股份制商业银行在基础业务、经营网点以及系统支持等方面均不如四大国 有银行，因此城市商业银行需另辟蹊径，以特色服务或是产品形成自身的竞争 优势，打造一支多元化的营销团队，使股份制商业银行竞争力得到较好的提升。 股份制商业银行可以通过加强软件部分形成自身的竞争优势，例如协同自身的 各个部门打造有一支具有竞争力的队伍在与国有四大竞争。 目前，股份制商业银行通常按照工作性质划分岗位，例如前台的营销岗位、 中后台的会计岗位、后台的研发岗，以及制定战略管理岗位。不同岗位之间交 流较少，仅完成自身岗位工作，造成片段式服务，客户体验感很差。例如银行 营销人员的主要工作就是扩大客户，维护客户；会计条线的重点是为客户办理 业务，而不询问客户需求；后台研发岗仅仅开发产品，而不关心产品是否符合 客户预期；管理岗位则侧重营销战略管理，而不去争取客户。目前商业银行基 层网点中各个部门岗位之间工作分工相对明确，但各个岗位之间的互相协作不 足，而且只有以基层网点营销为依据，才能通过系统发展网点与部门的方式， 将其融合为一体。 首先，本文梳理了国内外关于协同营销的研究成果，以协同营销理论为基 础，阐述了协同营销的定义和分类，并对协同营销、整合营销等概念进行了比 较分析，以期对协同营销有一个更全面的认识。 其次，以H银行为例，本文从现代商业银行营销团队的管理方向和发展方 向出发，分析了国内股份制商业银行营销团队管理的现状，并对H银行营销方 式进行调整和改进。先利用PEST模型对H银行的发展环境进行了分析，再利 用波特五力模型，对影响H银行零售业务的五种竞争力进行了阐述，并对营销 模式进行了选择。结合H银行零售业务协同营销的动因，发现其中存在的问题， 包括营销理念需要明确、协同机制需要完善、服务流程需要优化以及人员素质 需要提高。 最后，基于前文发现的问题，总结新的协同营销模式构建的模型，提出应 该将客户进行分层，同时尽可能挖掘潜在的客户合作关系。针对营销策略，提 出H银行零售业务协同营销的保障策略。 关键词：零售业务；协同营销；商业银行 H银行网点零售业务协同营销策略研究 II ABSTRACT Joint-stockcommercialbanksareinferiortothefourmajorstate-ownedbanksin termsofbasicbusiness,operatingoutlets,andsystemsupport.Therefore,city commercialbanksneedtofindnewwaystoformtheirowncompetitiveadvantages withcharacteristicservicesorproducts,andcreateadiversifiedmarketingteamto makeThecompetitivenessofjoint-stockcommercialbankshasbeenimproved.Joint- stockcommercialbankscanformtheirowncompetitiveadvantagesbystrengthening thesoftwarepart,suchascooperatingwithvariousdepartmentstobuildacompetitive teamtocompetewiththefourstate-ownedbanks. Atthisstage,mostoftheemployeesatthegrassrootsbranchesofcommercial banksaredividedaccordingtotheirpositions,dividedintomarketingpositions, accountingpositions,andmanagementpositions.Hierarchicalmarketingisadopted, thatis,toservecustomersaccordingtodifferentpositions.Firstlinemarketingstaff trainingfocusesoncustomerexpansion,customermaintenance,andaccounting businessoperations,accountinglinesfocusonmarketingservicesandmarketing support,managementpositionsfocusoncustomermanagementandmarketing strategicplanning,Distributionofmarketingtasks.Atpresent,thedivisionoflabor betweenthevariousdepartmentsinthebasicbranchesofcommercialbanksis relativelyclear,butthecooperationbetweenthevariouspositionsisinsufficient. Commercialbanksshouldfocusonthemarketingofthebasicbranches,andbuildthe departments,branches,linesanddepartmentsasawhole.Establishamutual coordinationsupportmechanismwithinthesystem.Onlybyestablishinganincentive supportsystem,managementsupportsystem,andsalessupportsystemtobuilda marketingsupportsystemcantheproductioncapacityofgrassrootsbranchesbetruly improved. Firstofall,thisarticletakesHBankasanexample,andfocusesonthe theoreticalbasisandmechanismanalysisofcollaborativemarketingbasedon comprehensivedomesticandforeignresearchresults.Basedonthetheoryof collaborativemarketing,thedefinitionandclassificationofcollaborativemarketing aredescribedindetail,andtheconceptsofcollaborativemarketing,integrated marketingandindepthmarketingarecomparedandanalyzed,andamore comprehensiveandthree-dimensionalunderstandingofcollaborativemarketinghas beenestablished. H银行网点零售业务协同营销策略研究 III Secondly,inaccordancewiththedevelopmentdirectionandrequirementsofthe moderncommercialbankmarketingteam,fullylearnfromandactivelyabsorbthe businessphilosophyandmanagementmethodsofthemarketingteamofforeign advancedcommercialbanksadoptingcollaborativemarketing,analyzethecurrent marketingteammanagementstatusofdomesticcommercialbanks,andcombineThe situationofdomesticbanksadjustedandimprovedthecollaborativemarketingof BankH.UsingthePESTmodeltoanalyzethedevelopmentenvironmentofBankH, andthenusingthePorterFiveForcesmodeltoillustratethefivecompetitivenessof BankHisretailbusinessandchoosethemarketingmodelbiningthemotivations ofcollaborativemarketingofretailbusinessofHBank,wefoundouttheproblems, includingtheneedtoclarifythemarketingconcept,theneedtoimprovethe coordinationmechanism,theneedtooptimizetheserviceprocess,andtheneedto improvethequalityofpersonnel. Finally,basedontheproblemsfoundinthepreviousarticle,summarizethe modelconstructedbythenewcollaborativemarketingmodel,andproposethat customersshouldbestratifiedwhileexploringpotentialcustomerpartnershipsas muchaspossible.Aimingatthemarketingstrategy,theguaranteemeasuresfor collaborativemarketingofretailbusinessofBankHareproposed. KEYWORDS:Retailbusinesscollaborativemarketingcommercialbanks H银行网点零售业务协同营销策略研究 IV 目录 摘要....................................................................................................................................................I ABSTRACT.......................................................................................................................................II 目录.................................................................................................................................................IV 第一章绪论.......................................................................................................................................1 第一节研究背景和意义..........................................................................................................1 一、研究背景....................................................................................................................1 二、研究意义....................................................................................................................1 第二节国内外研究现状..........................................................................................................2 一、协同营销理论的发展渊源........................................................................................2 二、协同营销的相关综述................................................................................................3 三、文献评述....................................................................................................................5 第三节研究内容......................................................................................................................6 第四节研究方法与技术路线..................................................................................................6 一、研究方法....................................................................................................................6 二、技术路线....................................................................................................................7 第二章相关概念及理论基础..........................................................................................................8 第一节协同营销......................................................................................................................8 一、协同营销的概念........................................................................................................8 二、协同营销的特点........................................................................................................8 三、协同营销的分类........................................................................................................9 第二节理论基础.......................................................................................................................9 一、协同营销理论....................