本文選題：XX銀行 + 服務營銷�。� 參考：《云南大學》2015年碩士論文

【摘要】：隨著金融改革歷程的不斷深入,銀行業(yè)傳統(tǒng)的經營模式在不斷演變,國內商業(yè)銀行將逐步由依靠信貸和規(guī)模擴張的規(guī)模效益型向服務效益型模式轉變,由同質化競爭向差異化定位、特色化經營轉變。未來銀行業(yè)的競爭將越來越明顯地表現(xiàn)為客戶服務能力的競爭。目前,商業(yè)銀行已經在各自探索或者實踐著差異化經營和市場細分,但是在建立“以客戶為中心”的服務營銷體系還處于初級發(fā)展階段,仍需要進一步完善和提升。面臨新的市場經營環(huán)境,提升服務營銷意識和完善服務營銷體系將是我國商業(yè)銀行求得生存、獲得發(fā)展的重要途徑。 本文以XX銀行作為具體的分析對象,對該銀行所遇到的問題和不健全的服務營銷體系進行深入的分析,并提出了合理科學的解決辦法。論文首先從服務營銷現(xiàn)狀、概念和理論入手,具體剖析了XX銀行服務營銷現(xiàn)狀,對現(xiàn)狀中服務觀念、服務產品、服務渠道及服務人員等因素進行了闡述,并對存在問題和成因作了深入分析和研究。其次,結合服務營銷相關理論和方法,對XX銀行服務營銷體系進行構建,樹立以“以客戶為中心”的服務營銷理念,實現(xiàn)服務營銷準備、服務運作、服務延伸的系統(tǒng)運作,完善服務營銷體系,最終實現(xiàn)體系功能價值。最后,在構建服務營銷體系基礎上提出XX銀行服務營銷觀念、制度、員工和營銷渠道等方面的保障措施,從而更好的為客戶提供規(guī)范化、差異化的服務,進一步提升XX銀行服務營銷能力和核心競爭力。
[Abstract]:With the deepening of the financial reform process, the traditional business model of the banking industry is constantly evolving, and the domestic commercial banks will gradually change from the scale benefit model relying on credit and scale expansion to the service efficiency model. From homogenization competition to differential positioning, the transformation of characteristic management. In the future, the competition of banking industry will be more and more obvious for the competition of customer service ability. At present, commercial banks have been exploring or practicing differentiated management and market segmentation, but the establishment of "customer-centered" service marketing system is still in the primary stage of development, it still needs to be further improved and improved. Facing the new market environment, it is an important way for Chinese commercial banks to survive and develop in order to improve service marketing consciousness and perfect service marketing system. This article takes XX Bank as the concrete analysis object, carries on the thorough analysis to this bank's problem and the imperfect service marketing system, and has proposed the reasonable scientific solution. Firstly, this paper starts with the current situation, concept and theory of service marketing, analyzes the current situation of service marketing in XX bank, and expounds the service concept, service products, service channels and service personnel in the present situation. And the existing problems and causes of in-depth analysis and research. Secondly, combining the relevant theories and methods of service marketing, this paper constructs the service marketing system of XX bank, sets up the concept of "customer-centered" service marketing, realizes the system operation of service marketing preparation, service operation and service extension. Perfect the service marketing system, finally realize the function value of the system. Finally, on the basis of the construction of service marketing system, XX bank service marketing concept, system, staff and marketing channels and other aspects of security measures, so as to better provide standardized, differentiated services for customers, Further enhance XX Bank's service marketing capabilities and core competitiveness.
【學位授予單位】：云南大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F832.33

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