【摘要】：重慶璧山農(nóng)行是農(nóng)業(yè)銀行在重慶的二級分行。該行以實體網(wǎng)點為核心,結(jié)合網(wǎng)上銀行、手機銀行等多種渠道為客戶提供各種類型的銀行零售業(yè)務(wù)服務(wù)。本文通過對該行零售業(yè)務(wù)營銷現(xiàn)狀進行調(diào)查,認為其零售業(yè)務(wù)發(fā)展運行存在的一些問題,從而不適應(yīng)當前的競爭形勢,包括:零售業(yè)務(wù)產(chǎn)品缺乏品牌優(yōu)勢、部分產(chǎn)品功能設(shè)計存在問題,在網(wǎng)點布局、新型網(wǎng)點建設(shè)、現(xiàn)有網(wǎng)點標準化程度、渠道協(xié)同等渠道問題亟待解決,有待加強主動營銷、分層營銷、提升交叉銷售能力等等。本文認為該行有待建立改進的、更適合當前營銷環(huán)境的零售業(yè)務(wù)營銷策略。本文研究的目的是基于璧山農(nóng)行零售業(yè)務(wù)當前的營銷策略現(xiàn)狀,透視其存在的問題,在對該銀行零售業(yè)務(wù)發(fā)展的營銷策略和營銷環(huán)境進行分析的基礎(chǔ)上,探索其核心競爭力,幫助該行建立優(yōu)化的零售業(yè)務(wù)營銷策略。本文對重慶璧山農(nóng)行的零售業(yè)務(wù)開展的營銷策略研究及實施推動,在重慶銀行業(yè)都屬于較為早期的研究,為后續(xù)研究提供鋪墊。本文一方面改善了璧山農(nóng)行在細分市場的選擇和定位,幫助該行打造零售業(yè)務(wù)品牌,另一方面建立了優(yōu)化的營銷組合策略,有效地提升了該分行零售業(yè)務(wù)的便利性和和促銷宣傳效果。因此,本文制定的零售業(yè)務(wù)營銷策略優(yōu)化方案,使璧山農(nóng)行能夠在當前的市場競爭形勢下更好地發(fā)揮核心競爭力,幫助其提升在目標市場的市場份額、提升業(yè)績。
[Abstract]:Agricultural Bank of Chongqing Bishan is the second-level branch of Agricultural Bank in Chongqing. The bank takes the entity network as the core and provides various types of banking retail services to customers through various channels, such as online banking, mobile banking and so on. Based on the investigation of the current situation of retail business marketing of the bank, this paper considers that there are some problems existing in the development and operation of its retail business, so as to be unable to adapt to the current competitive situation, including: the lack of brand advantages in the retail business products, There are some problems in the functional design of some products, such as the distribution of network, the construction of new network, the standardization of existing network, the coordination of channels, and so on. It needs to strengthen the active marketing, layered marketing, enhance the cross-selling ability and so on. This paper argues that the bank needs to establish an improved retail business marketing strategy that is more suitable for the current marketing environment. The purpose of this paper is to explore the core competitiveness of Agricultural Bank of China (ABC) on the basis of the analysis of the marketing strategy and marketing environment of the retail business development of Bishan Agricultural Bank, which is based on the current situation of marketing strategy and perspective of its existing problems, and on the basis of the analysis of the marketing strategy and marketing environment of its retail business development. Help the bank establish an optimized retail marketing strategy. The marketing strategy research and implementation of Chongqing Bishan Agricultural Bank's retail business is an early research in Chongqing banking industry, which provides a basis for further research. On the one hand, this paper improves the selection and positioning of Bishan Agricultural Bank in the market segment, helps the bank to build a retail business brand, on the other hand, establishes an optimized marketing mix strategy. It effectively improves the convenience of the branch retail business and the promotion effect. Therefore, the optimized scheme of retail marketing strategy made in this paper enables Agricultural Bank of Bishan to bring its core competitiveness into full play under the current market competition situation, to help it enhance its market share and performance in the target market.
【學位授予單位】：新疆大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F832.2

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