發(fā)布時(shí)間：2018-03-21 01:40

  本文選題：工商銀行　切入點(diǎn)：私人銀行業(yè)務(wù)　出處：《吉林大學(xué)》2017年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：近幾年,中國(guó)經(jīng)濟(jì)的飛速發(fā)展促使居民的財(cái)富明顯上升,也帶動(dòng)了私人銀行業(yè)務(wù)的蓬勃發(fā)展。私人銀行業(yè)務(wù)已經(jīng)成為國(guó)內(nèi)各大銀行加強(qiáng)盈利能力、提升核心競(jìng)爭(zhēng)力和優(yōu)化銀行業(yè)務(wù)結(jié)構(gòu)的戰(zhàn)略方向,各大銀行紛紛投入巨資,樹(shù)立了自己的私人銀行品牌形象并取得了一定的成效。然而在激烈的同業(yè)競(jìng)爭(zhēng)中,私人銀行作為新型的金融服務(wù)機(jī)構(gòu),最顯著的變化就是:營(yíng)銷(xiāo)和服務(wù)在其成功因素中的地位越來(lái)越重要,它們?cè)阢y行創(chuàng)收方面的貢獻(xiàn)日益凸顯。本文從服務(wù)營(yíng)銷(xiāo)理論把銀行服務(wù)同樣當(dāng)作產(chǎn)品來(lái)看,將從7Ps的多個(gè)方面論述,讓服務(wù)源于內(nèi)而外于形,讓高凈值客戶真正體會(huì)到私人銀行的價(jià)值所在。中國(guó)工商銀行吉林省分行營(yíng)業(yè)部作為長(zhǎng)春地區(qū)一家具有影響力的金融機(jī)構(gòu),開(kāi)設(shè)私人銀行中心只有僅兩年多的時(shí)間,非常迫切地想要開(kāi)拓長(zhǎng)春地區(qū)的私人銀行市場(chǎng)。本文通過(guò)對(duì)服務(wù)營(yíng)銷(xiāo)理論、7Ps理論、私人銀行服務(wù)營(yíng)銷(xiāo)獨(dú)特性等方面的研究,力爭(zhēng)在理論與實(shí)踐相結(jié)合的基礎(chǔ)上,從而找出其私人銀行基本業(yè)務(wù)在目前發(fā)展的狀況和問(wèn)題,通過(guò)STP優(yōu)化以后再做相關(guān)分析,利用7Ps服務(wù)銷(xiāo)售理論知識(shí)來(lái)提出應(yīng)對(duì)之策。最后,對(duì)銀行內(nèi)部每個(gè)等級(jí)層次的營(yíng)銷(xiāo)部門(mén)進(jìn)行了優(yōu)化和改進(jìn),確定了各自的作用和責(zé)任、加快培養(yǎng)私銀中的專(zhuān)業(yè)性銷(xiāo)售英才、不間斷地優(yōu)化和改進(jìn)考核評(píng)估制度、健全私銀業(yè)務(wù)營(yíng)運(yùn)管理系統(tǒng)、健全私銀增值服務(wù)系統(tǒng)等進(jìn)行分析以后,提出要監(jiān)督管控營(yíng)銷(xiāo)計(jì)策的建議,進(jìn)而為中國(guó)工商銀行吉林省分行營(yíng)業(yè)部私人銀行業(yè)務(wù)的發(fā)展提供幫助。
[Abstract]:In recent years, the rapid development of China's economy has led to a marked increase in the wealth of residents, and has also led to the vigorous development of private banking, which has become a major domestic bank that has strengthened its profitability. In order to enhance the core competence and optimize the banking business structure, the major banks have invested a lot of money, established their own brand image of private banks and achieved certain results. However, in the fierce competition among the same industry, The most significant change for private banks as a new type of financial services institution is the growing importance of marketing and services in their success. Their contribution to bank income generation is becoming more and more prominent. In this paper, banking services are also treated as products from the perspective of service marketing theory, and will be discussed from several aspects of 7Ps, so that services can be derived from inside and out of form. Let the high net worth customers really realize the value of private banks. As an influential financial institution in Changchun, the Business Department of the Jilin Branch of the Industrial and Commercial Bank of China has only opened a private banking center for just over two years. It is very urgent to open up the private banking market in Changchun. Through the research on the service marketing theory 7Ps and the uniqueness of private bank service marketing, this paper tries to combine theory with practice. In order to find out its private bank basic business in the current development of the situation and problems, through the STP optimization after the relevant analysis, using 7Ps service sales theory to put forward countermeasures. We have optimized and improved the marketing departments at each level within the bank, determined their respective roles and responsibilities, accelerated the training of professional sales talents in private banking, and continuously optimized and improved the appraisal and evaluation system. After analyzing the operation management system and value-added service system of private bank, the author puts forward some suggestions on how to supervise and control the marketing strategy, thus providing help for the development of private banking business in the business department of Industrial and Commercial Bank of China Jilin Province Branch.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F832.33;F274

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本文編號(hào)：1641692