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论文编号：	6120
作者编号：	2220110519
上传时间：	2014/5/29 18:41:01
中文题目：	基于人情关系与事理关系的我国商业银行关系营销研究
英文题目：	The Study on China’s Commercial Bank’s Relationship Marketing from the Aspect of Guanxi and Relationship
指导老师：	韩德昌
中文关键字：	商业银行、人情关系营销、事理关系营销、关系营销
英文关键字：	Commercial Banks; Guanxi Marketing; Relationship Marketing
中文摘要：	2008年金融危机以后，随着金融业改革步伐的加快，金融市场竞争日趋激烈，创新性信息技术被大量应用，商业银行的强势地位开始减弱。负债成本的持续攀高和各金融业态的多维度竞争让优质客户和优质项目成为高度稀缺的资源，倒逼商业银行开始寻求新的营销方式。在这样的背景下，以促进买卖双方建立长期合作关系，提高客户忠诚度为核心目的的关系营销开始受到商业银行的普遍重视。 关系营销理论由美国于1983年首先提出，在西方已有大量相关研究。但是，许多案例已经不断地证明了西方的关系营销理论并不能有效地解释中国的市场营销实践。关键原因在于，中西方对“关系”一词的理解并不相同。西方学界对“关系”的定义是基于西方的文化环境，其英文翻译为“Relationship”，本文称之为事理关系。而在中国的文化环境中，关系营销的内涵不仅局限于“Relationship”的层面，还包含中国文化中特殊的“Guanxi”的含义，本文称之为人情关系。因此，在研究中国企业的关系营销时，如果忽视了人情关系的特殊性，则难以将关系营销理论本土化，更无法以此指导关系营销在中国的实践。目前，人情关系营销的相关理论研究仍远不够完善，有待进一步研究。本文即在此理论断崖的背景下，通过文献综述和案例研究，有针对性地研究、完善中国的关系营销理论。 本文首先通过文献综述，厘清西方关系营销理论的作用机理及影响因素，并根据中国传统文化中人情关系的特点，提出适合中国市场环境的基于人情关系的关系营销理论。然后，通过商业银行关系营销案例，提出符合中国实践的关系营销理论，并提出相关建议。 本文得出的研究结论如下： 第一，通过文献综述，厘清了人情关系营销的影响因素。影响因素主要为回报、面子和感情。 第二，根据我国商业银行关系营销案例分析，提出了关系营销的动态螺旋理论。动态螺旋理论认为人情关系营销和事理关系营销应该并存，通过两者相互促进形成螺旋，达到关系营销的最佳效果。 第三，根据上述研究探讨，提出指导我国商业银行关系营销实践的几点建议。 图6幅，表5个，参考文献35篇
英文摘要：	After the 2008 financial crisis, as accelerated pace of financial reform, the strong position of commercial banks began to weaken. As a result, high quality customers and projects become highly scarce resource. This force commercial banks began to seek new way of marketing. In this context, in order to promote long-term relationship with customers, the relationship marketing began to receive widespread attention from the commercial banks. Relationship marketing theory put forward in 1983 in the United States, and many researches had been done. However, many cases have proven the relationship marketing theory western countries cannot fully explain China's marketing practices. The key is that the different meaning of the term "relationship". Western academic definition of "relationship" is based on Western cultural environment, and its English translation is "Relationship". In China's cultural environment, the meaning of relationship marketing is not only limited to "Relationship" level, but also includes the meaning of "Guanxi". Therefore, in the study of Chinese enterprises in relationship marketing, if you ignore the particularity of human relations, it will be difficult to localize the relationship marketing theory. At present, the theory of human relationship marketing is still in its infancy. This article is in the context of this theory cliff, targeted research to improve China's relationship marketing theory through literature review and case studies. Firstly, a literature review thoroughly clarify the mechanism and influencing factors of Western relationship marketing theory. Then according to the characteristics of Chinese culture, the meaning of Guanxi marketing theory are analyzed based on China’s market environment. After that, through China's commercial banks’ relationship marketing case studies, this article analyzed China's relationship marketing theory, and put forward suggestions for commercial bank’s relationship marketing in China. The conclusions drawn in this article are as follows: Firstly, through literature review, to clarify the factors affecting human relationship marketing. The main factors is return, face and emotion. Secondly, through the commercial banking relationship marketing practice case, a dynamic spiral theory China relationship marketing is proposed. Thirdly, this article proposes some suggestions for the relationship marketing practice of commercial banks in China.
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