上海金融
上海金融
상해금융
Shanghai Finance
2011年
4期
99~104
,共null页
核心需求 辅助需求 主动联动营销 协同联动营销 短期行为
覈心需求 輔助需求 主動聯動營銷 協同聯動營銷 短期行為
핵심수구 보조수구 주동련동영소 협동련동영소 단기행위
Core Demand; Supporting Demand; Initiative Cross Function Marketing; Collaborative Cross Function Marketing; Short-term Behavior
商业银行的分支机构和业务部门往往是依照客户的核心需求来设置的,它们无法独立满足客户的综合需求,需要开展联动营销。为实现自身利益的最大化,各分支机构和业务部门容易采取不联动的行为,这降低了商业银行的整体竞争力。通过博弈分析可以发现,短期行为是导致不联动的根源。采用培养长期意识、增加联动机会、增强联动频次的不确定性、提高联动者的收益等手段,可以有效推进联动营销,提高银行收益和部门收益。在此基础上,本文从思想认识、机制设计、计划指标、产品组合、联动频率、激励方式等方面,提出推进联动营销的相关建议。
商業銀行的分支機構和業務部門往往是依照客戶的覈心需求來設置的,它們無法獨立滿足客戶的綜閤需求,需要開展聯動營銷。為實現自身利益的最大化,各分支機構和業務部門容易採取不聯動的行為,這降低瞭商業銀行的整體競爭力。通過博弈分析可以髮現,短期行為是導緻不聯動的根源。採用培養長期意識、增加聯動機會、增彊聯動頻次的不確定性、提高聯動者的收益等手段,可以有效推進聯動營銷,提高銀行收益和部門收益。在此基礎上,本文從思想認識、機製設計、計劃指標、產品組閤、聯動頻率、激勵方式等方麵,提齣推進聯動營銷的相關建議。
상업은행적분지궤구화업무부문왕왕시의조객호적핵심수구래설치적,타문무법독립만족객호적종합수구,수요개전련동영소。위실현자신이익적최대화,각분지궤구화업무부문용역채취불련동적행위,저강저료상업은행적정체경쟁력。통과박혁분석가이발현,단기행위시도치불련동적근원。채용배양장기의식、증가련동궤회、증강련동빈차적불학정성、제고련동자적수익등수단,가이유효추진련동영소,제고은행수익화부문수익。재차기출상,본문종사상인식、궤제설계、계화지표、산품조합、련동빈솔、격려방식등방면,제출추진련동영소적상관건의。
Commercial banks set up their branches and departments according to core demands of customers.They need to cooperate and do cross function marketing to meet customer＇s comprehensive demands.In order to maximize their own profit,each branch and department is likely to take individual actions,thus reduces the competency of commercial banks.Through game analysis,we can find out that short-term behavior is the root cause.We can promote effectively cross function marketing and increase the earnings of banks by folstering long-term awareness,increasing opportunities for cross function,enhancing the uncertainty of cross function frequency,and increasing the earnings of participants in cross function.On this basis,the article brings forward suggestions concerning cross function marketing on common understanding,mechanism design,operating target,product combination,frequency of cross function,and incentive plan.
