摘要
商业银行的众多业务中，零售业务以其高利润、低风险的特征而备受欢迎。零售
业务营销策略也因此成为各商业银行的战略重点，始终处于重要位置。目前，经济形
势复杂多变、国内商业银行间同业竞争激烈，另一方面，居民收入及生活水平不断提
高，个体客户对商业银行所提供的产品和服务的需求越来越多样化。在这些因素的影
响下，加大对零售业务的投入以及对零售业务营销策略更深层次的研究成了商业银行
之间的共识

与国外的商业银行相比，国内商业银行在零售业务发展上的经验有待积累，有关
零售业务营销策略的研究更是有待提高，银行业普遍面临着零售业务产品和服务同质
化、创新不足、营销服务意识不强等问题。S 银行作为四大国有商业银行之一，同样
存在着这些问题

本文立足于当前的宏观经济金融形势、国内商业银行间激烈的竞争情况以及有关
商业银行零售业务营销的理论，在对 S 银行苏州分行进行大量调查研究分析的基础之
上，首先介绍 S 银行的经营原则、指导思想、零售业务组织架构和发展状况，再从产
品、定价、渠道、促销、客户选择等五个角度具体介绍 S 银行苏州分行零售业务的现
行策略。此外，还对 S 银行苏州分行零售业务营销策略的内部、外部环境进行分析

然后针对现状，分析营销策略中存在的原因和背后的成因。最后，针对性地提出了对
策和建议，以及人力、财务、风险管理等保障措施。本文旨在通过研究 S 银行苏州分
行零售业务营销策略，能够对 S 银行改善营销策略、提升核心竞争力，实现国内最大
零售银行的目标有所助益

关键字：商业银行；零售业务；营销策略
作 者：杨 婕
指导老师：袁建新II
The Research of Improving S Bank Suzhou Branch
Retail Business Marketing Strategy
ABSTRACT
Among the many businesses of commercial banks, the retail business is popular with
its low-risk and low-risk characteristics. Retail business marketing strategy has become the
attention of commercial banks, is the focus of analysis. At present, the economic situation
is complex and varied, domestic commercial banks are fiercely competitive with each other.
However, the income and living standard of the residents are increasing. Under the
influence of these factors, the investment in retail business and the deeper research on the
marketing strategy of retail business have become the consensus among commercial banks.
Compared with foreign commercial banks, the experience of domestic commercial
banks in the development of retail business needs to be accumulated. The research on retail
business marketing strategy is to be improved. Awareness is not strong and other issues. S
bank as one of the four major state-owned commercial banks, also face the above problems.
The purpose of this paper is to study the improvement of retail banking marketing strategy
to solve the existing problems.
Based on the current domestic and international economic and financial situation and
the development trend of competition among domestic commercial banks, this paper, based
on the domestic and foreign theories on the retail business marketing of commercial banks,
based on a large number of investigation and analysis of S banks, The paper analyzes the
internal and external environment, advantages and problems faced by S banks, and puts
forward corresponding countermeasures and suggestions from the four aspects of product
strategy, price strategy, channel strategy and promotion strategy. Finally, it points out that
in the human resources, financial resources, Control and hardware equipment, etc. should
have the corresponding supporting security measures to enable the retail banking S
banking strategy to the smooth and orderly implementation. It is hoped that the analysis
and research of this paper will help S Bank to improve its marketing strategy, enhance its
core competitiveness and realize the goal of the largest retail bank in China.
Keywords: commercial Bank；Retail business；Marketing strategy
Written by Jie Yang
Supervised by Jianxin Yuan目 录
第一章 绪 论........1
1.1 选题的背景及研究意义..........1
1.1.1 选题背景 ...1
1.1.2 研究意义 ...2
1.2 研究目的与方法..........3
1.2.1 研究目的 ...3
1.2.2 研究方法 ...3
1.3 研究内容与框架..........3
1.3.1 研究内容 ...3
1.3.2 研究框架 ...4
第二章 相关理论与文献综述........6
2.1 商业银行零售业务概述..........6
2.1.1 商业银行零售业务起源 ...6
2.1.2 商业银行零售业务基本内容 .......6
2.1.3 商业银行零售业务的发展趋势及特点 ...7
2.2 文献综述..........9
2.2.1 国外研究现状 .......9
2.2.2 国内研究现状 .....10
2.3 商业银行零售业务相关理论11
2.3.1 市场营销 4P 和 4C 理论 11
2.3.2 波特五力模型 .....12
2.3.3 金融创新理论 .....13
2.3.4 服务营销理论 .....13
第三章 S 银行苏州分行零售业务营销策略发展现状..14
3.1 S 银行情况简介.........143.1.1 经营原则和指导思想 ....15
3.1.2 S 银行苏州分行零售业务组织架构 ......15
3.1.3 S 银行苏州分行零售业务发展现状 ......16
3.2 S 银行苏州分行零售业务营销策略的现状.19
3.2.1 产品策略现状 .....19
3.2.2 定价策略现状 .....20
3.2.3 渠道策略现状 .........
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