本文選題：湖南郵政 + 個人理財業(yè)務(wù)　； 參考：《湖南大學(xué)》2014年碩士論文

【摘要】：隨著國民收入的穩(wěn)步提高和國家社會保障體制的變革,人們面臨住房、醫(yī)療、教育、養(yǎng)老等諸多問題和選擇,單純依靠工資收入已難以滿足生活需求；銀行傳統(tǒng)的儲蓄類業(yè)務(wù)也已很難滿足客戶的金融需求。因此,國內(nèi)商業(yè)銀行紛紛推出個人理財業(yè)務(wù)。該業(yè)務(wù)也成為商業(yè)銀行能否在市場競爭中搶占先機(jī)、贏得客戶的關(guān)鍵點,成為衡量商業(yè)銀行核心競爭力水平的重要指標(biāo)。 服務(wù)營銷作為從市場營銷演變而來的新型營銷模式,在國外銀行業(yè)已有較成熟的應(yīng)用,但在國內(nèi)還只是摸索實踐階段。郵政金融雖然自1986年恢復(fù)開辦,但涉足個人理財業(yè)務(wù)的時間僅短短幾年,起步較晚,因此,服務(wù)營銷對于郵政金融是一種全新的營銷模式。本文嘗試討論在郵政金融個人理財業(yè)務(wù)的發(fā)展上,引入服務(wù)營銷理念,為提升郵政金融市場競爭力提供一種新的思路。 本文以7PS理論為基礎(chǔ),分析了湖南郵政金融的內(nèi)外環(huán)境、個人理財業(yè)務(wù)的現(xiàn)狀,并運用服務(wù)差距模型,找到業(yè)務(wù)發(fā)展上的差距,有力闡述了服務(wù)營銷對郵政金融發(fā)展個人理財業(yè)務(wù)的重要性；通過分析湖南郵政金融的市場定位、目標(biāo)客戶,制定了個人理財業(yè)務(wù)服務(wù)營銷策略,重點強調(diào)應(yīng)發(fā)揮郵政金融各渠道作用,通過功能分區(qū)的合理布局和營造營銷氛圍,重塑物理網(wǎng)點的對外展示形象；組建具有專業(yè)素質(zhì)的服務(wù)營銷人員隊伍,按照標(biāo)準(zhǔn)的服務(wù)營銷流程實現(xiàn)規(guī)范的服務(wù)營銷行為,為客戶提供卓越的服務(wù),化服務(wù)為銷售。 最后文章提出了湖南郵政金融個人理財業(yè)務(wù)服務(wù)營銷策略的實施步驟、實施措施,并對實施效果進(jìn)行了評價,為湖南郵政金融個人理財業(yè)務(wù)的快速發(fā)展提出了建議和參考。
[Abstract]:With the steady increase of national income and the reform of the national social security system, people are faced with many problems and choices, such as housing, medical treatment, education, old-age care and so on. The bank's traditional savings business has also been difficult to meet the financial needs of customers. Therefore, domestic commercial banks have launched personal finance business. This business has also become the key point for commercial banks to seize the market competition and win customers, as well as an important index to measure the level of core competitiveness of commercial banks. Service marketing, as a new marketing model evolved from marketing, has been applied in foreign banking industry, but it is still a practical stage in China. Although postal finance has been opened since 1986, it has been involved in personal finance business for only a few years and started late. Therefore, service marketing is a brand new marketing mode for postal finance. This paper attempts to discuss the development of personal financial services in postal finance, introducing the concept of service marketing, and providing a new way of thinking for improving the competitiveness of postal financial markets. Based on the theory of 7PS, this paper analyzes the internal and external environment of Hunan Post Finance, the present situation of personal finance business, and applies the service gap model to find the gap in the development of business. This paper expounds the importance of service marketing to the development of personal finance business in postal finance, and formulates the service marketing strategy of personal finance business by analyzing the market orientation and target customers of Hunan postal finance. Emphasis should be placed on giving play to the role of various channels of postal finance, remolding the external display image of the physical network through the rational distribution of functional divisions and creating a marketing atmosphere, and establishing a team of service marketers with professional qualities, According to the standard service marketing process to achieve standardized service marketing behavior, to provide customers with excellent service, service to sales. Finally, the paper puts forward the implementation steps and measures of Hunan Post Financial personal Finance Service Service Marketing Strategy, and evaluates the effect of the implementation, and puts forward suggestions and references for the rapid development of Hunan Post Financial personal Finance Business.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F618.3;F832.2

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