本文围绕提高G银行T支行营销管理绩效这一主题,按照提出问题、分析问
题、解决问题的研宄思路,通过定量结合定性的研宄方式,在借鉴国内外商业银
行营销管理经验的基础上,对G银行T支行发展的客户导向的营销管理问题进行
了研宄。本文在对营销管理相关概念的界定的基础上,对客户满意理论、4Ps、
7Ps、4Vs营销组合策略、基于客户满意的4Cs营销组合策略等相关理论进行了
综述,然后分析了 G银行T支行营销管理的现状及问题,存在的问题主要包括市
场定位与客户细分不够准确、尚未明确营销部门的战略地位、忽视营销的过程管
理、忽略产品开发时客户需求分析等。并分析了其成因主要有:尚未完全树立起
客户导向理念、尚未完全确立起客户营销战略、尚未完全建立客户营销的全流程
体系、营销专业人才缺失导致谈判不力等。然后,坚持理论与实践相结合,针对
G银行T支行营销管理存在的问题及其原因的分析,提出了 G银行T支行完善客
户导向的营销管理的对策建议,主要包括科学进行客户导向的市场定位分析、提
升基于客户满意度的特色竞争策略、健全与客户需求相匹配的营销组织和价值链
流程、建立客户导向的特色营销策略体系等。在提出G银行T支行完善客户导向
的营销管理的对策建议的基础上,进一步分析了 G银行T支行客户导向的营销管
理的实施保障,提出要从树立客户导向的现代银行服务营销理念、构建适应银行
营销保障的组织结构和信息系统、打造高胜任力的营销专业人才团队等方面提供
保障支持。探索解决G银行T支行客户导向的营销管理的发展途径,从而提升我
国商业银行核心的竞争力

关键词:营销管理客户导向营销策略
IV
Abstract
Abstract
With the rapid development of globalization and Internet economy, die maricet
competition is becoming more and more fierce. The development of commercial
banks in China is facing great opportunities and challenges. It is of great significance
to strengthen the research on the customer oriented marketing management of
commercial banks.
This paper focuses on improving the theme of marketing management of T
branch of G bank performance, according to the research questions, analyze and solve
problems, through the integration of research in quantitative and qualitative, in
reference to domestic and foreign commercial bank marketing management
experience, marketing management of T branch of G bank&39;s customer oriented
development is studied. Based on the related concepts of marketing management on
the basis of the definition of customer satisfaction theory, 4Ps, 7Ps, 4Vs marketing
combination strategy, based on the theory of customer satisfaction 4Cs marketing mix
strategy is reviewed, and then analyzes the present situation and problems of the G
bank T branch of marketing management, the main problems including market
positioning customer segmentation is not accurate enough, the marketing department
is not clear the strategic position, ignoring the marketing process management,
ignoring the product development customer demand analysis. And the analysis of the
main causes: has not yet fully establish customer oriented concept, has not yet fully
established customer marketing strategy, has not been fully established customer
marketing system, the whole process of marketing professionals lack of negotiation
etc.. Then, combining theory with practice, according to the analysis of G bank T
Branch Marketing Management Problems and the reasons, and puts forward some
countermeasures and suggestions, to improve the marketing management of G bank T
branch customer oriented mainly include: market positioning scientific customer
oriented analysis, raise matching characteristics of competitive strategy, customer
satisfaction and improve with the demand of customer based on the marketing
organization and the establishment of value chain, customer oriented marketing
strategy system characteristics. Based on the proposed countermeasures and
suggestions of marketing management G bank T branch customer oriented on the
further analysis of the implementation of security management of G bank T branch
v
Abstract
customer oriented, put forward from the construction of modem bank service
marketing idea, establishing the customer to guarantee bank marketing organization
structure and information system, build the GS task force the talent marketing
professional team to provide support. To explore the solution to the development of
customer oriented marketing management of T branch of G bank, so as to enhance the
core competitiveness of China&39;s commercial banks.
Key words: Marketing Management, Customer Orientation, Marketing Strategy
VI
目录
觀 IV
Abstract V
g M vn
第l章绪论
l
l.i研究背景及意义l.i.i研宄背景1.1.2研宄意义1.2国内外相关文献综述1.1.2国外相关文献综述1.1.2国内相关文献综述1.3研究内容及方法1.3.1研宄内容1.3.2研宄方法1.3.3技术路线第2章概念界定与理论基础2.1营销管理的概念及特点2.1.1客户营销管理的内涵2.1.2商业银行营销管理的内涵2.2理论基础2.2.1客户满意理论2.2.2客户感知价值理论2.2.3 4Ps、7Ps、4Vs 营销组合策略2.2.4基于客户满意的4Cs营销组合策略第3章G银行T支行营销管理的现状及问题分析3.1 G银行简介3.2 G银行T支行营销管理的现状3.3 G银行T支行营销管理存在的问题3.3.1市场定位与客户细分不够准确3.3.1尚未明确营销部门的战略地位3.3.2注重营销结果,对营销过程的管理不够3.3.3重视产品推销,在产品开发时对客户需求分析不足3.4 G银行T支行营销管理存在问题的成因VII m
3.4.1尚未完全树立起客户导向理念3.4.2尚未完全确立起客户营销战略
21
3.4.3尚未完全建立客户营销的全流程体系
22
3.4.5营销专业人才缺失导致谈判不力
24
第4章G银行T支行完善客户导向的营销管理的对策建议
26
4.1科学进行客户导向的市场定位分析
26
4.1.1科学分析G银行T支行的营销环境
26
4.1.2进行市场细分,明确市场定位
26
4.2提升基于客户满意度的特色竞争策略
28
4.2.1优化老客户新营销的策略
28
4.2.2完善客户导向的高端客户定位策略
29
4.2.3强化以客户为中心的整合型营销策略
31
4.3健全与客户需求相匹配的营销组织和价值链流程
32
4.3.1健全流程导向的客户营销组织
32
4.3.2建立与客户需求相匹配的营销价值链流程
33
4.4建立客户导向的特色营销策略体系
33
4.4.1产品策略
33
4.4.2价格策略
34
4.4.3分销策略
34
4.4.4促销策略
36
第5章G银行T支行客户导向的营销管理的实施保障
37
5.1树立客户导向的现代银行服务营销理念
37
5.1.1树立基于客户满意度的营销理念
37
5.1.2弘扬“人单合一”创新创业文化
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