市场营销专业 R银行服务营销策略研究分析VIP专享VIP免费

题目：R银行服务营销策略研究摘要随着改革开放的深入，我国的经济体制已经基本完成了由计划经济向市场经济的转变。在市场经济体制的作用下，金融市场也随之发展完善。但是国内银行所提供的大部分金融产品，仍然存在诸如产品不够丰富，同质化现象明显，产品吸引力较弱等问题，激烈的竞争往往发生在相对集中的部分领域，所以各银行之间为了提高自身的竞争力，纷纷把目光聚焦在服务上，如何提升自身服务质量，满足客户，实现盈利目的，所以服务营销策略成为很多银行的重点研究策略之一。服务和营销是相辅相成的关系，好的服务可以更好的促进营销，在营销中也必须做好服务，这样才能使客户满意，提高企业盈利。本文在实习的过程中，不断收集资料和分析，结合所学专业知识和R银行目前的经营现状，分析其存在的问题和产生问题的原因，并提出针对性对策，希望能够帮助R银行在服务营销方面有所改善。关键词：R银行；服务营销；客户满意度研究；ResearchonmarketingstrategyofRbankingservicesAbstract：Inrecentyears,China'smarketeconomicsystemcontinuestoimprove,thefinancialmarketcontinuestodevelop,thefinancialmarketcompetitionisincreasinglyfierce.Butprovidedthebulkofthefinancialproducts,domesticBanksstillexist,suchastheproductisnotenoughrich,thehomogeneityphenomenonisobvious,theproductappealsuchproblemsasweak,fiercecompetitiontendtooccurinthepocketsofrelativelyconcentrated,soinordertoimprovetheircompetitivenessbetweenBanks,havefocusedontheservice,howtoimprovetheirservicequality,satisfythecustomer,profitablepurpose,sotheservicemarketingstrategytobecomeoneofthekeyresearchstrategiesofmanyBanks.Serviceandmarketingarecomplementarytoeachother.Goodservicecanbetterpromotemarketing,andgoodserviceisalsonecessaryinmarketing,soastosatisfycustomersandimprovecorporateprofits.Duringtheinternship,thispapercontinuouslycollecteddataandanalyzed,combinedwiththeprofessionalknowledgelearnedandthecurrentoperationsituationofRbank,analyzedtheexistingproblemsandthecausesoftheproblems,andputforwardtargetedcountermeasures,hopingtohelpRbankimproveitsservicemarketing.Keywords：RBank;servicemarketing;customersatisfactionresearch;目录摘要...............................................................ⅠAbstract................................................................Ⅱ.......................................................1..................................1....................1................................1................................1..................2................................2.........................2.........................................3..............................................3.......................................3.......................................3.......................................4................................4....................................4................................6..................................6..................................6..................................6..................................7..................................8.....................................8................8..................9...........10...10..................11.....................11.........................11（五）12（六）..................12（七）..................12..............14.........................14.......................14.......................1415..................................................15.....................15.......................15................................15..............1515.......16................