文档介绍：邮政储蓄银行-集贤县分行服务营销的问题及对策分析
摘要
邮政储蓄银行作为会融服务机构,其服务是一种无形产品,是行业内部最具差异性和竞争性的产品,银行发展的潜力都源自服务。服务营销与传统意义上的市场营销有很大的区别,服务营销观念理解,消费者购买了产品仅仅意味着销售工作的开始而不是结束,企业关心的不仅是产品的成功售出,更注重的是消费者在享受企业通过产品所提供的服务的全过程的感受。这一点也可以从马斯洛的需求层次理论上理解:人最高的需求是尊重需求和自我实现需求,服务营销正是为消费者(或者人)提供了这种需求,而传统的营销方式只是提供了简单的满足消费者在生理或安全方面的需求。随着社会的进步,人民收入的提高,消费者需要的不仅仅是一个产品,更需要的是这种产品带来的特定或个性化的服务,从而有一种被尊重和自我价值实现的感觉,而这种感觉所带来的就是顾客的忠诚度。服务营销不仅仅是某个行业发展的一种新趋势,更是社会进步的一种必然产物。
本文以集贤县分行为例,具体分析邮政储蓄银行在服务营销中存在的问题,并提出合理化的建议。
关键词:邮政储蓄;服务营销;对策
Abstract
Postal Savings Bank, as will financial services, their service is an intangible product , is the industry's most internal differences petitive products , the potential for development banks are derived from services. Service marketing and marketing in the traditional sense there is a big difference , services marketing concepts to understand, consumers buy a product simply means the beginning rather than the end of the sales , business concern is not only the ess of the product sold , more attention consumers feel in access to services provided by the enterprise through product of the whole process . It is also available from Maslow 's hierarchy of needs theory to understand: who demand the highest respect for the needs and self-actualization needs , services marketing, this demand is provided for consumers ( or people ) , and traditional marketing methods just provides a simple physiological or meet consumer demand for safety . Along with social progress and improving people's es , consumers need more than just a product, but this product is needed is to bring specific or personalized services to be respected and there is a feeling of self-realization , and this feeling is caused by the customer's loyalty. Service marketing is not just a development of a new trend in the industry , it is the inevitable product of a social progress .
In this paper, Jixian County branch , for example, the existence of a concrete analysis of the postal savings bank in the service marketing issues and ma