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论文编号：	11259
作者编号：	2320170489
上传时间：	2019/12/10 12:59:48
中文题目：	中国工商银行（天津分行）零售业务营销策略研究
英文题目：	Research on Retail Business Marketing Strategy of Tianjin branch of Industrial and Commercial Bank of China
指导老师：	刘建华
中文关键字：	工商银行天津分行 零售业务 智慧零售 营销策略
英文关键字：	Tianjin Branch of Industrial and Commercial Bank；Retail business；Intelligent retail；Marketing tactics
中文摘要：	近年来，在经济下行、宏观去杠杆、产品同质化严重、监管肃清等多重压力下，力求触底反弹的中国银行业，几乎无一例外的都在进行艰难的转型、创新。在这种经济大环境下，商业银行的零售业务战况也愈演愈烈，各大银行分别推出各种创新概念，尝试改革、创新以适应经济发展，抢占市场，赢得优势。工商银行，作为中国银行业的领军者，坚持以市场为导向，以客户为中心，加快业务创新，改进客户服务，在推进大零售战略中取得了明显成效，零售业务在整体经营效益增长和转型发展中发挥了稳定器和压舱石的作用，但同时也存在一定问题，其核心是以客户为中心的理念没有得到深入贯彻，传统的获客、活客、黏客方式亟待转型与创新。 针对以上问题，本文展开系统研究，首先，通过综合阐述工商银行零售业务的现状及存在问题，以经营情况入手进行原因分析，重新审视“目标客户是谁、在哪、客户需求是什么”三个最古老的问题，以期能够更加彻底地贯彻以客户为中心的理念，关注客户体验，加快零售业务转型升级；其次，围绕战略目标，运用金融科技手段，实施全量客户战略，以智慧零售的转型发展引领经营转型，真正把零售业务经营能力和零售客户服务能力打造成互联网时代工商银行的核心竞争力，解决好“将合适的产品、通过合适的渠道、送给合适的客户”这三个客户服务的核心问题；最后，根据零售业务营销策略分别从组织与制度、文化与人员、信息系统以及风险防范领域提出一系列保障措施，为策略的顺利实施落地保驾护航。本文通过理论分析与实际工作相结合的方式得出结论，不仅对工商银行天津分行零售业务的转型与发展具有重要意义，对我国其他商业银行的经营也具有一定参考和借鉴价值。
英文摘要：	In recent years, under multiple pressures, such as the economic downturn, macro-de-leveraging, serious product homogenization, and regulatory purges, the Chinese banking industry, which is striving to bottom out, has almost invariably undergone difficult transformations and innovations. In this economic environment, the retail business situation of commercial banks has also intensified. Major banks have launched various innovative concepts to try to reform and innovate to adapt to economic development, seize the market, and win advantages. Industrial and Commercial Bank of China, as the leader of China's banking industry, has made remarkable progress in promoting a large retail strategy by taking the market as the leader and customers as the center, accelerating business innovation and improving customer service. The retail business has played a stabilizing role in the overall growth and transformation of business benefits, but there are also certain problems. The core of the retail business is that the concept of customer focus has not been fully implemented. The traditional ways of getting guests, living guests, and sticking guests urgently need to be transformed and innovated. In view of the above problems, this paper makes a systematic study. Firstly, through a comprehensive exposition of the current situation and existing problems of the retail business of ICBC, we start with the business situation to analyze the reasons. Reconsider the three oldest questions of "who the target customer is, where, and what the customer needs are" in order to more thoroughly implement the customer-centered concept, pay attention to the customer experience, and speed up the transformation and upgrading of the retail business.Secondly, we need to focus on strategic goals, use financial science and technology to implement a comprehensive customer strategy, lead the business transformation with the transformation and development of smart retail, and truly build retail business and customer service capabilities into the core competitiveness of ICBC in the Internet era. Resolve the core issues of "the right product, through the right channel, to the right customer" these three customer service issues. Finally, according to the retail business marketing strategy, a series of safeguard measures are put forward from the areas of organization and system, culture and personnel, information system and risk prevention respectively, to ensure the smooth implementation of the strategy. Through the combination of theoretical analysis and practical work, this paper concludes that it is not only of great significance to the transformation and development of retail business of ICBC Tianjin branch, but also of reference and reference value to other commercial banks in China.
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