中国民生银行长春分行零售业务营销策略研究

发布时间：2019-06-18 08:29

【摘要】：近年来，我国金融业不断改革，中国民生银行的零售业务也在不断发展。在机遇与风险并存的竞争态势下，中国民生银行开展零售业务必须找准定位，明确营销策略。中国民生银行长春分行结合所在区域的营销环境、客户基础、同业策略，借鉴国内外优秀的业务经验，要摸索出一条适合自己的发展道路，保持并扩大自己的优势，进一步提升零售业务的利润贡献度，实现可持续发展，才能为零售银行业务的持续健康发展提供一定的理论依据和指导意义。本文将以中国民生银行长春分行零售业务的营销策略为主题，从以下几个方面进行研究：第一部分为绪论部分，主要对该选题的背景和研究意义进行了阐述，对国内外关于银行零售业务营销的研究现状进行了梳理和分析，最后简单说明了研究的主要内容和研究方法。第二部分为主体部分。首先，阐述了银行零售业务的概念、类型、产生与发展及特点，市场营销的组合理论，如4P、4C、4R营销理论。其次，通过实地调研考察的方式，对中国民生银行长春分行的零售业务营销现状、存在的主要问题及其原因进行了详细的研究，进一步针对长春分行零售业务的优劣和环境进行分析，为营销策略的制定和创新提供理论支撑；再次，针对中国民生银行长春分行零售业务存在的主要问题和原因，吸收和借鉴各类营销理论的优势，提出了以“小微”、“小区”金融服务营销模式为创新点的系统策略体系研究；最后，，确定了一系列具体的可操作的现实策略，并确保策略的落地实施，即在加强顶层设计实现营销模式的战略转型、强化特色品牌业务实现产品结构调整、拓展新兴消费产品与服务实现现代化的营销模式、完善客户分层管理提高服务质量和水平、加强零售业务风险管理保证资产安全等五个方面提出了具有可操作性的策略方案。第三部分是结论部分，主要对银行零售业务营销策略的实现和未来发展所需要的条件进行了扼要说明。
[Abstract]:In recent years, the financial industry of our country continues to reform, and the retail business of Minsheng Bank of China is also developing. Under the competitive situation of both opportunity and risk, Minsheng Bank of China must find out the correct position and make clear the marketing strategy to carry out the retail business. Combined with the marketing environment, customer base and industry strategy of Minsheng Bank of China Changchun Branch, drawing lessons from the excellent business experience at home and abroad, we should find out a suitable development road, maintain and expand their own advantages, further improve the profit contribution of retail business, and achieve sustainable development, so as to provide a certain theoretical basis and guiding significance for the sustainable and healthy development of retail banking business. This paper will take the marketing strategy of retail business of Changchun Branch of Minsheng Bank of China as the theme, and carry on the research from the following aspects: the first part is the introduction part, which mainly expounds the background and significance of this topic, combs and analyzes the research status of bank retail business marketing at home and abroad, and finally briefly explains the main contents and research methods of the research. The second part is the main part. First of all, this paper expounds the concept, type, generation and development and characteristics of bank retail business, and the combination theory of marketing, such as 4P, 4C, 4R marketing theory. Secondly, through the way of field investigation and investigation, this paper makes a detailed study on the present situation, main problems and causes of retail business marketing of Changchun Branch of Minsheng Bank of China, and further analyzes the advantages, disadvantages and environment of retail business of Changchun Branch, so as to provide theoretical support for the formulation and innovation of marketing strategy. Thirdly, in view of the main problems and causes of retail business in Changchun Branch of Minsheng Bank of China, this paper absorbs and draws lessons from the advantages of various marketing theories, and puts forward a systematic strategy system research with "small and micro" and "community" financial service marketing model as the innovation point. Finally, a series of practical strategies are determined, and the implementation of the strategy is ensured, that is, to strengthen the top-level design to realize the strategic transformation of marketing mode, to strengthen the characteristic brand business to realize the adjustment of product structure, to expand the modern marketing mode of emerging consumer products and services, and to perfect the hierarchical management of customers to improve the quality and level of service. Five aspects of strengthening retail business risk management to ensure asset security are put forward. The third part is the conclusion part, which mainly describes the realization of bank retail marketing strategy and the conditions needed for its future development.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.2

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