A农行零售业务营销策略研究

发布时间：2018-06-07 03:00

本文选题：商业银行 + 零售业务　；参考：《陕西师范大学》2016年硕士论文

【摘要】：对商业银行而言,零售业务具有领域广、产品种类多、风险分散、获益稳健、附加值高和抵御经济波动能力强等诸多优势,因此成为了银行业务发展的稳定支撑。在如今的银行业,只要提到金融产品创新,就必然会有零售业务的影子。就全球视角来看,零售业务在经济先发展国家和地区兴起的较早,诸如花旗银行和渣打银行等国际声誉较高的银行,在此业务领域都取得了较为成熟的发展,并形成了较为系统且科学的营销体系。于我国而言,零售业务在近些年才进入发展高峰。受发展时间段、经验匮乏和自身管理模式等多方因素影响,国内一些商业银行在零售业务销售环节中出现了一些问题,如若不及时解决这些问题,将不利于这项业务的可持续发展。基于此,试图对中国农业银行A分行的零售业务营销策略问题展开研究。本研究主要包括七部分内容。第一部分是导论,主要阐述了本次研究的背景和意义、国内外研究综述、研究思路与方法、研究内容等,为论文的开展奠定基础。第二部分为相关理论基础,结合相关文献资料,就研究所涉及到的概念以及所应用的营销理论进行总结与归纳。第三部分是A农行零售业务发展现状介绍,从A农行基本概况、零售业务营销现状、当前营销业绩等方面展开,并分析了其营销策略存在的问题。第四部分为A农行零售业务销售SWOT分析,结合实际调研情况,就A农行零售业务优势、劣势、机会和威胁进行系统分析,并结合相关结论,粗略提出营销战略选择。第五部分为A农行零售业务营销策略优化方案,结合A农行零售业务销售现状与症结,以STP营销理论、品牌理论、客户关系理论、4C理论和金融创新理论为指导,为A农行优化零售业务营销策略,具体方案为：明确目标市场、强化客户关系管理理、创新产品管理、加强渠道整合、优化服务流程、加强品牌管。第六部分,提出A农行零售业务营销策略的实施还需要树立全新的营销意识、部门协调、人资保障、激励保障、科技支撑、风险管控等因素加以护航。最后是结论,对论文的研究过程进行总结,对得发现的问题、提出的解决方案进行归纳总结,并对解决方案的实施进行展望。研究的目的在于：呼吁A农行以及国内其他银行实体在零售业务营销过程中,注重科学营销策略的应用。
[Abstract]:For commercial banks, retail business has many advantages, such as wide field, variety of products, scattered risk, steady profit, high added value and strong ability to resist economic fluctuations, so it has become a stable support for the development of banking business. In today's banking industry, as long as the mention of financial product innovation, there will inevitably be retail business shadow. From a global perspective, retail business developed earlier in economically developed countries and regions. Banks with relatively high international reputation, such as Citibank and Standard Chartered Bank, have achieved relatively mature development in this business field. And formed a more systematic and scientific marketing system. In our country, retail business in recent years has entered the peak of development. Influenced by the development period, lack of experience and management model, some domestic commercial banks have some problems in the retail business sales, if they do not solve these problems in time. It will be detrimental to the sustainable development of this business. Based on this, this paper attempts to study the retail marketing strategy of Agricultural Bank of China A Branch. This research mainly includes seven parts. The first part is the introduction, mainly elaborated this research background and the significance, the domestic and foreign research summary, the research thought and the method, the research content and so on, has laid the foundation for the thesis development. The second part is the related theoretical basis, combined with the relevant literature, the research involved in the concept and the application of marketing theory summarized and summarized. The third part is the current situation of A Agricultural Bank of China's retail business development, from the basic situation of A Agricultural Bank, retail business marketing status, current marketing performance and other aspects, and analyzes the existing problems of its marketing strategy. The fourth part is the SWOT analysis of A Agricultural Bank's retail business sales. Combining with the actual investigation situation, this paper makes a systematic analysis of A Agricultural Bank's retail business strengths, weaknesses, opportunities and threats. Combined with the relevant conclusions, it roughly puts forward the marketing strategy choice. The fifth part is the optimization scheme of A Agricultural Bank's retail marketing strategy, which is guided by STP marketing theory, brand theory, customer relationship theory and financial innovation theory. The specific schemes are: clear target market, strengthen customer relationship management, innovate product management, strengthen channel integration, optimize service flow, and strengthen brand management. In the sixth part, the author points out that the implementation of A Agricultural Bank's retail marketing strategy also needs to establish a brand new marketing consciousness, departmental coordination, human capital security, incentive protection, scientific and technological support, risk control and other factors to escort. Finally, the paper summarizes the research process, summarizes the problems and solutions, and looks forward to the implementation of the solutions. The purpose of the research is to call on Agricultural Bank of China and other domestic banking entities to pay attention to the application of scientific marketing strategies in the retail marketing process.
【学位授予单位】：陕西师范大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F832.2;F274

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