黑龙江大学硕士学位论文
Abstract
At present, China's economy has changed from a period of high-speed growth to a
period of high-level growth. Consumption has become the driving force of national economic
growth and the driving force of economic growth. The rapid growth of consumption has
brought new opportunities for commercial banks to explore the consumer financial market,
and the change of population structure will also promote the personal banking business of
commercial banks, The new technological force represented by 5G is quietly integrating into
social life, and 5G will also become a new decisive driving force for China's new round of
technological revolution and industry transformation. The application of 5G and other new
technical forces will be a major opportunity for the supply side structural reform of Chinese
commercial banks. Therefore, commercial banks need to deeply integrate 5G technical forces
into banking business, promote the upgrading of financial industry with scientific and
technological forces, and build 5G + new service ecology and model.
Based on the classic theory of marketing, this paper analyzes the current personal
banking marketing strategy of H branch of China Construction Bank, finds out the
deficiencies in the four aspects of product, price, distribution and promotion, and then starts
with the environment and its own advantages and disadvantages of H branch, suggests that
H branch update its marketing concept and put forward optimization strategy suggestions
from four aspects, Finally, combined with the actual situation of H branch, this paper puts
forward safeguard measures. Based on the h-branch behavior of China Construction Bank,
combined with the changes of consumption, population and scientific and technological
factors, this paper puts forward the improvement countermeasures of personal banking
marketing strategy, so as to provide valuable development ideas and operable marketing
strategies for the development of personal banking business of H branch.
Key words: Personal banking business; Marketing strategy; Bank marketing
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目录
目录
中文摘要 ...........................................................................................................................I
Abstract ...........................................................................................................................II
绪论 .................................................................................................................................. 1
一、研究的背景 ....................................................................................................... 1
二、研究的目的和意义 ........................................................................................... 1
（一）研究目的 ................................................................................................ 1
（二）研究意义 ................................................................................................ 2
三、国内外研究现状 ............................................................................................... 3
（一）国外研究现状 ........................................................................................ 3
（二）国内研究现状 ........................................................................................ 3
（三）国内外研究现状评述 ............................................................................ 4
四、主要内容和研究方法 ....................................................................................... 5
（一）主要内容 ................................................................................................ 5
（二）研究的主要方法 .................................................................................... 5
第一章 相关概念与理论基础 ...................................................................................... 7
第一节市场营销的基本理论 ................................................................................. 7
一、市场营销的定义 ........................................................................................ 7
二、市场营销过程 ............................................................................................ 7
三、4P营销理论............................................................................................... 8
第二节商业银行营销的基本理论 ......................................................................... 8
一、商业银行营销的概念 ................................................................................ 8
二、商业银行营销的特点 ................................................................................ 9
第三节其他相关理论及分析方法概述 ............................................................... 10
一、SWOT分析模型...................................................................................... 10
二、PEST分析法............................................................................................ 10
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黑龙江大学硕士学位论文
三、行为设计学 .............................................................................................. 10
本章小结 ..................................................................................................................11
第二章 建设银行H分行个人银行业务简介与营销策略问题分析 ........................ 12
第一节建设银行 H分行及其个人银行业务简介 .............................................. 12
一、建设银行 H分行简介 ............................................................................. 12
二、建设银行 H分行个人银行业务简介 ..................................................... 12
第二节建设银行 H分行个人银行业务发展情况 .............................................. 13
一、规范经营阶段 .......................................................................................... 13
二、全面转型阶段 .......................................................................................... 14
三、提速发展阶段 .......................................................................................... 14
第三节建设银行 H分行个人银行业务营销策略问题及成因分析 .................. 14
一、产品策略存在问题及成因分析 .............................................................. 14
二、价格策略存在问题及成因分析 .............................................................. 16
三、分销策略存在问题及成因分析 .............................................................. 17
四、促销策略存在问题及成因分析 .............................................................. 18
本章小结 ................................................................................................................. 19
第三章 建设银行H分行个人银行业务营销环境分析 ............................................ 21
第一节宏观环境分析 ........................................................................................... 21
一、政治环境 .................................................................................................. 21
二、经济环境 .................................................................................................. 22
三、社会环境 .................................................................................................. 22
四、技术环境 .................................................................................................. 23
第二节微观环境分析 ........................................................................................... 23
一、内部环境分析 .......................................................................................... 23
二、行业分析 .................................................................................................. 23
三、SWOT分析.............................................................................................. 24
本章小结