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论文编号：	13679
作者编号：	2320200311
上传时间：	2022/12/5 22:37:54
中文题目：	B银行T分行零售业务营销策略优化研究
英文题目：	Research on Optimization of retail Marketing Strategy of T Branch of B Bank
指导老师：	马连福
中文关键字：	银行零售业务；营销策略；客户行为；B银行T分行
英文关键字：	Bank retail business；Marketing strategy；client behavior；B Bank；branch T
中文摘要：	新冠疫情突发对银行业影响很大，其中最为明显的表现即是客户到店率的持续下滑。较长一段时间内，由于对病毒十分恐惧，因此客户并不愿意进入到公共场所，而银行自身不属于生活必需品，所以，疫情防控期间，客户更愿意通过互联网平台进行银行业务办理，而且我们能够判断，即便后期疫情消退，社会生活再次恢复常态化，但是从客户角度分析，其依然不会对银行物理网点产生更多需求。大部分情况下，客户更期望通过线上渠道进行业务办理。此种状态下，对于银行比较复杂的金融产品而言，不仅销售难度增高，而且新客户非常不容易被引进。从金融市场角度来看，线上操作模式对银行技术操作能力提出了更高要求，很多业务场景也不满足线上操作条件。如果从另一个方面来看，随着社会经济发展水平的不断提升，金融科技创新使服务成本有了明显下滑，这些都在为银行服务长尾客户创造良好基础条件。此外，经济调整阶段内，受多方面因素影响，零售银行业务开始拥有良好发展空间。所以，商业银行应当加大零售业务发展力度，其也证明针对银行营销策略展开分析的重要性。 该论题研究阶段内，选取B银行T分行作为研究对象，参照服务营销理论、客户关系理论、4P理论等，针对其所打造的零售业务发展策略展开相应探究。重点研究银行零售业务，在充分发挥理论支撑作用条件下，了解国内银行零售业务发展模式，并结合B银行T分行实际发展状态，总结行业面临的核心问题，其中包括零售产品种类不够丰富、缺乏差异化定价、零售渠道发展滞后、促销方式过于传统等；有针对性设计营销策略优化方案，具体涉及渠道推广、制定多元定价策略、丰富产品等内容；探究B银行T分行零售业务优化机制，改善传统理念，加大人力资源管理力度，最终目的即是为体现信息技术应用价值做好充分准备。 通过研究能够发现，对于B银行T分行而言，其需要以市场转移为基础，持续对战略方案进行调整，并重视创新工作开展，确保客户多元化需求得到满足，包括大力推广精准营销活动等。从根本角度入手，避免传统营销理念对自身发展产生严重限制，更多关注自身不足之处，对自身活力进行全面调动，关注零售业务发展，尤其短期零售业务，其能够在金融行业发展过程中发挥十分关键的领航作用。
英文摘要：	The outbreak of COVID-19 has had a great impact on the banking industry, and the most obvious manifestation is the continuous decline in client visits to stores. A long time, because the virus is very fear, so the client is not willing to enter into public places, and the Banks themselves do not belong to the necessities, so during the epidemic prevention and control, clients are more willing to banking business is dealt with by mutual network platform, and we are able to judge, even late outbreak subsided, again returned to normal social life, but from the perspective of the client It will still not generate more demand for banks' physical branches. In most cases, clients prefer to do business through online channels. In this situation, for the bank's more complex financial products, it is not only difficult to sell them, but also difficult to introduce new clients. From the perspective of financial market, the online operation mode puts forward higher requirements on the technical operation ability of banks, and many business scenarios do not meet the online operation conditions. On the other hand, with the continuous improvement of social and economic development level, fintech innovation has significantly reduced the service cost. All these are creating good basic conditions for banks to serve long-tail clients. In addition, in the stage of economic adjustment, influenced by many factors, retail banking business began to have a good space for development. Therefore, commercial banks should strengthen the development of retail business, which also proves the importance of analyzing bank marketing strategies. In this research phase, Bank B, Branch T is selected as the research object, and the retail business development strategy is investigated with reference to service marketing theory, client relationship theory and 4P theory. With specific consideration to the retail business of the bank, under the condition of giving full play to theoretical support, we understand the development mode of domestic banks' retail business and summarize the core problems faced by the industry, including insufficient variety of retail products, lack of differentiated pricing, lagging development of retail channels, and too traditional promotion methods, etc.; we design targeted marketing strategy optimization plans, specifically involving The ultimate goal of the study is to prepare for the application of information technology. The study reveals that for Bank B Branch T, it needs to continuously adjust its strategic plan based on market shift, and pay attention to innovation to ensure that diversified client needs are met, including the promotion of precision marketing activities. From a fundamental point of view, it should avoid the traditional marketing concept from seriously limiting its development, pay more attention to its own shortcomings, mobilize its own vitality, and pay attention to the development of retail business, especially short-term retail business, which can play a very crucial role in the development of the financial industry as a leader.
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