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论文编号：	12085
作者编号：	2320180301
上传时间：	2020/12/11 16:25:47
中文题目：	平安银行零售金融业务营销策略研究——基于整合营销传播视角
英文题目：	Research on Marketing Strategy of Ping An Bank Retail Financial Services: Based on Integrated Marketing Communications Perspective
指导老师：	申光龍
中文关键字：	整合营销传播；零售银行业务；平安银行
英文关键字：	Integrated Marketing Communication; Retail Banking Business; Ping An Bank
中文摘要：	近年来，中国经济社会高速发展，为银行零售金融业务的发展提供了广阔空间，各商业银行纷纷对零售金融业务给予高度重视。由于中国零售银行业务仍处于成长初期，经济新常态推动的客户对零售金融需求的变化、科技创新带来的零售银行运作模式的变化、零售客户自身行为习惯和交易习惯的变化、综合性全媒体渠道对营销宣传广度和深度的影响，都对传统的银行营销策略转型升级提出了较大的挑战。在这样一个背景下，近年来出现的整合营销传播理论，主张以营销传播管理者为主导，通过与利害关系者建立双向互动沟通，综合运用多元化营销传播方式，向外界传达出企业和品牌统一的内涵和价值，实现企业与利害关系者长期的和谐共赢，提升企业的品牌价值。笔者以整合营销传播的视角对银行零售金融业务的营销策略进行研究，以期能够对银行业的管理实践提供理论指导。 本论文选择了平安银行作为主要研究样本，通过案例分析、比较研究、演绎归纳等研究方式，对其零售金融业务营销的发展思路和发展情况进行了总结。借助宏观环境分析、微观环境分析、SWOT 分析的方法分析了平安银行零售金融业务的营销环境。针对研究中发现的平安银行零售金融业务营销中存在问题和不足，本文在研究中利用整合营销传播、利害关系者管理等理论对零售金融业务营销策略进行深层次研究，并结合平安银行作为案例，进行基于整合营销传播策略的营销策略框架创设，且设计了营销策略优化方案及其实施保障措施， 以期对平安银行目前存在的问题进行优化，并对零售金融市场的发展提供借鉴和参考。 综上所述，本论文研究范围指向银行零售金融业务营销这一行业热点领域，并以学术界还较少予以关注的整合营销传播作为研究视角切入点，具有一定的理论研究意义和实践应用价值。在对研究样本全面分析的基础上，将整合营销传播理论与银行营销策略相结合，并根植于银行的具体实践，融进了理论上的思考，具有一定的理论指导性和实践基础，希望能够对于银行零售金融业务营销管理实践提供参考。
英文摘要：	In recent years, the rapid economic and social development of China has provided a broad space for the development of bank retail financial services. Commercial banks have attached great importance to retail financial services. As China’s retail banking business is still in the early stages of growth, changes in customer demand for retail finance driven by the new economic normal, changes in retail banking operation models brought about by technological innovation, changes in retail customers’ own behavior and transaction habits, comprehensive media The influence of channels on the breadth and depth of marketing promotion poses a greater challenge to the transformation and upgrading of traditional bank marketing strategies. Under such a background, the integrated marketing communication theory that has emerged in recent years advocates that the marketing communication manager is the leading one, through the establishment of two-way interactive communication with stakeholders, and the comprehensive use of diversified marketing communication methods to convey the unity of the company and the brand to the outside world The connotation and value of the company can achieve long-term harmony and win-win between the company and its stakeholders, and enhance the company’s brand value. Therefore, from the perspective of integrated marketing communication, the author conducts research on the marketing strategy of the bank's retail financial business, hoping to provide theoretical guidance for the management practice of the banking industry. This paper selects the main research samples of Ping An Bank, and summarizes the marketing development ideas and development conditions of Ping An Bank's retail financial business through case analysis, comparative research, deductive induction and other research methods. With the help of macro-environment analysis, micro-environment analysis and SWOT analysis, the marketing environment of Ping An Bank’s retail financial business is analyzed. Aiming at the problems and deficiencies found in the research of Ping An Bank’s retail financial business marketing, this article will use integrated marketing communication, stakeholder management and other theories to conduct in-depth research on retail financial business marketing strategies, and combine Ping An to take a bank as an example. Establish a marketing strategy framework based on integrated marketing communication strategies, design a marketing strategy optimization plan and implementation safeguard measures, in order to optimize the existing problems of Ping An Bank and provide reference for Ping An Bank to develop the retail financial market. To sum up, the research scope of this article is aimed at the industry hot spot of retail financial business marketing of banks, and takes the integrated marketing communication that has not been highly valued by academia as the research perspective. It has certain theoretical research significance and practical application value. On the basis of a comprehensive analysis of the research samples, the integrated marketing communication theory is combined with the bank's marketing strategy, rooted in the specific practice of the bank, and integrated theoretical thinking. It has a certain theoretical guidance and practical foundation. It is hoped that this research result can effectively guide the banking industry's marketing and management practices for retail financial services.
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