本文所选 Y 银行是一家地方性商业银行，目前零售业务正处于转型发展时期，线上 与线下还没有完全发挥渠道之间的整合和信息之间的共享优势。运用传统营业网点与电 子渠道有效融合的新零售业务模式，提高金融产品和营销渠道的竞争力，不断丰富自身 的零售产品和服务，更好的解决营销模式和客户体验度，努力提升客户群体规模，是 Y 银行互联网形态下零售业务需要研究解决的问题。 本文从互联网形态下的现代商业银行零售业务的发展趋势入手，通过对理论和实践 发展的相关研究，对 Y 银行互联网形态下传统营业网点经营模式与电子渠道经营模式相 整合的多渠道营销策略进行研究。线上与线下渠道融合，信息共享，根据不同的客户将 运营管理的触角伸至各产品、渠道，使其成为一个统筹兼顾、相互互补的金融服务有机 整体。有效提升客户的操作体验和视觉体验，并在实践中不断创新和升级。互联网优势 在于它可以一对多、高效地完成交易，还可以借助互联网平台来进行新客户的获取和开 发，以及定期有针对性地进行产品信息的推送来进行精准营销；而复杂和个性化的金融 产品和特定的服务需求需要将网点营销从单一的视觉层面转化为深层的现场体验。现代 商业银行营业网点经营模式需要实现全方位互联网金融的服务模式，从“商业银行信息 化”逐渐演变成“信息化的现代商业银行”，银行展现的将不再只是一个金融服务“场 所”，而是一个更智能化的金融服务平台。 关键词，互联网；零售业务；营销策略；Y 银行- II - Research on Marketing Strategy of Y Bank Retail Business under the Form of Internet Abstract The Y Bank selected in this paper is a local commercial bank. At present, the retail business is in the period of transformation and development, and the advantages of integration and information sharing between online and offline channels have not been fully brought into play. Using the new retail business model of effective integration of traditional business outlets and electronic channels, improving the competitiveness of financial products and marketing channels, constantly enriching their own retail products and services, better solving the marketing model and customer experience, and striving to enhance the size of customer groups are the problems that need to be studied and solved in the retail business of Bank Y under the Internet form. Starting with the development trend of retail business of modern commercial banks in the Internet form, this paper studies the multi-channel marketing strategy of integrating the traditional business outlet operation mode and electronic channel operation mode under the Internet form of Bank Y through the related research of theoretical and practical progress. Integration of online and offline channels, information sharing, according to different customers will extend the antenna of operation and management to various products and channels, making it an organic whole of financial services that take into account and complement each other. Effectively enhance the customer's operational experience and visual experience, and constantly innovate and upgrade in practice. The advantage of Internet is that it can complete transactions one-to-many and efficiently. It can also use the Internet platform to acquire and develop new customers, as well as periodically push product information to carry out precise marketing. Complex and personalized financial products and specific service needs need to transform network marketing from a single visual level to a deep on-site experience. 。 The operation mode of modern commercial banks'business outlets needs to realize all-round Internet financial service mode. From commercial bank informatization to informationized modern commercial bank, banks will not only show a place of financial services, but also a more intelligent financial service platform. Key Words，Internet; Retail Business; Marketing Strategy; Y Bank- III - 目 录 摘要............................................................................................................................. I Abstract .............................................................................................................................. II 1 绪 论............................................................................................................................1 1.1 研究背景和研究意义....................................................................................... 1 1.1.1 研究背景................................................................................................ 1 1.1.2 研究意义................................................................................................ 1 1.2 研究内容和研究思路....................................................................................... 2 1.3 研究方法和技术路线....................................................................................... 3 1.3.1 研究方法................................................................................................ 3 1.3.2 技术路线................................................................................................ 3 2 理论综述......................................................................................................................5 2.1 商业银行零售业务理论研究........................................................................... 5 2.1.1 商业银行零售业务概念........................................................................ 5 2.1.2 商业银行零售业务特点........................................................................ 5 2.2 商业银行经营模式研究................................................................................... 6 2.2.1 商业银行传统经营模式........................................................................ 7 2.2.2 国外商业银行互联网形态下的经营模式............................................ 8 2.2.3 国内商业银行互联网形态下的经营模式............................................ 9 2.3 商业银行互联网零售业务理论研究............................................................. 10 2.3.1 国外理论研究...................................................................................... 10 2.3.2 国内理论研究...................................................................................... 11 2.4 互联网形态下商业银行零售业务发展研究................................................. 11 2.4.1 互联网金融对商业银行零售业务的影响.......................................... 11 2.4.2 国内商业银行互联网形态下零售业务发展现状.............................. 13 3 Y 银行互联网形态下零售业务营销环境分析.........................................................15 3.1 宏观环境分析................................................................................................. 