發(fā)布時(shí)間：2018-06-07 03:00

  本文選題：商業(yè)銀行 + 零售業(yè)務(wù)��； 參考：《陜西師范大學(xué)》2016年碩士論文

【摘要】：對(duì)商業(yè)銀行而言,零售業(yè)務(wù)具有領(lǐng)域廣、產(chǎn)品種類多、風(fēng)險(xiǎn)分散、獲益穩(wěn)健、附加值高和抵御經(jīng)濟(jì)波動(dòng)能力強(qiáng)等諸多優(yōu)勢(shì),因此成為了銀行業(yè)務(wù)發(fā)展的穩(wěn)定支撐。在如今的銀行業(yè),只要提到金融產(chǎn)品創(chuàng)新,就必然會(huì)有零售業(yè)務(wù)的影子。就全球視角來看,零售業(yè)務(wù)在經(jīng)濟(jì)先發(fā)展國家和地區(qū)興起的較早,諸如花旗銀行和渣打銀行等國際聲譽(yù)較高的銀行,在此業(yè)務(wù)領(lǐng)域都取得了較為成熟的發(fā)展,并形成了較為系統(tǒng)且科學(xué)的營銷體系。于我國而言,零售業(yè)務(wù)在近些年才進(jìn)入發(fā)展高峰。受發(fā)展時(shí)間段、經(jīng)驗(yàn)匱乏和自身管理模式等多方因素影響,國內(nèi)一些商業(yè)銀行在零售業(yè)務(wù)銷售環(huán)節(jié)中出現(xiàn)了一些問題,如若不及時(shí)解決這些問題,將不利于這項(xiàng)業(yè)務(wù)的可持續(xù)發(fā)展�；诖�,試圖對(duì)中國農(nóng)業(yè)銀行A分行的零售業(yè)務(wù)營銷策略問題展開研究。本研究主要包括七部分內(nèi)容。第一部分是導(dǎo)論,主要闡述了本次研究的背景和意義、國內(nèi)外研究綜述、研究思路與方法、研究?jī)?nèi)容等,為論文的開展奠定基礎(chǔ)。第二部分為相關(guān)理論基礎(chǔ),結(jié)合相關(guān)文獻(xiàn)資料,就研究所涉及到的概念以及所應(yīng)用的營銷理論進(jìn)行總結(jié)與歸納。第三部分是A農(nóng)行零售業(yè)務(wù)發(fā)展現(xiàn)狀介紹,從A農(nóng)行基本概況、零售業(yè)務(wù)營銷現(xiàn)狀、當(dāng)前營銷業(yè)績(jī)等方面展開,并分析了其營銷策略存在的問題。第四部分為A農(nóng)行零售業(yè)務(wù)銷售SWOT分析,結(jié)合實(shí)際調(diào)研情況,就A農(nóng)行零售業(yè)務(wù)優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅進(jìn)行系統(tǒng)分析,并結(jié)合相關(guān)結(jié)論,粗略提出營銷戰(zhàn)略選擇。第五部分為A農(nóng)行零售業(yè)務(wù)營銷策略優(yōu)化方案,結(jié)合A農(nóng)行零售業(yè)務(wù)銷售現(xiàn)狀與癥結(jié),以STP營銷理論、品牌理論、客戶關(guān)系理論、4C理論和金融創(chuàng)新理論為指導(dǎo),為A農(nóng)行優(yōu)化零售業(yè)務(wù)營銷策略,具體方案為：明確目標(biāo)市場(chǎng)、強(qiáng)化客戶關(guān)系管理理、創(chuàng)新產(chǎn)品管理、加強(qiáng)渠道整合、優(yōu)化服務(wù)流程、加強(qiáng)品牌管。第六部分,提出A農(nóng)行零售業(yè)務(wù)營銷策略的實(shí)施還需要樹立全新的營銷意識(shí)、部門協(xié)調(diào)、人資保障、激勵(lì)保障、科技支撐、風(fēng)險(xiǎn)管控等因素加以護(hù)航。最后是結(jié)論,對(duì)論文的研究過程進(jìn)行總結(jié),對(duì)得發(fā)現(xiàn)的問題、提出的解決方案進(jìn)行歸納總結(jié),并對(duì)解決方案的實(shí)施進(jìn)行展望。研究的目的在于：呼吁A農(nóng)行以及國內(nèi)其他銀行實(shí)體在零售業(yè)務(wù)營銷過程中,注重科學(xué)營銷策略的應(yīng)用。
[Abstract]:For commercial banks, retail business has many advantages, such as wide field, variety of products, scattered risk, steady profit, high added value and strong ability to resist economic fluctuations, so it has become a stable support for the development of banking business. In today's banking industry, as long as the mention of financial product innovation, there will inevitably be retail business shadow. From a global perspective, retail business developed earlier in economically developed countries and regions. Banks with relatively high international reputation, such as Citibank and Standard Chartered Bank, have achieved relatively mature development in this business field. And formed a more systematic and scientific marketing system. In our country, retail business in recent years has entered the peak of development. Influenced by the development period, lack of experience and management model, some domestic commercial banks have some problems in the retail business sales, if they do not solve these problems in time. It will be detrimental to the sustainable development of this business. Based on this, this paper attempts to study the retail marketing strategy of Agricultural Bank of China A Branch. This research mainly includes seven parts. The first part is the introduction, mainly elaborated this research background and the significance, the domestic and foreign research summary, the research thought and the method, the research content and so on, has laid the foundation for the thesis development. The second part is the related theoretical basis, combined with the relevant literature, the research involved in the concept and the application of marketing theory summarized and summarized. The third part is the current situation of A Agricultural Bank of China's retail business development, from the basic situation of A Agricultural Bank, retail business marketing status, current marketing performance and other aspects, and analyzes the existing problems of its marketing strategy. The fourth part is the SWOT analysis of A Agricultural Bank's retail business sales. Combining with the actual investigation situation, this paper makes a systematic analysis of A Agricultural Bank's retail business strengths, weaknesses, opportunities and threats. Combined with the relevant conclusions, it roughly puts forward the marketing strategy choice. The fifth part is the optimization scheme of A Agricultural Bank's retail marketing strategy, which is guided by STP marketing theory, brand theory, customer relationship theory and financial innovation theory. The specific schemes are: clear target market, strengthen customer relationship management, innovate product management, strengthen channel integration, optimize service flow, and strengthen brand management. In the sixth part, the author points out that the implementation of A Agricultural Bank's retail marketing strategy also needs to establish a brand new marketing consciousness, departmental coordination, human capital security, incentive protection, scientific and technological support, risk control and other factors to escort. Finally, the paper summarizes the research process, summarizes the problems and solutions, and looks forward to the implementation of the solutions. The purpose of the research is to call on Agricultural Bank of China and other domestic banking entities to pay attention to the application of scientific marketing strategies in the retail marketing process.
【學(xué)位授予單位】：陜西師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F832.2;F274

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