璧山农行零售业务的营销策略优化研究

发布时间：2018-11-03 14:12

【摘要】：重庆璧山农行是农业银行在重庆的二级分行。该行以实体网点为核心,结合网上银行、手机银行等多种渠道为客户提供各种类型的银行零售业务服务。本文通过对该行零售业务营销现状进行调查,认为其零售业务发展运行存在的一些问题,从而不适应当前的竞争形势,包括:零售业务产品缺乏品牌优势、部分产品功能设计存在问题,在网点布局、新型网点建设、现有网点标准化程度、渠道协同等渠道问题亟待解决,有待加强主动营销、分层营销、提升交叉销售能力等等。本文认为该行有待建立改进的、更适合当前营销环境的零售业务营销策略。本文研究的目的是基于璧山农行零售业务当前的营销策略现状,透视其存在的问题,在对该银行零售业务发展的营销策略和营销环境进行分析的基础上,探索其核心竞争力,帮助该行建立优化的零售业务营销策略。本文对重庆璧山农行的零售业务开展的营销策略研究及实施推动,在重庆银行业都属于较为早期的研究,为后续研究提供铺垫。本文一方面改善了璧山农行在细分市场的选择和定位,帮助该行打造零售业务品牌,另一方面建立了优化的营销组合策略,有效地提升了该分行零售业务的便利性和和促销宣传效果。因此,本文制定的零售业务营销策略优化方案,使璧山农行能够在当前的市场竞争形势下更好地发挥核心竞争力,帮助其提升在目标市场的市场份额、提升业绩。
[Abstract]:Agricultural Bank of Chongqing Bishan is the second-level branch of Agricultural Bank in Chongqing. The bank takes the entity network as the core and provides various types of banking retail services to customers through various channels, such as online banking, mobile banking and so on. Based on the investigation of the current situation of retail business marketing of the bank, this paper considers that there are some problems existing in the development and operation of its retail business, so as to be unable to adapt to the current competitive situation, including: the lack of brand advantages in the retail business products, There are some problems in the functional design of some products, such as the distribution of network, the construction of new network, the standardization of existing network, the coordination of channels, and so on. It needs to strengthen the active marketing, layered marketing, enhance the cross-selling ability and so on. This paper argues that the bank needs to establish an improved retail business marketing strategy that is more suitable for the current marketing environment. The purpose of this paper is to explore the core competitiveness of Agricultural Bank of China (ABC) on the basis of the analysis of the marketing strategy and marketing environment of the retail business development of Bishan Agricultural Bank, which is based on the current situation of marketing strategy and perspective of its existing problems, and on the basis of the analysis of the marketing strategy and marketing environment of its retail business development. Help the bank establish an optimized retail marketing strategy. The marketing strategy research and implementation of Chongqing Bishan Agricultural Bank's retail business is an early research in Chongqing banking industry, which provides a basis for further research. On the one hand, this paper improves the selection and positioning of Bishan Agricultural Bank in the market segment, helps the bank to build a retail business brand, on the other hand, establishes an optimized marketing mix strategy. It effectively improves the convenience of the branch retail business and the promotion effect. Therefore, the optimized scheme of retail marketing strategy made in this paper enables Agricultural Bank of Bishan to bring its core competitiveness into full play under the current market competition situation, to help it enhance its market share and performance in the target market.
【学位授予单位】：新疆大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F832.2

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