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本文通过访谈、资料分析等方法，剖析发现Y银行J分行公司业务现有营销
策略过于传统，营销效果不理想，当前公司业务存在产品同质、收益放缓、客
户忠诚度不高等问题，亟需制定新的营销策略改变现状。继而从可能性和必然
性两个角度分别论证运用 4R 营销理论促进 Y 银行 J 分行公司业务发展的可行
性，为设计以 4R 为导向的公司业务营销策略提供理论与实践支撑，进而提出了
营销策略的设计。首先，确定 Y 银行 J 分行公司业务实施 4R 营销策略的预期目
标，分别是收益可持续增长、客户忠诚度提高、公司业务转型和竞争力提升四
个方面。其次，立足 4R 营销理论，分别从“关联”、“反应”、“关系”、
“回报”四个角度提出具体举措，整合优势，各个击破，发挥组合拳作用。如
在“关联”上，侧重满足客户个性化需求，重视产品创新和品牌价值，强调服
务的专业性和便利性，通过日常多开展各类活动提高与客户之间的关联度；在
“反应”上，侧重风险预判和风险控制，多渠道收集、分析客户需求及风险变
化，提高部门联动效率；在“关系”上，强调客户关系管理及高层间的沟通，
突出客户数据库的作用，通过优质服务提升客户满意度；在“回报”上，强调
在一定的资源限度内，通过差异化定价、提高产品附加值等手段实现银行与客
户的共赢，注重专业技术回报。最后，从组织、人力资源、科技、资金四个方
面提出具体保障建议，确保营销策略顺利落地实施
通过本文的研究，一方面能够使Y银行J分行公司业务健康、快速发展，另
一方面为商业银行公司业务营销策略的制定提供一定的参考
关键词：银行公司业务；4R 理论；营销策略浙江理工大学硕士专业学位论文
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Abstract
In recent years, corporate banking has become the core business of various
commercial banks and the most important source of profits. The current inter-bank
competition is getting worse, but the bank&39;s business has come to a standstill in
marketing. Profit growth is slow, and problems are evident. This paper takes Y bank J
branch as the research project, and focus on the existing problems in the marketing
process. With the 4R theory as the breakthrough point, the author designs the
scientific and effective marketing strategy, so as to form the mutually beneficial
win-win situation between the bank and the customer.
Through interview, data analysis of Y bank J branch, this paper find that
marketing strategy is too traditional, marketing strategy is not ideal. Also, there exists
business products homogeneity, income slowdown and customer unloyalty. New
marketing strategies are required to tackle these problems. Then the author
demonstrates the feasibility of using 4R marketing theory to promote the business
development of Y bank J branch from the perspectives of possibility and inevitability.
It provides theoretical and practical support for designing 4R-oriented corporate
marketing strategy and then put forward the designing of marketing strategy. First of
all, to determine the Y bank J branch of the company’s business strategy to implement
4R marketing strategy is expected to achieve sustainable growth, customer loyalty to
improve, the company’s business transformation and improve competitiveness of the
four areas. Secondly, based on the theory of 4R marketing, we put forward concrete
measures from four aspects: relevancy, reaction, relation and reward. For
example, as for relevancy, attention is paid to individual needs of customers,
product innovation and brand value, emphasizing on the professionalism and
convenience of services, through the number of daily activities to improve the
customer correlation. As for reaction, focus on risk prediction and risk control,
multi-channel collection, analysis of customer needs and risk changes, improve
departmental efficiency. As for relation, emphasizing on customer relationship浙江理工大学硕士专业学位论文
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management and high-level communication, we highlight the role of customer
database through high quality to make customers satisfied. As for reward, attention
is paid to professional and technical returns within a certain resources limitas follows:
differentiation of price, value-added products improvements. Finally, from the
organization, human resources, technology, and capital, specific suggestions are made
to ensure that the marketing strategy is smoothly carried.
Through this study, on the one hand, it can make the J branch of Y bank&39;s
corporate banking healthy and rapid development, on the other hand, for commercial
banks to provide a reference for the development of corporate banking marketing
strategy.
Key Words: Corporate Banking; 4R Theory; Marketing Strategy浙江理工大学硕士专业学位论文
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目 录
摘要..... I
Abstract........... III
目 录....V
1 绪 论...1
1.1 研究背景和意义 1
1.1.1 研究背景 .1
1.1.2 研究意义 .2
1.2 研究内容和方法 2
1.2.1 研究内容 .2
1.2.2 研究方法 .3
1.3 研究思路 5
1.4 研究可能有的创新点 ....7
2 理论基础与相关研究综述 ....9
2.1 理论基础 9
2.1.1 4R 营销理论的内涵.........9
2.1.2 4P、4C、4R 营销理论比较......10
2.2 4R 营销理论运用于各行业的相关研究..........12
2.3 商业银行公司业务营销策略相关研究 ..........14
2.4 简要评述 ..........15
3 Y 银行 J 分行公司业务营销策略现状及问题分析 ...........17
3.1 Y 银行 J 分行及其公司业务概况 ........17
3.2 Y 银行 J 分行公司业务营销策略现状 18
3.2.1 访谈设计与分析 ...........18
3.2.2 公司业务营销策略现状阐析 ...20
3.3 Y 银行 J 分行公司业务营销中存在的问题 ....21
3.3.1 访谈设计与分析 ...........21
3.3.2 公司业务营销中的问题分析 ...23
4 Y
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