發(fā)布時間：2018-03-23 14:55

  本文選題：中國農(nóng)業(yè)銀行WH分行　切入點(diǎn)：中高端客戶　出處：《內(nèi)蒙古大學(xué)》2015年碩士論文

【摘要】：隨著我國金融業(yè)已步入了電子化、國際化、綜合化、網(wǎng)絡(luò)化的發(fā)展新階段,銀行業(yè)間出現(xiàn)了前所未有的激烈競爭。由于我國人口眾多,居民收入水平也在逐年提升,隨之而來,中高端客戶市場就成了銀行間必爭之地,而在中高端客戶領(lǐng)域如何提高商業(yè)銀行的營銷競爭力,是商業(yè)銀行目前所面臨的突出問題。中國農(nóng)業(yè)銀行較其他國有商業(yè)銀行上市時間略晚,因此其戰(zhàn)略改革、營銷轉(zhuǎn)型都起步較晚。中國農(nóng)業(yè)銀行WH分行屬于中國農(nóng)業(yè)銀行的二級分行,在市場營銷認(rèn)識方面,與其他商業(yè)銀行比較相對落后,在對市場營銷的經(jīng)營和管理上存在一些問題,特別是面向中高端客戶的營銷服務(wù)市場策略略顯散亂,中國農(nóng)業(yè)銀行WH分行要想在殘酷的市場競爭中拔得頭籌,就需要借鑒其他商業(yè)銀行的先進(jìn)營銷理念和寶貴的實戰(zhàn)經(jīng)驗,對現(xiàn)有的中高端客戶營銷策略進(jìn)行有效的調(diào)整,那么如何通過優(yōu)質(zhì)的產(chǎn)品和服務(wù)吸引顧客,如何改變被動的營銷方式,如何打造高水準(zhǔn)的營銷服務(wù)團(tuán)隊,就成為了中國農(nóng)業(yè)銀行WH分行當(dāng)前需要研究的重要課題。本文在闡述銀行中高端客戶概念、介紹商業(yè)銀行市場營銷相關(guān)理論的基礎(chǔ)上,分析總結(jié)國內(nèi)其他商業(yè)銀行中高端客戶服務(wù)現(xiàn)狀,結(jié)合中國農(nóng)業(yè)銀行WH分行實際,通過SWOT分析法,重點(diǎn)對WH地區(qū)中高端客戶服務(wù)現(xiàn)狀進(jìn)行探討,歸納出中國農(nóng)業(yè)銀行WH分行中高端客戶營銷策略方面的優(yōu)勢與劣勢；然后,針對中國農(nóng)業(yè)銀行WH分行在中高端客戶營銷過程中的不足,結(jié)合對影響環(huán)境以及優(yōu)、劣勢的分析,詳細(xì)地完善了中高端客戶營銷的建議。根據(jù)本文的分析結(jié)果,中國農(nóng)業(yè)銀行WH分行要加強(qiáng)營銷理念的創(chuàng)新,通過對客戶市場進(jìn)行細(xì)分,采取分層服務(wù)策略,將現(xiàn)有被動營銷方式,通過高品質(zhì)的人性化服務(wù),主動爭取中高端客戶,強(qiáng)化產(chǎn)品的融合度,提升服務(wù)標(biāo)準(zhǔn),以客戶個性化需求為落腳點(diǎn),提高客戶的滿意度。另外,要想達(dá)到營銷策略的改進(jìn)還需提供人力資源保障措施等。
[Abstract]:As China's financial industry has entered a new stage of electronic, international, comprehensive and networked development, there has been an unprecedented fierce competition among the banks. Because of the large population in our country, the income level of residents is also rising year by year, followed by, The middle and high end customer market has become a necessary place between banks, and how to improve the marketing competitiveness of commercial banks in the field of middle and high end customers, Agricultural Bank of China has a slightly later listing time than other state-owned commercial banks, so its strategic reform, WH branch of Agricultural Bank of China belongs to the secondary branch of Agricultural Bank of China, which is relatively backward compared with other commercial banks in marketing understanding. There are some problems in the management and management of marketing. In particular, the marketing service market strategy for middle and high-end customers is slightly scattered. If the Agricultural Bank of China WH branch wants to win the top spot in the cruel market competition, it needs to draw lessons from the advanced marketing concepts and valuable practical experience of other commercial banks. Then how to attract customers through high-quality products and services, how to change the passive marketing methods, how to build a high standard marketing service team, WH Branch of Agricultural Bank of China has become an important subject to be studied. This paper describes the concept of high-end customers in the bank, and introduces the marketing theory of commercial banks. This paper analyzes and summarizes the current situation of middle and high-end customer service in other commercial banks in China, combining with the actual situation of WH branch of Agricultural Bank of China, through SWOT analysis, focuses on the status quo of middle and high-end customer service in WH area. The advantages and disadvantages of the marketing strategy of the middle and high-end customers of the Agricultural Bank of China WH Branch are summarized. Then, aiming at the shortcomings of the WH Branch of the Agricultural Bank of China in the middle and high-end customer marketing process, combined with the analysis of the impact environment and the advantages and disadvantages, According to the analysis results of this paper, the WH branch of Agricultural Bank of China should strengthen the innovation of marketing idea, by subdividing the customer market and adopting the strategy of layered service. The existing passive marketing way, through the high quality humanized service, the initiative strives for the middle and high-end customer, strengthens the product fusion degree, enhances the service standard, takes the customer individuation demand as the foothold, enhances the customer satisfaction. If you want to achieve the improvement of marketing strategy, we also need to provide human resources protection measures.
【學(xué)位授予單位】：內(nèi)蒙古大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F832.33

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