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论文编号：	8076
作者编号：	2120132728
上传时间：	2015/12/16 9:53:52
中文题目：	中国工商银行零售业务营销策略研究
英文题目：	Research of ICBC’s Retail Business Marketing Strategy
指导老师：	韩德昌
中文关键字：	中国工商银行；零售业务；营销策略
英文关键字：	ICBC; Retail Business; Marketing strategy
中文摘要：	随着金融自由化浪潮的兴起，各国纷纷放松金融管制，商业银行传统分业经营的模式朝着综合化，全能化的方向发展，银行业竞争格局和业务发展模式发生了深刻的变革，零售业务在商业银行利润贡献中的作用将变得越来越大。随着我国经济步入“新常态”时期，利率市场化，汇率市场化，资本市场对外开发等改革的进程不断推进，我国商业银行面临的国内外经济形势变得越来越复杂。存贷利差的缩小，外资银行的全面进入，互联网金融的兴起，我国商业银行面临的竞争格局越来越激烈，依赖传统存贷业务的发展模式已经难以为继，大力拓展零售业务，转变盈利模式，实现转型发展对目前我国商业银行来说已经迫在眉睫。本文首先分析了目前中国工商银行在零售业务及营销策略方面的发展现状，并通过与外资银行的对比指出了中国工商银行在零售业务营销策略体系中存在的差距和不足之处，接下来本文在经典的市场营销理论基础上，结合中国工商银行零售业务的实际情况，从市场细分和目标市场定位，新产品设计与开发，产品定价，客户关系管理等市场营销的四个流程出发，重新构建了一套系统完整的营销策略体系，以期为中国工商银行零售业务的发展提供理论参考价值和实际指导意义。中国工商银行要想实现转型发展，必须坚持组合营销策略目标，始终贯彻以产品为核心，以客户需求为导向的经营理念，不断改善服务质量和客户关系，才能实现零售业务的健康发展。
英文摘要：	With the rise of the wave of financial liberalization, many countries have loosened financial regulation. Commercial banks develop from integrated traditional decentralized management mode to all-round and comprehensive development direction. Retail Business will play more and more important roles in the profit contribution. As China's economy has entered a "new normal" period, the process of marketization reformation of interest rates, exchange rate and capital market opening continuously push forward .Domestic and international economic situation of China's commercial banks has become increasingly complex. With the deposit and loan spreads narrowed, the intruding of foreign banks and the rise of Internet finance, the competition pattern of China's commercial banks are becoming more and more fierce. The over reliance on traditional deposit and lending business development mode has been difficult to sustain. Expanding the retail business, changing profit model, and achieving the transformation of the current development of China's commercial banks is very pressing. This paper analyzes the current status of the development of ICBC in the retail business and marketing strategies at the very beginning, and then points out the gaps and deficiencies existing in ICBC in the retail business marketing strategy system by compared with foreign banks. In the next part, based on the classic marketing theory and current situation of ICBC's commercial and retail business, we rebuild a complete and systematic marketing strategy system from five aspects: Market segmentation and target market positioning, New product design and development, Product pricing, Risk management, Customer relationship management, to provide the theoretical reference value and practical significance for the development of ICBC. We must adhere to a combination of marketing strategy to achieve restructuring and development of China's commercial banks, and we must always carry out the philosophy that the product is the core; customer demand is the guide. Only by constantly improving the quality of service and customer relations, can we achieve the healthy development of the retail businesses.
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