基于服務(wù)營銷理念的商業(yè)銀行重點客戶營銷流程重構(gòu).pdf

1、西南交通大學(xué)碩士學(xué)位論文基于服務(wù)營銷理念的商業(yè)銀行重點客戶營銷流程重構(gòu)姓名：莊偉凌申請學(xué)位級別：碩士專業(yè)：工商管理（MBA）指導(dǎo)教師：賈建民20040501ABSTRACTSincetheoperationsofChinesecommercialbanksbecamemarketoriented，competitivesituationamongcommercialbankshasgraduallydevelopedManyChines

2、ecommercialbanksbegintointroducesomeadvancedmarketingthoughtsandtheoriesHowevercomparedwiththedevelopmentofwesternbanks，theprocessofbanks’commercializingandmarketinginourcountryisrelativelylagged：theresearchofbanks’marke

3、tingstillstaysintheimitatingstage；manycommercialbanksjustintroducethetheoriesoftraditionalmarketingratherthancreatenewideas；themarketingpracticeofmanycommercialbanksismoregropingthanserveasstandardpaRernSothisthesisaimst

4、oanalyzethemarketingactivitiesofbanksfromtheperspectiveofservicesmarketingInaddition，arealmarketingcaseisprovidedfortheanalysisofMSbankGuangzhoubranch’scustomerservicesystem，ThisthesisconsistsofsixchaptersInthefirstthree

5、chapterstheauthordiscussesthetheoryofservicesmarketingandrelatedconceptsInthefollowingthreechapters，basedonthediscussionabove，theauthoranalyzesandevaluatestheprocessofreengineeringMSbankGuangzhoubranch’VIPservicessystemT

6、hefirstchapteranalyzestheoperatingbackgroundofservicesmarketingofdomesticcommercialbanks，andthenpointsoutthatitisnecessaryandsignificanttolaunchanddevelopservicesmarketingforChinesecommercialbanksThesecondchapterfirstint

7、roducestheconceptandcharacteristicsofcommercialbanks’servicesmarketing，thenpresentstheevolutionofwesternbanks’marketingtheories，andthedevelopmentofChinesecommercialbanks’marketingconceptionThethirdchapterputsforwardsomee

8、ssentialconceptsconcerningservicesmarketingsuch硒bankservices，serviceschannel，servicesexpression，customersrelationshipconstruction，andsoonFromthefourthchaptegthepapertumstoeaseanalysisfrompuretheorydiscussionThefourthchap

9、terintroducestheformercustomerservicessystemofMSbankGuangzhoubranch：theelementarycustomermanagersystem，whichisbankingproducts，promotinnoriantedanddiscussestheformerservicessystem’sproblemsbymeansofthegapmodeloftheservice

10、sexperience，thendescribestheVIPcustomers’servicessystemThefifthchapter，whichtogetherwiththefourthchaptertriestomakeacomprehensiveexplorationofcustomers’servicesystemanditsoperation，analyzestheprocessreengineeringandimple