学位论文原创性声明
本人所提交的学位论文《JS银行 H分行零售业务营销策略优化研究》，是在导师
的指导下，独立进行研究工作所取得的原创性成果。除文中已经注明引用的内容外，本
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论文作者（签名）：
指导教师确认（签名）：
2022年 5月 10日
2022年 5月 10日
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论文作者（签名）：
指导教师（签名）：
2022年 5月 10日
2022年 5月 10日

摘要
近些年随着我国金融服务实体经济要求，银行进一步减费让利，降低实体经济贷款
利率，使得银行公司业务利润急剧下滑。但以针对个人消费、小微企业、民营企业等群
体的银行零售业务发展迅速，成为银行利润新的增长点。随着金融业发展的日趋多元化，
金融科技、互联网金融迅猛发展，银行零售业务的竞争日益激烈。在目前金融行业环境
下，国有商业银行基本上均存在零售业务产品同质化、市场定位相对模糊，宣传推广方
式针对性不强等种种问题。国有商业银行需要通过更有效的市场营销策略，提升银行零
售业务在市场中的竞争力。
本文以 JS银行 H分行为研究对象，对该行零售业务的营销策略进行深入剖析。首
先是对银行零售业务定义和特点进行了梳理总结，再以 7Ps营销理论、长尾经济理论和
客户关系管理理论为基础，对 JS银行 H分行的零售业务产品、价格、渠道、宣传推广、
营销人员、有形展示等方面进行研究，并通过相关数据的比较分析来探讨其营销策略的
准确性及存在的问题。通过 PEST分析和 SWOT分析，充分研判 JS银行 H分行在本地
区的市场竞争情况以及自身的优势、劣势、机会与威胁，最后对该行市场细分、目标市
场选择和市场定位情况进行重新梳理，针对产品、价格、渠道、宣传推广、营销人员、
服务过程、有形展示等方面提出营销优化策略，以及主要实施保障措施。
关键词：零售业务；营销策略；7Ps营销理论
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Abstract
In recent years, with the requirements of China's financial services to the real economy,
banks have further reduced fees and profits and reduced the loan interest rate of the real
economy, resulting in a sharp decline in the business profits of banking companies. However,
the bank retail business for personal consumption, small and micro enterprises, private
enterprises and other groups has developed rapidly and become a new growth point of bank
profits. With the rapid development of Internet and the increasingly fierce competition of
financial business, the banking industry is becoming more and more competitive. In the
current environment of the financial industry, state-owned commercial banks basically have
many problems, such as the homogenization of retail business products, the relative fuzziness
of market positioning, and the lack of pertinence of publicity and promotion methods. State
owned commercial banks need more effective marketing strategies to enhance the
competitiveness of bank retail business in the market.
Based on the research object of JS bank's h-sub behavior, this paper makes an in-depth
analysis of the bank's retail business marketing strategy. Firstly, this paper combs and
summarizes the classification and characteristics of bank retail business. Based on the
marketing theory of 7Ps, long tail economic theory and customer relationship management
theory, this paper analyzes the basic operation of JS Bank H branch in terms of retail business
products, prices, channels, publicity and promotion, marketing personnel and tangible display,
And through the comparative analysis of relevant data to explore the accuracy and existing
problems of its marketing strategy.. Through PEST analysis and SWOT analysis, fully study
and judge the market competition, strengths, weaknesses, opportunities and threats of JS Bank
H branch in this region, and finally re sort out the market segmentation, target market
selection and market positioning of the bank, focusing on products, prices, channels, publicity
and promotion, marketing personnel, service process From the aspect of tangible display, this
paper puts forward the marketing optimization strategy of JS Bank H branch and the main
implementation guarantee measures.
Key words: retail business; marketing Strategy; the marketing theory of 7Ps
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