I 摘要 我国引进7P理论已经有超过二十年的历史，并且7P理论的研究也逐渐开 始渗透到各行各业。银行零售业务的发展一直都是我国银行的弱项，发达国家 大部分银行零售业务收入都能够达到银行总收入的80%以上，但是我国银行的 零售业务收入仅为50%左右。我国银行零售业务发展水平较低主要与其销售模 式有直接关系，尤其是民营银行体系中的零售业务销售模式有较大改进空间。 本文以广发银行昆明分行作为研究对象，基于7P理论的基础上对广发银行昆明 分行的零售业务营销策略展开研究，以期能够为促进广发银行零售业务拓展提 供参考与借鉴。 本文立足于云南市场，研究探讨G银行昆明分行零售业务适应本地市场的 营销服务策略，根据发放问卷的方式开展市场调查，通过7P营销理论对昆明分 行进行分析，进而发现存在问题包括：产品分类方式过于传统单一，同质化程 度较高；理财等产品针对不同客户群体的定价方式以及价格水平不具有竞争优 势；现有成熟营销渠道单一，其他销售渠道待启动；促销手段传统、力度小， 仅在信用卡等传统优势产品开展促销，贷款以及财富类业务较少；以及营销人 员岗位分配不合理等问题。在充分调研的基础上提出改进营销服务策略方案并 提出保障措施。 改进方案基于营销渠道的拓展作为主要着眼点提出在G银行综合金融背景 下，其业务范围逐渐拓展，这对于昆明分行来说是重要的发展机遇。昆明分行 有必要充分利用总行资源发展“综合金融”，一是在销售渠道上充分利用寿险营 销员庞大群体，并注重线上营销渠道开发以及线下服务质量提升；二是现有产 品结合定价优化群体定价模式，重视集团客户；三是结合渠道拓展实施全产品 系列的促销活动，快速拓展市场占有率；四是优化人员策略，重视产品经理团 队以及营销服务团队的建立，通过人员轮岗制度将策略制定和执行落地有机结 合，同时优化产品展示以及服务过程管理。 关键词：7P理论；零售业务；营销策略 Abstract II Abstract Ithasbeenmorethan20yearssincetheintroductionof7ptheoryinChina,and theresearchof7ptheoryhasgraduallypenetratedintoallwalksoflife.The developmentofbankretailbusinesshasalwaysbeentheweaknessofChina'sbanks. Mostofthedevelopedcountries'retailbusinessincomecanreachmorethan80%of thetotalbankincome,buttheretailbusinessincomeofChina'sbanksisonlyabout 50%.ThelowdevelopmentlevelofretailbusinessinChina'sbanksismainlyrelated toitssalesmode,especiallytheretailbusinesssalesmodeinprivatebankingsystem hasmuchroomforimprovement.ThispapertakesKunmingBranchofGuangfabank astheresearchobject,basedon7ptheory,studiestheretailbusinessmarketing strategyofKunmingBranchofGuangfabank,inordertoprovidereferenceand referenceforpromotingtheretailbusinessdevelopmentofGuangfabank. BasedontheYunnanmarket,thispaperstudiesanddiscussesthemarketingservice strategyoftheretailbusinessofGBankKunmingBranchtoadapttothelocalmarket, carriesoutmarketsurveyaccordingtothewayofquestionnaire,analyzesKunming Branchthrough7pmarketingtheory,andthenfindsouttheexistingproblems, including:theproductclassificationmethodistootraditionalandsingle,andthe degreeofhomogeneityishigh;financialproductsaretargetedatdifferentcustomer groupsTheexistingmaturemarketingchannelsaresingle,andothersaleschannels needtobelaunched;thepromotionmeansaretraditionalandsmall,andonly traditionalproductssuchascreditcardsareusedtopromotesales,andtherearefew loansandwealthbusinesses;andthepostallocationofmarketingpersonnelis unreasonable.Onthebasisoffullinvestigation,thispaperputsforwardthe improvementofmarketingservicestrategyandputsforwardthesafeguardmeasures. Theimprovementschemeisbasedontheexpansionofmarketingchannelsasthe mainpointofview.UnderthebackgroundofcomprehensivefinanceofGbank,its businessscopeisgraduallyexpanded,whichisanimportantdevelopmentopportunity forKunmingBranch.ItisnecessaryforKunmingBranchtomakefulluseofthehead office'sresourcestodevelop"comprehensivefinance".Firstly,itshouldmakefulluse ofthehugegroupoflifeinsurancesalesmeninthesaleschannels,andpayattention tothedevelopmentofonlinemarketingchannelsandtheimprovementofoffline servicequality;secondly,theexistingproductsshouldbecombinedwithpricingto Abstract III optimizethegrouppricingmodeandpayattentiontothegroupcustomers;thirdly,it isnecessarytocarryoutthewholeproductseriesofpromotionactivitiesin combinationwithchannelexpansionFourth,optimizepersonnelstrategy,attach importancetotheestablishmentofproductmanagerteamandmarketingserviceteam, combinestrategyformulationandimplementationwithpersonnelrotationsystem,and optimizeproductdisplayandserviceprocessmanagement. Keywords:7ptheory;retailbusiness;marketingstrategy 目录 IV 目录 摘要.............................................................................................................I Abstract.......................................................................................................II 第一章前言................................................................................................1 第一节研究背景与意义..........................................................................................1 第二节国内外研究现状以及文献综述...................................................................2 一、国外研究现状...................................................................................................................2 二、国内研究现状....................................................................................................................3 三、文献评述............................................................................................................................5 第三节研究内容和思路..........................................................................................6 第四节研究方法......................................................................................................7 一、研究方法............................................................................................................................7 二、技术路线............................................................................................................................8 第二章相关理论........................................................................................9 第一节营销策略及服务营销策略...........................................................................9 第二节商业银行零售业务.......................................................................................9 第三节7P营销理论构建........................................................................................10 一、内涵与指标体系.............................................................................................................10 二、7P理论运用方法.............................................................................................................11 三、7P理论实践研究.............................................................................................................11 四、7P理论银行营销实践研究............................................................................................11 第三章基于7P理论广发银行昆明分行零售业务现状与问题分析...13 第一节广发银行昆明分行发展现状....................................................................13 第二节广发银行昆明分行零售业务7P营销现状..............................................14 第三节广发银行昆明分行原有零售业务营销策略存在的问题........................16 一、产品分类方式过于传统单一........................................................................................16 二、价格水平不具有竞争优势............................................................................................17 三、营销渠道单一..................................................................................................................18 四、促销手段传统、力度小.................................................................................................19 五、营销人员岗位分配不合理.............................................................................................20 六.服务特征展示不充分.......................................................................................................21 目录 V 七、服务承诺兑现不及时.....................................................................................................22 第四节广发银行昆明分行原有零售业务营销策略问题原因分析.....................22 一、产品策略单一、缺乏定价能力.............................