本文主要研究中国建设银行的服务营销策略，对建行的一代、二代和目
前正在进行当中的三代转型进行了介绍，概括了每一次转型较之前的变化和
改进之处。阐述了建行目前服务营销策略的现状，提出建行服务营销策略的
优势以及存在的问题，应用服务营销的理论知识，研究国内外商业银行服务
营销的相关理论成果，借鉴和总结东西方先进国家和地区商业银行在服务营
销领域的实践经验，针对我国的实际国情，对建设银行的服务营销策略提出
了一些改进策略
建设银行通过先后三次转型逐步完善着自己的服务营销，制定了标准化
的服务，设立了岗位分工和前后台分离制度，提出了大厅致胜理念，增设了
自助设备并开始注重客户分层和 VIP 客户服务，逐步发展到现在的“三综合”
模式，确实改变了许多。建行的各项金融产品也越来越丰富，极大的满足了建行服务营销策略提升探讨客户的各类金融需求，在服务营销方面形成了一些自己的优势。当然，建行
从一家国有银行发展到现在的一家股份制商业银行，在服务营销方面还存在
着一些不足。主要体现在综合服务营销能力、员工服务营销的意识和客户维
护管理、网点人员安排、网点布局等方面。针对这些问题的存在，本人结合
7PS 服务营销理论框架，从产品、价格、渠道、促销、人员、有形展示和过
程提出了七点改进策略。通过这几个方面的提升来完善建行服务营销策略，
使建行更具市场竞争力，提高客户的忠诚度、满意度，最终提高销售业绩，
确实提升建行的服务营销策略
关键词：建设银行 提升 服务营销AbstractAbstract
With the continuous opening of China&39;s economic and financial fields,the
traditional business model of the banking industry is gradually changing.The days
that banks earn interest difference relying on credit business and expand to seize
the market are gone.The competition among banks is becoming increasingly
fierce,and certainly marketing via paying attention to service to obtain customer
resources is becoming the trend,which changes from homogeneous competition to
differentiated positioning and operating characteristics.In particular,foreign banks
enter the Chinese market,and depend on their abundant service marketing
products,new service marketing concept and advanced service marketing
strategy,they are speeding up the expansion in China,joining in competition for
customer fast.At the same time,the financial needs of customers to banks is
increasingly diversified and personalized.The future competition between banks
will become increasingly apparent as the competitiveness of service competencies
and marketing competencies.At present,banks have begun to explore their own
attempts to differentiate between business and market segments,and to emphasize
the importance of service marketing.But it is still in the initial stage in the
establishment ofcustomer-centric,some only still in the slogan,documents,service
consciousness and ability is insufficient,which still needs to be constantly
improved and upgraded. With the ever-changing market environment,improving
service marketing strategy will be an important way for banks to seek development
and it is the only way.
This paper mainly studies the service marketing strategy of China
Construction Bank,introduces the first,second transformation of CCB and also the
third generation ongoing transformation,and summarizes the changes and
improvements of each transformation.This paper describes the current status of
service marketing strategy of CCB,puts forward the advantages of CCB service
marketing strategy and the existing problems,and applies the theoreticalDiscussion on the Promotion of CCB Service Marketing Strategyknowledge of service marketing to study the relevant theoretical achievements of
domestic and foreign commercial bank service marketing,draws lessons from
commercial banks in the advanced countries and regions in the field of service
marketing experience,in view of China&39;s actual national conditions,the
construction of the bank&39;s marketing strategy puts forward some improvement
strategies.
CCB has gradually improved its service marketing through three successive
transformations,formulated the standardized service,set up the division of posts
and the separation system before and after, proposed the hall winning
concept,added self-help equipment and begun to pay attention to customer
stratification and VIP Customers Service,and gradually developed to the
presentthree integratedmodel,which indeed changes a lot.The financial products
of CCB are also rich and varied, and greatly meet the various types of financial
demands of customers in the service marketing which forms some of their own
advantages.There are,of course,some shortcomings in service marketing while
CCB growing from a state-owned bank to a current joint-stock commercial
bank.Mainly reflected in the comprehensive service marketing capabilities,staff
service marketing awareness and customer maintenance management,network
staffing arrangements,network layout and so on.In view of the existence of these
problems,in the light of 7PS service marketing theory framework,I put forward
seven improvement strategies from product,price,place,promotion,people,physical
evidence and process.Through the promotion of these aspects to improve the CCB
service marketing strategy,so that CCB becomes more competitive in
market,improve customer loyalty,satisfaction,and ultimately improve sales
performance,indeed enhance the service marketing strategy of CCB.
Keywords: CCB；Promotion；Service Marketing目 录目 录
1 绪论.......... 1
1.1 研究背景和目的 ........ 1
1.1.1 研究背景 .. 1
1.1.2 研究目的 .. 2
1.2 研究内容和方法 ........ 3
1.2.1 研究内容 .. 3
1.2.2 研究方法 .. 3
1.3 研究思路和框架 ........ 4
1.3.1 研究思路 .. 4
1.3.2 研究框架 .. 4
2 国内外研究现状和理论概述...... 5
2.1 服务营销概念5
2.1.1 服务营销的含义和特征 .. 5
2.1.2 服务营销的内涵 .. 6
2.2 国内外研究现状 ........ 6
2.2.1 国外研究现状 ...... 6
2.2.2 国内研究现状 ...... 7
2.3 商业银行服务营销 .... 8
2.3.1 商业银行服务营销的定义 .......... 8
2.3.2 商业银行服务营销的目的 .......... 8
2.3.3 商业银行服务营销的特点 ....
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