【摘要】：ZJNS銀行作為城市商業(yè)銀行,在發(fā)展規(guī)模和歷程上和許多大型銀行有著較大的差距,在零售業(yè)務(wù)這一方面體現(xiàn)的十分明顯。本文通過對ZJNS銀行在零售業(yè)務(wù)開展中所存在的不足之處進行分析,并在此基礎(chǔ)上對ZJNS銀行零售業(yè)務(wù)的營銷策略進行了設(shè)計,對保障措施進行了討論。本文期望通過對ZJNS銀行在零售業(yè)務(wù)上營銷水平的提升,對ZJNS銀行和其他發(fā)展類型相似的農(nóng)村商業(yè)銀行在零售業(yè)務(wù)的營銷工作開展上提供相應(yīng)的借鑒與參考。 本文在基于本文選題背景、意義思路和方法上,對相關(guān)的理論進行了研究,包括商業(yè)銀行零售業(yè)務(wù)的概念,4P、STP、交叉營銷等市場營銷理論和國內(nèi)外相關(guān)研究綜述等。并在此基礎(chǔ)上對ZJNS銀行零售業(yè)務(wù)的營銷現(xiàn)狀進行了分析,包括ZJNS銀行發(fā)展現(xiàn)狀,零售業(yè)務(wù)現(xiàn)狀分析,以及ZJNS銀行零售業(yè)務(wù)營銷中的問題分析。結(jié)合上述分析,本文設(shè)計了ZJNS銀行零售業(yè)務(wù)營銷策略,包括明確“以中端客戶為中心,挖掘高端客戶,培育潛力客戶”的市場定位,基本營銷策略,包括價格、產(chǎn)品、促銷、渠道策略,以及交叉銷售等營銷策略的選擇。同時,本文還提出了ZJNS銀行零售業(yè)務(wù)營銷策略的保障措施,包括加強客戶關(guān)系管理,加大營銷創(chuàng)新,建立完善的績效機制,做好培訓(xùn)工作等。
[Abstract]:As a city commercial bank, ZJNS Bank has a big gap with many large banks in its development scale and course, and it is very obvious in retail business. Based on the analysis of the shortcomings of ZJNS bank in the development of retail business, this paper designs the marketing strategy of ZJNS bank retail business and discusses the safeguard measures. This paper hopes to improve the marketing level of ZJNS bank in retail business, and to provide reference for ZJNS bank and other rural commercial banks with similar development types in retail business marketing. Based on the background, meaning and method of this paper, this paper studies the related theories, including the concept of retail business of commercial banks, 4p, STP, cross-marketing and other marketing theories, as well as domestic and foreign related research reviews and so on. On this basis, this paper analyzes the current marketing situation of retail business of ZJNS bank, including the development of ZJNS bank, the analysis of current situation of retail business, and the analysis of problems in the retail business marketing of ZJNS bank. Combined with the above analysis, this paper designs the marketing strategy of retail business of ZJNS bank, including defining the market orientation of "taking the middle-end customers as the center, excavating the high-end customers, cultivating the potential customers", the basic marketing strategy, including price, product, promotion, and so on. Channel strategy, as well as cross-sales and other marketing strategies to choose. At the same time, this paper also puts forward the safeguard measures of the retail business marketing strategy of ZJNS bank, including strengthening customer relationship management, increasing marketing innovation, establishing perfect performance mechanism, doing a good job of training and so on.
【學(xué)位授予單位】：南京理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F832.2

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