网点转型背景下零售行服务营销的研究毕业论文.docx

PAGE \* MERGEFORMAT23 网点转型背景下零售银行服务营销的研究 学校：山东大学 学院：管理学院 专业：市场营销 学号：201000272212 姓名：王明旭 导师：徐莉 摘要 本文主要围绕网点转型背景下我国零售银行的服务营销策略和模式进行探究，以期为零售银行未来的服务营销的实践提供参考。 伴随着金融行业内利率市场化、金融脱媒、金融混业经营以及商业银行客户地位和需求的变化，同时外资银行的进入使得银行竞争白热化，商业银行战略转型势在必行。这主要表现在：零售银行将代替批发银行占据主导地位；银行物理网点由账务处理—产品销售—财富管理的转变。近几年，我国的零售银行开始广泛的的开展服务营销，取得较大进步的同时也面临着升级的困境。服务营销是最适合零售银行的经营管理模式，银行应当根据自身业务结构调整的变化创新服务营销的实践。本文为我国零售银行服务营销的开展构建了基本理论框架，同时结合国内商业银行近年来营销的发展状况和实践作了总结和分析，为我国零售银行服务营销策略的实施提出方向性的思路。 关键词：商业银行 零售银行 服务营销 Abstract Under the background of bank branches transformation, this thesis studies the service marketing strategies and modes of retailing banks in order to provide retailing banks with reference and advice in their future service marketing practices. With the marketization of interest rate, financial disintermediation, financial mixed operation, the change in clients’ status and their demands as well as the entry of foreign banks, the competition between banks are becoming more and more intense, so the transformation in marketing strategies of commercial banks are imperative. The transformation includes the following two aspects. First, retailing banks will play a leading role in place of wholesale banks. Secondly, the business of physical bank branches will take the change of accounting treatment—products sales—wealth management.In recent years, retailing banks in China are developing service marketing. They have made great progress in service marketing but at the same time they are faced with the difficulty in upgrading it. Service marketing is the best management mode of retailing banks. This thesis builds a basic theoretical framework for service marketing, makes an analysis and summarize of the development and practice of service marketing and provides retailing banks with directive advice of how to put service marketing strategies into practices . Key Words: Commercial Bank，Retail bank，Service Marketing 目录  TOC \o 1-3 \h \z \u  HYPERLINK \l _Toc386651229 1.绪论  PAGEREF _Toc38665122