摘要
I
摘要
在我国社会经济转型的背景之下，国家的社会经济开始步入新常态，在此
基础之上，我国商业银行之间的竞争也变得尤为激烈，当前商业银行的竞争不
仅仅是国有银行竞争，更多，还包括国有银行与商业银行之间的竞争，在激烈
的竞争背景之下，境外众多商业银行都尝试以服务营销为导向来调整整个商业
银行的竞争体系和营销中心。在此基础之上，中国国内的一些中小型银行也开
始通过利用服务营销活动迅速的发展起来，这在很大程度上为我国商业银行的
发展带来了巨大的挑战，也赢得了极大的机遇。近些年来，我国各大商业银行
纷纷通过改制完成上市，在经营的过程当中普遍地存在着服务意识淡薄金融产
品同质化现象严重的问题，服务营销的管理理念仍然没有树立开来，与境外的
商业银行甚至是国内的一些新兴商业银行相比都存在着诸多差距。以交通银行
为例，交通银行是当前我国开展服务营销最为成功的一家银行，在实际业务开
展的过程当中，服务营销理念并没有贯彻到银行内部的方方面面，仍然没有摆
脱“银老大”的姿态，服务意识相对比较淡薄。但是不可否认的是，任何一个
事物的发展都是由量变到质变的过程，经营理念的转变也绝不可能一蹴而就，
而基层之行如何执行服务营销理念，在很大程度上会影响整个银行服务营销理
念的树立以及其公众印象，因此，作为商业银行的一线作战部门，支行的服务
营销能力进行研究就显得尤为必要，具有一定的现实意义和理论意义

正是基于这样的情况，本文将从服务营销的视角，首先整理了国内外专家
学者有关服务营销的研究成果，详细介绍了服务营销的相关理论，包括关系营
销理论、内部营销理论、服务利润链理论，在这样的角度下，介绍了国内外优
秀的商业银行美国花旗银行以及香港银行的营销服务实践。在此基础之上，笔
者结合自身在交通银行陕西省分行的工作经验，来详细的探究交通银行陕西省
的发展历程以及发展的总体特点，交通银行陕西省分行的服务营销现状进行概
述，指出交通银行陕西省分行服务营销当中所存在的问题，包括服务营销观念、
内部关系营销问题、客户发展问题、产品单一与定价缺位、渠道和促销手段单
一五个方面。最后针对于这些问题，结合国内外优秀商业银行的发展经验，交
通银行陕西省分行服务营销策略，建议树立以客户为中心的服务营销理念、差西安电子科技大学硕士学位论文
II
异化的服务营销策略、提高客户的让渡价值、使用关系营销、服务产品创新策
略，针对于这些服务营销策略提出交通银行陕西省分行服务营销策略的实施保
障

由于本人的学术水平有限，在研究的过程当中所涉及的相关理论的概述还
存在着一定程度的不完善，只能结合当前国内外专家学者研究的基础之上进行
总结和梳理。在分析交通银行陕西省分行服务营销问题的过程当中，所得出的
结论以及所提出的对策只是针对于交通银行陕西省分行的现实情况来提出的具
有微观层面的意义，而在宏观层面我国商业银行所面临的服务营销问题远不止
这些，采取的相应对策，也不仅是局限于本文所提出的对策，本文所提出的对
策仅仅只是用于交通银行陕西省分行，对于其他银行具有一定的借鉴意义，在
缺乏普遍的适用性，因此，在后续的研究过程当中，应当更多地了解我国商业
银行的特点，找到商业银行服务营销过程当中所存在的问题，结合这些实际的
问题来提出一些宏观层面上具有普遍适用性的对策

关键词：商业银行 服务营销 交通银行 优化策略ABSTRACT
III
ABSTRACT
Under the background of the transformation of social economy in our country, the
country&39;s social economy has entered a new norm, on the basis of this, the competition
between commercial banks in China has become more intense, the competition of
commercial banks is not only the state-owned banks compete more, also includes between
state-owned banks and Commercial Banks competition of commercial banks, under the
fierce competition background, many overseas commercial banks are trying to adjust the
marketing oriented services to the commercial bank competition system and marketing center.
On this basis, China some domestic small and medium sized banks also began to develop by
using service marketing activities rapidly, which brings a great challenge to a great extent for
the development of China&39;s commercial banks have won great opportunities. In recent years,
China&39;s major commercial banks have completed through restructuring listed, operating in the
process of the universal existence of service consciousness of financial products
homogenization serious problem, service marketing management concept is still not set apart,
and overseas commercial banks and even some new domestic commercial banks than there are
many the gap. The Bank of communications as an example, the bank is currently in China to
carry out the service marketing for a bank&39;s success, in the actual process of business
development, service marketing concept and not to implement the bank&39;s internal aspects, is
still not out of the silver boss attitude, service consciousness is relatively weak. But it is
undeniable that the development of any one thing is a process from quantitative change to
qualitative change, the change in business philosophy will not be achieved, and the basic for
how to implement service marketing concept, to a large extent will affect the entire bank
service marketing concept set and its public image, therefore, as a commercial bank the
front-line combat department, it is necessary to study the branch of service marketing ability,
has certain practical significance and theoretical significance.
It is based on this situation, this article from the perspective of service marketing,
reviews the domestic and foreign experts and scholars on service marketing research,
introduces the related theories of service marketing, including the theory of relationship
marketing, internal marketing theory and the theory of service profit chain, in this point of
view, introduces the domestic and overseas outstanding the commercial bank and the Bank of
Hong Kong and the United States Citibank marketing practice. On this basis, the author of
their own in the Shaanxi branch of Bank of communications experience, the general
characteristics of development to explore in detail the Shaanxi branch of Bank of西安电子科技大学硕士学位论文
IV
communications and development, summarizes the present situation of service marketing of
Shaanxi branch of Bank of communications, said the Shaanxi branch of Bank of
communications service marketing which the existence of the problem, including the concept
of service marketing, internal relations marketing and customer development problems,single
products and absence of price problems, single channel and promoting methods in five
aspects. Finally, aiming at these problems, combined with the development experience of
domestic and overseas outstanding commercial bank, Bank of communications Shaanxi branch
of service marketing strategy, we should establish service marketing concept, different
customer centered service marketing strategy, improve the customer delivered value,
relationship marketing, service product innovation strategy for the implementation of the
protection of Bank of communications Shaanxi branch of service marketing strategy of the
service marketing strategy.
Because of my limited academic level, an overview of relevant theories involved in the
research process of the existence of a certain degree of not perfect, only with the basis of the
experts and scholars at home and abroad are summarized and comb. In the process of Bank of
communications Shaanxi branch of service marketing problems, the conclusions and
countermeasures proposed is aiming at the real situation in Bank of communications Shaanxi
branch to put forward with the micro level, and service marketing problems at the macro
level of China&39;s commercial banks far more than these, corresponding measures taken. It is
not only limited to the strategy proposed by this paper, this paper proposed measures only for
Shaanxi branch of Bank of communications, for reference with other banks, in the absence of
universal applicability, therefore, in the follow-up study, should know more about the features
of China&39;s commercial banks, find the commercial bank service the marketing process of the
existing problems, combined with the practical problems to put forward some macro level
with general applicability. Countermeasure.
Key words: commercial bank, service marketing, Bank of Communications, optimization
strategy插图索引
V
插图索引
图 1.1 技术路线图
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