本文選題：天山農(nóng)商銀行　切入點：零售業(yè)務(wù)　出處：《石河子大學(xué)》2016年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著國內(nèi)金融脫媒和利率市場化進程加快,商業(yè)銀行的批發(fā)業(yè)務(wù)為其創(chuàng)造的利潤空間愈來愈窄,而零售業(yè)務(wù)憑借著批量大、風(fēng)險低、業(yè)務(wù)范圍廣、資本消耗少和經(jīng)營收入穩(wěn)定等諸多優(yōu)勢,逐漸成為商業(yè)銀行利潤新的增速點,而如何發(fā)展商業(yè)銀行零售業(yè)務(wù)是一個值得思考的現(xiàn)實問題。營銷渠道作為聯(lián)結(jié)商業(yè)銀行和銀行客戶的通道,是金融服務(wù)和產(chǎn)品由商業(yè)銀行轉(zhuǎn)移到銀行客戶的途徑,除了完成產(chǎn)品及服務(wù)銷售基本功能外,還承擔(dān)者向潛在消費者宣傳銀行新產(chǎn)品、為營銷部門和廣告機構(gòu)反饋市場信息等諸多職能作用。因此,構(gòu)建科學(xué)完備的營銷渠道體系是商業(yè)銀行發(fā)展零售業(yè)務(wù)的基石以及獲得差異化競爭優(yōu)勢的重要方式,也是商業(yè)銀行在日益激烈市場競爭和客戶需求不斷提高的環(huán)境下求生存,謀發(fā)展的關(guān)鍵出路。本研究首先通過界定清楚商業(yè)銀行零售業(yè)務(wù)以及營銷渠道的概念內(nèi)涵,系統(tǒng)全面歸納和分類了商業(yè)銀行營銷渠道,研究發(fā)現(xiàn)營銷渠道體系包括直接營銷渠道渠道和間接營銷渠道,其中直接營銷渠道主要是物理營業(yè)網(wǎng)點,間接營銷渠道包括自助銀行和電子銀行,電子銀行又可分為網(wǎng)上銀行、手機銀行和電話銀行。本研究以天山農(nóng)商銀行為研究案例,通過梳理天山農(nóng)商銀行零售業(yè)務(wù)營銷渠道管理現(xiàn)狀,結(jié)合SWOT分析結(jié)果,提煉出了天山農(nóng)商銀行零售業(yè)務(wù)營銷渠道存在的主要問題:一是營銷渠道和金融產(chǎn)品契合度不高,二是營銷渠道服務(wù)同質(zhì)化問題嚴(yán)重,三是物理營業(yè)網(wǎng)點渠道功能并未得到很好發(fā)揮,四是電子銀行渠道功能分流作用不明顯,五是營銷渠道條塊分割未形成整合優(yōu)勢。針對天山農(nóng)商銀行零售業(yè)務(wù)營銷渠道發(fā)展與建設(shè)過程中存在的問題,結(jié)合產(chǎn)品生命周期理論、4C營銷理論、資源集成理論以及新網(wǎng)點理想主義等基礎(chǔ)理論,本研究提出以下方面的應(yīng)對策略:一是金融產(chǎn)品金融產(chǎn)品生命周期渠道策略,結(jié)合金融產(chǎn)品生命周期不斷階段,分別提出投入期渠道策略、成長期渠道策略、成熟期渠道策略以及衰退期渠道策略;二是差異化客戶渠道服務(wù)策略,分別針對普通客戶和重點客戶提出相應(yīng)的渠道服務(wù)策略;三是物理營銷網(wǎng)點轉(zhuǎn)型策略,具體細(xì)化提出優(yōu)化營業(yè)網(wǎng)點物理布局和設(shè)計營業(yè)網(wǎng)點多功能格局策略;四是電子銀行發(fā)展策略,具體提出強化電子銀行渠道安全和提升電子銀行品牌優(yōu)勢策略;五是營銷渠道體系整合策略,具體提出設(shè)立營銷渠道整合管理部門和明確營銷渠道的定位優(yōu)化策略。
[Abstract]:With the rapid development of domestic financial disintermediation and interest rate marketization, the wholesale business of commercial banks creates a narrower and narrower profit space for them, while the retail business relies on large quantities, low risk and wide scope of business. The advantages of low capital consumption and stable operating income have gradually become a new growth point for commercial banks' profits. However, how to develop the retail business of commercial banks is a realistic problem to be considered. As a channel to connect commercial banks and bank customers, marketing channels are the ways for financial services and products to be transferred from commercial banks to bank customers. In addition to completing the basic functions of selling products and services, the bearers also promote new bank products to potential consumers and provide feedback to marketing departments and advertising agencies on many other functions, such as market information. Building up a scientific and complete marketing channel system is the cornerstone of commercial banks' development of retail business and an important way to obtain differentiated competitive advantages. It is also an important way for commercial banks to survive under the increasingly fierce market competition and increasing customer demand. First of all, by defining the concept of retail business and marketing channels of commercial banks, the thesis systematically and comprehensively summarizes and classifies the marketing channels of commercial banks. The research found that the marketing channel system includes direct marketing channel and indirect marketing channel, in which direct marketing channel is mainly physical business network, indirect marketing channel includes self-help bank and electronic bank, and electronic bank can be divided into online bank. Mobile phone bank and telephone bank. This study takes Tianshan Agricultural Commercial Bank as a case study, through combing the current situation of marketing channel management of Tianshan Agricultural and Commercial Bank retail business, combined with the results of SWOT analysis. The main problems in the marketing channels of Tianshan Agricultural and Commercial Bank are summarized as follows: first, the degree of conformity between marketing channels and financial products is not high; second, the problem of homogenization of marketing channels and services is serious. Third, the function of the physical business network channel has not been well developed, and the fourth is that the function of electronic banking channel diversion is not obvious. The fifth is that the marketing channel has not formed the integrated advantage. Aiming at the problems in the development and construction of the retail marketing channel of Tianshan Agricultural and Commercial Bank, combined with the product life cycle theory and 4C marketing theory, Based on the theory of resource integration and the idealism of new network, this study puts forward the following countermeasures: first, the channel strategy of financial product life cycle, combined with the continuous stage of financial product life cycle, Respectively put forward investment channel strategy, growth channel strategy, mature channel strategy and decline channel strategy; second, differentiated customer channel service strategy, respectively for ordinary customers and key customers put forward the corresponding channel service strategy; Third, the transformation strategy of physical marketing network, the detailed and detailed strategy of optimizing the physical layout of business network and designing the multi-function pattern of business network; fourth, the development strategy of electronic bank, The fifth is the integration strategy of marketing channel system, the establishment of marketing channel integration management department and the positioning and optimization strategy of clear marketing channel.
【學(xué)位授予單位】：石河子大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F832.2;F274

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