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摘要
随着银行业市场竞争压力日益加剧，大力发展风险分散、稳定性高、中收
利润可观的零售金融业务已经成为行业共识，而在零售金融市场中，客户永远
是银行产品创新、广宣销售、运营管理围绕的核心，谁能赢得客户，谁将赢得
最终胜利。因此，如何广泛获客、优化客户体验、提升客户贡献度成为H银行
零售营销工作的关键所在
本文运用比较、定性与定量相结合的研究分析方法，以相关理论知识为依
据，从外部经济及政策环境出发，结合银行内部架构和发展特点，对H银行零
售客户营销存在的问题和改进对策进行了研究
首先，本文叙述了研究背景及意义，阐述了国内外研究现状及成果并对论
文整体内容结构和研究方法进行了概述；其次，本文对H银行现行营销策略、
零售客群特征进行了分析；然后，本文在对影响制约H银行零售客户营销发展
的内外部因素进行探讨之后，结合行业竞争对手营销策略对比分析，认为H银
行零售客户营销目前在客户群、产品、价格、渠道和促销管理等方面存在产品
及服务缺陷明显、定价机制和流程不合理、营销思维及方式落后、忽视数据分
析盲目营销、缺少交叉联动和资源共享以及营销团队建设滞后、考核激励无效
或形式化、互联网金融技术匮乏和营销资金支持不足等诸多问题；最后，本文
针对上述营销问题在如何实现精准化、差异化、多元化和联动营销方面逐一给
出了便于实施落地、有针对性、本地化的解决对策和改进措施并对如何保障改
进策略顺利实施进行了论述
本文旨在通过对H银行零售客户营销目前存在的问题进行分析研究，提出
改进对策和保障措施，为H银行调整和制定未来零售客户营销策略提供参考，
使之通过营销策略改进，能够适应市场环境新变化，有效解决现存问题，突破
瓶颈，提高银行市场占比及客户营销能力，实现可持续发展
关键词：银行；零售业务；客户营销；营销策略
哈尔滨工业大学工商管理硕士学位论文
II
Abstract
With market competing pressure of banking industry being intensified
increasingly, it has become industrial consensus to develop retail financial service
with scattered risks, high stability and considerable profit vigorously. While in retail
financial market, customers are always the focus of product innovation, publicity
and marketing and operational management of the bank. Who can win customers,
who will be the winner finally. So, it is the key of retail marketing for H bank to
widely obtain customers, optimize customers’ experience and enhance customer’s
contributing degree.
This article applies analyzing and researching method of comparison and
combination of qualitative and quantitative, with relevant theoretical knowledge as
the basis, studies the problems existing in retail marketing of H bank and the
countermeasures for its improvement, with the internal structure and development
feature of bank and starting from external economic and policy environment.
First, this article describes the thesis research background, describes the
research status and achievements at domestic and foreign, gives an overview of the
overall content structure and research methods; Second, the writing makes analysis
to features of retail customers in H bank and current marketing strategy; Third, after
discussing the internal and external factors that affect the development of retail
customers’ marketing in H bank, analyzing and comparing marketing strategies of
industrial competitors, this paper concludes that, currently, there are many problems
exists in H bank retail customer marketing in terms of customer group management,
product and price management, channels and promotion management, such as
products and services have obvious defects, pricing mechanism and procedure are
unreasonable, marketing thought and method are backward, neglecting data analysis
and marketing blindly, lacking cross linkage and resources sharing, the construction
of marketing team is behind, assessment stimulation is invalid or formalized,
internet financial technology is lack and marketing capital support is insufficient.
Finally, in view of the above marketing problems, this article individually
customizes personalized, localized, feasible and targeted solutions and improvement
measures in areas of how to achieve precision, differentiation, diversification and
linkage marketing, and also discusses how to guarantee the smooth implementation。