本文選題：商業(yè)銀行 + 零售業(yè)務(wù)　； 參考：《吉林大學(xué)》2013年碩士論文

【摘要】：現(xiàn)代商業(yè)銀行從事的業(yè)務(wù)按照類型大致可分為批發(fā)業(yè)務(wù)和零售業(yè)務(wù)兩種。批發(fā)業(yè)務(wù)主要面向公司、企業(yè)和組織機構(gòu)；而零售業(yè)務(wù)則直接面向居民大眾、個體工商戶和小企業(yè)主，涉及到人們生活、消費、投資、貸款等方方面面，創(chuàng)新和發(fā)展的空間廣闊，自由度較高，對商業(yè)銀行利潤增長的貢獻越來越大。在國內(nèi)，我國銀行的零售業(yè)務(wù)與外資相比，在營業(yè)網(wǎng)點、客戶基礎(chǔ)和品牌認(rèn)可度等方面有較大的優(yōu)勢，但是在財富管理、投資策略、品牌服務(wù)和內(nèi)控體系等方面又存在著明顯的差距。目前，我國金融業(yè)正在有條不紊地逐步對外開放，，零售市場已經(jīng)成了國內(nèi)銀行短兵相接的主戰(zhàn)場，如何進行有效的市場地位和差異化的營銷成為了擺在我國銀行面前最緊迫、最現(xiàn)實的問題。 我國商業(yè)銀行的零售業(yè)務(wù)自2002年逐步開始進行戰(zhàn)略轉(zhuǎn)型，很多銀行在零售業(yè)務(wù)的經(jīng)營理念上有了很大的轉(zhuǎn)變，尤其是在產(chǎn)品和服務(wù)方面，在向外資銀行學(xué)習(xí)借鑒的同時也著重自身的業(yè)務(wù)特點進行自主創(chuàng)新。但是，由于零售業(yè)務(wù)涉及的范圍很廣，而無論中外資銀行都希望能夠在國內(nèi)打造一個集儲蓄、財富管理、貸款、信用卡等綜合業(yè)務(wù)為一體的金融平臺，同時，銀行業(yè)又沒有太多的專業(yè)技術(shù)可以獨享，因此，準(zhǔn)確的市場定位和差異化的營銷策略就變成了一個重中之重的議題。 本文以中國光大銀行為例，對國內(nèi)銀行零售業(yè)務(wù)的市場定位和營銷方式進行分析研究，找出我國銀行零售業(yè)務(wù)在發(fā)展過程中所出現(xiàn)的問題并提出合理的改善策略。希望能夠?qū)ξ覈闶坫y行業(yè)務(wù)特別是光大銀行零售業(yè)務(wù)的經(jīng)營理念和管理方法起到一定的理論支持，為有效地進行資源整合，準(zhǔn)確的市場定位和制定差異化的營銷策略提供現(xiàn)實的參考與指導(dǎo)意義。 本文以經(jīng)典的市場營銷理論為基礎(chǔ)，主要的研究方法包括： （1）采用定性分析的方法對我國銀行零售業(yè)務(wù)的市場定位、營銷方式以及各項產(chǎn)品和服務(wù)進行研究； （2）根據(jù)4P、4C、4R營銷理論對我國銀行零售業(yè)務(wù)在細分客戶、滿足客戶需求、增加客戶滿意度和培養(yǎng)客戶忠誠度等方面進行分析研究。
[Abstract]:The business of modern commercial bank can be divided into wholesale business and retail business according to the type. The wholesale business is mainly for companies, enterprises and organizations; while the retail business is directly aimed at the general public, individual industrial and commercial households and small business owners, and involves all aspects of people's lives, consumption, investment, loans, etc. The space for innovation and development is wide, the freedom is higher, and the contribution to the profit growth of commercial banks is increasing. At home, the retail business of Chinese banks has great advantages over foreign capital in terms of business network, customer base and brand recognition, but in wealth management, investment strategy, etc. Brand service and internal control system and other aspects there is a clear gap. At present, China's financial industry is opening up gradually and methodically, and the retail market has become the main battlefield for domestic banks to meet each other. How to carry out effective market position and differentiated marketing has become the most urgent task in front of our banks. The most realistic question. Since 2002, the retail business of commercial banks in China has been undergoing a strategic transformation, and many banks have changed their business philosophy in retail business, especially in the aspects of products and services. Learn from foreign banks, but also focus on their own business characteristics for independent innovation. However, because the retail business involves a wide range of businesses, both Chinese and foreign banks hope to create a financial platform in China that integrates savings, wealth management, loans, credit cards, and so on. At the same time, The banking industry does not have much expertise to share, so accurate market positioning and differentiated marketing strategies have become a top priority. Taking Everbright Bank of China as an example, this paper analyzes and studies the market orientation and marketing mode of domestic banking retail business, finds out the problems in the development of China's banking retail business and puts forward reasonable improvement strategies. It is hoped that it can provide some theoretical support to the management ideas and management methods of retail banking business in China, especially Everbright Bank, in order to effectively integrate resources. Accurate market positioning and differential marketing strategy provide practical reference and guidance significance. This paper is based on the classical marketing theory, the main research methods include: 1. Using the qualitative analysis method to study the market orientation, marketing methods and various products and services of the banking retail business in China; According to the 4PX 4C 4R marketing theory, this paper analyzes and studies the retail business of Chinese banks in the aspects of customer segmentation, customer satisfaction, increasing customer satisfaction and cultivating customer loyalty.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F832.33

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