F银行大连分行零售业务营销策略研究
Research on The Marketing Strategy of Retail Banking Business of F Bank
Dalian Branch
Abstract
With the rapid development of the global financial market, the business philosophy and
management mode of commercial banks have undergone great changes.As the products and
services sold by commercial banks have the characteristics of financial market, they are
restricted by market environment, government policies and external economic environment. At
the same time, under the action of the Internet, the business model of traditional commercial
banks makescommercial banksgofrom worseto worseand haveto facebusiness
transformationparedwith thetraditionalbanking business,theretail businessof
commercial banks has lower risk, smaller capital occupation and relatively stable, so the
transformation of traditional business to retail business has become the core of domestic
commercial banks.
In this thesis, Dalian Branch of Bank F as the research object to analyze and study the
marketing strategy of its retail businessbined with the relevant theoriesof modern
marketing and the existing problems of its retail business marketing strategy, scientific and
effective methods are used to analyze the optimization strategy suitable for the development
of the research object retail business marketing work.The article mainly includes five parts.
The first part introduces the background and significance of the topic selection, and reviews
the relevant theories and literature at home and abroad. After the screening, summary and
induction of the literature, the definition of commercial bank retail business is obtained, and
then the applicable theory and analysis method of this article are clarified.The second part
introduces the theoretical knowledge and analysis tools used in the thesis according to the
matching principle of this thesis.The third part of the research object analysis of the external
environment, including PEST analysis and competitive environment analysis, then expounds
the F bank Dalian branch business development history and the current business situation,
combined with SWOT analysis summarizes the advantages and disadvantages of F bank
Dalian branch retail business, combined with the local economic environment and national
policies, and the opportunities and challenges in the future.At the same time, STP theory, 4P
theory and qualitative and quantitative combination are used to analyze the problems existing
in the current retail business.Including inaccurate target market positioning, lack of product
competitiveness,not flexiblepricing mechanism,lackof targetedpromotion strategy,
imperfect marketing channels, and service problems, etc.Chapter 4 proposes the optimization
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大连理工大学专业学位硕士学位论文
strategies from market segmentation, target market selection and positioning, and in product,
strategy, channel, promotion, etc. Chapter 5 designs the corresponding safeguard measures for
the optimization strategy to achieve the expected effect.
This thesis takes Dalian Branch of The Bank as the research object, combines the
relevant theories of modern marketing, analyzes the problems existing in its retail business
marketing strategy,uses scientific and effectivemethods, and obtainsthe optimization
strategy suitable for the development of retail business marketing of the research object.The
article mainly includes five parts, the first part introduces the background and significance of
the topic selection, and consult the relevant theories and literature at home and abroad, after
screening, summary and induction, make clear the applicable theory and analysis method of
this article.The second part introduces the theoretical knowledge and analysis tools used in the
thesis according to the matching principle of this thesis.The third part analyzes the external
environment, including PEST analysisand competitive environment, then expoundsthe
developmenthistory ofF Dalianandcurrent status,combinedwith SWOTanalysis
summarizes the advantages and disadvantages of F Dalian retail business, using STP theory,
4P theoryand qualitative andquantitative combination ofthe current retailproblems:
including inaccurate targetmarket positioning, lack ofcompetitiveness, flexible pricing
mechanism, lack of pertinence, imperfect marketing channels and service problems.Chapter 4
focus on market segmentation, target market selection and positioning, at the same time in
products, strategy, channel, promotion, put forward optimization strategy, finally according to
the optimization strategy, in the fifth chapter from the business process, channel structure,
talentsecurity, incentivemechanism designedthecorresponding safeguards,striveto
maximize the optimization strategy.
Key Words：Marketing;Retail Business;Commercial Banking
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F银行大连分行零售业务营销策略研究
目录
摘要....................I
Abstract .....................II
1 绪论..................... 1
1.1 选题背景及意义.................. 1
1.1.1 选题背景............ 1
1.1.2 选题意义............ 2
1.2 国内外研究现状述.............. 2
1.2.1 国内文献研究现状.......... 2
1.2.2 国外研究综述........... 4
1.2.3 现有文献述评........... 4
1.3 研究思路和方法.................. 5
1.3.1 研究思路............ 5
1.3.2 研究方法............ 6
2 理论综述.................... 7
2.1 银行零售业务的概念................. 7
2.1.1 零售业务的概念.............. 7
2.1.2 商业银行零售业务的概念............ 7
2.1.3 商业银行零售业务的分类............ 7
2.2 市场营销相关理论.............. 8
2.2.1 目标市场营销理论.......... 8
2.2.2 营销组合策略理论.......... 8
2.2.3SWOT分析模型.............. 9
2.2.4 客户关系管理理论............... 10
3F银行大连分行零售业务的营销现状及问题分析....... 11
3.1F银行大连分行简介................ 11
3.2F银行大连分行零售业务的外部环境分析........ 14
3.2.1 宏观环境分析................ 14
3.2.2 欧亿·体育（中国）有限公司竞争对手分析............... 18
3.3F银行大连分行零售业务的内部环境及问题分析.......... 22
3.3.1 资源和能力现状............ 22
3.3.2 零售业务的营销现状分析.......... 27
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