ZJNS银行零售业务营销策略研究
发布时间：2019-03-29 06:30
【摘要】：ZJNS银行作为城市商业银行,在发展规模和历程上和许多大型银行有着较大的差距,在零售业务这一方面体现的十分明显。本文通过对ZJNS银行在零售业务开展中所存在的不足之处进行分析,并在此基础上对ZJNS银行零售业务的营销策略进行了设计,对保障措施进行了讨论。本文期望通过对ZJNS银行在零售业务上营销水平的提升,对ZJNS银行和其他发展类型相似的农村商业银行在零售业务的营销工作开展上提供相应的借鉴与参考。 本文在基于本文选题背景、意义思路和方法上,对相关的理论进行了研究,包括商业银行零售业务的概念,4P、STP、交叉营销等市场营销理论和国内外相关研究综述等。并在此基础上对ZJNS银行零售业务的营销现状进行了分析,包括ZJNS银行发展现状,零售业务现状分析,以及ZJNS银行零售业务营销中的问题分析。结合上述分析,本文设计了ZJNS银行零售业务营销策略,包括明确“以中端客户为中心,挖掘高端客户,培育潜力客户”的市场定位,基本营销策略,包括价格、产品、促销、渠道策略,以及交叉销售等营销策略的选择。同时,本文还提出了ZJNS银行零售业务营销策略的保障措施,包括加强客户关系管理,加大营销创新,建立完善的绩效机制,做好培训工作等。
[Abstract]:As a city commercial bank, ZJNS Bank has a big gap with many large banks in its development scale and course, and it is very obvious in retail business. Based on the analysis of the shortcomings of ZJNS bank in the development of retail business, this paper designs the marketing strategy of ZJNS bank retail business and discusses the safeguard measures. This paper hopes to improve the marketing level of ZJNS bank in retail business, and to provide reference for ZJNS bank and other rural commercial banks with similar development types in retail business marketing. Based on the background, meaning and method of this paper, this paper studies the related theories, including the concept of retail business of commercial banks, 4p, STP, cross-marketing and other marketing theories, as well as domestic and foreign related research reviews and so on. On this basis, this paper analyzes the current marketing situation of retail business of ZJNS bank, including the development of ZJNS bank, the analysis of current situation of retail business, and the analysis of problems in the retail business marketing of ZJNS bank. Combined with the above analysis, this paper designs the marketing strategy of retail business of ZJNS bank, including defining the market orientation of "taking the middle-end customers as the center, excavating the high-end customers, cultivating the potential customers", the basic marketing strategy, including price, product, promotion, and so on. Channel strategy, as well as cross-sales and other marketing strategies to choose. At the same time, this paper also puts forward the safeguard measures of the retail business marketing strategy of ZJNS bank, including strengthening customer relationship management, increasing marketing innovation, establishing perfect performance mechanism, doing a good job of training and so on.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.2
本文编号：2449250
[Abstract]:As a city commercial bank, ZJNS Bank has a big gap with many large banks in its development scale and course, and it is very obvious in retail business. Based on the analysis of the shortcomings of ZJNS bank in the development of retail business, this paper designs the marketing strategy of ZJNS bank retail business and discusses the safeguard measures. This paper hopes to improve the marketing level of ZJNS bank in retail business, and to provide reference for ZJNS bank and other rural commercial banks with similar development types in retail business marketing. Based on the background, meaning and method of this paper, this paper studies the related theories, including the concept of retail business of commercial banks, 4p, STP, cross-marketing and other marketing theories, as well as domestic and foreign related research reviews and so on. On this basis, this paper analyzes the current marketing situation of retail business of ZJNS bank, including the development of ZJNS bank, the analysis of current situation of retail business, and the analysis of problems in the retail business marketing of ZJNS bank. Combined with the above analysis, this paper designs the marketing strategy of retail business of ZJNS bank, including defining the market orientation of "taking the middle-end customers as the center, excavating the high-end customers, cultivating the potential customers", the basic marketing strategy, including price, product, promotion, and so on. Channel strategy, as well as cross-sales and other marketing strategies to choose. At the same time, this paper also puts forward the safeguard measures of the retail business marketing strategy of ZJNS bank, including strengthening customer relationship management, increasing marketing innovation, establishing perfect performance mechanism, doing a good job of training and so on.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.2
【参考文献】
相关期刊论文 前10条
1 郑玉香;;我国商业银行零售业务的服务营销策略研究[J];商业研究;2007年03期
2 徐诗卉;;我国商业银行零售业务拓展问题探究[J];财经界(学术版);2011年09期
3 曾瑜琨;刘琼;;浅析中小商业银行零售业务发展策略[J];东方企业文化;2011年10期
4 费伦苏;;我国商业银行零售业务转型研究[J];当代经济管理;2011年04期
5 唐海军;叶振环;;商业银行零售业务的长尾特性[J];南方金融;2010年02期
6 侯鑫;刘小波;;商业银行零售业务发展概况及启示[J];消费导刊;2009年01期
7 庞雪蓉;韦晓晶;;对当前商业银行零售业务发展的几点认识[J];区域金融研究;2011年07期
8 杨振江;;商业银行零售业务存在的问题与发展策略[J];河北金融;2010年09期
9 倪佳;梁鑫;;国际银行业零售业务的发展对我国的启示[J];黑龙江对外经贸;2010年05期
10 吴健;;浅谈我国商业银行零售业务现状及发展趋势[J];海南金融;2006年10期
，本文编号：2449250
本文链接：https://www.wllwen.com/guanlilunwen/kehuguanxiguanli/2449250.html
