated Marketing Communications Strategy of Vietnam Commercial Bank
指导老师：	申光龍
中文关键字：	商业银行；服务管理；服务质量；整合营销传播；服务整合营销传播
英文关键字：	Commercial Bank; Services Management; Integrated Marketing Communication; Services Integrated Marketing Communication
中文摘要：	越南自从20世纪80年代经济改革开放之后，尤其是在2007年越南加入世界贸易组织(WTO)以后，越南商业银行规模增长速度加快，至今持续发展20多年。越南目前有5家国有商业银行，5家合资商业银行，5家外国独资银行，37家股份制商业银行， 48家外国银行分支。随着越南商业银行规模逐年增加，竞争十分激烈。但是由于每家银行的产品功能类似、服务水平接近等问题导致了同质化程度越来越明显，使顾客对商业银行的忠诚度相对较低。只利用传统媒体的传播来进行营销是不利的，广告费用也是非常高，但效果没有那么明显。因此，当商业银行产品同质化程度严重、传播媒体细分化、消费者选择个性化的复杂经营环境下，越南商业银行有必要改变营销策略方针，应勇于创新，完善商业银行服务营销的竞争力。 整合营销传播启示与20世纪90年代初，被誉为营销领域的革命，美国西北大学的Schultz, Don E教授的《整合营销传播》一书的面世带动了这场运动。对于整合营销传播，解释因人而异。最初的研究局限于综合地协调地运用各种传播手段，传递本质上一致的信息，“以达到明晰的、一致的和最大化沟通效果”。整合营销传播理论研究发展成以由外而内的观点为导向，在数据库技术的不断进步的同时，利用其数据库分析顾客和主要利益关系者来制定传播策略来去的双赢的新的整合营销传播理论框架。目前，整合营销传播理论日趋成熟，已经演化成为一种新的营销管理范式。而在服务营销领域，对于顾客可感知价值的研究和基于服务行业特性的服务利润链研究深刻地揭示了顾客满意度、顾客忠诚度对企业发展的重要意义。对于服务产品而言，顾客对服务质量预期和感知的比较是尤为重要。商业银行需通过有效的服务传播及时获得顾客期望、需求信息，提供顾客良好的服务价值，培育顾客满意度和忠诚度。 本文以整合营销传播理论中的服务营销相关理论和利害关系者分析模式作为本文的重要理论依据，针对商业银行业的顾客和员工为主的利害关系者需求的分析、识别和利用，研究企业内部整合营销传播工作模式和权力机构的设计，分析和构建具体的商业银行服务整合营销传播策略并进一步评价传播内容和效果，继而建立越南商业银行业的服务整合营销传播应用模式。最后再探讨越南银行业的服务整合营销传播具体应用的可行性和可操作性，试图使本研究成果对提高越南商业银行业的服务竞争力有所帮助。
英文摘要：	Since the 80's of the 20th century, after the big economy reform and opening up, especially after joining the World Trade Organization (WTO) in 2007, the growth of Vietnam commercial banki has accelerated, and has continued the sustainable growth for 20 years until. At the present, Vietnam has 5 state-owned commercial banks, 5 joint-venture commercial banks, 5 foreign wholly-owned banks, 37 joint-stock commercial banks, and 48 foreign bank branches. Following the growth of Vietnam commercial banking year by year, the competitions have become very intensive. However due the similarity in products and functions, the closing gap in service levels has led to the degree of homogeneity becoming more obvious, thus lowering the customer loyalty to the commercial banks. The efficiency of mass media and marketing communication decreases, mass media alone cannot accurately provide direct marketing to the target audience. Continuos investment to the mass media only brings the communication cost higher and higher, but not the efficiency improvement. Therefore, when the degree of product homogeneity of the commercial banks becomes serious, and with the media differentiation, complex business environment, and consumer choice personalization, it is necessary for the Vietnam commercial banks to change their marketing strategies, have the courage to change, and improve the competitiveness of their marketing services. Commercial banking in the 21st century, through service integrated marketing communication method to formulate the marketing initiatives, combine the new service marketing concept and integrated marketing communication theory, highlight the characteristics and product features of the commercial banks via service integrated marketing communication to leave a deep impression to customers, from a constract with the other commercial banks and create differential competitive advantage. The revelation of integrated marketing communication began in the 90s, known as the marketing revolution, the publishment of the book called "integrated marketing communication" by professor E Schultz, Don E of the Northwestern University, United States, led to this movement. The integrated marketing communication is interpreted differently from man to man. The earliest research was limited to the comprehensive and coordinated use of various communication methods, transfer essentially consistent information, "in order to achieve a clear, consistent and maximized communication effect". Whereas latest research development of the integrated marketing communication theory became outside-in oriented, with the support of database technology, through the interactive communication reflect the needs of the customers and the stakeholders, integrate and coordinate with the internal and external communication strategies, activities and tools, to influence their behaviors, establish the long-term and friendly relationship between the company and the customers, to achieve a new integrated marketing communication theory framework benefiting both the company and the customers. At present, the integrated marketing communication theory has become more mature, and becomes a new marketing paradigm. In service marketing field, studies on customer perception value and studies of service-profit chain based on the service industry characteristics reveal the significance of the customer satisfaction and loyalty to the development of the company. For serviced products, customers' expectations and perceptions on service quality are particularly important. Commercial banks can timely access to customer expectations and demands information to offer good service values to the customers through the service the effective communication, thus cultivate customer satisfaction and loyalty. In the past, integrated marketing communication services field was limited to the tactical level and inside-out oriented, focusing on excavated values and marketing services from the internal activities of the company, and can not effectively reflect the needs of the customers, service providers and internal staffs, lack the coordination between the variety of marketing communication tools from a strategic level, lead to the inconsistent and even contradicting information collected from various communication methods by the customers, and therefore is difficult for communication to form a synergistic effect. This paper is based on the integrated marketing communication theory, the stakeholder theory and the marketing theory, focusing on customers and staff of comercial bank' stakeholders; analyze, utilize and investigate the structure design and working mode of the integrated marketing benefits within Comercial Bank, and then carry on evaluating the effect of commercial banking services, after that establish the integrated marketing communication application mode in Vietnam. Finally, the paper analyzes and builds specific integrated marketing communication strategies, creates integrated marketing communication application model for the Vietnam commercial bank, and strives to use the research result to help improving the competitiveness of commercial banking services in Vietnam.
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