随着 5G 时代的到来和互联网的迅猛发展，我国商业银行零售业务的发展正在步入 一个新的发展时期，H 银行哈尔滨分行近年来零售业务一直保持持续增长态势，但是其 传统的发展方式在面对支付宝、微信等第三方支付等第三方公司的冲击时，碰撞出了新 的理念，新的业务，新的经营方式。 传统的以网点为主等客上门的经营模式正在发生一场根本性的变革。这场变革将彻 底改变我国银欧亿·体育（中国）有限公司旧的经营理念，跳出垄断分割的小天地，实现国企与民营企业的互动 双赢，运用网络技术及第三方支付公司的新技术实现传统银欧亿·体育（中国）有限公司与新兴支付产业的共荣 共存，进一步推动我国经济的大繁荣和大发展。本文根据 H 银行哈尔滨分行零售业务 目前的发展状况，分析影响业务发展的因素，制定业务发展的对策建议。具体思路是， 首先从零售业务的概念和分类、业务规模和欧亿·体育（中国）有限公司地位等状况进行介绍和分析；其次使用 五力模型、PEST、SWOT 分析法从宏观环境、行内业务状况等方面对 H 银行哈尔滨分 行零售业务进行了分析；最后在分析的基础上，提出了“优化服务模式”“智能化转型” “精细化管理”“精准营销”等改变对策和建议。希望本文能对 H 银行哈尔滨分行零 售业务发展中的问题提供解决途径和方法，更希望为同样面临此问题的其他商业银行提 供参照、借鉴和帮助。 关键词：零售业务；银行；发展策略哈尔滨工程大学工商管理硕士学位论文 ABSTRACT With the advent of the era of 5 g and the rapid development of Internet ，and the development of the retail business of commercial bank in our country is entering a new period of development，H lines of Harbin branch retail business has maintained sustained growth in recent years ， but its rapid development way in the face of alipay ， WeChat third-party payment and other related industries，the impact of the collision of a new idea， new business，new mode of operation. The traditional business model of door-to-door service is undergoing a fundamental change. This change will completely change the old management concept，China's banking industry monopoly integral niche，realize the interaction between soes and private enterprises win-win，using network technology and the third party payment companies and emerging new technology to realize the traditional banking payment industry co-prosperity coexistence，further promoting the great prosperity and development of economy in our country. Based on the current development status of the retail business of Harbin branch of H bank ， this paper analyzes the factors affecting the business development ， and makes countermeasures and Suggestions for the business development. The specific idea is to introduce and analyze the concept and classification of retail business，business scale and industry status. Secondly，five forces model，PEST and SWOT analysis were used to analyze the retail business of Harbin branch of H bank from the aspects of macro environment and internal business status. Finally ， on the basis of analysis ， the paper puts forward the countermeasures and Suggestions for the change of "optimization service mode" ， "intelligent transformation"，"fine management" and "precision marketing". It is hoped that this paper can provide solutions and methods to the problems in the development of retail business of Harbin branch of H bank，and more importantly，provide reference，reference and help to other commercial Banks facing this problem. Keywords: retail business；Bank；development strategy.H 行哈尔滨分行零售业务发展策略研究 目 录 第 1 章 绪论...............................................................................................................................1 1.1 研究背景、目的与意义...............................................................................................1 1.1.1 研究的背景.........................................................................................................1 1.1.2 研究目的与研究意义.........................................................................................2 1.2 国内外研究现状...........................................................................................................3 1.2.1 国外研究现状.....................................................................................................3 1.2.2 国内研究现状.....................................................................................................4 1.3 研究内容及思路...........................................................................................................6 1.3.1 研究思路与研究内容.........................................................................................6 1.3.2 研究方法.............................................................................................................7 1.4 创新之处.......................................................................................................................8 第 2 章 H 银行哈尔滨分行零售业务现状分析.....................................................................10 2.1 商业银行零售业务的概念和分类.............................................................................10 2.1.1 商业银行零售业务的概念...............................................................................10 2.1.2 商业银行零售业务的种类...............................................................................10 2.2 H 银行哈尔滨分行零售业务现状分析......................................................................11 2.3 H 银行哈尔滨分行零售业务存在的问题及成因分析..............................................12 2.3.1 H 银行哈尔滨分行零售业务现存的问题........................................................12 2.3.2 H 银行哈尔滨分行零售业务现存问题的成因分析........................................13 2.4 本章小结.....................................................................................................................13 第 3 章 H 银行哈尔滨分行零售业务发展环境分析.............................................................16 3.1 H 银行哈尔滨分行 PEST 分析..................................................................................16 3.1.1 政治环境分析...................................................................................................16 3.1.2 经济环境分析...................................................................................................17 3.1.3 社会环境分析...................................................................................................17 3.1.4 技术环境分析...................................................................................................18 3.2 零售业务五力模型分析.............................................................................................18 3.2.1 购买者讨价还价的能力...................................................................................18哈尔滨工程大学工商管理硕士学位论文 3.2.2 替代品威胁.......................................................................................................18 3.2.3 潜在进入者.......................................................................................................19 3.2.4 供应商讨价还价的能力...................................................................................19 3.2.5 欧亿·体育（中国）有限公司内现有竞争者的竞争...............................................................................20 3.3 H 银行哈尔滨分行零售业务 SWOT 分析................................................................21 3.3.1 哈尔滨分行零售业务的优势...........................................................................21 3.3.2 哈尔滨分行零售业务的劣势...........................................................................22 3.3.3 哈尔滨分行零售业务的机遇...........................................................................23 3.3.4 哈尔滨分行零售业务的威胁...........................................................................24 3.4 本章小结.....................................................................................................................24 第 4 章 H 银行哈尔滨分行零售业务的发展策略制定.........................................................26 4.1 H 银行哈尔滨分行零售业务发展策略优化与目标的制定......................................26 4.2 优化服务模式策略...........................................