【作者】 赵鹏；

【导师】 焦继文；

【作者基本信息】 山东大学 ， 工商管理（专业学位）， 2017， 硕士

【摘要】 全球不少国家,都正在步入老龄社会。我国因改革发展阶段百姓生活水平较低及计划生育政策实施的影响,人口老龄化速度更快。这将对我国社会的经济发展带来广泛深远的影响。同时,我国商业银行因经济体制改革、利率市场化等因素的影响,市场竞争日益激烈。商业银行如果能够在当前复杂多变的外部形势下,积极应对人口老龄化带来的挑战,抓住时机,准确定位目标市场,积极开拓老年群体零售市场,使其在老年零售市场竞争中占得先机,为推动自身的转型发展提供动力,奠定其市场竞争中的领先地位。积极开拓老年零售市场,有利于我国推进"十三五"规划的实施,助力经济体制改革。本文选择ZZ银行对其老年客户群体零售市场的营销策略进行研究,在先进的理论指导下,结合对ZZ银行老年客户群体零售市场环境分析,制订其老年零售市场的营销策略,从而完成战略重心调整、稳定利润增长及提升市场竞争力的目的,推进其自身转型的稳步发展。本文首先介绍了 ZZ银行的现状及市场定位。基于此背景,分析ZZ银行老年客户群体零售市场的营销环境:包括ZZ银行老年客户群体零售市场的内、外部环境,ZZ银行老年零售市场的竞争环境,随后分析总结其市场营销的优、劣势和机遇威胁。在市场营销理论的指导下,借鉴国内银行优秀的做法,进行准确的市场定位,制订ZZ银行老年客户群体零售市场的营销策略;包括产品策略、服务策略、渠道策略、价格策略,最后针对市场营销策略的实施提出相应的保障措施。本文通过研究制订ZZ银行老年客户群体零售市场的营销策略和相应的保障措施,希望为ZZ银行开拓老年客户群体零售市场时有所帮助,同时为其他商业银行开拓老年客户群体零售市场提供借鉴参考。更多还原

【Abstract】 Many countries around the world are entering the aging society.Due to the low standard of living and the implementation of family planning policy,population aging is faster in china.This will bring a far-reaching impact on the development of China’s economy and society.At the same time,the commercial banks in China are becoming more and more competitive due to the economic system reform and the interest rate liberalization.In the current complicated and changeable external situation,once the commercial banks can actively respond to the challenges brought by aging of the population,seize the opportunity to accurately locate the target market,and actively explore the retail market in the elderly group,thus they will have an early lead in the retail market competition in the elderly,to promote their own transformation and development to provide impetus to establish its leading position in the market competition,establish the competitive advantage in the market position.Actively explore the old retail market,is conducive to promoting the implementation of the "13th Five-Year plan" in our country,boosting the reform of economic system.This paper chooses the marketing strategy research of the old retail market of ZZ bank,combined with the advanced theory guidance,through the analysis of the old retail market environment of ZZ bank,formulates the marketing strategy of the old retail market,completes the strategic gravity adjustment,stabilizes the profit growth and enhances the market The purpose of competitiveness,and promote the steady development of its own transformation.Firstly,this paper introduces the current situation and market positioning of ZZ bank.Based on this,the author analyzes the marketing environment of the old retail market of ZZ bank:include the internal and external environment of the retail market of the old customers of ZZ bank,and the competitive environment of ZZ bank’s retail market.Under the guidance of the theory of marketing,with reference to the excellent practice of domestic banks,accurate market positioning,the paper formulates the marketing strategy:including product strategy,service strategy,channel strategy and price strategy on the basis of clear market positioning.Finally,this paper the corresponding measures for the implementation of the marketing strategy.This paper proposes the marketing strategy and guarantee measures for ZZ bank in the old retail market,hopes to help the ZZ bank to develop the old customer group retail market,and provides reference for other commercial banks to develop the old customer group retail market.更多还原