银行零售业务的营销策略研究-以中信银行苏州分行为例(硕士)

银行零售业务的营销策略研究-以中信银行苏州分行为例(硕士)(论文32000字)
中文摘要
随着我国金融市场不断完善，金融创新和金融自由化的不断深化，银行业得以高速发展，各类商业银行不断涌现，金融脱媒和利率市场化进程不断加快，商业银行之间的竞争日趋激烈。商业银行传统的利差收益模式难以适应现今激烈的竞争环境，寻找新的银行利润增长点势在必行。此时，银行零售业务以其低风险、低资本消耗和稳定的收益等优势引起了各大商业银行的重视，并不断加大银行零售业务投入力度。
《2017年中国私人财富报告》显示，我国私人财富不断积累，高净值人群数量不断增加，这标志着银行零售业务潜力巨大，能够大幅提高银行利润水平，能够保证其在激烈的银行业竞争中保持较高的市场竞争力。本文利用理论研究法和案例分析法对我国银行零售业务营销策略进行研究，从中发现存在的问题，并提出相应的营销策略建议。
本文首先通过理论研究对银行零售业务进行界定和经典营销理论进行分析，以及银行零售业务的理论基础进行深入探究；然后对国内外银行零售业务的发展现状和发展特征进行对比分析；再以中信银行苏州分行为例，利用案例分析法对其零售金融业务进行研究，并结合苏州市社会经济发展环境，发现尚存在的问题；最后，针对我国银行零售业务存在的问题，提出相应的营销策略建议。
关键词：银行零售业务；营销策略；建议
 
Abstract
With the continuous improvement of financial market in China, the deepening of financial innovation and financial liberalization, the rapid development of banking industry, the banking industry is developing at a high speed and all kinds of commercial banks continue to emerge.With the financial disintermediation and the process of marketization of interest rates is accelerating, the competition between commercial banks is becoming more and more intense. The traditional spreads of commercial banks are difficult to adapt to today's competitive environment, and it is imperative to find new bank profit growth.At this point, the bank's retail business with its low-risk, low capital consumption and stable benefits and other advantages caused the attention of major commercial banks.Andmajor commercial banks continue to increase the bank's retail business investment.
The report what is about Chinese private wealth in 2017 shows that the accumulation of private wealth in China, the increasing number of high net worth population.This marks the bank's retail business has great potential and can significantly increase the level of bank profits.The bank retail business can ensure that commercial banks in the fierce competition in the banking industry to maintain a high market competitiveness.In this paper, theoretical research and case studies are used to study the retail marketing strategy of China's banks, and find out the existing problems, and put forward the corresponding marketing strategy recommendations.
This paper firstly through the theoretical research on the bank retail business to define and classic marketing theory analysis, as well as the banking retail business theory foundation for further study; then makes a comparative analysis on the development status and development characteristics of retail business both at home and abroad. Taking Suzhou Branch of CITIC Bank as an example, this paper studies the retail financial business by case analysis method and finds out the existing problems in combination with the social and economic development environment of Suzhou.Finally, this paper will put forward the corresponding marketing strategy according to the problems existing in the retail business of our country.
Key words:Bank retail business; Marketing strategy; Suggestion

目录
第1章  绪论    1
1.1研究背景    1
1.2研究意义    2
1.3研究思路与内容    3
1.4论文结构    4
第2章相关理论综述    5
2.1银行零售业务    5
2.2银行零售业务营销理论综述    7
2.3小结    14
第3章国内外银行零售业务发展现状    16
3.1国外银行零售业务发展现状    16
3.2我国银行零售业务发展现状    18
3.3小结    21
第4章中信银行苏州分行零售业务现状及其存在的问题    22
4.1中信银行简介    22
4.2中信银行苏州分行零售业务现状    26
4.3苏州市发展环境    29
4.4存在的问题    32
第5章相关营销策略建议    36
5.1基于“4P”和“4C”理论的策略建议    36
5.2基于“4R”理论的策略建议    37
5.3金融科技创新营销渠道    39
第6章结论与展望    40
6.1结论    40
6.2展望    40
参考文献    41
致谢    43