本文選題：興業(yè)銀行株洲分行　切入點(diǎn)：服務(wù)營銷　出處：《湖南大學(xué)》2012年碩士論文

【摘要】：隨著全球金融業(yè)的發(fā)展和我國金融體制的改革，零售業(yè)務(wù)成為商業(yè)銀行利潤的主要來源之一，商業(yè)銀行對(duì)零售業(yè)務(wù)服務(wù)越來越重視，為此各商業(yè)銀行也都廣泛進(jìn)行服務(wù)營銷，在提升服務(wù)水平的同時(shí)，，提高營銷業(yè)績。本文以興業(yè)銀行株洲分行為研究對(duì)象，分析其零售業(yè)務(wù)中的營銷現(xiàn)狀、零售業(yè)務(wù)服務(wù)銷售管理現(xiàn)狀與存在的問題，進(jìn)而提出提升服務(wù)銷售水平的對(duì)策與建議。 論文首先對(duì)銀行零售業(yè)營銷管理的一些概念進(jìn)行了界定，并對(duì)零售業(yè)務(wù)營銷管理的相關(guān)理論進(jìn)行了介紹。在此基礎(chǔ)上，從興業(yè)銀行株洲分行零售業(yè)務(wù)服務(wù)營銷現(xiàn)狀入手，對(duì)現(xiàn)階段株洲分行零售業(yè)務(wù)管理架構(gòu)、職責(zé)劃分及相應(yīng)管理制度進(jìn)行了分析，并開展服務(wù)滿意度調(diào)查，指出其服務(wù)營銷存在的問題；然后，論文提出了興業(yè)銀行株洲分行零售業(yè)務(wù)服務(wù)營銷管理的優(yōu)化方案，從服務(wù)營銷組織設(shè)計(jì)、服務(wù)組織營銷類型（發(fā)展客戶經(jīng)理制）、服務(wù)組織營銷控制（網(wǎng)點(diǎn)零售人員績效考評(píng)）等方面提出了具體的優(yōu)化方案。最后，論文對(duì)服務(wù)營銷管理方案的實(shí)施從營銷觀念調(diào)整、推動(dòng)客戶經(jīng)理制加強(qiáng)客戶價(jià)值管理、開展?fàn)I銷競賽活動(dòng)及加強(qiáng)服務(wù)營銷監(jiān)督和考核等方面制訂了相應(yīng)的保障措施。 論文研究認(rèn)為，興業(yè)銀行株洲分行要充分借鑒其他先進(jìn)銀行的經(jīng)驗(yàn)，建立一支素質(zhì)較高的客戶經(jīng)理管理團(tuán)隊(duì)和優(yōu)秀的服務(wù)人才隊(duì)伍。本文的創(chuàng)新點(diǎn)在于以興業(yè)銀行株洲分行為研究對(duì)象，通過分析，得出其所面臨的優(yōu)勢、劣勢、機(jī)會(huì)與威脅等方面，在此基礎(chǔ)上提出有針對(duì)性的對(duì)策建議，對(duì)于提高興業(yè)銀行株洲分行服務(wù)營銷水平，擴(kuò)大零售業(yè)務(wù)規(guī)模，增強(qiáng)市場競爭力具有重要的實(shí)踐參考價(jià)值。
[Abstract]:With the development of global financial industry and the reform of China's financial system, retail business has become one of the main sources of commercial bank profits. Commercial banks pay more and more attention to retail business services. This paper takes Zhuzhou Branch of Xingye Bank as the research object, analyzes the marketing situation in its retail business, the current situation and the existing problems of the retail service sales management. And then put forward the countermeasures and suggestions to improve the level of service sales. This paper first defines some concepts of retail marketing management of banks, and introduces the relevant theories of retail marketing management. On this basis, it starts with the current situation of retail service marketing in Zhuzhou Branch of Industrial Bank of China. This paper analyzes the management structure, responsibility division and corresponding management system of retail business in Zhuzhou Branch, and carries out a service satisfaction survey to point out the problems existing in service marketing. The paper puts forward the optimized scheme of service marketing management of retail business in Zhuzhou Branch of Industrial Bank of China, from the design of service marketing organization. In this paper, the author puts forward the specific optimization scheme of service organization marketing type (developing customer manager system and service organization marketing control). Finally, the paper adjusts the implementation of service marketing management scheme from the view of marketing. To promote the system of customer manager to strengthen the management of customer value, to carry out marketing competition activities and to strengthen the supervision and assessment of service marketing, the corresponding protection measures are formulated. The paper believes that the Zhuzhou Branch of Industrial Bank should fully learn from the experience of other advanced banks. The innovation of this paper is to take Zhuzhou Branch of Industrial Bank as the research object, and through the analysis, we can find out the advantages and disadvantages it faces. On the basis of the analysis of opportunities and threats, it is of great practical reference value to improve the service marketing level of Zhuzhou Branch of Industrial Bank, expand the scale of retail business and enhance the competitiveness of the market.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F274;F832.2

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