【作者】 杨凯；

【导师】 王翔宇；

【作者基本信息】 山西大学 ， 工商管理（专业学位）， 2020， 硕士

【摘要】 近年来,银行的竞争越来越白热化,一是因为各家银行的产品同质化严重,“复制”推广很快,一是一定程度上也受到整体经济下滑的影响,再加上互联网技术的发展也给银行业带来很大的影响。MM分行作为邮储银行在山西CZ地区的一家分行,在网点、规模和客户群体方面都有着明显的优势,是当地较大的国有商业银行。但是在目前市场竞争异常激烈的情况下,MM分行的个人金融业务发展也遇到了瓶颈,如何顺应时代的发展,通过制定和完善银行自身的营销管理来促进其持续健康发展是现阶段MM分行需要重点考虑的问题。基于此,本文通过运用文献综述法、案例分析法和演绎法等方法,对MM分行在个人金融业务发展的现状、存在的问题及原因进行详细的分析,在此基础上结合4P理论、关系营销理论及风险管理理论,从产品、价格、渠道、促销、关系、风险防范等六个方面提出了邮储银行MM分行个人金融业务营销策略设计,最后从组织、制度和人员三方面提出保障措施。本文主要通过运用市场营销相关理论知识,理论结合实际,以期为我国其它传统银行在个人金融业务方面出谋划策,提供一定可借鉴和参考的依据。更多还原

【Abstract】 In recent years,the competition among Banks has become more and more white-hot.One is that the products of various Banks are highly homogeneous and "copy" is promoted quickly.The other is that they are also affected by the overall economic downturn to some extent,and the development of Internet technology has also brought great influence to the banking industry.As a branch of postal savings bank in CZ region of Shanxi Province,MM branch has obvious advantages in network,scale and customer group.It is a large state-owned commercial bank in Shanxi Province.However,in the current extremely fierce market competition,MM branch’s personal financial business development has also encountered a bottleneck,how to adapt to the development of The Times,through the formulation and improvement of the bank’s own marketing management to promote its sustainable and healthy development is the current stage of MM branch needs to focus on the issue.Based on this,this article uses the literature review method,case analysis method and deduction method to analyze the current status,existing problems and causes of MM branches in personal financial business in detail.On this basis,it combines 4P theory and relationship marketing theory and risk management theory,from the six aspects of product,price,channel,promotion,relationship,risk prevention,put forward the design of the personal financial business marketing strategy of the Postal Savings Bank MM branch,and finally put forward guarantee measures from the three aspects of organization,system and personnel.This article mainly uses marketing-related theoretical knowledge,combining theory with practice,in order to provide advice and reference for other traditional banks in China on personal financial business.更多还原