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XXXXX 学 院

毕 业 论 文

作 者： 学 号：

院(系)部： 经济管理大学 专 业： 市场营销 题 目： XX银行xx分行服务营销策略研究

指导者：

评阅者：

XX 年 XX月 XX

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目 录

毕业论文中文摘要 ················································································ 1 毕业论文外文摘要 ················································································ 2 一、银行服务营销的基本概念 ········································································· 3 （一）银行服务营销的定义 ········································································· 3 （二）银行服务营销的特点 ········································································· 3 （三）银行服务营销的目的 ········································································· 4 二、XX银行XX分行的概况 ············································································ 5 三、XX银行XX分行营销环境分析 ··································································· 5 （一）宏观环境分析 ·················································································· 5 （二）微观环境分析 ·················································································· 7 四、XX银行XX分行服务营销中存在的问题 ······················································· 9 （一）服务理念陈旧 ·················································································· 9 （二）硬件设施跟不上服务要求 ································································· 10 （三）产品和服务缺少差异化 ···································································· 10 （四）服务过程不理想 ············································································· 11 （五）银行品牌建设薄弱 ·········································································· 12 五、XX银行XX分行服务营销策略解决方案 ····················································· 12 （一）建立银行服务标准，形成崭新的服务理念 ············································ 12 （二）加强网点硬件设施建设 ···································································· 13 （三）实施差异化营销 ············································································· 14 （四）改善服务过程，提高服务质量 ··························································· 15 （五）用广告策略加强银行品牌建设 ··························································· 16 六、结束语 ······························································································· 16 参考文献 ·································································································· 16 附件 ········································································································ 17 致谢 ········································································································ 21

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毕 业 论 文 中 文 摘 要

随着经济全球化的推进，中国金融市场进一步发展，金融市场的竞争将变得越来越激烈，XX银行XX分行面临着前所未有的机遇和挑战，面对了来自市场、消费者以及竞争对手的重重压力。由于国内商业银行间的金融产品和服务雷同严重，竞争力并没有显著的差别，为了能更好地服务客户并提升银行自身的综合实力，银行服务营销成为了XX银行XX分行的重要营销手段。 本文从银行服务营销本身的定义、特点及目的出发，结合XX银行XX分行的营销环境现状，分析了其在实施服务营销的过程中存在的几个主要问题，最后，指出XX银行XX分行应该如何通过实施有效的服务营销策略来实现营销制胜。 关键词：XX银行XX分行;服务营销；策略 1