交通银行北京分行零售业务营销策略研究

发布时间：2018-05-25 21:58

本文选题：商业银行 + 交通银行北京分行　；参考：《对外经济贸易大学》2015年硕士论文

【摘要】：当前,我国经济结构不断优化,与之相匹配的金融体制改革也在不断深入中。伴随着利率市场化深入、资本监管力度加强、互联网金融蓬勃发展、金融脱媒加快、WTO金融管制放开等外部环境变化,作为基础性金融机构之一的商业银行,其传统粗放的经营形式和盈利模式都受到了不同程度的冲击,而集风险分散、耗能低、客户资源丰富且稳定、挖掘潜力大等特点于一体的零售业务,重要性与日俱增,必将成为我国商业银行转型发展的重要方向。本文以交通银行北京分行为研究对象,从交通银行北京分行的实际经营情况来看,自2005年股份制改革后,交通银行北京分行开启了新篇章,为今后稳健经营和可持续发展奠定了基础,创造了条件。近年来,交通银行北京分行高度重视零售业务发展,在创新零售产品、丰富零售渠道、优化零售价格、加大零售促销以及强化零售队伍建设等方面取得了显著进步,但随着业务发展,竞争加剧,一些零售业务管理上的问题也暴露出来。本文以交通银行北京分行零售业务发展状况与服务营销策略相结合,通过文献了解国内外商业银行零售业务发展进程,通过PEST分析模型和波特五力模型分析了当前交通银行北京分行零售业务营销管理面临的宏观环境和行业竞争情况,分析了交通银行北京分行零售业务营销策略所面临的问题,并为营销策略提出了相应改进对策,希望能够为交通银行北京分行增强零售业务竞争力提供理论指导。
[Abstract]:At present, our country's economic structure is constantly optimized, and the financial system reform that matches it is also in depth. With the deepening of the interest rate market, the strengthening of capital supervision, the rapid development of the Internet finance, the accelerated financial disintermediation, the change of the external environment, such as the release of WTO financial control, as one of the basic financial institutions, the commercial bank The extensive management and profit model have been affected by different degrees, and the retail business is characterized by decentralization of risk, low energy consumption, rich and stable customer resources, and great potential for mining. The importance is increasing and will become an important direction for the transformation and development of commercial banks in China. This paper is based on the Beijing branch of the Bank of communications. In view of the actual operation of Beijing branch of the Bank of communications, since the reform of the stock system in 2005, the Beijing branch of the Bank of communications opened a new chapter, laid the foundation for the future steady operation and sustainable development, and created the conditions. In recent years, the Beijing branch of the Bank of communications has attached great importance to the development of retail business, and in the innovation of retail products. The rich retail channel, the optimization of retail price, the increase of retail sales promotion and the strengthening of the construction of the retail team have made remarkable progress. However, with the development of business and the intensification of competition, some problems in the management of retail business have been exposed. This paper combines the retail business development status of the Beijing branch of the Bank of communications and the service marketing strategy, through the article. This paper presents the development process of retail business of commercial banks at home and abroad. Through PEST analysis model and Potter five force model, this paper analyzes the macro environment and competition situation of the retail business marketing management in Beijing branch of the Bank of communications, analyzes the problems faced by the retail marketing strategy of Beijing branch of the Bank of communications and the marketing strategy. The corresponding improvement measures are put forward, hoping to provide theoretical guidance for the Bank of communications Beijing branch to enhance the competitiveness of retail business.
【学位授予单位】：对外经济贸易大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2;F274

【参考文献】