I 中文摘要 本论文的主要目标是通过对农业银行A支行零售业务营销策略分析，系统 地研究A支行的营销现状，识别存在的问题，提出优化方案来解决A支行在零 售业务存在的问题，提高零售业务营销板块的精准性及有效性，降低营销成本， 最终实现零售业务的利润增加。同时为那些旨在通过优化零售营销策略来持续 提高银行获利能力的营业网点提供一些指导和支持。 零售客户具有客户数量多、分布广泛、需求变化频繁等特点。针对零售客 户的多样化需求，由互联网科技带来的冲击和改变是毋庸置疑的，通过大数据 分析后的市场再细分、营销策略优化、目标群体的细分不仅能提高精准营销的 成功率，还能提高客户的办业务幸福感。银行作为最重要的金融中介，是货币 市场与消费市场沟通桥梁，在银欧亿·体育（中国）有限公司整体发展中起着关键的决定性的作用。而 这种作用的体现是通过零售业务开始的。银行最初的形态就是零售业务，追本 溯源，提高零售业务在银欧亿·体育（中国）有限公司务收入中所占的百分比，已经成为各商业银行抢 占市场份额，获得核心竞争力的主要方向和工作开展的基础。 本文旨在对A支行的零售业务营销板块进行深入的研究，首先对该支行的 基本情况进行具体分析，并对现有的客户结构及营销现状进行分析评价，其次， 对支行的客户进行问卷调查分析，深入了解客户需求，通过对现状的分析指出 了A支行在发展零售业务时存在的营销理念、客户服务、营销团队分工、绩效 考核几个方面的问题。而后针对具体问题提出对应的改进方案，以提升A支行 的零售业务综合，第一，细分客户需求，提供差异化服务；第二，将业务办理 流程加以完善，促进办事效率的提升；第三，促进团队营销能力的加强；第四， 拓宽产品渠道，加强产品研发。 关键词：银行零售业务；营销策略；优化；精准性 Abstract II Abstract Themaingoalofthispaperistosystematicallystudythemarketingstatusof branchA,identifyexistingproblems,andproposeoptimizationsolutionstosolvethe problemsofbranchAintheretailbusinessandimprovethemarketingofretail businessthroughtheanalysisoftheretailbusinessmarketingstrategyofbranchAof AgriculturalBankofChina.Theaccuracyandeffectivenessofthesectorwillreduce marketingcostsandultimatelyincreasetheprofitabilityoftheretailbusiness.Atthe sametime,itprovidessomeguidanceandsupportforthosebusinessoutletsthataim tocontinuouslyimprovetheprofitabilityofthebankbyoptimizingretailmarketing strategies. Retailcustomershavethecharacteristicsofalargenumberofcustomers,awide distribution,andfrequentchangesindemand.Inresponsetothediverseneedsof retailcustomers,theimpactandchangesbroughtaboutbyInternettechnologyare unquestionable.Afterbigdataanalysis,marketre-segmentation,marketingstrategy optimization,andtargetgroupsegmentationcannotonlyimprovethesuccessrateof precisionmarketing.,Itcanalsoimprovethehappinessofcustomersindoing business.Asthemostimportantfinancialintermediary,banksarethecommunication bridgebetweenthecurrencymarketandtheconsumermarket,andplayakeyand decisiveroleintheoveralldevelopmentofthebankingindustry.Themanifestationof thiseffectisstartedthroughtheretailbusiness.Theinitialformofthebankisretail business.Tracingbacktothesource,increasingthepercentageofretailbusinessin bankingrevenuehasbecomethemaindirectionandbasisforcommercialbanksto seizemarketshareandgaincorecompetitiveness. Thisarticleaimstoconductanin-depthresearchontheretailbusinessmarketing sectionofAbranch.Firstly,itanalyzesthebasicsituationofthebranchandanalyzes andevaluatestheexistingcustomerstructureandmarketingstatus.Secondly,it conductsaquestionnairesurveyonthecustomersofthebranch.Analysisand in-depthunderstandingofcustomerneeds.Throughtheanalysisofthecurrent Abstract III situation,itpointedouttheproblemsinthemarketingconcept,customerservice, marketingteamdivisionoflabor,andperformanceappraisalinthedevelopmentof retailbusinessofAbranch.Finally,afterspecificanalysisofspecificissues,targeted strategiesandimprovementmeasuresareproposedtoenhancethecomprehensive marketingcapabilitiesofbranchA'sretailbusiness.First,segmentcustomerneeds andprovidedifferentiatedservices;second,improvethebusinesshandlingprocess, Topromotetheimprovementofworkefficiency;third,topromotethestrengthening ofteammarketingcapabilities;fourth,tobroadenproductchannelsandstrengthen productresearchanddevelopment. KeyWords:Bankretailbusiness;Marketingstrategy;Optimization;Accuracy 目录 IV 目录 中文摘要.....................................................................................................I ABSTRACT...................................................................................................II 目录...........................................................................................................IV 第一章绪论.............................................................................................1 第一节研究的背景及意义.....................................................................1 一、研究的背景.....................................................................................1 二、研究的意义.....................................................................................2 第二节国内外研究的现状.....................................................................2 一、国外研究综述..................................................................................2 二、国内研究综述..................................................................................5 第三节研究的方法及论文框架结构.....................................................6 一、研究的方法.....................................................................................6 二、论文框架结构..................................................................................7 第二章理论基础...................................................................................10 第一节银行零售业务概述...................................................................10 目录 V 一、银行零售业务的概念与分类...........................................................10 二、银行零售业务特点.........................................................................11 第二节市场营销理论概述...................................................................11 一、4P营销组合..................................................................................11 二、4C营销组合..................................................................................12 三、市场细分理论...............................................................................13 第三节营销环境分析理论...................................................................15 一、PEST分析......................................................................................15 二、波特五力模型...............................................................................16 第三章农业银行A支行零售业务营销环境分析..............................17 第一节A支行宏观环境分析................................................................17 一、政治环境分析...............................................................................17 二、经济环境分析...............................................................................17 三、社会环境分析...............................................................................18 四、技术环境分析...............................................................................18 第二节A支行竞争环境分析..................................................................18 一、股份制商业银行和互联网银行的竞争压力......................................18 目录 VI 二、欧亿·体育（中国）有限公司潜在进入者的威胁..................................................................19 三、替代品竞争的日益剧烈..................................................................20 四、供应商议价能力............................................................................20 五、购买者议价能力............................................................................20 第三节A支行基本情况简介................................................................21 一、企业现状......................................................................................21 二、业务介绍......................................................................................22 三、零售业务分析...............................................................................22 第四节本章小结...................................................................................24 第四章A支行零售客户