15 3.1.1 政治环境分析...................................................................................... 15 3.1.2 经济环境分析...................................................................................... 16 3.1.3 社会环境分析...................................................................................... 17 3.1.4 技术环境分析...................................................................................... 18 3.2 市场环境分析................................................................................................. 19- IV - 3.3 竞争环境分析................................................................................................. 20 3.3.1 供应商议价能力.................................................................................. 20 3.3.2 购买者议价能力.................................................................................. 20 3.3.3 替代品威胁.......................................................................................... 20 3.3.4 行业内竞争者...................................................................................... 21 3.3.5 潜在竞争者威胁.................................................................................. 22 3.4 Y 银行零售业务发展现状.............................................................................. 22 3.4.1 Y 银行零售业务经营模式................................................................... 22 3.4.2 客户金融资产和年龄结构.................................................................. 24 3.4.3 储蓄产品结构和客户贡献度.............................................................. 25 3.4.4 负债类业务渠道办理情况.................................................................. 26 3.5 Y 银行零售业务发展现状问题分析.............................................................. 27 4 Y 银行互联网形态下零售业务发展战略制定.........................................................28 4.1 Y 银行互联网形态下零售业务发展 SWOT 分析.......................................... 28 4.1.1 机遇分析.............................................................................................. 28 4.1.2 挑战分析.............................................................................................. 29 4.1.3 优势分析.............................................................................................. 29 4.1.4 劣势分析.............................................................................................. 31 4.2 市场细分和定位............................................................................................. 33 4.2.1 市场细分.............................................................................................. 33 4.2.2 市场营销定位...................................................................................... 35 4.3 产品策略......................................................................................................... 35 4.3.1 丰富 Y 银行零售业务金融产品.......................................................... 35 4.3.2 与第三方互联网金融公司实现战略合作.......................................... 40 4.4 价格策略......................................................................................................... 41 4.4.1 储蓄产品价格策略.............................................................................. 41 4.4.2 理财产品价格策略.............................................................................. 42 4.4.3 信贷产品价格策略.............................................................................. 43 4.5 渠道策略......................................................................................................... 43 4.5.1 营业网点渠道策略.............................................................................. 43 4.5.2 电子渠道发展策略.............................................................................. 44 4.6 促销策略......................................................................................................... 45- V - 4.6.1 线下渠道促销策略.............................................................................. 45 4.6.2 线上渠道促销策略.............................................................................. 46 4.6.3 利用大数据系统进行组合促销策略.................................................. 46 4.7 服务策略......................................................................................................... 47 4.7.1 社区银行服务亲民化.......................................................................... 47 4.7.2 理财中心服务专业化.......................................................................... 49 4.7.3 关注客户非金融需求.......................................................................... 49 5 战略实施和保障........................................................................................................50 5.1 加大零售业务转型实施力度......................................................................... 50 5.1.1 全面推进负债业务水平提升.............................................................. 50 5.1.2 加强信贷业务管理，推进产品体系优化升级.................................. 50 5.1.3 加强网点零售条线管理...................................................................... 51 5.2 注重零售团队能力提升和人才培养............................................................. 51 5.3 坚持科技引领不动摇..................................................................................... 52 5.3.1 坚持科技兴行...................................................................................... 52 5.3.2 提升数据挖掘使用水平...................................................................... 52 5.4 建立健全新的员工绩效考核机制................................................................. 53 5.5 继续寻求和第三方的合作............................................................................. 53 结 论..........................................................................................................................54