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论文编号：	3996
作者编号：	2220091803
上传时间：	2012/3/9 16:38:28
中文题目：	河北银行零售业务市场营销策略研究
英文题目：	Research on Marketing Strategy of Retail Business for Bank of Hebei
指导老师：	吴晓云
中文关键字：	河北银行；零售业务；市场定位；市场营销策略
英文关键字：	Bank of Hebei; Retail Banking Business; Market Positioning; Marketing Strategy
中文摘要：	近年来，国际银行业发展的一个重要趋势是零售业务在银行业务中的地位不断提升。特别是随着资本市场的深入发展，银行批发业务的盈利空间日趋缩小，而零售业务在商业银行的收入来源中贡献率越来越高。随着我国金融市场改革的持续深化和国民收入的不断增长，零售业务市场前景广阔，各家商业银行纷纷加大资金投入，全面推进零售业务。如何在激烈的市场竞争中扬长避短，提高竞争力，抢占零售业务市场，已成为金融业界不断思考的战略问题。河北银行作为我国首批成立的城市商业银行，在经过连续十多年的高速发展，虽然已经取得了令人瞩目的成绩，但其零售业务的开展仍存在着产品种类单一、品牌意识薄弱、客户关系管理滞后、服务渠道落后、高端人才缺乏等现实问题。因此，如何实施零售业务发展战略的全面转型是河北银行的当务之急。本文首先从介绍商业银行零售业务的内涵及相关理论基础入手，阐述了国内外商业银行零售业务的发展状况，并借鉴美国花旗银行零售业务发展的成功经验，提出对我国银行业的重要启示；其次，讨论了河北银行零售业务的发展现状、存在问题，以及零售业务体制架构的建设；最后，重点探讨河北银行零售业务的营销策略制定问题，针对其零售业务定位、营销策略、人力资源支持与保障等方面展开具体分析，为河北银行零售业务提供一套科学可行的发展战略。
英文摘要：	In recent years, an important trend of international banking development is that the position of retail business has been increasing. Especially with the further development of capital markets, the profit margins of wholesale banking business gradually squeezed, while the revenue proportion of retail business was higher and higher. As the reform of financial markets continuing to deepen and the national income growing in China, commercial banks have increased capital investment to promote their retail business due to its prospects. So how to leverage strengths and seize the retail market in the fierce competition has become a strategic issue in the financial industry. After ten consecutive years of rapid development, as one of the oldest city commercial banks in China, Bank of Hebei has made remarkable achievements. However, there are still several disadvantages in the promotion of retail business such as single product category, weak brand awareness, lag of customer relationship management, poor service channels, the lack of high-end talents and so on. Therefore, the most urgent task nowadays is the implementation of a comprehensive transformation of retail business development strategy. By introducing content and related theories about retail business of commercial banks, the paper analyzed the development situation and problems of retail business which Bank of Hebei has. Thus, learning the international advanced experience helped the bank to position the market and established a new institutional framework. Finally, the thesis gave scientific and feasible advices about marketing strategy and human resource supporting of the retail banking business.
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