交通银行保定分行零售业务营销策略研究

发布时间：2018-01-23 19:42

本文关键词： 交通银行保定分行零售业务营销　出处：《河北大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着利率市场化的不断深入,互联网金融蓬勃发展、金融脱媒日益加快,同时,资本监管力度剧增,商业银行面临着转型发展。当前,我国的经济结构不断优化,金融体制改革不断推进,商业银行传统粗放的经营方式和盈利模式不再适应当前的发展形势,而零售业务由于其风险分散、客户资源丰富稳定、成本低利润率高等多重优势,重要程度与日俱增,成为我国商业银行转型发展的重要方向。目前,保定地区已有20多家商业银行,竞争尤为激烈。交通银行保定分行成立于2011年,是交通银行河北省分行为完善环首都和省内网点布局、提升对当地经济金融的服务能力而设立的第四家省辖分行。交通银行保定分行自成立来,对零售业务的发展就极为重视,零售业务规模迅速扩大,零售业务市场占比、业务收入等都有较大的提升和突破,在交行系统内排名一直名列前茅。但是,由于分行成立较晚,零售业务发展还处在起步阶段,零售业务营销管理经验不足,零售业务营销策略存在着一些问题。交通银行保定分行在新形势下如何发展零售业务,扩大市场份额,优化营销策略是当前重要的研究课题,也具有深刻的现实意义。本文以交通银行保定分行零售业务作为研究对象,将相关理论与实际相结合,从外部宏观环境、微观环境以及企业内部自身三个层面上对交通银行保定分行进行了深刻分析,本文从政治、经济、社会、技术四方面分析了交通银行保定分行所面临的宏观环境;借助于波特五力模型,从供给者、购买者、替代品、潜在进入者以及行业内竞争五个方面分析并掌握了交通银行保定分行所面临的微观环境;从营销策略涉及的产品、定价、渠道、促销方面具体分析了交通银行保定分行内部的零售业务营销上取得的进步以及存在的问题。通过内外部环境的分析,借助于SWOT模型,总结出交通银行保定分行自身零售业务具有的优势、劣势以及面临的机遇和威胁。并在此基础之上,结合具体问题,利用4P理论提出了交通银行保定分行发展零售业务的营销对策:加强财富管理产品创新,开展产品组合营销,加大交叉销售力度,创建最佳服务银行品牌;多种定价策略,精细化定价管理;加快网点分类建设,加大发展电子银行,零售客户经理队伍建设,加快“三位一体”渠道建设,推进移动金融发展;转变促销观念,采取多样化促销手段等,共同构成零售业务营销策略体系,希望通过研究对交通银行保定分行零售业务的发展提供理论指导。
[Abstract]:With the deepening of interest rate marketization, Internet finance is booming, financial disintermediation is accelerating day by day, at the same time, the capital supervision has increased dramatically, commercial banks are facing the transformation and development. China's economic structure continues to optimize, the financial system reform continues to promote, commercial banks traditional extensive business mode and profit model no longer adapt to the current development situation, and retail business because of its risk dispersion. Rich and stable customer resources, low cost, high profit margin and other multiple advantages, the degree of importance is increasing, which has become an important direction of the transformation and development of commercial banks in our country. At present, there are more than 20 commercial banks in Baoding area. The competition is particularly fierce. Baoding Branch of Bank of Communications was established in 2011. It is a branch of Bank of Communications Hebei Province to perfect the layout of network outlets around the capital and the province. Since the establishment of Baoding Branch of Bank of Communications, it has attached great importance to the development of retail business, and the scale of retail business has expanded rapidly. The proportion of retail business market, business revenue and so on have a greater promotion and breakthrough, in the Bank of Communications system has been ranked among the top. However, due to the establishment of branches late, retail business development is still in its infancy. There are some problems in the marketing strategy of retail business. How to develop retail business and expand market share in Baoding Branch of Bank of Communications in the new situation. Optimization of marketing strategy is an important research topic, but also has a profound practical significance. This paper takes Baoding Branch of Bank of Communications as the research object, combines the relevant theory with practice, from the external macro environment. The micro environment and the enterprise's internal three levels of the Bank of Communications Baoding Branch has been a profound analysis, this paper from the political, economic, social. The macro environment faced by Baoding Branch of Bank of Communications is analyzed from four aspects of technology. With the help of Porter's five-force model, the microcosmic environment of Baoding Branch of Bank of Communications is analyzed and mastered from five aspects: supplier, buyer, substitute, potential entrant and competition in the industry. From the aspects of product, pricing, channel and promotion of marketing strategy, this paper analyzes the progress and problems of retail business marketing in Baoding Branch of Bank of Communications, through the analysis of internal and external environment. With the help of SWOT model, this paper summarizes the advantages, disadvantages, opportunities and threats of the retail business of Baoding Branch of Bank of Communications. Based on 4P theory, this paper puts forward the marketing countermeasures of Baoding Branch of Bank of Communications to develop retail business: strengthening wealth management product innovation, developing product combination marketing, strengthening cross-selling, and creating the best service bank brand; A variety of pricing strategies, fine pricing management; Speed up the construction of classification of network, increase the development of electronic banks, retail account managers, accelerate the "trinity" channel construction, promote the development of mobile finance; By changing the concept of promotion and adopting various means of promotion, this paper makes up the marketing strategy system of retail business, hoping to provide theoretical guidance for the development of retail business of Baoding Branch of Bank of Communications.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F832.33

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