I 摘要 进入二十一世纪，我国的商业银行的经营环境发生了持续性的剧烈变化，银行在市 场上面对的经营不稳定因素也在不断增加，这就让商业银行的竞争不但同质化，而且进 一步白热化。此外，我国居民收入不断增加，人民群众对于金融服务的要求已经远远超 过了传统的存款、贷款等需求，加之互联网金融等一系列新的金融形式的突飞猛进，使 得我国商业银行的零售业务在持续发展方面，面对着巨大的机遇和挑战。本文希望使用 文献法和个案研究法指出研究样本——BJ 银行 XA 分行在零售业务方面存在的问题以 及相应的优化设计和保障措施。 本文首先对选题的背景与意义进行了简单的介绍，对国内外的相关文献进行了梳 理，其次介绍了相关的营销理论，包括传统的 4P，4C，4R 营销理论，以及目前广泛引 起关注的整合营销传播理论。同时对涉及到营销环境分析的 PEST 理论和波特五力分析 理论进行介绍。BJ 银行是我国比较早的开展银行零售业务的商业银行。经过多年的经 营和发展，零售业务在全行范围都取得了比较大的进步，主要体现在零售产品种类逐步 丰富，零售业务的营业收入和利润也在不断增加，但是必须清醒地意识到，BJ 银行的 零售业务和国内外优秀的商业银行比还存在一定的差距，比如零售业务占总收入比例不 高，产品同质化情况非常严重，客户关系管理水平较低，业务流程设置不够科学等，这 些已经成为 BJ 银行零售业务发展的重要制约。在此分析基础上，笔者试图对 BJ 银行 XA 分行的营销策略进行优化设计，包括努力拓展中层客户市场，确认中层客户市场的 定位，针对的中层客户市场的不同需求明确不同的市场策略，比如在产品审批流程、销 售规模等方面进行创新，同时需要树立以客户为主的战略思想，完善后台联动支持机制。 同时建立全新的零售服务网络，并提出了相关的保障措施，包括对分行的整体资源进行 积极的优化配置，对组织架构进行调整，在技术资源上加大投入力度，优化人员配置， 完善人员考核体系，创造品牌，选择合适的营销策略，维护同客户的良好关系等。 关键词，BJ 银行， 零售业务， 改进策略西北大学硕士学位论文 II ABSTRACT In the 21st century， the operating environment of China's commercial banks has undergone continuous and drastic changes， and the factors of bank instability in the market are also increasing， which makes the competition of commercial banks not only homogenized， but also Further white heat. In addition， the income of Chinese residents continues to increase， and the people's demands for financial services have far exceeded the demand for traditional deposits and loans. In addition， the rapid development of a series of new financial forms such as Internet finance has made the retail business of China's commercial banks continue. In terms of development， it faces enormous opportunities and challenges. This paper hopes to use the literature method and the case study method to point out the research sample - the problems of the BJ Bank XA branch in the retail business and the corresponding optimization design and safeguard measures. This paper firstly introduces the background and significance of the topic， and combs the relevant literature at home and abroad. Secondly， it introduces related marketing theories， including traditional 4P， 4C， 4R marketing theory， and the current widespread concern. Integrate marketing communication theory. At the same time， the PEST theory and Porter's five-force analysis theory related to marketing environment analysis are introduced. BJ Bank is a commercial bank that started its banking retail business earlier in China. After years of operation and development， the retail business has made considerable progress in the whole bank， mainly reflected in the gradual enrichment of retail products， and the operating income and profits of the retail business are also increasing， but it must be clearly aware that BJ There is still a certain gap between the retail business of banks and the excellent commercial banks at home and abroad. For example，the proportion of retail business to total revenue is not high， the homogenization of products is very serious， the level of customer relationship management is low， and the business process setting is not scientific enough. These have become an important constraint on the development of BJ Bank's retail business. Based on this analysis， the author attempts to optimize the marketing strategy of BJ Bank XA Branch， including efforts to expand the middle-level customer market， confirm theABSTRACT III positioning of the middle-level customer market， and identify different market strategies for different needs of the middle-level customer market， such as Innovation in product approval process and sales scale， as well as the need to establish a customer-oriented strategic thinking and improve the background linkage support mechanism. At the same time， a new retail service network was established， and related safeguard measures were proposed， including actively optimizing the overall resources of the branches ， adjusting the organizational structure， increasing investment in technical resources， optimizing staffing， and improving personnel assessment. System， create brand， choose the right marketing strategy， maintain good relationship with customers， etc. Keywords: BJ bank， retail business， improvement strategy西北大学硕士学位论文 IV 目 录 摘要.......................................................................................................................................I ABSTRACT ...........................................................................................................................II 目 录....................................................................................................................................IV 第一章 导论.......................................................................................................................... 1 1.1 选题背景与意义.......................................................................................................... 1 1.1.1 选题背景 .............................................................................................................. 1 1.1.2 选题意义 .............................................................................................................. 2 1.2 研究对象与方法 .......................................................................................................... 2 1.2.1 研究对象 ............................................................................................................... 2 1.2.2 研究方法 ............................................................................................................... 3 1.3 研究思路与论文框架 .................................................................................................. 4 1.3.1 研究思路 .............................................................................................................. 4 1.3.2 论文框架 .............................................................................................................. 4 1.4 本文的主要贡献.......................................................................................................... 5 第二章 研究理论.................................................................................................................. 7 2.1 营销理论...................................................................................................................... 7 2.1.1 4P，4C 与 4R 理论............................................................................................... 7 2.1.2 整合营销传播理论 .............................................................................................. 8 2.2 营销环境分析理论.................................................................................................... 11 2.2.1 PEST 理论 ........................................................................................................... 11 2.2.2 波特五力分析理论 ............................................................................................ 12 第三章 BJ 银行 XA 分行零售业务现状........................................................................... 14 3.1 BJ 银行 XA 分行现状 ............................................................................................... 14 3.2 BJ 银行零售业务现状 ............