【作者】 何磊；

【导师】 张德鹏；

【作者基本信息】 广东工业大学 ， 企业管理， 2003， 硕士

【摘要】 自我国商业银行开始向市场化经营转型以来，商业银行之间逐步呈现出竞争性发展态势，国内各商业银行开始引入营销思想及理论。相对于国外银行业的发展，我国银行业的商业化及市场化进程相对滞后，银行营销领域的研究仍然停留在西方营销手段的引入及传统营销理论的模仿阶段，各商业银行的营销实践还处于摸索阶段。因此，本文旨在从服务营销的角度出发，对商业银行的营销活动进行新的阐述。 本文分五章阐述，在绪论部分，本文分析了国内商业银行开展服务营销的背景，从金融深化及开放的趋势，金融需求的多元化，以及银行竞争格局的形成几个角度，指出了国内商业银行开展服务营销的必要性。在商业银行服务营销的发展与演变一章中，本文从商业银行服务营销的概念、商业银行服务营销的特点两个方面进行了阐述，并分析了西方银行营销理论从萌芽阶段、发展阶段至成熟阶段的演进，以及我国商业银行营销观念的发展。在国内外商业银行服务营销比较分析一章中，本文分析了国内外商业银行的服务营销现状，对国内外商业银行的服务营销优劣势进行了比较，一方面指出了近些年来国外商业银行在服务营销上采取的举措及新动向，另一方面对比分析了国内外商业银行在服务营销上的优势及劣势，并通过爱立信的案例说明外资银行已经开始利用服务营销上的优势来与国内银行争夺客户。 在商业银行服务营销要素分析一章中，本文提出了商业银行服务营销的5项要素；银行服务、服务渠道、服务表现、传播与沟通、客户关系建设。至于银行服务的定价，由于目前国内商业银行在重要产品的定价上仍缺乏自主性，故本文未将之作为单独的服务营销要素提出，而是包含在银行服务这一要素之中。在商业银行服务营销对策一章中，本文从商业银行是服务性企业为立足点，以客户为中心对商业银行的服务表现进行了设计，并提出了服务渠道多元化、服务信息化，实施客户关系管理，加强银行品牌建设，以及积极开展中间业务，发展与其他金融机构的关系等几项服务营销策略。更多还原

【Abstract】 Since Chinese commercial banks change into the operation style of marketing, competitive situation among commercial banks begin to develop. Marketing thoughts and theories have been introduced into commercial banks. Compared with the development of western banks, the process of banks’ commercializing and marketing in our country is relative laggard. The research field of banks’ marketing still stays in imitating stage. Many commercial banks just lead into the theory of traditional marketing. The marketing practice of our commercial banks is still in grope stage. So, this paper wants to analyze the marketing activities of banks from the angle of services marketing.The paper mainly includes 5 chapters. The first chapter, introduction, analyzes the background of services marketing of domestic commercial banks from the diversity of financial demands, financial deepening and opening, as well as forming of banks’ competitive layout. The paper also points out that the necessaries of domestic commercial banks’ services marketing. In the second chapter, the paper explains the concept of banks’ services marketing, the characteristics of financial products, and the characteristics of commercial banks’ marketing. The paper analyzes the development of western banks’ marketing theory from sprout stage, developing stage to mature stage, and the development of marking thoughts of country commercial banks.In the third chapter, the paper analyzes present situation of services marketing for domestic and international commercial banks. On the one hand, the paper points out the new trend that is adopted on services marketing by commercial banks. On the other hand, the paper analyzes the strength and weakness of international and domestic commercial banks on services marketing. From the case of Ericsson, the paper shows that international commercial banks have begun to grab customers with domestic commercial banks.Based on the analysis above, in the fourth chapter, the paper suggests five essential factors of services marketing. It includes bank services, services channel,services expression, communication and spread, and the management of customers’ relationship. As to the price of bank service, because present domestic commercial banks still lack autonomy on the price of important product, the paper doesn’t make it as an individual factor of services marketing put forward. It is contained in the bank services.In the last chapter, based on the opinions that banks are service enterprises, the paper designs the service expression with the center of customers for commercial banks. At last, the paper puts forward several solutions of services marketing for domestic commercial banks, including the diversity of service channels, informative services process, implementing the management of customer relationship, reinforcing the brand of banks, as well as developing intermediate business actively, developing relationship with other financial organizations.更多还原