徽行安庆 LF 支行于 2016 年 12 月 28 日成立，位于安庆碧桂园凤凰商业中心地 带，离市区较远，属于城郊结合部。徽行安庆 LF 支行成立时，上级分行因考虑到 碧桂园属于东部新城区，物业小区居多，零售市场发展潜力巨大，故在机构属性上 定义为徽农支行，可以在相关政策上给予倾斜。徽行安庆 LF 支行成立时间不长,面 对当前竞争日益激烈的当地零售市场，必须立足于当地实际情况，结合自身特色,趋 利避害,找到适合自己的零售营销之路。因此,针对徽行安庆 LF 支行零售业务市场 的研究对徽行安庆 LF 支行的发展有着重要的现实研究意义。 论文首先介绍了选题背景及研究意义,并对 4Ps 和 STP 理论进行了综述，在相关 理论阐述的基础上,结合徽行安庆 LF 支行的实际情况,详细分析了当前徽行安庆 LF 支行零售业务的营销现状,然后针对出现的问题提出对应的营销策略。通过对徽行 安庆 LF 支行当地市场的研究,立足当地零售市场中产品、渠道、人员服务等优势, 使徽行安庆 LF 支行的零售业务在当地环境下实现更快的发展。本论文立足于徽行 安庆 LF 支行当地零售市场现况,系统总结并提出了针对徽行安庆 LF 支行零售业务 的市场营销策略,为徽行安庆 LF 支行零售业务的发展提供了比较完整的营销策略方 案。论文的研究成果对于提升徽行安庆 LF 支行零售业务市场营销水平，具有重要 的现实指导意义和参考价值。 关键词：徽行安庆 LF 支行；零售业务；营销策略；徽行安庆 LF 支行零售业务市场营销策略研究 ABSTRACT Anqing LF Sub-branch, Huishang Bank was found on 28 December, 2016, located in the region of Anqing Biguiyuan Phoenix Business Center, suburban area, where is far from the city. On establishment of Anqing LF Sub-branch, Huishang Bank, the senior sub-branch considers the condition that Biguiyuan is at new city zone in the east where has many property communities, boasting large potentiality of sales market; therefore, it is defined as Huinong Sub-branch on its institutional attribute. It can enjoy more preferential policy. Anqing LF Sub-branch, Huishang Bank has established for a short time. Facing increasingly intense competition of local sales market at present, the institution must stand on local actual condition, combining with its characteristics to find a proper sales marketing way. As result, the research aiming at Sales Business Market of Anqing LF Sub-branch, Huishang Bank is of significance of realistic research for the development ofAnqing LF Sub-branch, Huishang Bank. This thesis firstly introduces the topic selection background and research meaning and summarizes 4Ps and STP theory. On the basis of interpretation of relevant theories, it combines with the actual condition of Anqing LF Sub-branch, Huishang Bank, analyzing current marketing condition of Anqing LF Sub-branch, Huishang Bank in detail; after that, it provides corresponding marketing strategy aiming to practical problems. Through research of local market of Anqing LF Sub-branch, Huishang Bank and based on advantages of products, channels and personnel services etc of local sales market, it speeds up development of sales business of Anqing LF Sub-branch, Huishang Bank under local circumstances. Standing on local sales market condition, this thesis summarizes and provides marketing strategy aiming to sales business of Anqing LF Sub-branch, Huishang Bank symmetrically; and provides complete marketing plan for development of sales business of Anqing LF Sub-branch, Huishang Bank. Research results of the thesis are of important realistic guiding meanings and reference value for improving sales business marketing level ofAnqing LF Sub-branch, Huishang Bank. KEYWORDS:Huishang bank an qing LF branch retail business marketing strategy ； ； ；徽行安庆 LF 支行零售业务市场营销策略研究 1 目 录 第一章 绪论..........................................................................................................................1 第一节 选题背景及研究意义......................................................................................1 一、选题背景..........................................................................................................1 二、研究意义..........................................................................................................2 第二节 国内外研究现状..............................................................................................2 一、国内研究现状..................................................................................................2 二、国外研究现状..................................................................................................2 第三节 研究的思路与方法..........................................................................................3 一、研究思路..........................................................................................................3 二、研究方法..........................................................................................................4 第二章 相关理论基础..........................................................................................................5 第一节 STP理论..........................................................................................................5 第二节 4Ps营销理论..................................................................................................5 第三章 徽行安庆 LF 支行零售业务发展情况及营销现状..............................................6 第一节 徽行安庆 LF 支行基本情况............................................................................6 第二节 徽行安庆 LF 支行零售业务概述....................................................................6 第三节 徽行安庆 LF 支行零售业务发展概况............................................................7 第四节 徽行安庆 LF 支行零售业务营销现状...........................................................9 第四章 徽行安庆 LF 支行零售业务营销存在的问题分析..............................................11 第一节 徽行安庆 LF 支行零售业务营销问题的调查分析.....................................11 一、调查情况........................................................................................................11 二、调查结果分析................................................................................................11 第二节 徽行安庆 LF 支行零售业务营销存在的问题.............................................16 一、缺乏有效的客户结构细分............................................................................16 二、个人零售产品无特色....................................................................................17 三、银企、银政合作式营销有待加强................................................................17 四、银行零售渠道有待完善................................................................................17 五、员工的业务办理效率和服务水平不足........................................................17 第五章 徽行安庆 LF 支行零售业务 SWOT 分析.............................................................19徽行安庆 LF 支行零售业务市场营销策略研究 2 第一节 优势分析........................................................................................................19 第二节 劣势分析........................................................................................................19 第三节 外部环境分析................................................................................................24 第四节 环境威胁........................................................................................................24 第五节 SWOT 矩阵分析...............................................................................................24 第六章 徽行安庆 LF 支行零售业务市场营销策略..........................................................24 第一节 明确目标市场策略........................................................................................24 一、明确市场细分................................................................................................24 二、目标市场选择................................................................................................24 三、市场定位........................................................................................................25 第二节 产品策略....................................................................