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论文编号：	15510
作者编号：	2320224063
上传时间：	2025/6/13 19:56:21
中文题目：	ZX银行T分行零售业务营销策略优化研究
英文题目：	Research on the Optimization of Retail Business Marketing Strategies for the T Branch of ZX Bank
指导老师：	姚欣林
中文关键字：	银行；零售业务；营销策略优化
英文关键字：	Bank; Retail Banking Services; Marketing Strategy Optimization
中文摘要：	近年来，伴随着经济社会环境的不断变化，以及金融科技和人工智能的快速发展，中国金融市场改革进程持续加速，金融体系内不断涌现新形态、新力量。居民视角下，由于线上生活的日益丰富，消费者更加注重多元化金融需求，也对金融服务的便捷性要求越来越高。互联网金融、移动金融、移动支付、第三方支付等迅速抢占市场份额，以股份制商业银行为代表的银行业金融机构面临激烈的市场竞争。商业银行零售业务具有弱周期性，更有利于获取稳定且低成本的资金，平衡对公业务和同业业务风险，在适应市场变化的过程中，零售业务对商业银行尤其是股份制商业银行整体的利润贡献度越来越高，零售业务重要性日益凸显。为提升市场竞争力，商业银行需要转变零售业务发展理念，积极调整零售业务的营销策略。 本文以ZX银行T分行作为研究对象，基于研究对象的实际经营情况对T分行零售业务营销环境、营销策略进行分析，总结发现当前T分行存在市场定位不精准、产品策略导向性弱、未能形成统筹的促销策略以及人员策略无法有力支撑零售客群经营等问题，在STP理论及7Ps理论的指导下，本文提出了针对性的优化建议及相关保障措施，旨在推动T分行进一步提升零售业务营销效能。本文的研究成果，一方面有助于T分行在零售客户服务营销领域的实践创新，提升分行在本地区的核心竞争力；另一方面也可为我国股份制商业银行零售业务服务营销策略制定与实施提供借鉴和参考。
英文摘要：	In recent years, with the continuous changes in the socioeconomic environment, along with the rapid development of financial technology and artificial intelligence, the process of reform in China's financial market has been accelerating. New forms and new forces are constantly emerging within the financial system. From the perspective of residents, as online life becomes increasingly rich, consumers are paying more attention to diversified financial needs and have higher requirements for the convenience of financial services. Internet finance, mobile finance, mobile payments, third-party payments, etc., are rapidly capturing market share. Banking financial institutions represented by joint-stock commercial banks are facing intense market competition. Retail business of commercial banks is characterized by weak cyclical nature, which is more conducive to obtaining stable and low-cost funds, balancing risks of corporate business and interbank business. During the process of adapting to market changes, retail business contributes increasingly to the overall profits of commercial banks, especially joint-stock commercial banks, highlighting its growing importance. To enhance market competitiveness, commercial banks need to transform their development philosophy regarding retail business and actively adjust their marketing strategies for retail business. This paper takes the T branch of ZX Bank as the subject of study, analyzing the marketing environment and strategies of the retail business of T branch based on its actual operational situation. Summarizing the findings, it is identified that the T branch currently faces several issues including inaccurate market positioning, weak product strategy orientation, lack of a cohesive promotional strategy, and personnel strategies that fail to adequately support the operation of retail customer segments. Under the guidance of STP theory and 7Ps theory, this paper proposes targeted optimization suggestions and related safeguard measures, aiming to further enhance the retail business marketing efficiency of T branch. The research findings of this paper not only contribute to practical innovations in retail customer service marketing at T branch, enhancing its core competitiveness in the region, but also provide references for the formulation and implementation of service marketing strategies for retail businesses in China's joint-stock commercial banks.
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