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论文编号：	8638
作者编号：	2120142905
上传时间：	2016/12/5 16:32:33
中文题目：	交通银行天津市分行个人业务服务营销策略研究
英文题目：	Research on Service Marketing Strategy of The Tianjin branch of Bank of Communications Personal Business
指导老师：	郑琦
中文关键字：	服务营销;客户需求;商业银行;7P;差异化服务
英文关键字：	service marketing; customer demand; commercial bank; 7P; differentiated services
中文摘要：	随着近几年我国商业银行的竞争加剧以及来自互联网金融的挑战，服务质量优胜劣汰成为行业内公认的竞争标准，也在很大程度上影响着商业银行的运营成果和产品销售业绩。而随着国际市场波动的加深以及银行坏账率的不断攀升，商业银行的经营重点也逐渐向个人业务倾斜。如何提高商业银行个人业务的服务质量和客户满意度，以此展开营销工作，使得商业银行可以在竞争激烈的金融市场获得更多的支持，成为商业银行面临的重大课题之一。交通银行天津市分行作为国有五大行之一，面对其他商业银行也纷纷开始展开服务营销战略的局面，该如何应对，才能使自己利于不败之地？本文以交通银行天津市分行为例，研究如何通过合理的服务营销策略，提高个人业务的营销成果，从而创造更大的利润。本文一共分为六章。第一章主要阐述了选题背景以及研究意义，并介绍了本文研究方法和研究内容。第二章阐述了论文的理论背景，回顾并分析了交通银行天津市分行个人业务服务营销策略所涉及到的环境分析方法以及服务与服务营销理论的相关知识。第三章对交通银行天津市分行的基本概况进行简要介绍，并对其所处宏观环境、竞争环境进行分析,还利用SWOT分析法分析交通银行天津市分行的优劣势。第四章分析了交通银行天津市分行个人业务的市场定位、产品和价格策略以及人员策略、流程、营销渠道以及有形产品展示的策略。第五章介绍了交通银行天津市分行个人业务服务营销策略实施的保障，其中包括组织保障、人员保障、信息反馈保障，以及如何利用这些保障才能实现交通银行天津市分行服务营销的目标。第六章是结论，对全文分析的交通银行天津市分行个人业务的服务营销战略进行了总结，并对其在个人金融市场的应用进行了展望。
英文摘要：	As China's commercial banks in recent years, the competition and financial challenges from the Internet, the service quality of survival of the fittest become recognized as the industry standard of competition, but also affect the commercial bank's operating results and the sales of products to a great extent. With the deepening of the international market volatility and the rising rate of bank loans, the focuses of commercial banks have gradually tilted to the personal business. How to improve the personal business of commercial bank service quality and customer satisfaction, in order to expand the marketing work, the commercial banks can get more support in the fierce competition in the financial market, become one of the major issues faced by commercial banks. The Tianjin branch of Bank of communications, as one of the five major state-owned banks, in the face of other commercial banks have also started our service marketing strategy, how to deal with, in order to make to own an invincible position? In this paper, we take the Bank of communications Tianjin branch as an example, to study how to improve the marketing results of personal business through a reasonable service marketing strategy, thus creating a greater profit. This paper is divided into six chapters. The first chapter mainly introduces the background and significance of the research, and introduces the research methods and research content. The second chapter describes the theoretical background of this thesis, reviews and analyzes the environmental analysis of the Tianjin branch of Bank of communications service marketing strategy involved and the related knowledge service and service marketing theory. The third chapter briefly introduces the basic situation of Tianjin branch of Bank of communications, and analyzes the advantages and disadvantages of Tianjin branch of Bank of communications, which is based on the analysis of the macro environment and competitive environment. The fourth chapter analyzes the market positioning, product and price strategy of Bank of communications Tianjin branch, and the strategy of personnel strategy, process, marketing channel and the display of tangible products. The fifth chapter introduces the implementation of the Tianjin branch of bank service marketing strategy including security, organizational security, personnel security, information security, and how to use these to achieve protection of Bank of communications Tianjin branch of service marketing target. The sixth chapter is the conclusion. It summarizes the service marketing strategy of Tianjin branch of Bank of communications, and looks forward to the application of the personal financial market.
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