平安银行零售业务营销渠道策略研究

发布时间：2018-03-10 18:25

本文选题：平安银行　切入点：零售业务　出处：《兰州大学》2013年硕士论文　论文类型：学位论文

【摘要】：在当前宏观经济环境下,零售业务对银行业务收入的贡献比重越来越高,且成为商业银行新兴业务风险的有效对冲保障。零售业务以其资本消耗低、业务规模大、发展空间广等诸多优点受到众多银行的重视。银行的营销渠道是实现银行产品或服务从商业银行到达消费者所经过的路径。银行的营销渠道除了完成产品及服务销售的基本功能外,还承担者向潜在消费者宣传银行新产品、为营销部门和广告机构反馈市场信息、提升营销策略的实施效果等诸多职能。因此,营销渠道对于银行零售业务的发展,构建科学、成熟的渠道体系显得尤为重要。本文通过文献法对商业银行零售业务营销渠道相关理论进行了整合和提炼,对国内外银行零售业务及其渠道发展进行了研究,并列举了部分代表性银行的零售业务,深入分析了我国银行零售业务的现状以及面临的机遇与挑战。采用实际调查法对平安银行零售业务的营销渠道进行调查,用列举法列举了平安银行营业网点、自助银行、电话银行、网上银行四种零售业务渠道建设的现状与不足。论文运用市场营销、客户关系管理等相关理论,结合平安银行零售业务的实际,对平安银行零售业务渠道策略进行了重点研究,并提出了策略的实施保障措施。论文的研究对平安银行零售业务的营销渠道建设具有一定的参考价值。
[Abstract]:In the current macroeconomic environment, the contribution of retail business to banking revenue is increasing, and it has become an effective hedge against the risks of new business in commercial banks. Many advantages, such as wide space for development, are valued by many banks. The marketing channel of the bank is the path of the bank product or service from the commercial bank to the consumer. The marketing channel of the bank not only completes the basic function of the product and service sales, but also the basic function of the bank. They also propagate new bank products to potential consumers, feedback market information for marketing departments and advertising agencies, improve the implementation effect of marketing strategies, etc. Therefore, marketing channels are scientific for the development of bank retail business. Mature channel system is particularly important. This paper integrates and refines the relevant theories of retail marketing channel of commercial banks through the method of literature, studies the retail business and its channel development of domestic and foreign banks, and enumerates the retail business of some representative banks. This paper deeply analyzes the present situation, opportunities and challenges of banking retail business in China. By using the method of actual investigation, it investigates the marketing channels of the retail business of Ping an Bank, enumerates the outlets and self-service banks of Ping an Bank by enumeration. The present situation and deficiency of the construction of four kinds of retail business channels of telephone bank and internet bank. This paper applies the relevant theories of marketing, customer relationship management and so on, combining with the reality of Ping an Bank's retail business. This paper focuses on the research on the channel strategy of Ping an Bank retail business and puts forward the measures to ensure the implementation of the strategy. The research in this paper has certain reference value for the marketing channel construction of the retail business of Ping an Bank.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.33

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