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LI The Backgroud and Research Significance 错误!未定义书签。
1.1.1 Backgroud 未定义书签。
1.1.2 Research Significance 未定义书签。
1.2 The Research ideas and methods 错误!未定义书签。
1.2.1 Research ideas 未定义书签。
122 Research methods 未定义书签。
1.3 Research framework and focus 错误!未定义书签。
1A The Innovation of the Research 错误!未定义书签。
Chapter 2 Literature review 错误!未定义书签。
2.1 Concept definition 错误!未定义书签。
2.1.1 Aging population 未定义书签。
2.1.2 Retail banking business 未定义书签。
2.2 Overview of Marketing Theory 错误!未定义书签。
2.3 Overview of Service Marketing Theory 错误!未定义书签。
2.4 Research on Retail Marketing of Banks 错误!未定义书签。
2.4.1 A Study on the Characteristics of Financial Behavior of Retailers in the
Elderly 未定义书签。
2.4.2 Research on Retail Marketing Strategy of Banks 未定义书签。
Chapter 3 Retail marketing development process 错误!未定义书签。
3.1 Introduction to HX Bank and HX Bank LC Branch...错误!未定义书签。
3.1.1 Introduction to EK Bank 未定义书签。
3.1.2 Introduction to the HX BankLC Branch 未定义书签。
3.2 HX Bank Retail Marketing Development 错误!未定义书签。
3.2.1 Retail business content 未定义书签。
3.2.2 Retafl business marketing development process 未定义书签。
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山东大学硕士学位论文
3.2.3 Elderly retail marketing experience of HX Bank 未定义书签。
Chapter 4 Analysis on Financial Characteristics of Retail Client in HX Bank LC
Branch 错误!未定义书签。
4.1 Retail customer demand characteristics overall analysis错误!未定义书签。
4.1.1 New and old customers AUM assets are diflFerent ??…未定义书签。
4.1.2 SMS notificadon service acceptance is higher 未定义书签。
4.1.3 Cross_selling rates 紙 positively related to contribution错误!未定义书签。
4.1.4 Some ofthe key retail financial products contribute greatly!未定义书签。
4.1.5 High-end customers show a higher contribution 错误!未定义书签〇
4.2 Analysis on the Characteristics of Retail Customers' Demand in Different
Age 错误!未定义书签。
4.2.1 AUM contribution 未定义书签。
4.2.2 Investment preferences 未定义书签〇
4.3 Survey interviews and questionnaires 错误!未定义书签 〇
Chapter 5 Analysis about SWOT on Elderly Retail Market of HX Bank LC Branch错误)
5.1 Analysis of Strength 错误!未定义书签。
5.1.1 Brand awareness is good 未定义书签。
5.1.2 Bank location has an advantage 错误!未定义书签。
5.1.3 Cooperation with the local government 未定义书签。
5.1.4 A better management system 未定义书签。
5.2 Analysis of Weakness 错误!未定义书签。
5.2.1 Lack of accurate maricet positioning 未定义书签。
5.2.2 The construction of Bank branches is weak 未定义书签。
5.2.3 Service advantage is not Significantly anymore 未定义书签。
5.2.4 Traditional and fixed Organization 未定义书签。
5.2.5 Talent training pressure 未定义书签。
5.3 Analysis of Opportunity 错误!未定义书签。
5.3.1 The Market environment development ofthe Elderly retail market is good!
5.3.2 The joint-stock banking retail business has a competitive advantage!未定j
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山东大学硕士学位论文
5.3.3 Help banks to fulfDll their social responsibilities 1!未定义书签。
5.4 Analysis of Threat 错误!未定义书签。
5.4.1 Bank development ofthe elderly retail business needs to test错未定义书签 〇
5A2 The concept of old customers need to gradually develop!未定义书签。
5.4.3 Competition of Market development is getting more and more 未定义书签。
Chapter 6 HX Bank LC Branch Elderly Retail Marketing Strategy Selection错误!未定义书兰
6.1 HX Bank LC branch of the elderly retail market positioning错误!未定义书签。
6.2 Product strategy on Elderly retail market 错误!未定义书签。
6.2.1 To make elderly exclusive retail financial products…未定义书签。
6.2.2 Make a product portfolio on Elderly Retail Mariceting!未定义书签。
6.2.3 Transformation ofretail product procedures cumbersome innovations!未定义4
6.3 Channel strategy on Elderly retail market 错误!未定义书签。
6.3.1 Change the layout of existing bank branch 未定义书签。
6.3.2 To create a comprehensive branch ofthe wisdom 未定义书签 〇
6.3.3 Speed up the construction of community sub - branches!未定义书签。
63.4 Develop electronic channels greatly 未定义书签。
6.3.5 Coopoation channels with third parties 未定义书签。
6.4 Elderly customer service process with the help of CRM错误!条定义书签。
6A1 Service flow for older customers with the help of CRM!未定义书签。
6.4.2 Maintenance management process for older customers with tfie help of
CRM ■未定义书签。
6A3 Accurate marketing process for older customers with the help of CRMi!未定义
6.4.4May lose the customer retention process for older customers with the help
ofCRM
6.5 Promotion strategy on Elderly retail market 错误!未定义书签。
6.5.1 Promotional sales 未定义书签。
6.5.2 Advertising promotion 未定义书签。
6.53 Cooperation promotion. 未定义书签。
6.5.4 Trading channel promotion 未定义书签。
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山东大学硕士学位论文
6.6 Personnel strategy on Elderly retail market 错误!未定义书签。
6.6.1 Quality personalized service 错误!未定义书签。
6.6.2 Standardization, fine job duties 错误!未定义书签。
6.63 Sta£fposition dynamic adjustment 错误!未定义书签。
6.6.4 Tracking customer satisfaction timely 错误!未定义书签。
Chapter 7 Elderly retail marketing strategy safeguards of HX Bank LC Branch错误!未芡
7.1 Adjustment of marketing organization 错误!未定义书签。
7.1.1 Organizational adjustment 未定义书签。
7.1.2 Establish a personal financial product outsourcing team!未定义书签。
7.1.3 Establish a strong,responsive and timely support systeml!未定义书签。
7.2 Support of Ideas and cultural 错误!未定义书签。
7.3 Support of Human resources 错误!未定义书签。
73.1 Construction ofprofessional marketing team 未定义书签。
7.3.2 Focus on Talent Cultivation and Introduction 未定义书签。
7.3.3 Develop assessment management system 未定义书签。
Chapter 8 Conclusion and Prospect 错误!未定义书签。
8.1 Main conclusions.. 错误!未定义书签。
8.2 Limitations and Prospects 错误!未定义书签。
References 错误!未定义书签。
Acknowledgements 错误!未定义书签。
Appendix: Questionnaire 错误!未定义书签。
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