發(fā)布時間：2018-01-09 05:11

  本文關鍵詞：山東郵政金融服務營銷體系建設研究　出處：《山東大學》2012年碩士論文　論文類型：學位論文

  更多相關文章： 企業(yè) 營銷 金融服務 體系建設

【摘要】：2006年以來,根據(jù)黨中央和國務院的統(tǒng)一改革部署,郵政先后經(jīng)歷了政企分開、郵儲銀行組建、速遞專業(yè)化經(jīng)營等重大改革。改革后郵政企業(yè)面臨著一方面履行國家普遍服務義務,為城鄉(xiāng)居民提供民生服務平臺的社會責任；另一方面要按照現(xiàn)代企業(yè)制度的要求,轉變經(jīng)濟增長方式,加快業(yè)務結構調整,加快建立公司化運作的現(xiàn)代大型國有企業(yè)。 但隨著改革的不斷深入,企業(yè)業(yè)務結構失衡、產品定位不清晰、勞動生產率低、營銷人員能力不足等問題日益突出,不能滿足企業(yè)發(fā)展需要。特別是隨著郵政金融業(yè)務體制改革的不斷深入,企業(yè)面臨著更加復雜的發(fā)展環(huán)境,而且隨著經(jīng)濟的發(fā)展,客戶的金融需求呈現(xiàn)多樣化趨勢。郵政企業(yè)需要根據(jù)新的形勢研究建設金融服務營銷體系,建立高素質的專職營銷隊伍,理順業(yè)務發(fā)展條線,調動人員積極性,提高人工效能,以應對市場競爭。 本文運用企業(yè)管理、市場營銷方面的有關基礎理論并結合郵政企業(yè)的現(xiàn)狀,采用定性與定量相結合的分析方法,從微觀層面重點探討了適合山東郵政的營銷體系建設的設想。論文首先闡述了關于金融服務營銷模式及基礎理論研究,并闡述了營銷體系建設的含義；然后分別分析了我國服務企業(yè)營銷體系建設的企業(yè)內、外部環(huán)境,分析山東郵政金融產品結構和營銷體系建設現(xiàn)狀；并在對山東郵政營銷體系建設策略的深入研究及配置模式的科學選擇后,結合單位改革工作實際推進情況,從企業(yè)營銷現(xiàn)狀及存在突出問題的剖析入手,從微觀層面提出了企業(yè)營銷體系建設方案。方案分別從發(fā)展定位、營銷戰(zhàn)略、產品優(yōu)化、人力配置等方面提出了郵政金融服務營銷體系建設構想,從薪酬制度改革、重建績效考核機制的內部激勵制度體系、建立教育培訓積分為主的教育培訓體系提升人員素質等方面闡述了提升企業(yè)營銷能力的途徑,并對企業(yè)營銷體系建設的后續(xù)發(fā)展提出設想規(guī)劃。通過對山東郵政金融營銷體系的實證研究,提出了金融營銷體系建設策略,以期對營銷管理工作有一定的參考價值,為郵政行業(yè)提高企業(yè)效益提供有效借鑒。
[Abstract]:Since 2006, according to the CPC Central Committee and the reform of the unified deployment of the State Council, the post has gone through the separation of government and enterprise, the postal savings bank building, express professional management and other major reforms. After the reform of postal enterprises facing to national universal service obligations, providing public services platform for urban and rural residents social responsibility; on the other hand, according to the modern enterprise the requirements of the system, change the mode of economic growth, accelerate the adjustment of business structure, accelerate the establishment of the company's operation of the modern large-scale state-owned enterprises.
But with the deepening of the reform, enterprise business structure imbalance, product positioning is not clear, low labor productivity, marketing personnel lack of capacity has become increasingly prominent, can not meet the needs of enterprise development. Especially with the reform of the financial system of postal business constantly, enterprises are facing a more complex development environment, and with the development of economy, customer the financial needs of diversified. Postal enterprises need according to the new situation of the construction of financial service marketing system, the establishment of high-quality professional marketing team, straighten out the business development line, mobilize the enthusiasm of staff, improve the efficiency of artificial, to respond to market competition.
This paper uses the basic theory about enterprise management, marketing and combining the current situation of postal enterprises, analyzed by qualitative and quantitative methods, discusses the construction of marketing system for Shandong postal service from the micro level point. The paper first expounds on financial services marketing mode and basic theory research, and expounds the marketing system the construction of meaning; then analyzes the marketing system construction of our country service enterprises, external environment, analysis of Shandong postal financial product structure and marketing system construction; and in the scientific selection of Shandong Postal Marketing System Construction Strategy Research and configuration mode, to promote the actual situation combined with the reform work, starting from the the present situation of enterprise marketing and analyzes the problems existing in the construction scheme of enterprise marketing system is put forward from the micro level. Different from the scheme The development of positioning, marketing strategy, product optimization, puts forward the idea of postal financial service marketing system construction from the aspects of human resource allocation, salary system reform, system of internal incentive performance appraisal mechanism reconstruction, establish education and training integration based education and training system, improving the quality of personnel and other aspects of the way to enhance the marketing ability, and puts forward the tentative idea planning on future development of the construction of enterprise marketing system. Through the empirical research on Shandong postal finance marketing system, put forward the strategy of building the financial marketing system, with a view to the marketing management work has a certain reference value to improve the efficiency of the enterprise to provide effective reference for the postal industry.

【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F274;F832.2

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本文編號：1400111