【作者】 杨海威；

【导师】 崔明；

【作者基本信息】 兰州大学 ， 工商管理（专业学位）， 2013， 硕士

【摘要】 在当前宏观经济环境下,零售业务对银行业务收入的贡献比重越来越高,且成为商业银行新兴业务风险的有效对冲保障。零售业务以其资本消耗低、业务规模大、发展空间广等诸多优点受到众多银行的重视。银行的营销渠道是实现银行产品或服务从商业银行到达消费者所经过的路径。银行的营销渠道除了完成产品及服务销售的基本功能外,还承担者向潜在消费者宣传银行新产品、为营销部门和广告机构反馈市场信息、提升营销策略的实施效果等诸多职能。因此,营销渠道对于银行零售业务的发展,构建科学、成熟的渠道体系显得尤为重要。本文通过文献法对商业银行零售业务营销渠道相关理论进行了整合和提炼,对国内外银行零售业务及其渠道发展进行了研究,并列举了部分代表性银行的零售业务,深入分析了我国银行零售业务的现状以及面临的机遇与挑战。采用实际调查法对平安银行零售业务的营销渠道进行调查,用列举法列举了平安银行营业网点、自助银行、电话银行、网上银行四种零售业务渠道建设的现状与不足。论文运用市场营销、客户关系管理等相关理论,结合平安银行零售业务的实际,对平安银行零售业务渠道策略进行了重点研究,并提出了策略的实施保障措施。论文的研究对平安银行零售业务的营销渠道建设具有一定的参考价值。更多还原

【Abstract】 In the current macroeconomic environment, the retail business makes more and more contributions to banking revenue,and becomes effective hedge for the emerging business of commercial bank risk. Retail business, with its low capital consumption, large scale, wide development space, and many other advantages attract the attention of many banks.The marketing channel of bank is the path which realizes the bank products or services to consumers from the commercial banks. In addition to the basic function of selling product and services, the marketing channels of bank also introduce new products to potential consumers, feedback market information for the marketing department and advertising agencies, and enhance effect of marketing strategy, and many other functions. Therefore, the marketing channel is particularly important for the development of bank retail business, and the building of scientific and mature channel system.This article integrates and refines related theory to the retail business of commercial bank marketing channel with literature method, studies the development of bank retail business and channel at home and abroad, lists some representative bank retail business, and then makes a depth analysis of the status of China’s bank retail business as well as the opportunities and challenges they are faced. Carrying an investigation of the marketing channel Ping an Bank retail business by the method of actual survey,With enumeration method lists the present situation and deficiencies of outlets, self-service banking, telephone banking and online banking in Ping an Bank’s retail business channel construction. The papers uses the market marketing, customer relationship management related theory, combine with the actual conditions of Ping an Bank retail business, carries a key research on Ping an Bank retail business strategies, and put forward the strategy of the implementation of the safeguard measures. This research has a certain reference value for the construction marketing channel of retail business in Ping an Bank.更多还原