I 摘要 近年来，我国金融改革不断深化，随着互联网技术在金融业普及，商业银行的传统 零售业务遭遇了线上和线下、金融同业和非同业的多方面挑战和竞争。零售业务是商业 银行不可或缺的利润增长点，而传统的零售业务营销模式的服务模式，随着互联网技术 普及和以客户为中心的营销理念的改变，借助新工具和产品，进行营销流程优化和专业 人才培养，成为各家银行零售业务转型的关键。 本文研究立足于互联网金融蓬勃兴起之时，也正值传统商业银行零售业务转型之 际。首先通过阐述研究背景和意义，理出本文的总体研究思路和方法，以及本文的创新 之处；其次，介绍商业银行零售业务，并由此联系服务营销理论、客户关系管理理论和 精准营销理论等，总结由于激烈的市场竞争给银行零售业务带来的挑战；第三，通过智 能网点概念和网点转型理论，重点介绍了新形势下民生银行零售业务以及民生银行 A 支 行零售业务转型的现状和问题，并提出民生银行 A 支行网点转型的可行性和必要性；最 后，根据 A 支行实际情况，提出 A 支行应借助智能化厅堂设备、专业的营销人员和服 务流程，立足客群管理、产品创新和营销策略，并在风险管理、科技投入、人才培养等 方面给出可行性方案。 互联网金融冲击迫使传统商业银行零售业务非改不可，通过本文研究，使民生银行 A 支行零售业务通过智能网点建设，在优化营销流程，改善服务质量，提高产品竞争力 和人员专业化水平，提升客户满意度的同时，使零售销售模式真正以客户需求为导向， 成为同序列、同地区的优势零售银行。 关键词，智能网点，民生银行，零售业务，营销转型西北大学硕士学位论文 II ABSTRACT In recent years, China's financial reform has been deepening. With the popularization of Internet technology in the financial industry, the traditional retail business of commercial Banks has encountered challenges and competition from online and offline, financial peers and non-peers. Retail business is indispensable to the commercial bank profit growth point, and the pattern of service marketing mode of traditional retail business, as the Internet technology popularization and the change of take the customer as the center of the marketing concept, with the aid of new tools and products, marketing process optimization and professional talent training, Banks become the key of the retail business transformation. The research of this paper is based on the emergence of Internet finance, which is also at the time of the transformation of retail business of traditional commercial Banks. First of all, by expounding the research background and significance, this paper points out the overall research ideas and methods, as well as the innovation of this paper; Secondly, it introduces the retail business of commercial Banks, and from this connection with service marketing theory, customer relationship management theory and precision marketing theory, summarizes the challenges brought by fierce market competition to the retail business of Banks. Third, through the concept of intelligent network and the theory of network transformation, this paper mainly introduces the retail business of CMBC and the current situation and problems of the retail business transformation of CMBC's A branch under the new situation, and puts forward the feasibility and necessity of the transformation of the retail business of CMBC's A branch. Finally, according to the actual situation of sub-branch A, it is proposed that sub-branch A should make use of intelligent hall equipment, professional marketing personnel and service process, base on customer group management, product innovation and marketing strategy, and provide feasible plans in risk management, scientific and technological investment, talent training and other aspects. Internet financial shock force of traditional retail business of commercial bank to change place, through the research, this paper makes A sub-branch of bank of the people's livelihood retail business through the intelligent network construction, the optimization of the marketing process, improve the service quality, enhance the competitiveness of their products and personnel professional level, improve customer satisfaction at the same time, the retail salesABSTRACT III model to customer demand as the guidance, real become the same sequence, and the advantages of the retail banking. Keywords: Intelligent network, Chian Minsheng Bank, Retail business, Marketing transformation西北大学硕士学位论文 IV 目 录 摘要...........................................................................................................................................I ABSTRACT.............................................................................................................................. II 目 录........................................................................................................................................IV 第一章 绪论.............................................................................................................................. 1 1.1 研究背景与意义 ......................................................................................................... 1 1.1.1 研究背景.......................................................................................................... 1 1.1.2 研究意义.......................................................................................................... 2 1.2 研究目的与内容 ......................................................................................................... 2 1.3 研究思路与方法 ......................................................................................................... 3 1.4 研究框架 ..................................................................................................................... 4 1.5 创新与不足 ................................................................................................................. 5 1.5.1 创新之处.......................................................................................................... 5 1.5.2 不足之处.......................................................................................................... 6 第二章 相关理论综述.............................................................................................................. 7 2.1 商业银行零售业务概述............................................................................................. 7 2.1.1 银行零售业务的概念和特点........................................................................... 7 2.1.2 银行零售业务分类........................................................................................... 8 2.1.3 国内外银行零售业务研究综述....................................................................... 9 2.2 服务营销理论............................................................................................................11 2.2.1 传统营销理论..................................................................................................11 2.2.2 服务营销理论................................................................................................. 12 2.3 客户关系管理理论................................................................................................... 13 2.4 精准营销理论........................................................................................................... 14 第三章 民生银行零售业务发展现状.................................................................................... 15 3.1 民生银行零售业务概述........................................................................................... 15 3.1.1 民生银行简介................................................................................................. 15 3.1.2 民生银行零售业务概述................................................................................. 15目 录 V 3.2 新形势下的民生银行智能网点建设........................................................................17 3.2.1 智能网点的定义 .............................................................................................17 3.2.2 零售业务转型背景下的智能网点建设 .........................................................18 3.3 民生银行零售业务发展的 SWOT 分析....................................................................19