本文關(guān)鍵詞： 交通銀行保定分行 零售業(yè)務(wù) 營銷　出處：《河北大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著利率市場化的不斷深入,互聯(lián)網(wǎng)金融蓬勃發(fā)展、金融脫媒日益加快,同時(shí),資本監(jiān)管力度劇增,商業(yè)銀行面臨著轉(zhuǎn)型發(fā)展。當(dāng)前,我國的經(jīng)濟(jì)結(jié)構(gòu)不斷優(yōu)化,金融體制改革不斷推進(jìn),商業(yè)銀行傳統(tǒng)粗放的經(jīng)營方式和盈利模式不再適應(yīng)當(dāng)前的發(fā)展形勢,而零售業(yè)務(wù)由于其風(fēng)險(xiǎn)分散、客戶資源豐富穩(wěn)定、成本低利潤率高等多重優(yōu)勢,重要程度與日俱增,成為我國商業(yè)銀行轉(zhuǎn)型發(fā)展的重要方向。目前,保定地區(qū)已有20多家商業(yè)銀行,競爭尤為激烈。交通銀行保定分行成立于2011年,是交通銀行河北省分行為完善環(huán)首都和省內(nèi)網(wǎng)點(diǎn)布局、提升對(duì)當(dāng)?shù)亟?jīng)濟(jì)金融的服務(wù)能力而設(shè)立的第四家省轄分行。交通銀行保定分行自成立來,對(duì)零售業(yè)務(wù)的發(fā)展就極為重視,零售業(yè)務(wù)規(guī)模迅速擴(kuò)大,零售業(yè)務(wù)市場占比、業(yè)務(wù)收入等都有較大的提升和突破,在交行系統(tǒng)內(nèi)排名一直名列前茅。但是,由于分行成立較晚,零售業(yè)務(wù)發(fā)展還處在起步階段,零售業(yè)務(wù)營銷管理經(jīng)驗(yàn)不足,零售業(yè)務(wù)營銷策略存在著一些問題。交通銀行保定分行在新形勢下如何發(fā)展零售業(yè)務(wù),擴(kuò)大市場份額,優(yōu)化營銷策略是當(dāng)前重要的研究課題,也具有深刻的現(xiàn)實(shí)意義。本文以交通銀行保定分行零售業(yè)務(wù)作為研究對(duì)象,將相關(guān)理論與實(shí)際相結(jié)合,從外部宏觀環(huán)境、微觀環(huán)境以及企業(yè)內(nèi)部自身三個(gè)層面上對(duì)交通銀行保定分行進(jìn)行了深刻分析,本文從政治、經(jīng)濟(jì)、社會(huì)、技術(shù)四方面分析了交通銀行保定分行所面臨的宏觀環(huán)境;借助于波特五力模型,從供給者、購買者、替代品、潛在進(jìn)入者以及行業(yè)內(nèi)競爭五個(gè)方面分析并掌握了交通銀行保定分行所面臨的微觀環(huán)境;從營銷策略涉及的產(chǎn)品、定價(jià)、渠道、促銷方面具體分析了交通銀行保定分行內(nèi)部的零售業(yè)務(wù)營銷上取得的進(jìn)步以及存在的問題。通過內(nèi)外部環(huán)境的分析,借助于SWOT模型,總結(jié)出交通銀行保定分行自身零售業(yè)務(wù)具有的優(yōu)勢、劣勢以及面臨的機(jī)遇和威脅。并在此基礎(chǔ)之上,結(jié)合具體問題,利用4P理論提出了交通銀行保定分行發(fā)展零售業(yè)務(wù)的營銷對(duì)策:加強(qiáng)財(cái)富管理產(chǎn)品創(chuàng)新,開展產(chǎn)品組合營銷,加大交叉銷售力度,創(chuàng)建最佳服務(wù)銀行品牌;多種定價(jià)策略,精細(xì)化定價(jià)管理;加快網(wǎng)點(diǎn)分類建設(shè),加大發(fā)展電子銀行,零售客戶經(jīng)理隊(duì)伍建設(shè),加快“三位一體”渠道建設(shè),推進(jìn)移動(dòng)金融發(fā)展;轉(zhuǎn)變促銷觀念,采取多樣化促銷手段等,共同構(gòu)成零售業(yè)務(wù)營銷策略體系,希望通過研究對(duì)交通銀行保定分行零售業(yè)務(wù)的發(fā)展提供理論指導(dǎo)。
[Abstract]:With the deepening of interest rate marketization, Internet finance is booming, financial disintermediation is accelerating day by day, at the same time, the capital supervision has increased dramatically, commercial banks are facing the transformation and development. China's economic structure continues to optimize, the financial system reform continues to promote, commercial banks traditional extensive business mode and profit model no longer adapt to the current development situation, and retail business because of its risk dispersion. Rich and stable customer resources, low cost, high profit margin and other multiple advantages, the degree of importance is increasing, which has become an important direction of the transformation and development of commercial banks in our country. At present, there are more than 20 commercial banks in Baoding area. The competition is particularly fierce. Baoding Branch of Bank of Communications was established in 2011. It is a branch of Bank of Communications Hebei Province to perfect the layout of network outlets around the capital and the province. Since the establishment of Baoding Branch of Bank of Communications, it has attached great importance to the development of retail business, and the scale of retail business has expanded rapidly. The proportion of retail business market, business revenue and so on have a greater promotion and breakthrough, in the Bank of Communications system has been ranked among the top. However, due to the establishment of branches late, retail business development is still in its infancy. There are some problems in the marketing strategy of retail business. How to develop retail business and expand market share in Baoding Branch of Bank of Communications in the new situation. Optimization of marketing strategy is an important research topic, but also has a profound practical significance. This paper takes Baoding Branch of Bank of Communications as the research object, combines the relevant theory with practice, from the external macro environment. The micro environment and the enterprise's internal three levels of the Bank of Communications Baoding Branch has been a profound analysis, this paper from the political, economic, social. The macro environment faced by Baoding Branch of Bank of Communications is analyzed from four aspects of technology. With the help of Porter's five-force model, the microcosmic environment of Baoding Branch of Bank of Communications is analyzed and mastered from five aspects: supplier, buyer, substitute, potential entrant and competition in the industry. From the aspects of product, pricing, channel and promotion of marketing strategy, this paper analyzes the progress and problems of retail business marketing in Baoding Branch of Bank of Communications, through the analysis of internal and external environment. With the help of SWOT model, this paper summarizes the advantages, disadvantages, opportunities and threats of the retail business of Baoding Branch of Bank of Communications. Based on 4P theory, this paper puts forward the marketing countermeasures of Baoding Branch of Bank of Communications to develop retail business: strengthening wealth management product innovation, developing product combination marketing, strengthening cross-selling, and creating the best service bank brand; A variety of pricing strategies, fine pricing management; Speed up the construction of classification of network, increase the development of electronic banks, retail account managers, accelerate the "trinity" channel construction, promote the development of mobile finance; By changing the concept of promotion and adopting various means of promotion, this paper makes up the marketing strategy system of retail business, hoping to provide theoretical guidance for the development of retail business of Baoding Branch of Bank of Communications.
【學(xué)位授予單位】：河北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F832.33

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