改革开放以来，我国银行业蓬勃发展，逐渐成为金融市场的重要主体。加入世贸组 织后，国内金融受到了巨大冲击，尤其是在利率市场化之后，银行业内竞争更加激烈， 发展压力不断增加，而金融市场的自由化发展则从另一侧面为国内银行业创新发展带来 了新的契机。尤其是近些年，各大银行大力发展零售银行业务，这部分业务已经成为银 行盈利的主要途径。零售银行业务的改革和发展不但促进了个人金融业务的发展，同时 也是提高银行竞争力、拓展行业份额的有效途径。 招商银行作为最早进入 HB 市的股份制商业银行，经过了七年的发展，在 HB 的零售 银行业务市场中已占据了不可替代的地位。然而，近几年，HB 市地方经济增速放缓， 银行业市场份额增长有限，四大银行逐步将发展重心转移到零售银行业务，不断增加零 售银行业务的投入，地方性商业银行地域性优势突出，招商银行 HB 分行的未来面临着 巨大的挑战。 本文选择招商银行 HB 分行作为研究范本，针对其零售银行业务的开展进行研究。 通过多方查阅文献，总结并梳理当前国内外最新研究成果，在此基础上结合国内银行零 售银行业务的开展情况进行分析，通过综述、对比、提炼探索其中的理论启发，并对招 商银行 HB 分行零售银行业务进行概述；其次通过 SWOT 分析法分析其零售银行业务营销 中的优势、劣势、机遇及威胁；结合招商银行 HB 分行零售银行业务的发展情况阐述其 战略目标与发展愿景，构建相应的战略发展模式，分别从客户、工作人员、市场渠道等 层面提出发展零售银行业务的营销策略。 关键词：商业银行 零售银行业务 营销策略Abstract 2 Abstract Since the forty years of reform and opening up in China, banking institutions have sprung up and been active in the financial market of China. Although joining into WTO and opening of interest rate control bring some competition pressure, the joining of foreign bank and liberalized market competition also promote the development of bank industry in China to some extent. In recent years, retail banking business does not only have increasing percentage in the development of bank business, it has become the important channel of the profit of some commercial banks, the development of it does not only promote the deepening of financial industry in personal economic area, but also the objective requirements of self-survival and self-development of commercial bank in China. As the first bank into joint-stock commercial bank of HB city, after seven years’ development, China Merchants Bank has accounted for irreplaceable place in the retail banking market of HB. However, in recent years, the pace of local economy in HB is slow down, the share growth of banking market is limited, and the four major national banks have gradually transformed their development core into retail banking business and increased their investment in it, the local commercial bank has prominent regional strength, while the future of HB branch of China Merchants Bank is confronted with great challenge. In this thesis, taking the development of retail banking business of HB branch of China Merchants Bank as research object, on the basis of collecting a large quantity of literature, it firstly summarizes the research results about retail banking business of commercial banks at home and abroad, illustrates the status and trend of retail banking business development of commercial banks in China, exposes the inspirations of retail banking business in domestic and foreign advanced commercial banks to domestic commercial banks, and introduces the development status of HB branch of China Merchants Bank and its retail banking business; and also analyzes its advantages, disadvantages, opportunities, and threats of its retail banking business marketing with SWOT analysis; in the following, through defining the shifted strategic positioning, vision, and target of retail banking business of HB branch of China Merchants Bank, it establishes its strategic model for the development of retail, so that it can put forward the implementation plan for the development of retail banking business of HB branch of China Merchants Bank from the perspectives of targeted customers, channels, and staff strategies of its retail banking business. Key words: commercial bank retail banking business marketing strategy招商银行 HB 分行零售银行业务营销策略研究 3 目录 第一章 绪论..........................................................................................................5 第一节 选题背景...............................................................................................................5 第二节 研究目的与意义...................................................................................................6 一、研究目的..............................................................................................................6 二、研究意义..............................................................................................................6 第三节 研究思路及研究内容...........................................................................................6 第四节 研究方法...............................................................................................................7 一、调查法..................................................................................................................7 二、分析归纳法..........................................................................................................7 第二章 相关理论概述..........................................................................................8 第一节 营销相关理论综述...............................................................................................8 一、营销管理综述......................................................................................................8 二、4R 营销理论简述................................................................................................8 三、4R 营销理论在银行零售银行业务营销中的作用............................................9 第二节 金融营销策略研究综述.....................................................................................11 一、金融营销概念....................................................................................................11 二、国外金融营销理论成果....................................................................................11 三、国内金融营销理论成果回顾............................................................................12 第三节 银行零售银行业务概述.....................................................................................13 一、银行零售银行业务的概念................................................................................13 二、发展零售银行业务对商业银行的意义............................................................13 第三章 招商银行 HB 分行零售银行业务发展现状及营销策略分析...........15 第一节 招商银行 HB 分行零售银行业务发展现状...................................................15 第二节 招商银行 HB 分行零售客户资源分析...........................................................15 一、客户资源现状....................................................................................................15 二、客户资源分析....................................................................................................15 第三节 招商银行 HB 分行零售银行业务营销策略分析.............................................16 一、营销团队及营销体系分析................................................................................16目录 4 二、营销策略分析....................................................................................................17 第四节 招商银行 HB 分行零售银行业务 SWOT 分析................................................19 第四章 招商银行 HB 分行零售银行业务营销策略实施效果.....................22 第一节 营销策略实施效果评价.....................................................................................22 第二节 客户满意度调查分析.........................................................................................22 一、调查目的及预期效果........................................................................................22 二、调查方法及调查内容........................................................................................23 三、调查结果............................................................................................................24 四、问题分析............................................................................................................26 第五章 基于 4R 营销理论的招商银行 HB 分行零售银行业务营销策略建议 ..............................................................................................................................28 第一节 产品组合营销策略...........................................................................................28 第二节 品牌营销策略...................................................................................................29 第三节 获客策略...........................................................................................................30 一、依托大数据，搭建“轻”平台............................................................................30 二、依靠现有资源，发掘潜力客户........................................................................31 三、利用联动机制，发掘批发银行客户潜质........................................................31 第四节 促销策略...........................................................................................................32 一、人员推销............................................................................................................32 二、广告宣传............................................................................................................32 三、 营业推广..........................................................................................................33 第六章 结论........................................................................................................34