中国商业银行的服务营销研究-以招商银行为例

本科论文摘 要互联网的发展使得我国商业银行不管是营销理念还是营销方式都在发生着很大的变化，存在创新点同时也存在不足，但本质都离不开服务，因此服务在建立其品牌过程中的作用尤为突出，招商银行便是新形势下改革的代表之一，因此本文以招商银行为例具体就其服务营销模式展开研究，首先围绕招商银行的现状，研究招行是如何突出重围积极实行改革的，在改革过程中又是如何以创新为出发点积极探索新型市场营销机制的。其次在现状研究的基础上，分析了招行在网络广告投入、员工内部营销以及品牌深化等方面的突出问题，最后依据全文，从差异化角度、增长型角度和多元化角度提出招商银行服务营销的提升建议。关键词：商业银行，招商银行，服务营销，改革创新本科论文AbstractWith the development of the Internet, great changes have taken place in both the marketing concept and the marketing method of commercial banks in China. There are innovations and deficiencies at the same time, but the essence of the service cannot be separated from the service. Therefore, the service plays a particularly prominent role in the process of establishing its brand. China Merchants Bank is one of the representatives of the reform under the new situation. Therefore, this paper takes China Merchants Bank as an example to carry out a specific study on its service marketing mode. First, it focuses on the current situation of China Merchants Bank, and studies how China Merchants Bank highlights the tight encirclement and actively implements the reform, and how to actively explore the new marketing mechanism with innovation as the starting point in the reform process. Secondly, on the basis of current research, this paper analyzes the prominent problems of CMB in the aspects of online advertising investment, internal marketing of employees and brand deepening. Finally, according to the full text, it puts forward suggestions on the promotion of CMB's service ma...