II
在论文的分析和研究过程中,笔者将理论与实际相结合，根据招商银行长春
分行零售业务的市场营销环境及特点,研究招商银行长春分行在应对零售业务
竞争时,应该根据外部环境以及自身实力制定相应的营销策略，提出市场细分与
明确市场定位、优化营销组合策略的营销策略改善措施，并对营销策略改善后
的效果进行评价。营销策略改善后，营销流程得到优化，营销投入产出比提高，
员工效能提升，市场占有率提高。希望论文研究成果能够帮助招商银行长春分
行了解市场和自身的市场地位，提高产品和服务质量，在吉林省金融市场上能
够提高竞争优势，扩大市场份额
关键词：
招商银行，营销策略，零售业务III
Abstract
The Research on Retail Banking Marketing Strategy of China
Merchants Bank Changchun Branch
With China's financial market opening and economic globalization speeding up,
China's banking environment, mode of operation and competition pattern has
undergone great changes. Marketing is an important operating activity of commercial
banks, is also related to commercial bank’s long term development strategic activities.
Consequently, marketing strategy of commercial bank has become a significant part
of decision-making content. China Merchants Bank Changchun branch was
established in December 2008. With the intensified competition in the banking
industry in Jilin Province, in order to compete in the contention and maintain
customer, seizes the market, China Merchants Bank Changchun branch must take on
the financial products and services marketing management to a strategic point of view
in the new environment. Therefore, to explore how to improve the marketing
management of China Merchants Bank Changchun branch has important practical
significance.
Currently, the position of retail banking among the commercial bank rise
constantly. The breadth of the retail banking has achieved economies of scale, and
has opened up a new source of profit for banks. China's financial market has
developed and improved incessantly, and the competition awareness of China’s
commercial banks has improved continuously. The variety of the retail banking is
becoming more abundant, the scale of business gradually expanding. Main
competition in the field of retail banking of China’s major commercial banks is
becoming fiercer. Several state-owned commercial banks and joint-stock commercial
banks regard retail banking as the future development of strategic focus. The
importance of the retail banking has already formed the common understanding in the
domestic banks. Therefore, how to effectively carry out retail banking marketing is
still a problem worthy of attention.IV
Commercial banks developing and implementing marketing strategy can help to
achieve business objectives, and it plays a crucial role in the survival and
development of commercial banks. Commercial banks must constantly adjust market
strategy, customer demand oriented, and provide convenient products and services,
and furnish diversified and personalized choice. Firstly, the paper analyzes the
characteristics of retail banking marketing of China Merchants Bank Changchun
branch. Then, the paper analyzes the problems and causes existing marketing strategy.
The paper uses SWOT analysis, pairs of China Merchants Bank Changchun branch
environment for a comprehensive analysis, pointing out that China Merchants Bank
Changchun branch existed in the management of marketing strengths, weaknesses,
opportunities and challenges. On this basis, the paper discusses the marketing strategy
of China Merchants Bank Changchun branch to improve the combination of
strategies.
In the whole process of analysis and research，The author combines theory with
practice, analyses the environment and characteristics of the retail business of China
Merchants Bank Changchun branch. China Merchants Bank Changchun branch
should match with the external environment and its own power marketing strategy,
facing of market competition. The author pointes out marketing strategy improvement
measures that contains market segmentation, clear market positioning, and optimizing
the marketing mix strategy. The paper evaluated the effects of improving marketing
strategy. After marketing strategy improvement, the marketing process has been
optimized, the marketing input-output ratio has been improved, the market share has
increased, and the employee performance has improved. I hope this research can help
China Merchants Bank Changchun branch to understand the market and its position
in the retail banking market, to improve the quality of products and services, to
improve the competitive advantage in the Jilin financial market, and to expand market
share.
