长沙兴业银行零售业务营销策略研究
发布时间：2018-10-21 14:08
【摘要】：随着湖南省内股份制银行的不断增多,银行的同业竞争趋于白热化。加上近年外资银行涌入长沙,更加剧了省内银行业的竞争。因此,从竞争的角度及银行生存与发展的角度看,长沙兴业银行的零售银行业务应如何发展?如何成为市场的领先者?本文秉承“以市场为导向,以客户为中心”的零售银行营销理念,深入研究营销策略,提出通过多样化的服务品种、快速更新的服务手段,以更好地提升在同业中的竞争力。 本文通过对兴业银行长沙分行面临的内外部环境进行阐述,运用SWOT方法分析兴业银行长沙分行的优劣势以及发展机遇、面临的竞争。研究发现,兴业银行长沙分行在分行业务层面上,在个人理财业务以及个人贷款业务上有着积累下来的优势,但是在客户数量、客户结构以及储蓄存款结构上处于一定劣势。同时,兴业银行零售业务的发展也受着来自外资银行、国有商业银行以及其它股份制银行的强有力的竞争,不过也因为长沙经济飞速发展等因素的影响而存在着巨大的机遇。 针对以上结果,本文结合国内外关于零售业务发展的理论成果以及业务实践提出促进兴业银行长沙分行零售业务发展的业务创新策略、组织优化策略、客户细分策略三大策略。其中,业务创新策略是兴业银行不断开拓向前的灵魂,组织优化策略是创新以及业务进行得以落实的制度流程保障,客户细分策略是业务实践中的核心法宝。然后,本文提出保障策略实施的财务资源的配备保障、人力资源的保障、塑造网点文化、加强科技支撑保障等4大保障措施。最后,主要从定性(客户满意/忠诚度)、定量(存贷以及回报相关指标)两个方面衡量兴业银行长沙分行零售业务营销策略执行的效果。
[Abstract]:With the increasing of the stock banks in Hunan Province, the interbank competition is becoming more and more intense. Coupled with the influx of foreign banks into Changsha in recent years, the provincial banking industry has intensified the competition. Therefore, from the point of view of competition and the survival and development of banks, how should the retail banking business of the Changsha Industrial Bank develop? How to be a market leader? Based on the marketing concept of "market oriented and customer oriented", this paper deeply studies the marketing strategy, and puts forward a new service method through diversification of service variety to improve the competitiveness of the retail bank in the same trade. This paper expounds the internal and external environment of Changsha Branch of Societe Generale Bank, and analyzes the advantages and disadvantages of Changsha Branch of Societe Generale Bank by using SWOT method, as well as the opportunities for development and the competition it faces. It is found that SocGen Changsha Branch has accumulated advantages in personal finance business and personal loan business at the branch level, but it is at a certain disadvantage in the number of customers, the structure of customers and the structure of savings deposits. At the same time, the retail business development of Industrial Bank is also subject to strong competition from foreign banks, state-owned commercial banks and other joint-stock banks, but also because of the rapid development of Changsha economy and other factors, there are great opportunities. In view of the above results, this paper puts forward three strategies to promote the development of retail business in Changsha Branch of Industrial Bank: business innovation strategy, organization optimization strategy and customer segmentation strategy combined with the theoretical results and business practice of retail business development at home and abroad. Among them, business innovation strategy is the soul of Societe Generale Bank, organizational optimization strategy is the system process guarantee of innovation and business implementation, customer segmentation strategy is the core magic weapon in business practice. Then, this paper puts forward four security measures, such as the provision of financial resources, the protection of human resources, the creation of network culture, and the strengthening of the support of science and technology. Finally, the effect of retail marketing strategy of Industrial Bank Changsha Branch is evaluated from two aspects: qualitative (customer satisfaction / loyalty), quantitative (deposit and loan and return related index).
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.2
[Abstract]:With the increasing of the stock banks in Hunan Province, the interbank competition is becoming more and more intense. Coupled with the influx of foreign banks into Changsha in recent years, the provincial banking industry has intensified the competition. Therefore, from the point of view of competition and the survival and development of banks, how should the retail banking business of the Changsha Industrial Bank develop? How to be a market leader? Based on the marketing concept of "market oriented and customer oriented", this paper deeply studies the marketing strategy, and puts forward a new service method through diversification of service variety to improve the competitiveness of the retail bank in the same trade. This paper expounds the internal and external environment of Changsha Branch of Societe Generale Bank, and analyzes the advantages and disadvantages of Changsha Branch of Societe Generale Bank by using SWOT method, as well as the opportunities for development and the competition it faces. It is found that SocGen Changsha Branch has accumulated advantages in personal finance business and personal loan business at the branch level, but it is at a certain disadvantage in the number of customers, the structure of customers and the structure of savings deposits. At the same time, the retail business development of Industrial Bank is also subject to strong competition from foreign banks, state-owned commercial banks and other joint-stock banks, but also because of the rapid development of Changsha economy and other factors, there are great opportunities. In view of the above results, this paper puts forward three strategies to promote the development of retail business in Changsha Branch of Industrial Bank: business innovation strategy, organization optimization strategy and customer segmentation strategy combined with the theoretical results and business practice of retail business development at home and abroad. Among them, business innovation strategy is the soul of Societe Generale Bank, organizational optimization strategy is the system process guarantee of innovation and business implementation, customer segmentation strategy is the core magic weapon in business practice. Then, this paper puts forward four security measures, such as the provision of financial resources, the protection of human resources, the creation of network culture, and the strengthening of the support of science and technology. Finally, the effect of retail marketing strategy of Industrial Bank Changsha Branch is evaluated from two aspects: qualitative (customer satisfaction / loyalty), quantitative (deposit and loan and return related index).
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.2
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