本文選題：商業(yè)銀行 + 交通銀行北京分行��； 參考：《對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué)》2015年碩士論文

【摘要】：當(dāng)前,我國(guó)經(jīng)濟(jì)結(jié)構(gòu)不斷優(yōu)化,與之相匹配的金融體制改革也在不斷深入中。伴隨著利率市場(chǎng)化深入、資本監(jiān)管力度加強(qiáng)、互聯(lián)網(wǎng)金融蓬勃發(fā)展、金融脫媒加快、WTO金融管制放開(kāi)等外部環(huán)境變化,作為基礎(chǔ)性金融機(jī)構(gòu)之一的商業(yè)銀行,其傳統(tǒng)粗放的經(jīng)營(yíng)形式和盈利模式都受到了不同程度的沖擊,而集風(fēng)險(xiǎn)分散、耗能低、客戶資源豐富且穩(wěn)定、挖掘潛力大等特點(diǎn)于一體的零售業(yè)務(wù),重要性與日俱增,必將成為我國(guó)商業(yè)銀行轉(zhuǎn)型發(fā)展的重要方向。本文以交通銀行北京分行為研究對(duì)象,從交通銀行北京分行的實(shí)際經(jīng)營(yíng)情況來(lái)看,自2005年股份制改革后,交通銀行北京分行開(kāi)啟了新篇章,為今后穩(wěn)健經(jīng)營(yíng)和可持續(xù)發(fā)展奠定了基礎(chǔ),創(chuàng)造了條件。近年來(lái),交通銀行北京分行高度重視零售業(yè)務(wù)發(fā)展,在創(chuàng)新零售產(chǎn)品、豐富零售渠道、優(yōu)化零售價(jià)格、加大零售促銷以及強(qiáng)化零售隊(duì)伍建設(shè)等方面取得了顯著進(jìn)步,但隨著業(yè)務(wù)發(fā)展,競(jìng)爭(zhēng)加劇,一些零售業(yè)務(wù)管理上的問(wèn)題也暴露出來(lái)。本文以交通銀行北京分行零售業(yè)務(wù)發(fā)展?fàn)顩r與服務(wù)營(yíng)銷策略相結(jié)合,通過(guò)文獻(xiàn)了解國(guó)內(nèi)外商業(yè)銀行零售業(yè)務(wù)發(fā)展進(jìn)程,通過(guò)PEST分析模型和波特五力模型分析了當(dāng)前交通銀行北京分行零售業(yè)務(wù)營(yíng)銷管理面臨的宏觀環(huán)境和行業(yè)競(jìng)爭(zhēng)情況,分析了交通銀行北京分行零售業(yè)務(wù)營(yíng)銷策略所面臨的問(wèn)題,并為營(yíng)銷策略提出了相應(yīng)改進(jìn)對(duì)策,希望能夠?yàn)榻煌ㄣy行北京分行增強(qiáng)零售業(yè)務(wù)競(jìng)爭(zhēng)力提供理論指導(dǎo)。
[Abstract]:At present, our country's economic structure is constantly optimized, and the financial system reform that matches it is also in depth. With the deepening of the interest rate market, the strengthening of capital supervision, the rapid development of the Internet finance, the accelerated financial disintermediation, the change of the external environment, such as the release of WTO financial control, as one of the basic financial institutions, the commercial bank The extensive management and profit model have been affected by different degrees, and the retail business is characterized by decentralization of risk, low energy consumption, rich and stable customer resources, and great potential for mining. The importance is increasing and will become an important direction for the transformation and development of commercial banks in China. This paper is based on the Beijing branch of the Bank of communications. In view of the actual operation of Beijing branch of the Bank of communications, since the reform of the stock system in 2005, the Beijing branch of the Bank of communications opened a new chapter, laid the foundation for the future steady operation and sustainable development, and created the conditions. In recent years, the Beijing branch of the Bank of communications has attached great importance to the development of retail business, and in the innovation of retail products. The rich retail channel, the optimization of retail price, the increase of retail sales promotion and the strengthening of the construction of the retail team have made remarkable progress. However, with the development of business and the intensification of competition, some problems in the management of retail business have been exposed. This paper combines the retail business development status of the Beijing branch of the Bank of communications and the service marketing strategy, through the article. This paper presents the development process of retail business of commercial banks at home and abroad. Through PEST analysis model and Potter five force model, this paper analyzes the macro environment and competition situation of the retail business marketing management in Beijing branch of the Bank of communications, analyzes the problems faced by the retail marketing strategy of Beijing branch of the Bank of communications and the marketing strategy. The corresponding improvement measures are put forward, hoping to provide theoretical guidance for the Bank of communications Beijing branch to enhance the competitiveness of retail business.
【學(xué)位授予單位】：對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F832.2;F274

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