本文選題：平安銀行　切入點：零售業(yè)務　出處：《蘭州大學》2013年碩士論文　論文類型：學位論文

【摘要】：在當前宏觀經(jīng)濟環(huán)境下,零售業(yè)務對銀行業(yè)務收入的貢獻比重越來越高,且成為商業(yè)銀行新興業(yè)務風險的有效對沖保障。零售業(yè)務以其資本消耗低、業(yè)務規(guī)模大、發(fā)展空間廣等諸多優(yōu)點受到眾多銀行的重視。 銀行的營銷渠道是實現(xiàn)銀行產(chǎn)品或服務從商業(yè)銀行到達消費者所經(jīng)過的路徑。銀行的營銷渠道除了完成產(chǎn)品及服務銷售的基本功能外,還承擔者向潛在消費者宣傳銀行新產(chǎn)品、為營銷部門和廣告機構反饋市場信息、提升營銷策略的實施效果等諸多職能。因此,營銷渠道對于銀行零售業(yè)務的發(fā)展,構建科學、成熟的渠道體系顯得尤為重要。 本文通過文獻法對商業(yè)銀行零售業(yè)務營銷渠道相關理論進行了整合和提煉,對國內(nèi)外銀行零售業(yè)務及其渠道發(fā)展進行了研究,并列舉了部分代表性銀行的零售業(yè)務,深入分析了我國銀行零售業(yè)務的現(xiàn)狀以及面臨的機遇與挑戰(zhàn)。采用實際調(diào)查法對平安銀行零售業(yè)務的營銷渠道進行調(diào)查,用列舉法列舉了平安銀行營業(yè)網(wǎng)點、自助銀行、電話銀行、網(wǎng)上銀行四種零售業(yè)務渠道建設的現(xiàn)狀與不足。論文運用市場營銷、客戶關系管理等相關理論,結合平安銀行零售業(yè)務的實際,對平安銀行零售業(yè)務渠道策略進行了重點研究,并提出了策略的實施保障措施。論文的研究對平安銀行零售業(yè)務的營銷渠道建設具有一定的參考價值。
[Abstract]:In the current macroeconomic environment, the contribution of retail business to banking revenue is increasing, and it has become an effective hedge against the risks of new business in commercial banks. Many advantages, such as wide space for development, are valued by many banks. The marketing channel of the bank is the path of the bank product or service from the commercial bank to the consumer. The marketing channel of the bank not only completes the basic function of the product and service sales, but also the basic function of the bank. They also propagate new bank products to potential consumers, feedback market information for marketing departments and advertising agencies, improve the implementation effect of marketing strategies, etc. Therefore, marketing channels are scientific for the development of bank retail business. Mature channel system is particularly important. This paper integrates and refines the relevant theories of retail marketing channel of commercial banks through the method of literature, studies the retail business and its channel development of domestic and foreign banks, and enumerates the retail business of some representative banks. This paper deeply analyzes the present situation, opportunities and challenges of banking retail business in China. By using the method of actual investigation, it investigates the marketing channels of the retail business of Ping an Bank, enumerates the outlets and self-service banks of Ping an Bank by enumeration. The present situation and deficiency of the construction of four kinds of retail business channels of telephone bank and internet bank. This paper applies the relevant theories of marketing, customer relationship management and so on, combining with the reality of Ping an Bank's retail business. This paper focuses on the research on the channel strategy of Ping an Bank retail business and puts forward the measures to ensure the implementation of the strategy. The research in this paper has certain reference value for the marketing channel construction of the retail business of Ping an Bank.
【學位授予單位】：蘭州大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F832.33

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