本文關(guān)鍵詞： JL銀行 營(yíng)銷(xiāo)策略 改進(jìn)措施　出處：《吉林財(cái)經(jīng)大學(xué)》2015年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：近年來(lái),隨著我國(guó)銀行業(yè)改革和對(duì)外開(kāi)放步伐的加快,銀行業(yè)經(jīng)營(yíng)環(huán)境的日益復(fù)雜。要想在較為嚴(yán)峻的形勢(shì)之下,仍然保有一份競(jìng)爭(zhēng)力,務(wù)必要在營(yíng)銷(xiāo)方式與營(yíng)銷(xiāo)內(nèi)容上下功夫。受到我國(guó)傳統(tǒng)金融行業(yè)發(fā)展方式的影響,我國(guó)的金融行業(yè)在其營(yíng)銷(xiāo)方式、主營(yíng)項(xiàng)目、服務(wù)方式上,都有諸多相似之處,甚至出現(xiàn)了“同質(zhì)化”現(xiàn)象。而銀行想要得到進(jìn)一步的發(fā)展,在外來(lái)金融行業(yè)的沖擊下保有一份立足之地,就務(wù)必要在營(yíng)銷(xiāo)服務(wù)上進(jìn)行創(chuàng)新。此篇論文,主要從JL銀行的發(fā)展實(shí)際入手,對(duì)其自身的優(yōu)勢(shì)資源、不利因素進(jìn)行分析。從而深入挖掘JL銀行的競(jìng)爭(zhēng)優(yōu)勢(shì)與劣勢(shì),深刻剖析在這一系列現(xiàn)象背后的服務(wù)意識(shí)根源。同時(shí),結(jié)合現(xiàn)在國(guó)際上普遍認(rèn)可的4P理論、7P理論,提出了較優(yōu)建設(shè)性的意見(jiàn)和建議,為JL銀行的進(jìn)一步發(fā)展、服務(wù)營(yíng)銷(xiāo)體系的建設(shè)、融資渠道的拓寬、競(jìng)爭(zhēng)實(shí)力的增強(qiáng),做出一份力所能及的貢獻(xiàn)。本文第一章節(jié)從選題背景、選題目的、研究方法、國(guó)內(nèi)外研究現(xiàn)狀等方面對(duì)論文的研究做好理論鋪墊工作;第二章節(jié)主要從商業(yè)銀行服務(wù)營(yíng)銷(xiāo)的概念和服務(wù)營(yíng)銷(xiāo)的相關(guān)理論入手進(jìn)行基礎(chǔ)性闡述;第三章主要從JL銀行服務(wù)營(yíng)銷(xiāo)存在的問(wèn)題以及形成此問(wèn)題的原因入手進(jìn)行分析;第四章主要對(duì)JL銀行服務(wù)營(yíng)銷(xiāo)的改進(jìn)策略和措施角度對(duì)JL銀行的發(fā)展完善予以指導(dǎo);第五章則從JL銀行服務(wù)營(yíng)銷(xiāo)體系的未來(lái)發(fā)展策略上予以對(duì)策性分析和保障。要真正促進(jìn)JL銀行服務(wù)營(yíng)銷(xiāo)的發(fā)展,必須要建立在實(shí)事求是的基礎(chǔ)上。只有在對(duì)外開(kāi)放的時(shí)代格局之中,引入優(yōu)秀發(fā)展理念,注入新鮮血液,充實(shí)自己提升競(jìng)爭(zhēng)力,才能在未來(lái)的發(fā)展道路中立于不敗之地。此篇論文便是站在一個(gè)促進(jìn)行業(yè)發(fā)展,促進(jìn)國(guó)家經(jīng)濟(jì)建設(shè)的位置上進(jìn)行分析的,也為我國(guó)的未來(lái)經(jīng)濟(jì)建設(shè)貢獻(xiàn)一份自己應(yīng)盡的責(zé)任和義務(wù)。
[Abstract]:In recent years, with the quickening pace of banking reform and opening to the outside world in China, the operating environment of the banking industry has become increasingly complex. We must work hard on marketing methods and marketing content. Influenced by the development of traditional financial industries in China, our financial industry has many similarities in its marketing methods, main projects, and service modes. There's even homogeneity. And if banks want to develop further, and keep a foothold under the impact of the foreign financial industry, they have to innovate in their marketing services. Starting from the actual development of JL Bank, this paper analyzes its own advantage resources and disadvantage factors, thus deeply excavating the competitive advantages and disadvantages of JL Bank, deeply analyzing the root of service consciousness behind this series of phenomena, at the same time, Combined with the 4P theory and 7P theory, which is generally accepted in the world, this paper puts forward some suggestions and suggestions for the further development of JL Bank, the construction of service marketing system, the widening of financing channels and the enhancement of competitive strength. The first chapter of this paper from the background of the topic, the purpose of the topic, research methods, research status at home and abroad to do a good job of theoretical research; The second chapter mainly from the commercial bank service marketing concept and the service marketing related theory carries on the basic elaboration, the third chapter mainly from JL bank service marketing existence question and the reason which forms this question carries on the analysis; Chapter 4th mainly guides JL bank's development and perfection from the angle of improving strategy and measure of JL bank's service marketing. Chapter 5th, from the future development strategy of JL banking service marketing system, to give a strategic analysis and protection, to really promote the development of JL banking service marketing, It must be established on the basis of seeking truth from facts. Only in the era of opening up to the outside world can we introduce the concept of excellent development, inject fresh blood and enrich ourselves to enhance our competitiveness. In order to be in an invincible position on the road of future development, this paper is to be analyzed from the position of promoting the development of the industry and promoting the economic construction of the country. It also contributes to our country's future economic construction.
【學(xué)位授予單位】：吉林財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F274;F832.33

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