Keywords：
China Merchants Bank, Marketing Strategy, Retail BankingI
摘 要
招商银行长春分行零售业务营销策略研究
随着中国金融市场的全面开放和经济全球化速度加快，我国银欧亿·体育（中国）有限公司的经营
环境、经营方式和竞争格局逐渐发生巨大的变化。营销是商业银行重要的经营
活动,也是关系到商业银行长远发展的战略性策略,因此，商业银行营销战略的
选择成为商业银行的决策的重要内容。招商银行长春分行成立于 2008 年 12 月，
随着吉林省内银欧亿·体育（中国）有限公司竞争加剧，招商银行长春分行要想在新的环境下争夺和维
系客户、抢占市场，必须把对金融产品和服务的市场营销管理提升至战略高度
因此，探讨招商银行长春分行如何提升营销管理具有重要的现实意义
目前，国外商业银行已经发生了深刻的变化,零售业务在商业银行中的地位
不断提高。零售业务为商业银行带来了规模效益，开辟了新的利润来源。我国
金融市场不断发展和完善，商业银行竞争意识逐渐提高,零售业务产品日益丰富,
业务规模逐步扩大。国内主要商业银行零售业务竞争日趋白热化。国有商业银
行及股份制商业银行都将零售业务作为未来发展的战略重点。国内银欧亿·体育（中国）有限公司对零
售业务的重要性已经形成共识,但是如何有效开展零售业务营销，仍然是一个值
得关注的问题
商业银行制定和实施有效的营销策略，不仅有利于自身经营目标的实现，
而且对商业银行经营与发展起到至关重要的作用。商业银行应不断调整自身零
售业务的经营战略和策略，以零售客户的需求为中心,提供方便、快捷的产品和
服务，并辅以多样化和个性化的选择。本文首先分析了招商银行长春分行零售
业务的市场营销现状，接着分析了其营销策略存在的问题及成因。本文应用市
场营销 SWOT 分析方法，结合宏观和微观环境，对招商银行长春分行的优势、劣
势、机会和威胁进行深入细致的分析。在现状分析的基础上,提出招商银行长春
分行零售业务市场营销方面的整合改进建议和策略。V
目 录
第 1 章 绪论....... 1
1.1 研究背景 .... 1
1.2 研究意义 .... 2
1.3 研究内容与框架 .... 5
第 2 章 招商银行长春分行零售业务营销策略存在问题分析 .......... 7
2.1 招商银行长春分行零售业务营销策略现状........ 7
2.2 招商银行长春分行零售业务营销环境分析...... 11
2.3 零售业务营销策略存在的问题及成因分析...... 19
第 3 章 零售业务营销策略改善措施. 24
3.1 市场细分与明确市场定位 .......... 24
3.2 优化营销组合策略 .......... 29
第 4 章 零售业务营销策略改善后效果分析. 35
4.1 营销流程得到优化 .......... 35
4.2 营销投入产出比提高 ...... 36
4.3 员工效能提升 ...... 37
4.4 市场占有率提高 .. 38
结 论 . 40
参考文献 . 41
致 谢 . 441
第 1 章 绪论
1.1 研究背景
当今企业作为微观经济实体，要想在激烈的市场竞争中争取目标客户，市
场营销发挥着不可或缺的作用。在我国金融体系中，商业银行作为主要支柱力
量在经济运行中至关重要。我国对市场营销相关理论的研究比西方发达国家晚，
因此，我国商业银行的市场营销管理处于探索阶段。在市场营销策略实施方面、
营销组织结构设计、营销理念方面、以及产品创新等方面还有较大的差距
随着我国加入 WTO，对外开放和经济体制改革的不断深入，商业银行面临的
竞争日趋白热化，不仅有国内各金融机构之间的角逐，而且外资银行的大量涌
入，金融市场充斥着各种力量的博弈。当今社会，人们消费观念逐步发生变化，
相应地金融服务需求不断增加，各大商业银行纷纷意识到了市场营销管理对银
行经营的重要作用。为谋求自身的生存和发展，我国商业银行的营销实践也必
须因势而变，积极学习和借鉴国外银行也得营销相关理论和经验，从而促进国
内银行积极主动适应并参与到市场竞争中去，只有这样，国内的银欧亿·体育（中国）有限公司才能强
化与客户之间的关系