【摘要】：近年來，我國金融業(yè)不斷改革，中國民生銀行的零售業(yè)務(wù)也在不斷發(fā)展。在機(jī)遇與風(fēng)險(xiǎn)并存的競爭態(tài)勢下，中國民生銀行開展零售業(yè)務(wù)必須找準(zhǔn)定位，明確營銷策略。中國民生銀行長春分行結(jié)合所在區(qū)域的營銷環(huán)境、客戶基礎(chǔ)、同業(yè)策略，借鑒國內(nèi)外優(yōu)秀的業(yè)務(wù)經(jīng)驗(yàn)，要摸索出一條適合自己的發(fā)展道路，保持并擴(kuò)大自己的優(yōu)勢，進(jìn)一步提升零售業(yè)務(wù)的利潤貢獻(xiàn)度，實(shí)現(xiàn)可持續(xù)發(fā)展，才能為零售銀行業(yè)務(wù)的持續(xù)健康發(fā)展提供一定的理論依據(jù)和指導(dǎo)意義。本文將以中國民生銀行長春分行零售業(yè)務(wù)的營銷策略為主題，從以下幾個(gè)方面進(jìn)行研究： 第一部分為緒論部分，主要對該選題的背景和研究意義進(jìn)行了闡述，對國內(nèi)外關(guān)于銀行零售業(yè)務(wù)營銷的研究現(xiàn)狀進(jìn)行了梳理和分析，最后簡單說明了研究的主要內(nèi)容和研究方法。 第二部分為主體部分。首先，闡述了銀行零售業(yè)務(wù)的概念、類型、產(chǎn)生與發(fā)展及特點(diǎn)，市場營銷的組合理論，如4P、4C、4R營銷理論。其次，通過實(shí)地調(diào)研考察的方式，對中國民生銀行長春分行的零售業(yè)務(wù)營銷現(xiàn)狀、存在的主要問題及其原因進(jìn)行了詳細(xì)的研究，進(jìn)一步針對長春分行零售業(yè)務(wù)的優(yōu)劣和環(huán)境進(jìn)行分析，為營銷策略的制定和創(chuàng)新提供理論支撐；再次，針對中國民生銀行長春分行零售業(yè)務(wù)存在的主要問題和原因，吸收和借鑒各類營銷理論的優(yōu)勢，提出了以“小微”、“小區(qū)”金融服務(wù)營銷模式為創(chuàng)新點(diǎn)的系統(tǒng)策略體系研究；最后，，確定了一系列具體的可操作的現(xiàn)實(shí)策略，并確保策略的落地實(shí)施，即在加強(qiáng)頂層設(shè)計(jì)實(shí)現(xiàn)營銷模式的戰(zhàn)略轉(zhuǎn)型、強(qiáng)化特色品牌業(yè)務(wù)實(shí)現(xiàn)產(chǎn)品結(jié)構(gòu)調(diào)整、拓展新興消費(fèi)產(chǎn)品與服務(wù)實(shí)現(xiàn)現(xiàn)代化的營銷模式、完善客戶分層管理提高服務(wù)質(zhì)量和水平、加強(qiáng)零售業(yè)務(wù)風(fēng)險(xiǎn)管理保證資產(chǎn)安全等五個(gè)方面提出了具有可操作性的策略方案。 第三部分是結(jié)論部分，主要對銀行零售業(yè)務(wù)營銷策略的實(shí)現(xiàn)和未來發(fā)展所需要的條件進(jìn)行了扼要說明。
[Abstract]:In recent years, the financial industry of our country continues to reform, and the retail business of Minsheng Bank of China is also developing. Under the competitive situation of both opportunity and risk, Minsheng Bank of China must find out the correct position and make clear the marketing strategy to carry out the retail business. Combined with the marketing environment, customer base and industry strategy of Minsheng Bank of China Changchun Branch, drawing lessons from the excellent business experience at home and abroad, we should find out a suitable development road, maintain and expand their own advantages, further improve the profit contribution of retail business, and achieve sustainable development, so as to provide a certain theoretical basis and guiding significance for the sustainable and healthy development of retail banking business. This paper will take the marketing strategy of retail business of Changchun Branch of Minsheng Bank of China as the theme, and carry on the research from the following aspects: the first part is the introduction part, which mainly expounds the background and significance of this topic, combs and analyzes the research status of bank retail business marketing at home and abroad, and finally briefly explains the main contents and research methods of the research. The second part is the main part. First of all, this paper expounds the concept, type, generation and development and characteristics of bank retail business, and the combination theory of marketing, such as 4P, 4C, 4R marketing theory. Secondly, through the way of field investigation and investigation, this paper makes a detailed study on the present situation, main problems and causes of retail business marketing of Changchun Branch of Minsheng Bank of China, and further analyzes the advantages, disadvantages and environment of retail business of Changchun Branch, so as to provide theoretical support for the formulation and innovation of marketing strategy. Thirdly, in view of the main problems and causes of retail business in Changchun Branch of Minsheng Bank of China, this paper absorbs and draws lessons from the advantages of various marketing theories, and puts forward a systematic strategy system research with "small and micro" and "community" financial service marketing model as the innovation point. Finally, a series of practical strategies are determined, and the implementation of the strategy is ensured, that is, to strengthen the top-level design to realize the strategic transformation of marketing mode, to strengthen the characteristic brand business to realize the adjustment of product structure, to expand the modern marketing mode of emerging consumer products and services, and to perfect the hierarchical management of customers to improve the quality and level of service. Five aspects of strengthening retail business risk management to ensure asset security are put forward. The third part is the conclusion part, which mainly describes the realization of bank retail marketing strategy and the conditions needed for its future development.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F832.2

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