發(fā)布時(shí)間：2018-08-09 09:50

【摘要】：隨著我國(guó)銀行業(yè)的逐步對(duì)外開(kāi)放、互聯(lián)網(wǎng)金融的發(fā)展和銀行業(yè)機(jī)構(gòu)數(shù)量的不斷增加,國(guó)內(nèi)的銀行業(yè)不斷面臨新的機(jī)遇與挑戰(zhàn)。射陽(yáng)縣是全國(guó)經(jīng)濟(jì)百?gòu)?qiáng)縣之一,產(chǎn)業(yè)發(fā)展基礎(chǔ)較好,國(guó)有商業(yè)銀行和其他商業(yè)銀行分布廣泛,金融領(lǐng)域競(jìng)爭(zhēng)異常激烈。面對(duì)競(jìng)爭(zhēng),江蘇射陽(yáng)農(nóng)村商業(yè)銀行如何結(jié)合自身特點(diǎn),改進(jìn)服務(wù)營(yíng)銷(xiāo),提高服務(wù)質(zhì)量和市場(chǎng)占有率,促進(jìn)利潤(rùn)增長(zhǎng),已成為亟需解決的問(wèn)題。本研究對(duì)于鞏固江蘇射陽(yáng)農(nóng)村商業(yè)銀行在縣級(jí)金融領(lǐng)域內(nèi)的地位,進(jìn)一步發(fā)揮好在“三農(nóng)”中的金融支撐作用具有重要現(xiàn)實(shí)意義。筆者采用文獻(xiàn)研究和調(diào)查研究方法,主要運(yùn)用商業(yè)銀行服務(wù)營(yíng)銷(xiāo)理論和7Ps營(yíng)銷(xiāo)理論,總結(jié)了江蘇射陽(yáng)農(nóng)村商業(yè)銀行服務(wù)營(yíng)銷(xiāo)現(xiàn)狀,分析了該行在服務(wù)營(yíng)銷(xiāo)上存在的問(wèn)題,并在分析該行服務(wù)營(yíng)銷(xiāo)內(nèi)外部環(huán)境的基礎(chǔ)上,針對(duì)問(wèn)題提出了該行服務(wù)營(yíng)銷(xiāo)策略的建議。近年來(lái),江蘇射陽(yáng)農(nóng)商銀行牢固樹(shù)立“服務(wù)三農(nóng)”理念,打造農(nóng)村微小企業(yè)服務(wù)載體平臺(tái),創(chuàng)新金融服務(wù)模式思路,充分發(fā)揮農(nóng)村金融主力軍作用,為射陽(yáng)縣經(jīng)濟(jì)社會(huì)發(fā)展以及新農(nóng)村建設(shè)發(fā)揮了積極作用。但目前該行在服務(wù)營(yíng)銷(xiāo)方面還存在產(chǎn)品缺乏創(chuàng)新、價(jià)格作用不明顯、渠道管理粗放、促銷(xiāo)思路陳舊、服務(wù)過(guò)程僵化、有形展示不充分等問(wèn)題。因此,江蘇射陽(yáng)農(nóng)村商業(yè)銀行應(yīng)采取加強(qiáng)服務(wù)產(chǎn)品創(chuàng)新、規(guī)范服務(wù)產(chǎn)品的定價(jià)、建立靈活的銷(xiāo)售渠道、實(shí)行多元化的促銷(xiāo)策略、改善服務(wù)過(guò)程、強(qiáng)化服務(wù)有型展示等服務(wù)營(yíng)銷(xiāo)策略。江蘇射陽(yáng)農(nóng)村商業(yè)銀行除了要采取上述服務(wù)營(yíng)銷(xiāo)策略外,還必須充分利用自身優(yōu)勢(shì)和特點(diǎn),完善人力資源構(gòu)成,優(yōu)化自身組織結(jié)構(gòu)、加強(qiáng)軟硬件基礎(chǔ)設(shè)施建設(shè)、推行電子信息化技術(shù)體系,只有這樣才能打造成具有區(qū)域特色的現(xiàn)代商業(yè)銀行。
[Abstract]:With the gradual opening to the outside world of China's banking industry, the development of Internet finance and the increasing number of banking institutions, the domestic banking industry is constantly facing new opportunities and challenges. Sheyang County is one of the top 100 counties in the national economy, with a good industrial development foundation, a wide distribution of state-owned commercial banks and other commercial banks, and fierce competition in the financial field. In the face of competition, how to improve service marketing, improve service quality and market share and promote profit growth in Sheyang Rural Commercial Bank of Jiangsu Province has become an urgent problem to be solved. This study has important practical significance for consolidating the position of Sheyang Rural Commercial Bank in the county level financial field and further exerting the financial support function in the "three rural areas". By using the methods of literature research and investigation, the author summarizes the current situation of service marketing of Sheyang Rural Commercial Bank in Jiangsu Province and analyzes the problems existing in service marketing of Sheyang Rural Commercial Bank of Jiangsu Province, mainly by using the theory of service marketing of commercial banks and the theory of 7Ps marketing. On the basis of analyzing the internal and external environment of the service marketing of the bank, the suggestions of the service marketing strategy of the bank are put forward. In recent years, Sheyang Agricultural and Commercial Bank of Jiangsu has firmly established the concept of "serving agriculture, rural areas and farmers", created a service carrier platform for rural micro-enterprises, innovated the thinking of financial service mode, and brought into full play the role of the main force of rural finance. Sheyang County for economic and social development and new rural construction played an active role. But at present, there are still some problems in service marketing, such as product lack of innovation, price function is not obvious, channel management is extensive, promotion ideas are outmoded, service process is rigid, visible display is not sufficient, and so on. Therefore, Jiangsu Sheyang Rural Commercial Bank should strengthen the innovation of service products, standardize the pricing of service products, establish flexible sales channels, carry out diversified promotion strategies, and improve the service process. Strengthen service marketing strategy, such as service display. In addition to the service marketing strategy mentioned above, Sheyang Rural Commercial Bank of Jiangsu Province must make full use of its own advantages and characteristics, perfect the composition of human resources, optimize its own organizational structure, and strengthen the construction of software and hardware infrastructure. Only in this way can the electronic information technology system be developed into a modern commercial bank with regional characteristics.
【學(xué)位授予單位】：揚(yáng)州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F274;F832.35

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本文編號(hào)：2173699