：近年来，中国金融业不断蓬勃发展、金融产品和客户需求的 多样化越来越高，金融业自由化发展给银欧亿·体育（中国）有限公司带来机遇与挑战，金融 产品的市场化必将使商业银行发展零售业务遭受市场环境的冲击。在 此背景下民生银行C分行发展零售业务将面临机遇与风险，找准自身 发展定位和目标，开发新业务、扩宽营销渠道等；实现民生银行可持 续发展，提升产品和服务是实现民生银行发展零售业的必由之路。 目前，零售业已成为银行开发新业务的突破口，也是银行提升零售业 利润贡献度一种主营业务。当前，商业银行的零售业务作为一种金融 业的朝阳产业。开发零售业务对民生银行具有独特优势，增强核心竞 争能力是实现银行利益增值的有效途径。 民生银行作为一家股份制商业银行，在品牌建设、营销渠道、标 准化网点建设、管理服务等方面形成了一定竞争优势。民生银行的零 售业发展起步较晚，营销策略缺乏，发展能力不足。本文以民生银行 C分行为案例，采用文献研究、系统分析及实地调查法等主要研究方 法。基于银行零售业务和营销策略的相关理论，运用PEST分析法对 民生银行C分行零售业务进行宏观环境分析，通过对民生银行发展零 售业务进行实地调研，发现该行在发展零售业务过程中，随着该行的 目标客户群体、信贷业务、信用卡业务及其国际业务不断增加使银行 的零售产品，创新服务、定价机制、营销策略、促销渠道、人员素质 和经营能力方面等出现诸多问题。为破解制约民生银行C分行发展零 II 售业务的影响因素，实现可持续发展。本文从客户群体策略、产品策 略、定价策略、促销策略、渠道策略、人才培养和素质能力等六个方 面，为该行发展零售业提出相应营销策略和创新营销模式；通过完善 客户服务质量，提升零售业务利润增长极，促进民生银行零售业的可 持续发展提供理论依据。 关键词：民生银行C分行；零售业务；营销策略 III ResearchonretailbusinessmarketingstrategyofC branchofminshengbank ZhouShuo(MBA) DirectedbyXiaoHanLong Abstract: Inrecentyears,China'sfinancialindustryhasbeen developingvigorously,andthediversificationoffinancialproductsand customerdemandhasbecomeincreasinglyhigh.Theliberalizationofthe financialindustryhasbroughtopportunitiesandchallengestothebanking industry,andthemarketizationoffinancialproductswillsurelyimpact thedevelopmentofretailbusinessofcommercialBanksbythemarket environment.Inthiscontext,Cbranchofminshengbankwillface opportunitiesandrisksinitsdevelopmentofretailbusiness,identifyits owndevelopmentpositioningandobjectives,developnewbusinessesand expandmarketingchannels.Torealizethesustainabledevelopmentof minshengbankandimproveitsproductsandservicesaretheonlywayto realizethedevelopmentofretailindustry. Atpresent,theretailindustryhasbecomeabreakthroughforBanks todevelopnewbusiness,anditisalsoamainbusinessforBanksto improvetheprofitcontributionoftheretailindustry.Atpresent,theretail businessofcommercialBanksasakindoffinancialindustrysunrise industry.Developingretailbusinesshasuniqueadvantagesforminsheng IV bank.Enhancingcorecompetitivenessisaneffectivewaytorealizethe bank'sinterestappreciation.Asajoint-stockcommercialbank,CMBC hasformedcertaincompetitiveadvantagesinbrandbuilding,marketing channels,standardizednetworkconstruction,managementservicesand otheraspects.Minshengbankstartedrelativelylateinthedevelopmentof retailindustry,andlackedmarketingstrategiesanddevelopment capabilities.ThispapertakesCbranchofChinaminshengbankasthe caseandadoptsliteratureresearch,systematicanalysis,fieldinvestigation andothermainresearchmethods.Basedontherelativetheoryofbank retailbusinessandmarketingstrategy,usingPESTanalysisCbranchof minshengbankretailbusinessmacroenvironmentanalysis,field investigationbytheretailbusinessdevelopmentofminshengbank,found thatthebankintheprocessofdevelopmentofretailbusiness,asthe bank'stargetcustomergroup,creditbusiness,creditcardbusinessandits growinginternationalbusinessBanks'retailproducts,innovativeservices, pricing,marketingstrategy,promotionchannels,personnelqualityand managementabilityandsoonmanyproblems.Inordertocrackthe factorsthatrestrictthedevelopmentofretailbusinessofbranchCof Chinaminshengbankandrealizesustainabledevelopment.Thispaper proposescorrespondingmarketingstrategiesandinnovativemarketing modelsforthedevelopmentoftheretailindustryfromsixaspects: customergroupstrategy,productstrategy,pricingstrategy,promotion V strategy,channelstrategy,talentcultivationandqualityability.By improvingthequalityofcustomerservice,improvetheprofitgrowthpole ofretailbusiness,andpromotethesustainabledevelopmentofminsheng bank'sretailindustrytoprovidetheoreticalbasis. Keywords: CMBCCBranch;RetailBusiness;Marketingstrategy VII 目录 摘要： .......................................................................................................... I Abstract: ........................................................................................... III 第1章绪论 ......................................................................................... 1 1.1选题背景........................................................................................1 1.2研究意义.......................................................................................2 1.3银行零售业务营销相关文献综述................................................3 1.3.1国内银行零售业务营销研究现状.....................................3 1.3.2国外银行零售业务营销研究现状......................................4 1.4研究思路及主要内容...................................................................6 1.5研究方法与技术路线图...............................................................7 1.5.1研究方法.............................................................................7 1.5.2技术路线图..........................................................................8 1.6本章小结.......................................................................................9 第2章商业银行零售业务营销的基础理论 .......................................... 11 2.1零售业务相关理论概述..............................................................11 2.1.1商业银行零售业务概念界定...........................................11 2.1.2商业银行零售业务分类....................................................12 2.1.3银行营销渠道的分类........................................................12 2.2零售业务营销的基本理论..........................................................13 2.2.1PEST分析法........................................................................13 2.2.2市场细分STP理论............................................................14 VIII 2.2.3营销学4Ps理论................................................................14 2.3本章小结.....................................................................................15 第3章民生银行C分行零售业务营销环境分析 ................................ 17 3.1民生银行C分行零售业务基本情况..........................................17 3.1.1公司简介............................................................................17 3.1.2零售业务产品体系........................................................17 3.1.3零售业务营销渠道分析................................................21 3.2民生银行C分行一般营销环境..................................................21 3.2.1政治环境分析....................................................................21 3.2.2经济环境分析....................................................................22 3.2.3社会环境分析....................................................................23 3.2.4技术环境分析...............................................................24 3.3本章小结......................................................................................25 第4章民生银行C分行零售业务营销现状 .................................... 27 4.1民生银行C分行零售业务营销策略现状.................................27 4.1.1客户销售需求及场景.......................................................27 4.1.2产品体系及适应客群........................................................28 4.1.3个人客户实行分层管理化模式........................................35 4.1.4个人贷款业务的投入分析................................................36 4.2民生银行C分行零售业务的营销策略的问题..........................37 4.2.1零售业务产品和服务同质性强...................................37 4.2.2零售业务定价机制不健全................................................38 IX 4.2.3零售业务