光大银行零售业务市场定位与营销策略研究

发布时间：2018-05-05 07:20

本文选题：商业银行 + 零售业务　；参考：《吉林大学》2013年硕士论文

【摘要】：现代商业银行从事的业务按照类型大致可分为批发业务和零售业务两种。批发业务主要面向公司、企业和组织机构；而零售业务则直接面向居民大众、个体工商户和小企业主，涉及到人们生活、消费、投资、贷款等方方面面，创新和发展的空间广阔，自由度较高，对商业银行利润增长的贡献越来越大。在国内，我国银行的零售业务与外资相比，在营业网点、客户基础和品牌认可度等方面有较大的优势，但是在财富管理、投资策略、品牌服务和内控体系等方面又存在着明显的差距。目前，我国金融业正在有条不紊地逐步对外开放，，零售市场已经成了国内银行短兵相接的主战场，如何进行有效的市场地位和差异化的营销成为了摆在我国银行面前最紧迫、最现实的问题。我国商业银行的零售业务自2002年逐步开始进行战略转型，很多银行在零售业务的经营理念上有了很大的转变，尤其是在产品和服务方面，在向外资银行学习借鉴的同时也着重自身的业务特点进行自主创新。但是，由于零售业务涉及的范围很广，而无论中外资银行都希望能够在国内打造一个集储蓄、财富管理、贷款、信用卡等综合业务为一体的金融平台，同时，银行业又没有太多的专业技术可以独享，因此，准确的市场定位和差异化的营销策略就变成了一个重中之重的议题。本文以中国光大银行为例，对国内银行零售业务的市场定位和营销方式进行分析研究，找出我国银行零售业务在发展过程中所出现的问题并提出合理的改善策略。希望能够对我国零售银行业务特别是光大银行零售业务的经营理念和管理方法起到一定的理论支持，为有效地进行资源整合，准确的市场定位和制定差异化的营销策略提供现实的参考与指导意义。本文以经典的市场营销理论为基础，主要的研究方法包括：（1）采用定性分析的方法对我国银行零售业务的市场定位、营销方式以及各项产品和服务进行研究；（2）根据4P、4C、4R营销理论对我国银行零售业务在细分客户、满足客户需求、增加客户满意度和培养客户忠诚度等方面进行分析研究。
[Abstract]:The business of modern commercial bank can be divided into wholesale business and retail business according to the type. The wholesale business is mainly for companies, enterprises and organizations; while the retail business is directly aimed at the general public, individual industrial and commercial households and small business owners, and involves all aspects of people's lives, consumption, investment, loans, etc. The space for innovation and development is wide, the freedom is higher, and the contribution to the profit growth of commercial banks is increasing. At home, the retail business of Chinese banks has great advantages over foreign capital in terms of business network, customer base and brand recognition, but in wealth management, investment strategy, etc. Brand service and internal control system and other aspects there is a clear gap. At present, China's financial industry is opening up gradually and methodically, and the retail market has become the main battlefield for domestic banks to meet each other. How to carry out effective market position and differentiated marketing has become the most urgent task in front of our banks. The most realistic question. Since 2002, the retail business of commercial banks in China has been undergoing a strategic transformation, and many banks have changed their business philosophy in retail business, especially in the aspects of products and services. Learn from foreign banks, but also focus on their own business characteristics for independent innovation. However, because the retail business involves a wide range of businesses, both Chinese and foreign banks hope to create a financial platform in China that integrates savings, wealth management, loans, credit cards, and so on. At the same time, The banking industry does not have much expertise to share, so accurate market positioning and differentiated marketing strategies have become a top priority. Taking Everbright Bank of China as an example, this paper analyzes and studies the market orientation and marketing mode of domestic banking retail business, finds out the problems in the development of China's banking retail business and puts forward reasonable improvement strategies. It is hoped that it can provide some theoretical support to the management ideas and management methods of retail banking business in China, especially Everbright Bank, in order to effectively integrate resources. Accurate market positioning and differential marketing strategy provide practical reference and guidance significance. This paper is based on the classical marketing theory, the main research methods include: 1. Using the qualitative analysis method to study the market orientation, marketing methods and various products and services of the banking retail business in China; According to the 4PX 4C 4R marketing theory, this paper analyzes and studies the retail business of Chinese banks in the aspects of customer segmentation, customer satisfaction, increasing customer satisfaction and cultivating customer loyalty.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.33

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