本文選題：商業(yè)銀行 + 交通銀行北京分行��； 參考：《對外經(jīng)濟貿(mào)易大學》2015年碩士論文

【摘要】：當前,我國經(jīng)濟結(jié)構(gòu)不斷優(yōu)化,與之相匹配的金融體制改革也在不斷深入中。伴隨著利率市場化深入、資本監(jiān)管力度加強、互聯(lián)網(wǎng)金融蓬勃發(fā)展、金融脫媒加快、WTO金融管制放開等外部環(huán)境變化,作為基礎性金融機構(gòu)之一的商業(yè)銀行,其傳統(tǒng)粗放的經(jīng)營形式和盈利模式都受到了不同程度的沖擊,而集風險分散、耗能低、客戶資源豐富且穩(wěn)定、挖掘潛力大等特點于一體的零售業(yè)務,重要性與日俱增,必將成為我國商業(yè)銀行轉(zhuǎn)型發(fā)展的重要方向。本文以交通銀行北京分行為研究對象,從交通銀行北京分行的實際經(jīng)營情況來看,自2005年股份制改革后,交通銀行北京分行開啟了新篇章,為今后穩(wěn)健經(jīng)營和可持續(xù)發(fā)展奠定了基礎,創(chuàng)造了條件。近年來,交通銀行北京分行高度重視零售業(yè)務發(fā)展,在創(chuàng)新零售產(chǎn)品、豐富零售渠道、優(yōu)化零售價格、加大零售促銷以及強化零售隊伍建設等方面取得了顯著進步,但隨著業(yè)務發(fā)展,競爭加劇,一些零售業(yè)務管理上的問題也暴露出來。本文以交通銀行北京分行零售業(yè)務發(fā)展狀況與服務營銷策略相結(jié)合,通過文獻了解國內(nèi)外商業(yè)銀行零售業(yè)務發(fā)展進程,通過PEST分析模型和波特五力模型分析了當前交通銀行北京分行零售業(yè)務營銷管理面臨的宏觀環(huán)境和行業(yè)競爭情況,分析了交通銀行北京分行零售業(yè)務營銷策略所面臨的問題,并為營銷策略提出了相應改進對策,希望能夠為交通銀行北京分行增強零售業(yè)務競爭力提供理論指導。
[Abstract]:At present, our country's economic structure is constantly optimized, and the financial system reform that matches it is also in depth. With the deepening of the interest rate market, the strengthening of capital supervision, the rapid development of the Internet finance, the accelerated financial disintermediation, the change of the external environment, such as the release of WTO financial control, as one of the basic financial institutions, the commercial bank The extensive management and profit model have been affected by different degrees, and the retail business is characterized by decentralization of risk, low energy consumption, rich and stable customer resources, and great potential for mining. The importance is increasing and will become an important direction for the transformation and development of commercial banks in China. This paper is based on the Beijing branch of the Bank of communications. In view of the actual operation of Beijing branch of the Bank of communications, since the reform of the stock system in 2005, the Beijing branch of the Bank of communications opened a new chapter, laid the foundation for the future steady operation and sustainable development, and created the conditions. In recent years, the Beijing branch of the Bank of communications has attached great importance to the development of retail business, and in the innovation of retail products. The rich retail channel, the optimization of retail price, the increase of retail sales promotion and the strengthening of the construction of the retail team have made remarkable progress. However, with the development of business and the intensification of competition, some problems in the management of retail business have been exposed. This paper combines the retail business development status of the Beijing branch of the Bank of communications and the service marketing strategy, through the article. This paper presents the development process of retail business of commercial banks at home and abroad. Through PEST analysis model and Potter five force model, this paper analyzes the macro environment and competition situation of the retail business marketing management in Beijing branch of the Bank of communications, analyzes the problems faced by the retail marketing strategy of Beijing branch of the Bank of communications and the marketing strategy. The corresponding improvement measures are put forward, hoping to provide theoretical guidance for the Bank of communications Beijing branch to enhance the competitiveness of retail business.
【學位授予單位】：對外經(jīng)濟貿(mào)易大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F832.2;F274

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