论商业银行的服务营销分析研究 工商管理专业VIP免费

论商业银行的服务营销摘要商业银行业应用服务营销观念是以客户为中心，服务营销理论已成为指导各国银行业开展业务活动，获得竞争优势的重要战略。作为产品的外延概念，它使看似相同的产品所包含的内容可能大相径庭，良好的服务能使企业品牌和形象实现增值，大大提高市场竞争力。在市场环境下，国内用户的购买心理由过去偏重产品质量，演变到不仅重视产品本身，同样重视服务。长期以来我国各商业银行主要靠利差来获得盈利，并不重视银行的营销行为，更未能形成一套完整的营销运行体系然，而随着国有商业银行商业化进程的加快以及新兴商业银行的迅猛发展，各商业银行之间的竞争骤然加剧，因此如何促进对商业银行服务营销的研究与运用以及尽快提高商业银行的服务营销水平，已成为我国银行界当前所面临的一个极其重要的现实性问题。本文就对我国商业银行服务营的现状及存在的问题进行分析，并在此基础上提出相应的建议。关键词：商业银行，服务营销MarketingservicesofcommercialbanksABSTRACTApplicationofcommercialbankingservicestothemarketingconceptisbasedoncustomer-centric,servicemarketingtheorytoguideStatesinthebankingindustryhasbecomeoperationalactivities,wasanimportantstrategiccompetitiveadvantage.Asanextensionoftheconceptofproducts,whichproductsappeartocontainthesamecontentmaybedifferentfrom,andgoodservicetoenablebusinessestoachievevalue-addedbrandsandimage,thusenhancingmarketcompetitiveness.Inthemarketenvironment,thepurchaseofdomesticusersfromthepreviousemphasisonthepsychologicalqualityofproductshasevolvedintonotonlytheproductitself,thesameemphasis.Alongperiodoftimeinourcountrydependsmainlyoncommercialbankstoobtainaprofitmargin,notthebank'smarketing,butalsofailedtoformacompletesetofmarketingoperationofthesystemran,andwiththestate-ownedcommercialbankstospeedupthecommercializationprocessaswellastheemergingcommercialbanksTherapiddevelopmentofcommercialbankssharplyincreasedcompetition,sohowtopromotethemarketingofcommercialbankingservices,aswellastheresearchandtheuseofcommercialbanksassoonaspossibletoraisethelevelofservicemarketinghasbecomeChina'sbankingsectoriscurrentlyfacinganextremelyimportantpracticalissues.Inthispaper,China'scommercialbankingservicestothebusinessofthecurrentsituationandproblemsofanalysisand,inthisbasedonrecommendationsaccordingly.Keywords：commercialbanks,servicemarketing目录一、商业银行服务营销概述...............................................................1（一）服务营销的概念.................................................................1（二）服务在市场营销中的作用.........................................................1（三）商业银行引入服务营销的原因分析.................................................21.商业银行引入服务营销的外部原因...................................................22.商业银行引入服务营销的内在原因...................................................2二、中国的商业银行在开展服务营销中的现状及存在的问题...................................2（一）服务营销措施不完善.............................................................2（二）服务意识和专业度有待加强.......................................................2（三）服务示范服务细节需注意.........................................................3三、提高我国商业银行服务营销能力的建议.................................................3（一）在服务营销的措施方面的建议.....................................................31.建立各自银行良好的企业文化.......................................................32.对客户群进行细分......................................