[论文]中国建设银行服务营销策略研究

中国建设银行服务营销策略研究

摘要

中国建设银行(China Construction Bank）成立于1954年10月1日(当时名称为中国人民建设银行，1996年3月26日更名为中国建设银行)。简称建行或者建设银行。中国建设银行股份有限公司是一家在中国市场处于领先地位的股份制商业银行，为客户提供全面的商业银行产品与服务。是国有五大商业银行之一，在中国五大银行中排名第二。主要经营领域包括公司银行业务、个人银行业务和资金业务，多种产品和服务(如基本建设贷款、住房按揭贷款和银行卡业务等)在中国银行业居于市场领先地位。中国建设银行拥有广泛的客户基础，与多个大型企业集团及中国经济战略性行业的主导企业保持银行业务联系，营销网络覆盖全国的主要地区，设有约13629家分支机构，在香港、新加坡、法兰克福、约翰内斯堡、东京、首尔和纽约设有海外分行，在伦敦设有子银行，在悉尼设有代表处。建设银行的子公司包括中国建设银行(亚洲)股份有限公司、建银国际(控股)有限公司、中德住房储蓄银行有限责任公司、建信基金管理有限责任公司和建信金融租赁股份有限公司。

改进银行服务环境，满足人们日益增长的金融服务需求，是中国银行业面临的重要任务。全面提高对个人客户的销售与服务能力，实现个人银行业务快速发展，是建行服务策略与发展的关键举措。

关键字:建行;服务营销;策略

abstract

China Construction Bank was founded on October 1, 1954 (then known as the people's Construction Bank of China, renamed as China Construction Bank on March 26, 1996). Referred to as China Construction Bank or China Construction Bank. China Construction Bank Co., Ltd. is a leading joint-stock commercial bank in the Chinese market, providing customers with comprehensive commercial bank products and services. It is one of the top five state-owned commercial banks, ranking second among the top five banks in China. The main business areas include corporate banking, personal banking and capital business, and a variety of products and services (such as capital construction loans, housing mortgage loans and bank card business)

occupy a leading position in the Chinese banking industry. China Construction Bank has a broad customer base, maintains banking business contacts with a number of large-scale enterprise groups and leading enterprises in China's economic and strategic industries. Its marketing network covers major regions of the country, with about 13629 branches, overseas branches in Hong Kong, Singapore, Frankfurt, Johannesburg, Tokyo, Seoul and New York, and subsidiaries in London With a representative office in Sydney. The subsidiaries of CCB include China Construction Bank (Asia) Co., Ltd., CCB International (Holdings) Co., Ltd., Sino German Housing Savings Bank Co., Ltd., CCB Fund Management Co., Ltd. and CCB Financial Leasing Co., Ltd.

It is an important task for China's banking industry to improve the banking service environment and meet people's growing demand for financial services. It is the key measure of CCB's service strategy and development to comprehensively improve the sales and service ability of individual customers and realize the rapid development of personal banking business.

Keywords: CCB; service marketing; strategy

目录

第一章绪论 (1)

1.1研究背景及意义 (1)

1.1.1研究背景 (1)

1.1.2研究意义 (1)

1.2研究内容及方法 (1)

1.2.1研究内容 (1)

1.2.2研究方法 (2)

1.3文献综述 (2)

1.3.1国外银行服务营销策略相关研究 (2)

1.3.2国内银行服务营销策略相关研究 (3)

第二章服务营销相关理论概念 (3)

2.1服务营销概述 (3)

2.1.1服务营销的一般特点 (3)

2.2 STP营销组合理论 (4)

2.3 7Ps营销组合理论 (5)

第三章中国建设银行服务营销环境分析 (5)

3.1中国建设银行简介 (5)

3.2宏观环境分析 (6)

3.2.1政策法律环境分析 (6)

3.2.2经济环境分析 (6)

3.2.3社会环境分析 (7)

3.2.4技术自然环境分析 (7)

3.3微观环境分析 (7)

3.3.1企业内部分析 (7)

3.3.2竞争者分析 (7)

3.3.3顾客分析 (8)

3.4中国建设银行SWOT分析 (8)

3.4.1优势 (8)