【作者】 李静；

【导师】 牟宇鹏；

【作者基本信息】 中国矿业大学 ， 工商管理硕士（专业学位）， 2021， 硕士

【摘要】 近年来,随着我国经济的发展,人均收入越来越高,财富管理意识的提高,以及消费驱动因素的增加,这些都给商业银行零售业务的发展提供了巨大的市场需求,银行的零售业务正在日益受到重视,从银行业的发展趋势来看,商业银行的利润构成正慢慢发生变化,零售业务会在商业银行的业务构成中占据越来越重要的位置。A银行作为大型的股份制商业银行,之前一直致力于对公业务,目前也处在零售业务发展的关键转型时刻,A银行零售业务起步较晚,为适应转型需要,如何利用自身优势整合内部资源,洞察客户需求,制定与自身发展相匹配的营销策略,实现客户资产增长成为A银行徐州分行零售业务发展的关键。论文基于A银行徐州分行零售业务推广背景,从用户视角探讨相关的影响因素,在理论丰满度和现实启示上都具有一定的意义。本文立足国内经济环境及徐州地区经济发展情况,以A银行徐州分行零售业务为研究对象,通过对徐州地区银行业零售业务行业内的竞争环境分析,结合问卷调研分析得出影响A银行徐州分行零售业务的因素。首先从A银行徐州分行所面临的政治、技术、经济、社会四方面外部宏观环境进行了阐述,利用波特五力模型用于指导A银行徐州分行零售业务战略环境分析,通过SWOT分析匹配适应A银行徐州分行零售业务发展的战略模式,为营销策略的制定做好了全面的分析工作。其次通过问卷调查对收集到的数据进行信效度检验和描述性分析、相关性分析,构建了影响因素的回归模型,对影响客户产品接受意愿的影响因素进行实证分析,得出以下结论,零售工作人员业务服务的专业性和娴熟度对客户接受意愿的影响最大,顾客更愿意回购以及向其亲友推荐购买个性化程度高和充满竞争力的银行零售产品。因此,在A银行徐州分行的零售业务发展过程中,应有针对性地对影响零售工作人员业务服务的专业性和娴熟度进行提升,加强老客户的维护。最后,以7P营销理论为基础分析影响A银行徐州分行零售业务的发展因素,在此基础上得出提升客户接受意愿的对策建议。更多还原

【Abstract】 In recent years,with the development of China’s economy,the per capita income is getting higher and higher,the awareness of wealth management is improving,and the driving factors of consumption are increasing.All of these provide a huge market demand for the development of retail business of commercial banks.The retail business of banks is being paid more and more attention,Retail business will occupy an increasingly important position in the business composition of commercial banks.As a large-scale joint-stock commercial bank,has been committed to corporate business before,and now it is also in the critical transformation moment of retail business development.Bank a’s retail business started late.In order to meet the needs of transformation,how to use its own advantages to integrate internal resources,insight into customer needs,formulate marketing strategies matching with its own development,and realize the growth of customer assets has become the focus of bank of A Xuzhou branch is the key to the development of retail business.Based on the retail business promotion background of bank of A Xuzhou branch,this paper discusses the relevant influencing factors from the perspective of users,which has certain significance in both theoretical fullness and practical enlightenment.Based on the domestic economic environment and the economic development of Xuzhou area,this paper takes the retail business of bank of A Xuzhou branch as the research object,analyzes the competitive environment of the retail business of banking industry in Xuzhou area,and obtains the factors influencing the retail business of bank A Xuzhou branch through questionnaire survey.Firstly,it elaborates the external macro environment of bank of A Xuzhou branch from four aspects of politics,technology,economy and society.It uses Porter’s five forces model to guide the strategic environment analysis of retail business of bank of A Xuzhou branch,and matches the strategic mode of retail business development of bank of A Xuzhou branch through SWOT analysis,so as to make a comprehensive analysis for the formulation of marketing strategy.Secondly,through the questionnaire survey to test the reliability and validity of the collected data,descriptive analysis and correlation analysis,this paper constructs a regression model of the influencing factors,and makes an empirical analysis of the influencing factors of customer’s product acceptance intention.The following conclusions are drawn: the professional and skilled service of retail staff has the greatest impact on customer’s Acceptance Intention,and customers are more willing to buy back And recommend to their relatives and friends to buy highly personalized and competitive bank retail products.Therefore,in the development of retail business of bank A Xuzhou branch,we should improve the professionalism and proficiency of retail staff,and strengthen the maintenance of old customers.Finally,based on 7p marketing theory,this paper analyzes the factors that affect the development of retail business of Xuzhou branch of bank a,and on this basis,puts forward some countermeasures and suggestions to enhance customer acceptance intention.更多还原