招商银行服务营销存在的问题及对策研究

招商银行服务营销存在的问题及对策研究

——以西安友谊路支行为例

摘要

随着经济的不断发展，银行作为服务业的特质越来越显著。如何有效开展营销已经成为了国内外商业银行共同关注的问题。然而现有的源自一般工商企业营销理论的银行市场营销还无法突出这一特质。

本文正是针对银行市场营销理论的局限性，参考新兴的服务营销理论，提出了以服务营销为中心，构建银行营销新体系的建议。本文首先系统阐述了银行服务营销的概念，进而探讨了银行市场营销理论以及新兴的服务营销理论，并以银行服务的基本特征为依据，构建了银行服务营销策略体系。为使银行服务营销理论成为一个完整的与实践相结合的体系，本文以招商银行为例，指出其在服务营销方面的不足之处，分析了招商银行服务营销策略在实践中的应用，并做出深层分析，加快创新，提出招商银行营销的新发展思路。

与西方发达国家商业银行相比，我国商业银行在营销领域的发展程度还很低。本文实施银行服务营销，不仅可以更好的发挥银行作为服务业的竞争优势，而且它强调人在营销中的作用，从而可以更好的协调银行内外部的各种关系，更有效的达成营销的目标。

关键字：服务营销,商业银行,市场营销

The Problems and Strategy of the Retail Business Services of the China Merchants Bank——Example of Branch in

Youyi Road

Abstract

How to develop marketing has become a common concern for domestic and overseas commercial bank with the development of economy, the features of service for bank is obvious. However marketing theory of industrial and commercial enterprises can not break through the feature.

The paper studies the restriction of bank marketing theory by means of new service marketing theory to come up with suggestions about new bank marketing system. The implement of bank service marketing coordinates the relationships of inside and outside divisions in bank to achieve marketing goal.

The paper first analyses the concept of bank service marketing, marketing theory and new service marketing theory based on basic features of bank service to build a strategy system for bank service marketing., marketing theory and new service marketing theory based on basic features of bank service to build a strategy system for bank service marketing. In order to make bank service marketing theory become a complete system which is related with practicing, the paper as the case of CMB analyzes the application of the practice about service marketing strategy. Compared with western commercial bank, commercial bank in China developed slowly in the marketing field. The paper point out the disadvantages of service marketing and make a deep analysis of speeding up innovations to come up with new development thinking.

Key Words: Service marketing, Commercial Banks, The market marketing

目录

摘要 ................................................................................................................................................ I Abstract ............................................................................................................................................ II 目录 ............................................................................................................................................ I II 1 绪论 . (1)

1.1研究背景 (1)

1.2研究的意义及目的 (1)

1.2.1研究的意义 (1)

1.2.2研究的目的 (2)

1.3 研究方法 (3)

1.4 研究内容及总结 (3)

2相关理论综述 (5)

2.1概念界定 (5)

2.1.1服务营销 (5)

2.1.2 商业银行 (5)

2.2商业银行服务营销的特点 (5)

2.3服务营销在市场营销中的作用 (6)

2.4 国内外商业银行服务营销的研究现状 (7)

2.4.1西方发达国家商业银行服务营销的研究现状 (7)

2.4.2我国商业银行服务营销的研究现状 (9)

3 招商银行西安友谊路支行服务营销现状及存在问题 (12)

3.1招商银行简介 (12)

3.2招商银行服务营销现状 (13)

3.3 问卷设计和调查 (15)

3.3.1调查方法与过程 (15)

3.3.2 问卷设计内容 (15)

3.3.3 问卷调查 (15)

3.4招商银行西安友谊路支行服务营销存在的问题 (16)

3.4.1服务营销的意识不强 (16)

3.4.2客户维护意识与管理薄弱 (17)

3.4.3服务质量和效率低下 (18)

3.4.4电子银行和自助设备使用率不高 (19)

3.4.5银行承诺与客户满意度之间的差距 (20)

4 服务营销问题产生的原因及对策 (21)

4.1原因分析 (21)

4.1.1员工参与热情较低，业务技能培训流于形式 (21)

4.1.2营销策略缺乏战略性 (21)

4.1.3内部支持配合不够，造成服务效率较低 (22)

4.1.4机具设备有待更新，客户对自助服务接受程度不高 (22)

4.1.5缺乏针对目标客户的细致研究 (23)

4.2对策与建议 (23)