中国商业银行营销关键成功因素初探-以中国光大银行为例的开题报告

中国商业银行营销关键成功因素初探——以中国光大银行为例的开题报告摘要：随着中国金融市场的竞争日趋激烈，商业银行的营销策略和营销活动越来越受到广泛关注。而在商业银行的营销中，关键成功因素（KSF）是决定银行是否能够成功营销的重要因素。本文以中国光大银行为例，探究其在营销中的关键成功因素，并提出相应的建议。第一章绪论1.1研究背景1.2研究目的和意义1.3研究内容及方法1.4研究结构第二章文献综述2.1商业银行营销的概念和特点2.2商业银行营销的关键成功因素2.3光大银行的历史和现状第三章光大银行在营销中的关键成功因素分析3.1光大银行的品牌战略3.2光大银行的产品创新3.3光大银行的客户服务3.4光大银行的营销渠道第四章光大银行在营销中的问题及对策4.1光大银行在品牌营销方面的问题及对策4.2光大银行在产品创新方面的问题及对策4.3光大银行在客户服务方面的问题及对策4.4光大银行在营销渠道方面的问题及对策第五章结论与展望5.1研究结论5.2研究不足及展望参考文献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