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The Research of Bank Service Marketing Model Based on Customer Equity

Author: LiuWeiZuo
Tutor: DingNing
School: Dalian Maritime University
Course: Business management
Keywords: Customer assets Bank Services Marketing
CLC: F832.2
Type: Master's thesis
Year: 2011
Downloads: 268
Quote: 0
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Abstract


The Bank is a financial services institution , its service has its own particularity , the bank development potential is necessary to rely on the service capabilities . The banks mainly service the customer , how to win more customers , which become a critical issue . This article will be to the bank customer assets as a research center , combined with the marketing status quo of China 's banking services proposed marketing of banking services based on customer assets , analyze how banks use of services marketing to maximize the value of customer assets , which banks are better able service customers , banks and customers to achieve win-win . In this paper, on the basis of domestic and foreign customer assets related literature , combined with our bank services marketing problems in -depth study of our banking services marketing . This article describes the first customer assets and banking services marketing theory, including the concept of customer equity , customer equity characteristics and new features of banking services marketing . Lay the foundation for the establishment of the later marketing of banking services based on customer assets . The second part , the problems of China 's banking services marketing into a deep discussion of the problems . The third part , on the basis of the previous analysis of customer assets - based marketing model has been to try to establish a bank asset -based customer service marketing model . The fourth part combined parse banking services marketing model based on customer assets , and the use of a questionnaire form of the driving factors of the bank customer assets , build a bank customer equity drivers of Asian drivers of model looking into the impact of bank customer assets the key factors . Finally , in accordance with the marketing model of banking services , from the point of view of the bank customer assets , service marketing strategies are suitable for the development of China's banking industry .

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CLC: > Economic > Fiscal, monetary > Finance, banking > China's financial,banking > Banking system and business
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