哈尔滨工程大学
攻读硕（博）士学位研究生
论 文 摘 要
专 业：商管理硕士
研究方向：
姓 名：张连臣
HLN银行关系营销策略研究
摘 要
关系营销自二十世纪九十年代产生以来，在西方国家得到了广泛的研究和应用，它的重点在于围绕客户建立和发展并不断提升企业与客户之间的关系层次。我国对关系营销理论的认识较晚，加上长期计划经济下形成的机制、体制方面的障碍，对关系营销的实施步伐较慢。这是造成国内商业银行竞争能力劣于西方商业银行的重要原因之一。随着国内金融业全面对外开放，国内商业银行需要加大关系营销的力度
本文首先阐明了论文研究的背景与意义，一是对促进银行营销角色转变，更好地满足客户需求具有重要的现实意义；二是对于国内银行提高国际竞争力具有重要的现实意义。通过对HLN银行关系营销策略的系统研究，本文突破了以往一直把重点放在营销手段的创新和具体实施工作上的局限性，明确了什么是客户的真正需要，怎样才能使银行的营销工作更加的有针对性和有效性，不但对于HLN银行的营销有着积极的指导意义，而且对于我国商业银行更好的实施关系营销也有着重要的借鉴意义。接下来是国内外学者在关系营销领域的研究现状。最后是论文研究内容与研究方法，本文的研究方法是论文运用理论和实践相结合的方法。论文的创新之处是创新之处是根据HLN银行的情况，提出了一个新的营销体系，即：将一对一策略服务大客户、顾问式策略服务中客户、超值体验策略服务小客户，以一站式服务策略在所有客户中应用，全方位地服务于客户。同时根据三级关系营销模式，一级营销以观念革新入手，二级营销以制度革新为发展，三级营销以技术营销为深入，将该银行关系营销模式的开展推向一个新的领域。
第二章概述了关系营销理论和客户关系管理理论的主要内容，介绍了关系营销的三个层次、关系营销的过程、主要手段等，阐述了客户关系管理的功能，为论文后续的深入分析奠定理论基础。
第三章详细介绍了HLN银行的基本情况。通过对HLN银行整体营销策略的分析，并根据该银行目前关系营销发展现状，找出客户关系方面、产品创新方面、
促销方面和数据库方面存在的问题，从四方面深入地剖析了产生问题的原因：一是缺乏科学的市场营销战略规划；二是对顾客的需求分析不够；三是关系营销观念上的误区；四是客户数据库系统不完善。
第四章首先分析了HLN银行营销环境现状，提出了关系营销策略的设计目标及设计思想。然后根据三级关系营销层次，构建HLN银行关系营销策略体系，从三级营销入手，在一级关系营销中以观念革新入手，二级关系营销以制度革新展开，三级关系营销以技术革新深入；并在一级关系营销中采用小客户超值体验服务策略，二级关系营销中采用中客户顾问式服务策略，三级关系营销中采用大客户一对一服务策略，所有客户实行一站式服务策略来提高整体关系营销水平。这样有针对性地服务，大大地提高了该银行的竞争能力，为银行利润最大化提供了保障,从三级营销入手，构建HLN银行关系营销策略体系，通过这种营销组合，使HLN银行关系营销水平整体得到提升。
第五章结合HLN银行目前的情况，考虑到该行由于建行历史不长，关系营销管理并不是很成熟，就此提出关系营销实施的三个保证：一是金融创新的保证；二是信息技术的保证；三是激励机制的保证。以及在HLN银行成功实施关系营销的具体措施：一是全员树立关系营销观念；二是强化服务管理体系；三是明确“银企双赢”的营销思路；四是重视内部营销，以此来保证本文提出的针对HLN银行的关系营销策略的顺利实施。
本文提出的策略组合具有很高的经济价值，通过对大、中、小客户的信息资源整合，可以简化HLN银行日常的业务处理。在小客户关系营销策略中采用了超值体验服务策略，笔者提出设计一个虚拟的模型，让客户亲身体验，提高客户对产品的知悉度，这样能吸引更多的客户，提高银行的利润。
Abstract
The relationship marketing has produced since the 1990s, obtained the extensive research and the application in the Western country .its key point lies in regarding the customer establishment and the development and promotes between the enterprise and the customer relational level unceasingly. Our country understand the marketing theory to be late, in addition under the long-term plan economy forms the mechanism, the system aspect's barrier, to relates the marketing the implementation step to be slow. This is causes the internal commerce bank competitive ability to be inferior to one of Western Commercial bank's substantial clauses. Along with the domestic financial industry comprehensive opening to the outside world, the internal commerce bank needs to enlarge the relational marketing dynamics.
