上海银行宁波市场零售业务营销策略研究

发布时间：2018-07-17 17:41

【摘要】：近年来,随着外资银行的不断涌入、互联网金融的蓬勃兴起,我国商业银行业务的市场份额正不断地被蚕食。同时金融利率市场化改革的不断深入,商业银行传统业务的存贷利差空间又逐步被挤压。在如此“内忧外患”的形势下,各家商业银行为了抢占更多的市场份额,谋取更大的盈利空间,战略方向纷纷转向零售业务。而零售业务也以其客源广泛、收益稳定、风险分散、潜力巨大的特性,愈受各家银行青睐。为此国内商业银行零售业务的竞争也日趋于白热化,而如何有效地开展零售业务以及采用何种营销策略也显得愈发重要。对于商业银行零售业务而言,制定施行有效的营销策略,不仅能提升综合竞争力,拓展更多的目标客群,实现既定的经营目标,而且对商业银行长期稳健的发展起到至关重要的作用,也是解决银行“未来有饭吃”的根本。我国商业银行零售业务应不断学习借鉴花旗、汇丰、招商等国内外标杆商业银行的先进经验,制定相应的营销策略。本文以上海银行宁波分行(下文简称:宁波上行)为研究对象,以当前金融生态环境、上海银行总行战略转型和上海银行成功上市为研究背景,从当前宁波上行零售业务发展现状以及市场营销模式入手,进而分析其当前营销策略存在的问题和根源,并优化制定有效适用的策略来提升综合竞争能力,解决宁波上行零售业务起步较晚、发展乏力的局面。本文将通过市场营销SWOT分析法,对宁波上行零售业务的优势、劣势、机会和威胁进行深入分析。通过STP理论,对宁波市场零售业务进行市场细分、明确目标市场和市场定位,并在此基础上结合4P营销组合策略提出适合宁波上行零售业务发展的,在产品、定价、渠道以及促销等营销策略方面的改进方案。
[Abstract]:In recent years, with the continuous influx of foreign banks and the vigorous rise of Internet finance, the market share of commercial banks in China is constantly being eroded. At the same time, with the deepening of market-oriented reform of financial interest rate, the space of deposit and loan spread of traditional business of commercial banks is gradually squeezed. In such a "internal and external" situation, commercial banks in order to seize more market share, seek greater profit space, the strategic direction has shifted to retail business. The retail business is favored by various banks because of its wide customer base, stable income, scattered risk and huge potential. Therefore, the competition of retail business of domestic commercial banks is becoming more and more intense, and how to carry out retail business effectively and what marketing strategy to adopt is becoming more and more important. For the retail business of commercial banks, formulating and implementing effective marketing strategies can not only enhance the comprehensive competitiveness, expand more target groups, but also achieve the established business objectives. Moreover, it plays a vital role in the development of commercial banks in the long term and is the basis of solving the problem of "having a meal in the future". The retail business of Chinese commercial banks should learn from the advanced experience of Citibank, HSBC, China Merchants and other domestic and international benchmark commercial banks, and formulate the corresponding marketing strategies. This paper takes Ningbo Branch of Bank of Shanghai (hereinafter referred to as Ningbo uplink) as the research object, taking the current financial ecological environment, the strategic transformation of Shanghai Bank's head office and the successful listing of Shanghai Bank as the research background. Starting with the current development situation and marketing mode of the upstream retail business in Ningbo, this paper analyzes the existing problems and root causes of its current marketing strategy, and optimizes the formulation of effective and applicable strategies to enhance the comprehensive competitiveness. To solve Ningbo upstream retail business started late, weak development situation. This paper analyzes the advantages, disadvantages, opportunities and threats of Ningbo uplink retail business through SWOT analysis of marketing. Through STP theory, the market segmentation of Ningbo market retail business is carried out, and the target market and market positioning are defined. On this basis, combining with the 4P marketing combination strategy, the paper puts forward the products and pricing suitable for Ningbo uplink retail business development, which is suitable for the development of Ningbo uplink retail business. Channels and sales promotion and other marketing strategy improvements.
【学位授予单位】：武汉纺织大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.2;F274

【参考文献】