【摘要】：近年來,隨著外資銀行的不斷涌入、互聯(lián)網(wǎng)金融的蓬勃興起,我國商業(yè)銀行業(yè)務的市場份額正不斷地被蠶食。同時金融利率市場化改革的不斷深入,商業(yè)銀行傳統(tǒng)業(yè)務的存貸利差空間又逐步被擠壓。在如此“內(nèi)憂外患”的形勢下,各家商業(yè)銀行為了搶占更多的市場份額,謀取更大的盈利空間,戰(zhàn)略方向紛紛轉(zhuǎn)向零售業(yè)務。而零售業(yè)務也以其客源廣泛、收益穩(wěn)定、風險分散、潛力巨大的特性,愈受各家銀行青睞。為此國內(nèi)商業(yè)銀行零售業(yè)務的競爭也日趨于白熱化,而如何有效地開展零售業(yè)務以及采用何種營銷策略也顯得愈發(fā)重要。對于商業(yè)銀行零售業(yè)務而言,制定施行有效的營銷策略,不僅能提升綜合競爭力,拓展更多的目標客群,實現(xiàn)既定的經(jīng)營目標,而且對商業(yè)銀行長期穩(wěn)健的發(fā)展起到至關重要的作用,也是解決銀行“未來有飯吃”的根本。我國商業(yè)銀行零售業(yè)務應不斷學習借鑒花旗、匯豐、招商等國內(nèi)外標桿商業(yè)銀行的先進經(jīng)驗,制定相應的營銷策略。本文以上海銀行寧波分行(下文簡稱:寧波上行)為研究對象,以當前金融生態(tài)環(huán)境、上海銀行總行戰(zhàn)略轉(zhuǎn)型和上海銀行成功上市為研究背景,從當前寧波上行零售業(yè)務發(fā)展現(xiàn)狀以及市場營銷模式入手,進而分析其當前營銷策略存在的問題和根源,并優(yōu)化制定有效適用的策略來提升綜合競爭能力,解決寧波上行零售業(yè)務起步較晚、發(fā)展乏力的局面。本文將通過市場營銷SWOT分析法,對寧波上行零售業(yè)務的優(yōu)勢、劣勢、機會和威脅進行深入分析。通過STP理論,對寧波市場零售業(yè)務進行市場細分、明確目標市場和市場定位,并在此基礎上結(jié)合4P營銷組合策略提出適合寧波上行零售業(yè)務發(fā)展的,在產(chǎn)品、定價、渠道以及促銷等營銷策略方面的改進方案。
[Abstract]:In recent years, with the continuous influx of foreign banks and the vigorous rise of Internet finance, the market share of commercial banks in China is constantly being eroded. At the same time, with the deepening of market-oriented reform of financial interest rate, the space of deposit and loan spread of traditional business of commercial banks is gradually squeezed. In such a "internal and external" situation, commercial banks in order to seize more market share, seek greater profit space, the strategic direction has shifted to retail business. The retail business is favored by various banks because of its wide customer base, stable income, scattered risk and huge potential. Therefore, the competition of retail business of domestic commercial banks is becoming more and more intense, and how to carry out retail business effectively and what marketing strategy to adopt is becoming more and more important. For the retail business of commercial banks, formulating and implementing effective marketing strategies can not only enhance the comprehensive competitiveness, expand more target groups, but also achieve the established business objectives. Moreover, it plays a vital role in the development of commercial banks in the long term and is the basis of solving the problem of "having a meal in the future". The retail business of Chinese commercial banks should learn from the advanced experience of Citibank, HSBC, China Merchants and other domestic and international benchmark commercial banks, and formulate the corresponding marketing strategies. This paper takes Ningbo Branch of Bank of Shanghai (hereinafter referred to as Ningbo uplink) as the research object, taking the current financial ecological environment, the strategic transformation of Shanghai Bank's head office and the successful listing of Shanghai Bank as the research background. Starting with the current development situation and marketing mode of the upstream retail business in Ningbo, this paper analyzes the existing problems and root causes of its current marketing strategy, and optimizes the formulation of effective and applicable strategies to enhance the comprehensive competitiveness. To solve Ningbo upstream retail business started late, weak development situation. This paper analyzes the advantages, disadvantages, opportunities and threats of Ningbo uplink retail business through SWOT analysis of marketing. Through STP theory, the market segmentation of Ningbo market retail business is carried out, and the target market and market positioning are defined. On this basis, combining with the 4P marketing combination strategy, the paper puts forward the products and pricing suitable for Ningbo uplink retail business development, which is suitable for the development of Ningbo uplink retail business. Channels and sales promotion and other marketing strategy improvements.
【學位授予單位】：武漢紡織大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F832.2;F274

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