XX银行MM分行零售业务营销方案研究

【作者】 孙勇；

【导师】 俞颖；

【作者基本信息】 西北大学 ， 工商管理（专业学位）， 2016， 硕士

【摘要】 近年来,全球金融业发展日新月异,我国的金融体制改革也在不断的深入,银行零售业务逐渐成为商业银行的主要利润来源之一。各个商业银行为了适应这一变化,纷纷强化了其营销服务模式,以自身服务水平的提升,来达到提高银行的营销业绩的目的。本文从我国商业银行零售业务中存在的问题,和零售业务的服务销售管理和营销现状出发,以XX银行MM分行为研究对象,通过对相关问题以及现状的分析,提出商业银行的服务销售水平提升的建议和对策。首先,本文介绍了商业银行零售业务相关营销管理方面的理论,明确了对银行零售业务营销管理中有关概念的界定。然后,论文通过对零售业务发展面临的内、外部环境的分析,结合对XX银行MM分行相应政策以及管理架构和职责划分等方面的分析,找出该行在零售营销工作中所存在的问题。第三,在以上工作的基础上,论文从目标市场选择、产品和价格策略、分销和促销策略等方面制定了具体措施。最后,从优化营销架构、加强业务创新、推进网点转型和完善考核机制等层面,提出了实施零售营销方案相应的措施。通过对XX银行MM分行现状的分析,找出其自身零售业务拓展中的优劣势以及所面临的威胁与机会,以营销水平的提高,零售业务规模的扩大,市场竞争力的增强为目标,提出了有针对性的、具有重要的实践参考价值的建议和对策。更多还原

【Abstract】 In recent years, rapid progress in the global financial industry development, the financial reform in our country has been deeply, bank retail business gradually become one of the major source of profits of commercial Banks. All commercial Banks in order to adapt to this change, to strengthen its marketing service mode, with its own service level of ascension, to achieve the goal of improve marketing performance of Banks. Starting from the problems existing in the retail business of Chinese commercial Banks, the retail business service sales management and marketing present situation, to XX bank MM branch as the research object, through to the related problems and the analysis of the status quo, put forward the service level of sales of commercial Banks the Suggestions and countermeasures of ascension.First, this paper introduces the commercial bank retail business related marketing management theory, has been clear about the retail business of the Banks about the definition of the concept of marketing management. Then, the paper through to the retail business development are faced with the internal and external environment analysis, combining to the XX bank MM, corresponding policies and the analysis of the management structure and responsibility division, find out the problems in the bank in the retail marketing work. Third, on the basis of above work, a paper from the target market selection, product and price strategy, distribution and promotion strategy, etc, formulate the specific measures. Finally, from the optimization of the marketing structure, strengthen business innovation, promote network dimension of transformation and improve the evaluation mechanism, implement the retail marketing plan corresponding measures are put forward.Through analyzing the current situation of XX bank MM branch, point out the advantages and disadvantages in their own retail business development as well as the threat and opportunity, with the improvement of marketing, the expansion of retail business, enhance market competitiveness, and put forward the targeted, have important practical reference value for the Suggestions and countermeasures.更多还原