目录
目录
摘要 .............................................................................................................................................. I
英文摘要 .....................................................................................................................................III
1引言...........................................................................................................................................1
1.1研究背景 .............................................................................................................................1
1.2研究目的与意义 .................................................................................................................2
1.2.1研究目的 ......................................................................................................................2
1.2.2研究意义 ......................................................................................................................2
1.3国内外研究动态 .................................................................................................................2
1.3.1国外相关研究综述 .......................................................................................................2
1.3.2国内相关研究综述 .......................................................................................................3
1.3.3文献评述 ......................................................................................................................5
1.4研究内容与研究方法 ..........................................................................................................5
1.4.1研究内容 ......................................................................................................................5
1.4.2研究方法 ......................................................................................................................6
2概念界定及理论基础 ................................................................................................................7
2.1概念界定 .............................................................................................................................7
2.1.1商业银行零售业务的概念 ...........................................................................................7
2.1.2商业银行零售业务的分类 ...........................................................................................7
2.2理论基础 .............................................................................................................................8
2.2.1 STP理论 .......................................................................................................................8
2.2.2 4P营销组合理论 ..........................................................................................................8
2.2.3 7P营销组合理论 ..........................................................................................................9
2.2.4 SWOT分析模型 .........................................................................................................10
2.3本章小节 ...........................................................................................................................10
3青岛银行零售业务营销现状及问题 ....................................................................................... 11
3.1青岛银行的简介 ............................................................................................................... 11
3.2青岛银行零售业务概况 .................................................................................................... 11
3.2.1青岛银行零售业务的类型 ......................................................................................... 11
3.2.2青岛银行零售业务收入概况 .....................................................................................13
3.3青岛银行零售业务的营销现状 ........................................................................................14
3.3.1产品现状 ....................................................................................................................14
3.3.2定价现状 ....................................................................................................................14
3.3.3渠道现状 ....................................................................................................................15
3.3.4促销现状 ....................................................................................................................15
3.3.5服务现状 ....................................................................................................................15
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东北农业大学工商管理硕士学位论文
3.4青岛银行零售业务营销问题的调查 .................................................................................16
3.4.1调查目的 ....................................................................................................................16
3.4.2调查方法 ....................................................................................................................16
3.4.3调查设计 ....................................................................................................................16
3.4.4调查对象 ....................................................................................................................17
3.4.5调查结果统计 ............................................................................................................18
3.4.6调查结果分析 ............................................................................................................20
3.5本章小结 ...........................................................................................................................23
4青岛银行零售业务营销环境及 SWOT分析 ..........................................................................24
4.1青岛银行零售业务的 PEST分析 .....................................................................................24
4.1.1政策环境 ....................................................................................................................24
4.1.2经济环境 ....................................................................................................................24
4.1.3社会文化环境 ............................................................................................................25
4.1.4技术环境 ....................................................................................................................25
4.2青岛银行零售业务的五力分析 ........................................................................................26
4.2.1市场上的竞争情况 .....................................................................................................26
4.2.2业务替代的潜藏风险 .................................................................................................26
4.2.3新进入者的威胁 ........................................................................................................26
4.2.4购买者的议价能力 .....................................................................................................27
4.2.5供应商议价能力 ........................................................................................................27
4.3青岛银行零售业务的 SWOT分析 ...................................................................................27
4.3.1优势分析 ....................................................................................................................27
4.3.2劣势分析 ....................................................................................................................28
4.3.3机遇分析 ....................................................................................................................29
4.3.4威胁分析 ....................................................................................................................30
4.4本章小结 ...........................................................................................................................31
5青岛银行零售业务营销策略制定 ...........................................................................................32
5.1青岛银行零售业务的 STP策略 .......................................................................................32
5.1.1青岛银行零售业务的市场细分 .................................................................................32
5.1.2青岛银行零售业务的目标市场选择 ..........................................................................34
5.1.3青岛银行零售业务的市场定位 .................................................................................34
5.2青岛银行零售业务具体的营销策略 .................................................................................34
5.2.1产品策略 ....................................................................................................................34
5.2.2定价策略 ....................................................................................................................37
5.2.3渠道策略 ....................................................................................................................38
5.2.4促销策略 ....................................................................................................................39
5.2.5服务人员策略 ............................................................................................................40
5.2.6服务过程策略 ............................................................................................................41
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