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1、目錄1緒論····························································································11.1研究背景及意義·····································································11.1.1研究背景·······································································11.1.2選題意義·······························
2、········································11.2國內(nèi)外研究現(xiàn)狀·····································································21.2.1國外研究現(xiàn)狀·································································21.2.2國內(nèi)研究現(xiàn)狀·································································31.3研究內(nèi)容與方法··············
3、·······················································41.3.1研究內(nèi)容·······································································41.3.2研究方法·······································································52大客戶營銷理論綜述·······································································
4、62.1概念界定··············································································62.1.1大客戶營銷內(nèi)涵······························································62.1.2服務(wù)營銷內(nèi)涵·································································62.2理論基礎(chǔ)·····················································
5、·························62.2.1STP營銷策略理論···························································62.2.2服務(wù)營銷理論·································································73浦發(fā)銀行N分行大客戶營銷的現(xiàn)狀及問題分析·····································93.1大客戶營銷的外部環(huán)境分析················································
6、······93.1.1機會分析·······································································93.1.2威脅分析·······································································103.2浦發(fā)銀行N分行大客戶營銷的現(xiàn)狀分析······································113.2.1產(chǎn)品現(xiàn)狀分析··························································
7、·······113.2.2價格策略·······································································123.2.3渠道定位·······································································123.2.4促銷方式························
