I 摘要 随着我国跨入利率市场化，金融市场快速发展，银行业务不经意间发生着巨变。 中国居民收入持续增长，财富管理市场井喷，供给侧改革，消费升级等因素都给银 行带来新的业务发展空间，但同时行业内外部的竞争也愈发激烈。其中财富管理， 小微金融等方向都是各家银行瞄准的细分领域。然而银行网点是开展这些业务，拓 展市场，营销和维护个人和中小企业客户的重要渠道，如果网点依然以传统的经营 模式营销客户，三步一门，五步一店，那极有可能会被庞大的租金成本和人力成本 压的喘不过气来。此时此刻银行凭借网点转型，从中寻找客户营销的突破口，发现 新的利润增长点，就迫在眉睫！ 本文首先阐述了X银行S分行凭借网点这个关键的渠道和有力的武器，用网点转 型作为锲机，运用4Cs营销理论，4R营销理论，差异化营销策略，精准营销策略， 客户关系经营管理CRM，SPIN销售策略，激励理论-XY理论等多种理论和策略作为工 具，顺应趋势，迅速建立有效的具备行业竞争力的网点客户营销策略。 其次分析了X银行S分行网点客户营销的现状，通过网点客户满意度分析以及网 点员工满意度分析，了解到症结所在：网点客户对服务和产品不满意，网点员工对 收入和岗位不满意，网点领导对员工业绩和能力不满意。由浅入深，由表及里，深 挖真相，寻求解决问题的方法。 最后本文提出了X银行S分行网点客户营销策略优化的建议：通过综合化营销客 户，场景式营销客户，高效管理客户，顾问式营销客户，建立考核办法等手段，抢 占市场份额，稳健经营，拓展业务，提升利润，塑造自身的核心竞争力，实现可持 续发展。 关键词：银行；网点转型；客户营销策略 Abstract II ABSTRACT WiththeentryofinterestratemarketinChina,Jinrongshichang'srapiddevelopment, thebankingbusinessinadvertentlychangeddramatically.Thegrowingincomeof Chineseresidents,theexplosioninthewealthmanagementmarket,supply-sidereforms, andconsumerupgradinghaveallbroughtnewbusinessspaceforbanks,butatthesame time,competitionwithinandoutsidetheindustryhasbecomeincreasinglyfierce.Among them,wealthmanagement,micro-financeandotherdirectionsarethesubsectorstargeted bybanks.However,thebanknetworkisanimportantchannelfordevelopingthese businesses,expandingthemarket,marketingandmaintainingindividualandSME customers.Ifthenetworkisstillmarketingcustomersinthetraditionalbusinessmodel, threesteps,onedoor,fivestepsandonestore,Thatcouldbeoverwhelmedbyhugerental andmanpowercosts.Atthismomentthebankreliesonthenetworktransformation,from whichtofindthebreakthroughofcustomermarketing,findnewprofitgrowthpoint,is imminent! FirstlyitexpoundsthekeychannelandpowerfulweaponofXBankSBranch, usingthedottransformationasamachine,using4Csmarketingtheory,4Rmarketing theory,differentiatedmarketingstrategy,precisemarketingstrategy,customer relationshipmanagementCRM,SPINsalesstrategy,IncentiveTheory-XYTheoryand othertheoriesandstrategiesastools,inaccordancewiththetrend,quicklyestablishan effectivenetworkcustomersmarketingstrategywithindustrycompetitiveness. Secondly,itanalyzesthecurrentsituationofcustomermarketinginbranchSofX Bank.Throughtheanalysisofcustomersatisfactionofbranchofficesandtheanalysisof employeesatisfactionofbranchoffices,itisunderstoodthatthecruxis:branch customersarenotsatisfiedwithservicesandproducts,andbranchemployeesare dissatisfiedwithincomeandpositionsworkleadersarenotsatisfiedwithemployee Abstract III performanceandability.Fromshallowtodeep,fromthesurfaceandinside,digdeepinto thetruthandseeksolutionstotheproblem. Finally,thispaperputsforwardsomesuggestionsontheoptimizationofcustomer marketingstrategyinbranchSofXBank:throughintegratedmarketingcustomers, scene-marketingcustomers,efficientmanagementofcustomers,consultingmarketing customers,establishingassessmentmethods,etc.,toseizemarketshare,andmanage steadily.Expandbusiness,improveprofits,shapetheircorecompetitiveness,andachieve sustainabledevelopment. Keywords:Bank;bankoutletstransformation;customermarketingstrategy 目录 IV 目录 摘要............................................................................................................................I ABSTRACT..................................................................................................................II 目录..........................................................................................................................IV 第一章绪论................................................................................................................1 第一节研究背景与意义........................................................................................1 一、研究的背景............................................................................................1 二、研究的意义............................................................................................1 第二节国内外文献综述........................................................................................2 一、国外研究综述.........................................................................................2 二、国内研究综述.........................................................................................5 第三节研究目的与方法........................................................................................8 一、研究目的................................................................................................8 二、研究方法................................................................................................8 第四节研究内容与框架........................................................................................9 一、研究内容................................................................................................9 二、研究框架..............................................................................................10 第五节研究创新点.............................................................................................11 第二章相关概念与理论..............................................................................................12 第一节银行网点转型..........................................................................................12 一、银行网点转型的涵义............................................................................12 二、驱动银行网点转型的因素.....................................................................12 三、银行网点转型的总体思路.....................................................................13 第二节市场营销理论..........................................................................................14 一、4Cs营销理论........................................................................................14 二、4R营销理论..........................................................................................15 三、激励理论-XY理论.................................................................................16 目录 V 第三节市场营销策略..........................................................................................17 一、差异化营销策略...................................................................................17 二、精准营销策略.......................................................................................18 三、客户关系管理CRM.................................................................................19 四、SPIN销售策略......................................................................................20 五、FAB法则...............................................................................................20 第三章X银行S分行网点客户营销现状分析...............................................................22 第一节X银行S分行网点现状概述......................................................................22 一、基本情况..............................................................................................22 二、审视自身不足.......................................................................................25 三、发现外部问题.......................................................................................29 第二节网点客户满意度分析...............................................................................30 一、网点客户对服务的满意度分析..............................................................30 二、网点客户对产品的满意度分析..............................................................34 第三节