摘要
近年来随着国内民营银行准入资格的放开和互联网金融的迅猛发展，使得
股份制商业银行零售业务收到了较大的冲击。当前国内各家股份制商业银行为
了提高零售业务市场占有率，均不同程度的在大力发展银行零售业务比如社区
银行，但这种跑马圈地的经营模式难以持续，股份制商业银行的零售业务模式
必须从数量规模经营向质量价值经营转变

兴业银行宁波江北支行零售业务在前期的发展中在本区域具有一定的口
碑，但是随着产品同质化严重，非金融机构的竞争，以及监管层监管力度加
大，特别是在这样的金融改革时期，需要在零售业务上有大的转型和突破

本文结合银行零售业务和市场营销相关理论，运用文献研究法、比较分析
法、案例分析法等方法，将兴业银行宁波江北支行作为案例企业，通过实地调
研，对兴业银行宁波江北支行零售业务营销的现状分析，总结了其零售业务营
销过程中存在的问题，包括：客户资源薄弱、业务品种单一、客户结构不合
理、个人贷款业务发展薄弱等，并对引起以上问题的根本原因进行分析。并据
此提出了兴业银行宁波江北支行零售业务营销策略，分别是客户细分策略、客
户关系管理策略、营销渠道拓展策略、促销策划策略，进而从完善团队建设、
完善过程管理以及完善考核机制三方面对所提出的营销策略实施步骤进行分
析，最后从财务、文化、科技三个方面提出营销策略实施的保障措施

本文的研究分析，对兴业银行宁波江北支行有重要的实践指导意义，同时
论文研究结果对兴业银行宁波分行其他支行以及其他区域分行零售业务的开展
有着一定的借鉴意义

关键词：兴业银行, 零售业务, 营销策略II
Research on Marketing Strategy of Retail Business of
Ningbo Jiangbei Sub - branch of Industrial Bank
Abstract
In recent years, with the liberalization of domestic private bank and the rapid development of
Internet finance, the joint-stock commercial bank retail business has been greatly impacted. In
order to increase , the market share of the retail business, various domestic joint-stock commercial
banks are developing community banks to a varying degrees. However, this mode of operation is
unsustainable. The retail business model of joint-stock commercial banks must be transformed
from quantitative management to qualitative management.
However, with the serious homogeneity of products, the competition of non-financial
institutions and the supervision of supervisors intensified, especially during the period of financial
reform, the Bank&39;s retail business in the early stage of development in the region has a certain
reputation, , The need for a major retail business transformation and breakthrough.
This paper combines the theory of marketing and banking retail business, and uses the
methods of combing research, comparative analysis, and case analysis, to study the case of
Jiangbei Branch of Industrial Bank.By doing a longtime field research, the paper analyzes the
existing problems in the retail business marketing of Jiangbei including: weak customer resources,
single business variety, unreasonable customer structure, weak development of personal loan
business.According to the above problems, we suggest the bank to adopt the following marketing
strategies in the future:customer segmentation, customer relationship management, marketing
channel expansion and promotion planning. These strategies will beput forward depending on
perfect team construction, process management and examination mechanism as well as receiving
the guarantee from the financial, cultural and technological perspectives.
The case study and its research results presented in this paper is of practical significance to
Industrial Bank Jiangbei Branch, and could contribute to the development of other branches of
Ningbo Branch and also other regional branches of Industrial Bank.
.
Key Words：Industrial Bank, Retail business, Marketing strategyIII
目 录
1 绪论... 1
1.1 研究的背景及意义 ...... 1
1.1.1 研究的背景..... 1
1.1.2 研究的意义..... 2
1.2 国内外相关研究综述 .. 3
1.2.1 国外相关研究综述 .... 3
1.2.2 国内相关研究综述 .... 4
1.2.3 研究的内容..... 4
1.2.4 研究的方法..... 5
1.3 论文的难点和创新点 .. 6
1.3.1 论文的难点..... 6
1.3.2 论文的创新点. 6
2 银行零售业务及市场营销相关理论 ........ 7
2.1 银行零售业务的概述 .. 7
2.1.1 银行零售业务的概念和种类 7
2.1.2 银行零售业务的发展趋势.... 7
2.2 市场营销相关理论 ...... 8
2.2.1 以产品为导向的 4Ps 营销理论........ 8
2.2.2 以顾客服务为导向的 4Cs 营销理论........... 8
2.2.3 以关系为导向的 4Rs 营销理论 ....... 8
3 兴业银行宁波江北支行零售业务营销现状与问题分析 ........... 9
3.1 兴业银行宁波江北支行基本情况 ..... 9
3.1.1 江北支行基本情况 .... 9
3.1.2 兴业银行宁波江北支行零售业务经营原则和指导思想.. 9
3.1.3 兴业银行宁波江北支行的组织结构 ......... 10
3.2 兴业银行宁波江北支行零售业务营销现状........... 10IV
3.2.1 储蓄业务现状...........11
3.2.2 理财业务现状...........11
3.2.3 个人信贷业务现状...12
3.3 兴业银行宁波江北支行零售业务营销面临的主要问题 ..13
3.3.1 产品方面 .......13
3.3.2 客户结构与客户关系管理方面......13
3.3.3 员工营销意识方面...14
3.3.4 营销渠道和促销手段方面..14
4 国内外商业银行零售业务营销的经验借鉴 ......15
4.1 国外商业银行零售业务营销经验总结 .......15
4.2 国内商业银行零售业务营销经验总结 .......16
4.3 兴业银行宁波江北支行零售业务营销可借鉴的启示 ......16
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