本文選題：平安銀行　切入點(diǎn)：零售業(yè)務(wù)　出處：《蘭州大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：在當(dāng)前宏觀經(jīng)濟(jì)環(huán)境下,零售業(yè)務(wù)對(duì)銀行業(yè)務(wù)收入的貢獻(xiàn)比重越來(lái)越高,且成為商業(yè)銀行新興業(yè)務(wù)風(fēng)險(xiǎn)的有效對(duì)沖保障。零售業(yè)務(wù)以其資本消耗低、業(yè)務(wù)規(guī)模大、發(fā)展空間廣等諸多優(yōu)點(diǎn)受到眾多銀行的重視。 銀行的營(yíng)銷渠道是實(shí)現(xiàn)銀行產(chǎn)品或服務(wù)從商業(yè)銀行到達(dá)消費(fèi)者所經(jīng)過的路徑。銀行的營(yíng)銷渠道除了完成產(chǎn)品及服務(wù)銷售的基本功能外,還承擔(dān)者向潛在消費(fèi)者宣傳銀行新產(chǎn)品、為營(yíng)銷部門和廣告機(jī)構(gòu)反饋市場(chǎng)信息、提升營(yíng)銷策略的實(shí)施效果等諸多職能。因此,營(yíng)銷渠道對(duì)于銀行零售業(yè)務(wù)的發(fā)展,構(gòu)建科學(xué)、成熟的渠道體系顯得尤為重要。 本文通過文獻(xiàn)法對(duì)商業(yè)銀行零售業(yè)務(wù)營(yíng)銷渠道相關(guān)理論進(jìn)行了整合和提煉,對(duì)國(guó)內(nèi)外銀行零售業(yè)務(wù)及其渠道發(fā)展進(jìn)行了研究,并列舉了部分代表性銀行的零售業(yè)務(wù),深入分析了我國(guó)銀行零售業(yè)務(wù)的現(xiàn)狀以及面臨的機(jī)遇與挑戰(zhàn)。采用實(shí)際調(diào)查法對(duì)平安銀行零售業(yè)務(wù)的營(yíng)銷渠道進(jìn)行調(diào)查,用列舉法列舉了平安銀行營(yíng)業(yè)網(wǎng)點(diǎn)、自助銀行、電話銀行、網(wǎng)上銀行四種零售業(yè)務(wù)渠道建設(shè)的現(xiàn)狀與不足。論文運(yùn)用市場(chǎng)營(yíng)銷、客戶關(guān)系管理等相關(guān)理論,結(jié)合平安銀行零售業(yè)務(wù)的實(shí)際,對(duì)平安銀行零售業(yè)務(wù)渠道策略進(jìn)行了重點(diǎn)研究,并提出了策略的實(shí)施保障措施。論文的研究對(duì)平安銀行零售業(yè)務(wù)的營(yíng)銷渠道建設(shè)具有一定的參考價(jià)值。
[Abstract]:In the current macroeconomic environment, the contribution of retail business to banking revenue is increasing, and it has become an effective hedge against the risks of new business in commercial banks. Many advantages, such as wide space for development, are valued by many banks. The marketing channel of the bank is the path of the bank product or service from the commercial bank to the consumer. The marketing channel of the bank not only completes the basic function of the product and service sales, but also the basic function of the bank. They also propagate new bank products to potential consumers, feedback market information for marketing departments and advertising agencies, improve the implementation effect of marketing strategies, etc. Therefore, marketing channels are scientific for the development of bank retail business. Mature channel system is particularly important. This paper integrates and refines the relevant theories of retail marketing channel of commercial banks through the method of literature, studies the retail business and its channel development of domestic and foreign banks, and enumerates the retail business of some representative banks. This paper deeply analyzes the present situation, opportunities and challenges of banking retail business in China. By using the method of actual investigation, it investigates the marketing channels of the retail business of Ping an Bank, enumerates the outlets and self-service banks of Ping an Bank by enumeration. The present situation and deficiency of the construction of four kinds of retail business channels of telephone bank and internet bank. This paper applies the relevant theories of marketing, customer relationship management and so on, combining with the reality of Ping an Bank's retail business. This paper focuses on the research on the channel strategy of Ping an Bank retail business and puts forward the measures to ensure the implementation of the strategy. The research in this paper has certain reference value for the marketing channel construction of the retail business of Ping an Bank.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F832.33

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