This paper first state a thesis on the background and significance , first, promote the changing role of bank marketing, and better meet the needs of customers is of great realistic significance; Second, the domestic banks improve their international competitiveness is of great realistic significance. through the systematic study marketing strategy of HLN banking relationships, the paper breakthroughs in the past has focused on innovation and marketing specific means of implementation of the limitations of their paper, clearly what is the real needs of customers and how to make banks more marketing are more targeted and effective, not only for HLN bank's marketing has a positive guiding significance, but also for China's commercial banks to better the implementation of relationship marketing has an important reference. Followed by domestic and foreign scholars in the field of relationship marketing status quo. Finally, research content and research methods, the methods of the paper is applying theory and practice. the innovation is based HLN banks, proposed a new marketing system, namely: the one-on-one customer service strategy, the consultant in the customer-service strategy, the value of small customer service experience strategy, a one-stop service strategy in the application of all customers, to serve customers in all directions. At the same time under the three relationship marketing model, the first innovative marketing concept to start with, the second marketing of innovative system for the development, the third is depth technical marketing, relationship marketing model of the banks to the development of a new field.
Chapter 2 outlines the theory of relationship marketing and customer relationship management theory and the main contents on the relationship between the three levels of marketing, relationship marketing process, the main means, on the customer relationship management functions, in-depth analysis of follow-up paper for theoretical basis.
The third chapter details on the basic situation of HLN banks. through the analysis of the overall marketing strategy, and in accordance with the bank's current development of relationship marketing, identify customer relationships, product innovation, marketing aspects and problems in the aspect of the database, from four in-depth analysis of the cause: First, the lack of scientific marketing strategic planning; Second is the lack of analysis of the needs of customers; Third is the concept of relationship marketing Mistakes; fourth is customer database systems are imperfect. Chapter IV state the environment of HLN Bank Firstly, and the relationship marketing strategy to the design objectives and design thinking. Then three relationship marketing level, HLN Construction Bank Relationship Marketing Strategy system, starting with three marketing, relationship marketing in the first innovative concept to start with the second innovative relationship marketing system to start the third relationship marketing to in-depth technical innovation ; relationship marketing and the use of a small customer service experience Value Strategy II, the use of relationship marketing consultant in the customer-service strategy, the use of relationship marketing three major clients one-on-one service strategy, a one-stop all customers services strategy to improve the overall level of relationship marketing. This targeted services, greatly enhance the bank's competitiveness, and maximizing profits for the banks has provided a guarantee from the start with three marketing, HLN Construction Bank Relationship Marketing Strategy system, through such marketing mix, the relationship between banks HLN Marketing the overall level be raised.
Chapter V, with the current situation of HLN banks, taking into account the lines of no long history, relationship marketing management is not very mature, the implementation of this relationship marketing by the three guarantees: First Financial Innovation assurance of information technology The guarantee is three incentive
mechanisms guarantee. HLN banks and the successful implementation of the relationship marketing specific measures: First, a full relationship marketing concept is to enhance the service management system; second, is to strengthen the Service Management System. Third, it is clear "win-win" marketing concept is four to internal marketing, in order to ensure that this HLN against the bank's relationship marketing strategy for its smooth implementation.
This paper proposes a combination of strategies have high economic value, by large, medium and small clients integrate information resources, can be simplified HLN banks deal with day-to-day business. In a small customer relationship marketing strategies have been adopted in the value experience services strategy, the authors propose the design of a virtual model to allow customers to experience, improve customer aware of the product, this will attract more customers, improve the profits of banks.