【作者】 李林；

【导师】 张启文； 刘恒强；

【作者基本信息】 东北农业大学 ， 工商管理硕士（专业学位）， 2021， 硕士

【摘要】 近年来,随着全球经济贸易与经济环境的不断发展,越来越多的国家加入世界贸易组织,以合作互利共赢为准则促进全球经济发展,各个国家在经济发展的同时,寻求更加适合本国实际情况的发展方式。传统的经营方式随着经济全球化逐渐被淘汰。我国作为经济发展大国,很多的国外银行为了发展随之进驻我国,随着外国银行不断涌入我国市场,导致我国的本土银行竞争压力骤增。传统的经营方式已经不适合现阶段的发展,被更加便利、具有创新意义的经营方式代替。为了保证经营质量,各大商业银行的管理者针对当前的发展趋势迅速调整,以提高基层服务为原则,将零售业务定为银行发展的重点,以改革为前进目标。但伴随而来的则是零售业务市场日益激烈的竞争,对于各大银行来说,如何抢占零售业务市场份额直接关系到银行未来的发展,这就对商业银行的营销能力提出了较高的要求。在实践中发现,现阶段部分商业银行的零售业务营销策略还存在着诸多不足之处,没有结合自身的实际情况和市场定位制定有效的方案。基于此,本文主要是以青岛银行为研究对象,对其零售业务营销策略展开了相应的研究。首先,本文利用文献研究法,梳理了国内外相关研究文献作为论文的研究基础,在借鉴前者研究成果的基础上,对论文研究所涉及的核心概念进行界定,并阐述了论文研究所涉及到的理论基础;其次,通过走访调查,了解青岛银行的实际情况,对其零售业务的相关数据进行整理与分析,掌握其零售业务的类型及收入情况。并采取问卷调查及访谈调查的方法,深入的了解青岛银行零售业务客户对银行营销方面的满意度,以及银行内部人员对该方面的实际看法;然后,对青岛银行零售业务营销的环境进行了分析,主要采取PEST分析法、波特五力分析法以及SWOT对零售业务营销所处的环境进行了分析与整合,作为零售业务营销策略制定的主要参考;最后,在问题与营销环境分析的基础上,基于7P营销组合理论和STP理论,为青岛银行零售业务提出了多方面的策略,比如产品策略、价格策略等。本研究试图为青岛银行乃至其他城市商业银行制定有效的营销策略,提升其零售业务盈利水平和服务质量及市场竞争力付出一份绵薄之力。更多还原

【Abstract】 In recent years,with the continuous development of the global economic trade and economic environment,more and more countries join the World Trade Organization to promote global economic development under the principle of mutual benefit and win-win cooperation.All countries seek,while pursuing economic development,more suitable for their actual conditions.The traditional mode of operation is gradually eliminated with the economic globaliza tion.As a big country of economic development,many foreign banks enter China in order to develop.With the continuous influx of foreign banks in our market,the competition pressure of our local banks has increased sharply.The traditional management mod e is no longer suitable for the development of the present stage,and is replaced by a more convenient and innovative management mode.In order to ensure the quality of operation,the managers of the major commercial banks quickly adjust the current development trend,take the principle of improving the grass-roots service,set the retail business as the focus of the bank development,and take the reform as the forward goal.However,it is accompanied by the increasingly fierce competition in the retail bus iness market.For the major banks,how to seize the market share of the retail business is directly related to the future development of the banks,which puts forward higher requirements for the marketing ability of the commercial banks.In practice,it is found that there are still many shortcomings in the retail business marketing strategy of some commercial banks at the present stage,and they do not formulate effective plans based on their own actual situation and market positioning.Based on this,this paper mainly takes Bank of Qingdao as the research object and studies its retail business marketing strategy.First,this paper uses the literature research method to sort out the core concepts of the study of the paper,and expounds the theoretical basis of the second,to understand the actual situation of Qingdao,organize and analyze the relevant data of its retail business,and grasp the type and income of its retail business.And take the questionnaire survey and interview survey method,In-depth understanding of the Bank of Qingdao retail business customer satisfaction with the bank marketing,And the actual views of bank insiders on this regard;then,The environment of retail business marketing of Qingdao Bank is analyzed,PEST analysis method,Porter five-force analysis method and SWOT mainly analyze and integrate the environment of retail business marketing,As the main reference for the formulation of retail business marketing strategy;last,Based on the basis of problem and marketing environment analysis,Based on the 7P marketing combination theory and the STP theory,It has put forward various strategies for the retail business of Bank of Qingdao,Such as product strategy,price strategy,etc.This study attempts to develop an effective marketing strategy for the Bank of Qingdao and even other urban commercial banks,and improve its retail business profit level and service quality and market competitiveness.更多还原