目录
m m i
Abstract 3
第1章导论 6
1.1选题的背景与研宄意义1.1.11.1.21.2研究思路和研究方法1.2.1研宄思路1.2.2酿方法1.3研宄的框架和重点1.4论文的创新点第2章文献综述2.1概念界定2.1.1人口老龄化2.1.2银行零售业务2.2市场营销理论概述2.3服务营销理论综述2.4银行零售市场营销相关研宄2.4.1老年客户零售金融行为特征相关研究2.4.2银行零售市场营销策略相关研究第3章HX银行LC分行零售市场营销发展历程3.1 HX银行和HX银行LC分行简介3.1.1 HX银行简介3.1.2 HX银行LC分行简介3.2 HX银行零售市场营销发展历程I 山东大学硕士学位论文
3.2.1零售业务内容3.2.2零售业务营销鎌历程3.2.3 HX银储轉售营销经验第4章HX银行LC分行零售客户金融特征分析
21
4.1零售客户需求特性整体分析
21
4.1.1新老客户AUM资产不同
22
4.1.2短信通知服务接魏较高
23
4.1.3交叉销售率与贡繼正相关
23
4.1.4部分重点产品贡臟较大
23
4.1.5中高档客户表现出较高贡献度
24
4.2各年龄段零售客户需求特性分析
24
4.2.1 AUM 贡献度
24
4.2.2投资偏好
25
4.3调查访谈和调查问卷
27
第5章HX银行LC分行老年零售市场SWOT分析
29
5.1优势分析
29
5.1.1有一定的品牌知名度
29
5.1.2网点地理位置具有优势
29
5.1.3与当合作良好
30
5.1.4管理体系较完善
30
5.2劣势分析
30
5_2.1缺少准确的市场定位
30
5.2.2网点建设力度不足
31
5.2.3服純势不再显著
31
5.2.4传统固化的组织架构
31
5.2.5从培养压力大
32
5.3机会分析
32
5.3.1发展老年零售业务符合行业环境
32
5.3.2股份制银行零售业务有竞争优势
33
II 山东大学硕士学位论文
5.3.3有助于企业践行社会责任
33
5.4威胁分析
33
5.4.1银行簾老轉售业务需要考验
33
5.4.2老年客户观念需要逐步培养
34
5.4.3外部市场竞争形势白热化
34
第6章HX银行LC分行老年零售市场营销策略选择
36
6.1 HX银行LC分行老年零售市场定位
36
6.2老年零售市场的产品策略
36
6.2.1开发研宄老年专属零售金融产品
36
6.2.2打造老轉售金融产品组合
37
6.2.3改造零售产品手续繁琐的创新
37
6.3老年零售市场的渠道策略
37
6.3.1对现有网点进行服务设施改造
38
6.3.2打造^14支行智慧网点
38
6.3.3加快社区支行建设步伐
39
6.3.4
40
6.3.5与第三方机构合作渠道
41
6.4依托CRM系统的老年客户服务流程
42
6.4.1厅堂老年客户依托CRM服务流程
42
6.4.2存量老年客户依托CRM维护管理流程
43
6.4.3老年客户依托CRM精准营销流程
43
6.4.4可能流失老年客户依托CRM挽留流程
45
6.5老年零售市场促销策略
45
6.5.1獅促销
45
6.5.2
46
6.5.3
46
6.5.4交易促销
46
6.6老年零售市场人员策略
46
6.6.1提供优质的个性化服务
46
III 山东大学硕士学位论文
6.6.2标准化、精细化岗位职责
47
6.63人员岗位动态调整
48
6.6.4
48
第7章HX银行LC分行老年零售市场营销策略的实施保障
49
7.1营销姐织的调整
49
7.1.1组织部门的调整
49
7.1.2粒个人金妒品外包团队
50
7.1.3建立麵有力、口向应及时的支持体系
50
7.2理念和文化保障
50
7.3人力资源保障
51
7.3.1组建专业的营销队伍
51
7.3.2关注人才培养与引进
51
7.3.3
52
第8章结论及展望
53
8.1本研究的主要结论
53
8.2研究的局限性与展望
53
参考文献 55
賴 58
附件:调研问卷
:
59
IV 山东大学硕士学位论文
Contents
Abstract in Chinese
i
Abstract iii
Chapter 1 Introduction
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LI The Backgroud and Research Significance
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1.1.1 Backgroud
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1.1.2 Research Significance
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1.2 The Research ideas and methods
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1.2.1 Research ideas
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122 Research methods
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1.3 Research framework and focus
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1A The Innovation of the Research
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Chapter 2 Literature review
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2.1 Concept definition
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2.1.1 Aging population
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2.1.2 Retail banking business
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2.2 Overview of Marketing Theory
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2.3 Overview of Service Marketing Theory
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2.4 Research on Retail Marketing of Banks
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2.4.1 A Study on the Characteristics of Financial Behavior of Retailers in the
Elderly
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2.4.2 Research on Retail Marketing Strategy of Banks 未定义书签

Chapter 3 Retail marketing development process
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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
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3.1.2 Introduction to the HX BankLC Branch
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3.2 HX Bank Retail Marketing Development
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3.2.1 Retail business content
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3.2.2 Retafl business marketing development process
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v 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
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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
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4.1.3 Cross_selling rates 紙 positively related to contribution错误!未定义书签

4.1.4 Some of the 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&39; Demand in Different
Age
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4.2.1 AUM contribution
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4.2.2 Investment preferences
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4.3 Survey interviews and questionnaires
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Chapter 5 Analysis about SWOT on Elderly Retail Market of HX Bank LC Branch错误)
5.1 Analysis of Strength
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5.1.1 Brand awareness is good
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5.1.2 Bank location has an advantage
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5.1.3 Cooperation with the local government
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5.1.4 A better management system
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5.2 Analysis of Weakness
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5.2.1 Lack of accurate maricet positioning
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5.2.2 The construction of Bank branches is weak
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5.2.3 Service advantage is not Significantly anymore 未定义书签

5.2.4 Traditional and fixed Organization
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5.2.5 Talent training pressure
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5.3 Analysis of Opportunity
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5.3.1 The Market environment development of the Elderly retail market is good^^!
5.3.2 The joint-stock banking retail business has a competitive advantage^^!未定 j
VI 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
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5.4.1 Bank development of the 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
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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 of retail product procedures cumbersome innovations^!未定义4
6.3 Channel strategy on Elderly retail market
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6.3.1 Change the layout of existing bank branch
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6.3.2 To create a comprehensive branch of the 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
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6.3.5 Coopoation channels with third parties
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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
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6A3 Accurate marketing process for older customers with the help of CRM^i^!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
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