本文選題：中國銀行 + 經(jīng)營性支行��； 參考：《內(nèi)蒙古大學》2012年碩士論文

【摘要】：經(jīng)營性支行作為中國銀行最基本的經(jīng)營機構(gòu),是進行客戶細分和市場定位、直接為客戶提供服務和參與同業(yè)競爭的直接前沿陣地,也是發(fā)展各項業(yè)務的寶貴渠道資源,即使在電子渠道迅速擴張的今天乃至將來,網(wǎng)點依然是最有利的銷售渠道和客戶觸點,特別是對吸引個人高端客戶、拓展對公數(shù)量和銷售銀行產(chǎn)品等方面起著舉足輕重的作用。為了加速經(jīng)營性支行經(jīng)營模式的轉(zhuǎn)變,優(yōu)化資源配置、降低運營成本、強化基層支行的服務營銷銷售能力,增強支行核心競爭力和客戶滿意度,提升銀行的品牌形象,現(xiàn)階段中國銀行迫切需要對經(jīng)營性支行進行轉(zhuǎn)型,使每一個基層網(wǎng)點的業(yè)務功能由簡單交易型向營銷服務型轉(zhuǎn)型。 本論文共分六個部分,通過對中行內(nèi)蒙分行經(jīng)營性支行的發(fā)展及營銷環(huán)境的分析,通過對中國銀行內(nèi)蒙古分行經(jīng)營性支行轉(zhuǎn)型期的營銷策略的分析,找出中行內(nèi)蒙古分行經(jīng)營性支行服務營銷轉(zhuǎn)型過程中的突出問題。提出中行內(nèi)蒙古分行經(jīng)營性支行轉(zhuǎn)型期服務營銷策略和轉(zhuǎn)型期服務營銷策略實施的保障措施。 希望通過本論文的研究對推進理念轉(zhuǎn)型、整合服務銷售等方面進行積極的探索找到營銷業(yè)務轉(zhuǎn)型的合理方案,并對經(jīng)營性支行操作風險的規(guī)避及防范提供有意義的思路和做法。
[Abstract]:As the most basic management organization of Bank of China, the operating branch is a direct front position for customer segmentation and market positioning, directly providing services to customers and participating in competition among the same industry, as well as a valuable channel resource for the development of various businesses. Even with the rapid expansion of electronic channels today and even in the future, the network is still the most favorable sales channel and customer contact, especially to attract personal high-end customers, expand the public amount and sales of banking products play a pivotal role. In order to accelerate the transformation of the operating mode of the branch, optimize the allocation of resources, reduce the operating cost, strengthen the service marketing and sales ability of the basic branch, enhance the core competitiveness and customer satisfaction of the branch, and promote the brand image of the bank, At the present stage, Bank of China urgently needs to transform the operating branch, so that the business function of each grass-roots network is transformed from simple transactional to marketing service. This thesis is divided into six parts, through the analysis of the development and marketing environment of the operating branch of Bank of China Inner Mongolia Branch, and the analysis of the marketing strategy of the Inner Mongolia Branch of Bank of China in the transitional period. Find out the outstanding problems in the process of service marketing transformation of Bank of China Inner Mongolia Branch. The paper puts forward the service marketing strategy and the safeguard measures of the service marketing strategy in the transitional period of Bank of China Inner Mongolia Branch. Through the research of this paper, I hope to actively explore and find a reasonable scheme of marketing business transformation in the aspects of promoting the transformation of concept and integrating service sales, and provide meaningful ideas and practices for the operational risk avoidance and prevention of the operational risk of the operational branch.
【學位授予單位】：內(nèi)蒙古大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F274;F832.33

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