中國(guó)商業(yè)銀行營(yíng)銷(xiāo)關(guān)鍵成功因素初探-以中國(guó)光大銀行為例的開(kāi)題報(bào)告

中國(guó)商業(yè)銀行營(yíng)銷(xiāo)關(guān)鍵成功因素初探——以中國(guó)光大銀行為例的開(kāi)題報(bào)告摘要：隨著中國(guó)金融市場(chǎng)的競(jìng)爭(zhēng)日趨激烈，商業(yè)銀行的營(yíng)銷(xiāo)策略和營(yíng)銷(xiāo)活動(dòng)越來(lái)越受到廣泛關(guān)注。而在商業(yè)銀行的營(yíng)銷(xiāo)中，關(guān)鍵成功因素（KSF）是決定銀行是否能夠成功營(yíng)銷(xiāo)的重要因素。本文以中國(guó)光大銀行為例，探究其在營(yíng)銷(xiāo)中的關(guān)鍵成功因素，并提出相應(yīng)的建議。第一章緒論1.1研究背景1.2研究目的和意義1.3研究?jī)?nèi)容及方法1.4研究結(jié)構(gòu)第二章文獻(xiàn)綜述2.1商業(yè)銀行營(yíng)銷(xiāo)的概念和特點(diǎn)2.2商業(yè)銀行營(yíng)銷(xiāo)的關(guān)鍵成功因素2.3光大銀行的歷史和現(xiàn)狀第三章光大銀行在營(yíng)銷(xiāo)中的關(guān)鍵成功因素分析3.1光大銀行的品牌戰(zhàn)略3.2光大銀行的產(chǎn)品創(chuàng)新3.3光大銀行的客戶服務(wù)3.4光大銀行的營(yíng)銷(xiāo)渠道第四章光大銀行在營(yíng)銷(xiāo)中的問(wèn)題及對(duì)策4.1光大銀行在品牌營(yíng)銷(xiāo)方面的問(wèn)題及對(duì)策4.2光大銀行在產(chǎn)品創(chuàng)新方面的問(wèn)題及對(duì)策4.3光大銀行在客戶服務(wù)方面的問(wèn)題及對(duì)策4.4光大銀行在營(yíng)銷(xiāo)渠道方面的問(wèn)題及對(duì)策第五章結(jié)論與展望5.1研究結(jié)論5.2研究不足及展望參考文獻(xiàn)Abstract:WiththeincreasinglyfiercecompetitioninChina'sfinancialmarket,themarketingstrategiesandactivitiesofcommercialbankshavebeenwidelyconcerned.Keysuccessfactors(KSF)incommercialbankmarketingareimportantfactorsthatdeterminewhetherabankcansuccessfullymarket.ThispapertakesChinaEverbrightBankasanexampletoexploreitskeysuccessfactorsinmarketingandproposecorrespondingsuggestions.Chapter1Introduction1.1ResearchBackground1.2ResearchPurposeandSignificance1.3ResearchContentandMethods1.4ResearchStructureChapter2LiteratureReview2.1ConceptandCharacteristicsofCommercialBankMarketing2.2KeySuccessFactorsinCommercialBankMarketing2.3HistoryandCurrentSituationofEverbrightBankChapter3AnalysisofKeySuccessFactorsofEverbrightBankinMarketing3.1EverbrightBank'sBrandStrategy3.2EverbrightBank'sProductInnovation3.3EverbrightBank'sCustomerService3.4EverbrightBank'sMarketingChannelsChapter4ProblemsandCountermeasuresofEverbrightBankinMarketing4.1ProblemsandCountermeasuresinBrandMarketingofEverbrightBank4.2ProblemsandCountermeasuresinProductInnovationofEverbrightBank4.3ProblemsandCountermeasuresinCustomerServiceofEverbrightBank4.4ProblemsandCountermeasuresinMarketingChannelsofEverbrightBankChapter5