随着我国经济步入新常态，作为经济“晴雨表”的金融业，越来越多的面临着来 自监管和市场等多方挑战的考验，而作为金融行业主要成员的商业银行，更是首当其 冲。在这样的形势下，人民银行、银保监会等监管部门，从服务供给侧结构改革和防 控金融风险角度出发，持续加强了对商业银行的监管力度。此外，利率市场化深入推 进、互联网金融跨界竞争加剧和金融脱媒日益明显，对商业银行传统的经营形式和盈 利模式均造成了不小的冲击。作为商业银行的重要业务构成，零售业务以其经营风险 分散、客户收益稳定、资本消耗少等优势，越来越成为商业银行的重要效益来源，也 越来越成为各家银行机构的发展共识。 本文以中国建设银行唐山分行零售业务为具体研究对象，坚持案例分析与理论分 析相结合，通过对该行零售业务发展现状、发展环境等进行阐述，运用目标市场营销 理论、营销策略组合理论和SWOT、波特五力模型等，对现有产品、价格、促销、渠 道策略等方面的问题进行分析，努力探索有助于其零售业务持续快速发展的有效策略， 结合经营实际提出营销策略改进建议。 本文认为商业银行在重视零售业务发展的同时，应积极转变传统发展模式和思维 观念，加强营销策略研究探索。通过对中国建设银行唐山分行零售业务营销策略进行 分析，本文在明确市场定位、强化组合营销、丰富服务内涵、加强应用场景建设等方 面提出了合理化建议，期望能够对中国建设银行唐山分行以及其他商业银行机构零售 业务持续发展提供有益的参考。 关键词：商业银行；零售业务；营销策略 VIII Abstract As China's economy steps in the new normal, the financial industry, as the "weather forecast" of the economy, is increasingly facing various challenges from the supervision and market and other forces. Commercial banks, as major members of the financial industry, bear the brunt first. Under such circumstances, People's Bank of China, China Banking Regulatory Commission and other regulatory authorities have continuously strengthened their supervision over commercial banks from the perspective of service supply-side structural reform and prevention and control of financial risks. In addition, the traditional business forms and profit models of commercial Banks have been greatly impacted, on account of the deepening of interest rate liberalization, the intensification of cross-border competition in Internet finance and the increasingly obvious financial disinter-mediation. As an important business component of commercial banks, retail business has become an important source of benefits for commercial banks and the development consensus of various banking institutions due to its advantages, including dispersed operational risks, stable customer benefits and low capital consumption. This paper takes the retail business of Tangshan branch of CCB (China Construction Bank) as the specific research object, with the combination of case analysis and theoretical analysis, this paper expounds the development status and environment of the retail business of Tangshan branch. Then, in this paper, through the use of the target market marketing theory, marketing strategy combination theory and SWOT, porter five model, etc., the existing product, price, promotion, channel strategy and other problems are analyzed, so as to explore effective strategy for the rapid and continuous development of the retail business, and, improvement suggestions are put forward connecting with the actual operation marketing strategy. This paper holds the point that while paying attention to the development of retail business, commercial banks should actively change their traditional development mode and thinking concept, and strengthen the research and exploration of marketing strategies. By analyzing the marketing strategy of the retail business of Tangshan branch of CCB, this paper puts forward reasonable suggestions in various aspects, including defining the market positioning, strengthening the combination marketing, enriching the service connotation, IX and strengthening the construction of application scenarios. It is expected that this paper can provide useful reference for the sustainable development of the retail business of Tangshan Branch of CCB and other commercial banking institutions. Key words: Commercial banks; Retail business; The marketing strategy X 目 录 第一章 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 ........................................................................................................ 2 1.2 研究内容和研究方法 .............................................................................................. 2 1.2.1 研究内容 ........................................................................................................ 2 1.2.2 研究框架 ........................................................................................................ 3 1.2.3 研究方法 ........................................................................................................ 4 第二章 相关理论与文献综述 .............................................................................................. 5 2.1 基本概念 .................................................................................................................. 5 2.1.1 商业银行零售业务 ........................................................................................ 5 2.1.2 营销策略 ........................................................................................................ 5 2.2 相关理论 .................................................................................................................. 6 2.2.1 营销策略组合理论 ........................................................................................ 6 2.2.2 目标市场营销理论 ........................................................................................ 6 2.2.3 SWOT模型 ..................................................................................................... 7 2.2.4 波特五力模型 ................................................................................................ 7 2.3 文献综述 .................................................................................................................. 8 2.3.1 国外关于商业银行零售业务营销的研究 .................................................... 8 2.3.2 国内关于商业银行零售业务营销的研究 .................................................... 8 第三章 建设银行唐山分行零售业务及营销现状 ............................................................ 11 3.1 中国建设银行及唐山分行简介 ............................................................................ 11 3.2 建设银行唐山分行零售业务发展现状 ................................................................ 12 3.3 建设银行唐山分行零售业务营销策略现状 ........................................................ 13 第四章 建设银行唐山分行零售业务营销环境分析 ........................................................ 15 4.1 宏观环境分析 ........................................................................................................ 15 4.1.1 政治因素分析 .............................................................................................. 15 4.1.2 经济因素分析 .............................................................................................. 16 4.1.3 社会文化因素分析 ...................................................................................... 17 4.1.4 技术因素分析 .............................................................................................. 18 XI 4.1.5 人口因素分析 .............................................................................................. 19 4.2 微观环境分析 ........................................................................................................ 20 4.2.1 需求者分析 .................................................................................................. 20 4.2.2 竞争者分析 ............................................