I 摘要 国内经济高速发展带动国内银行零售业务的发展，国内先驱银行已经将零售 板块作为重要的利润增长工具。从国内经济环境来看，目前严格的金融监管环境， 各大银行纷纷对不良贷款率的严格控制，使得银行传统的信贷业务利润有所下滑。 零售业务处于一个有趣的十字路口，一方面零售业务已逐步发展起来，全国零售 业务资产量达到历史最高点；另一方面我国银行零售产品和服务并未充分满足消 费者的物质文化需求。同时，许多银行在运用互联网技术上不够充分，中小型商 业银行零售的拓展是每个银行必须面对的现实问题。 本文首先提出问题，对HF银行成都分行零售业现状进行客观分析，HF银行 成都分行零售产品较少、营销管理能力不强、存在一些历史遗留问题，个人存款 增长压力日益驱大、中间业务发展速度较四川市场行业平均水平慢。零售业务并 不能成为HF银行成都分行的重要业务板块，HF银行成都分行必须重视并抓起零 售业务以拓展市场，弥补零售业务的留白。然后，分析HF银行零售部门发展的竞 争优、劣势，以及HF银行零售业的政策、经济、社会和技术环境，并由此得出结 论：HF成都分行虽然有经济、社会和技术环境等有利因素作为零售业务发展的助 推器，但HF银行也面临着外国银行、国有商业银行等的激烈竞争和自身零售业务 发展不充分等问题。虽然成都分行零售业务目前发展面临着一些困境，但如果制 定一套完善、正确、切和实际的营销战略，成都分行零售业务的营销发展可获得 成功。营销战略应以市场为基础，首先对成都分行零售业务进行市场细分定位， 分析出成都分行应避免与大型商业银行正面冲突，将策略转向社区、中小型企业、 市场留白部分，然后对成都分行零售业务进行战略分析，最后提出了成都分行零 售业务的以产品、渠道、促销、定价、客户和风险的营销策略，以及保证营销策 略有效执行的保障措施。 本文的研究可以有效解决HF银行成都分行零售业务目前面临的问题，提高其 零售业务营销能力。同时，本文对国内小型商业银行零售业务的发展方向提供了 参考价值。 关键词：战略定位，零售业务，营销策略，营销保障 ABSTRACT II ABSTRACT The rapid development of the domestic economy has driven the development of domestic banks' retail business. Domestic pioneer banks have used the retail sector as an important tool for profit growth. Judging from the domestic economic environment, the current strict financial regulatory environment, and the major banks 'strict control of non-performing loan ratios The development of domestic banking retail business has greatly been advanced by the rapid development of the domestic economy. Leading domestic banks are taking advantages of the retail sector to further grow profit. The profit of traditional credit business of banks is declining due to the current strict financial regulatory environment and the strict control of the non-performing loan rate by major banks in China. Retail business is at a significant intersection mainly for two reasons. On the one hand, retail business has gradually developed, and the national retail business assets have reached the highest point in history; on the other hand, China's bank retail products and services have not fully met the consumer's material and cultural needs. And the expansion of retail for small and medium-sized commercial banks is an evitable problem that every bank must face while many banks are insufficient in using Internet technology. Chengdu Branch of HF bank shall not develop retail business as their core business section and shall emphasize and grasp the retail business to expand the market and make up for the margin of retail business. Through an analysis on the advantages and disadvantages of the retail sector of HF bank, as well as the policy, economic, social and technical environment of the retail industry of HF bank, this paper concludes that although the branch bank in Chengdu has favorable factors such as economic, social and technical environment as the booster of retail business development, banks in Chengdu also faces the problems of fierce competition of foreign banks, state-owned commercial banks, etc., and insufficient development of its own retail business. Although the retail business of the branch bank in Chengdu is facing some challenges, the marketing development of retail in the branch bank in Chengdu can be successful if a set of modified, correct, practical marketing strategies was made. The marketing strategy should be based on the market. Firstly, the retail business of Chengdu Branch shall be ABSTRACT III market segmented and the analysis of the branch bank in Chengdu shall avoid direct conflict against large commercial banks. And the branch bank in Chengdu shall shift the strategy to the community, small and medium-sized enterprises, and the market blank part, then carry out strategic analysis on the retail business and finally propose the marketing strategies of products, channels, promotion, pricing, customers and risks, as well as the guarantee measures to ensure the effective implementation of marketing strategies in the branch bank in Chengdu. This paper aims to assist Chengdu Branch of HF bank to improve its retail business marketing capabilities and promote the gradual shift of retail business from a secondary axis of development to a primary axis. And this paper provides reference for the development of domestic retail business for small commercial banks. Keywords: Strategic positioning, retail business, marketing strategy, marketing guarantee 目录 IV 目 录 第一章 绪论 ....................... 1 1.1 选题背景 ............... 1 1.2 研究意义 ............... 2 1.3 研究思路及论文框架 .......................... 2 1.3.1 研究基本思路 .......................... 2 1.3.2 论文框架 ... 2 第二章 相关理论与文献综述 .......................... 4 2.1 服务营销理论 ....... 4 2.2 银行零售业务发展现状 ...................... 4 2.3 国外研究 ............... 5 2.4 国内研究 ............... 5 2.5 小结 ....................... 7 第三章 HF银行成都分行零售业务现状及问题 ........................... 8 3.1 HF银行成都分行发展历史 ................ 8 3.2 HF银行成都分行零售业务的现状 .... 8 3.2.1 人存款日均增长压力较大 ...... 8 3.2.2 中间收入业务有所回暖 .......... 9 3.2.3 零售客户经营管理有所提高 10 3.2.4 客户降级率得到一定的改善 10 3.2.5 核心产品覆盖率 ..................... 11 3.3 HF银行零售业务目前主要问题 ....... 11 3.3.1 产品开发意识落后 ................. 11 3.3.2营销方式 .. 12 3.3.3 银行网点布局 ........................ 12 3.3.4 零售业务管理时效性 ............ 12 3.3.5 零售业务缺乏市场定位 ........ 13 3.3.6 中收业务压力增大 ................ 13 3.4 小结 ..................... 13 第四章 HF银行成都分行营销环境分析 ...... 15 4.1 HF银行成都分行宏观环境分析 ...... 15 目录 V 4.1.1 国内政治法律环境分析 ........ 15 4.1.2 社会经济环境分析 ................ 15 4.1.3 科技环境对传统零售行业的利与弊 ................... 16 4.2 HF银行成都分行微观环境分析 ...... 17 4.2.1 HF银行成都分行的优势 ....... 17 4.2.2 成都分行零售业务的发展劣势 ........................... 18 4.2.3 HF银行分行零售业务营销环境新机遇 .............. 21 4.2.4 HF银行成都分行零售业务发展面临的挑战 ...... 22 4.3 小结 ..................... 24 第五章 HF银行成都分行零售战略定位及战略分析 ................. 25 5.1 市场定位 ............. 25 5.2 产品定位 ............. 26 5.3 客户定位 ............. 27 5.4 HF银行成都分行的营销战略分析 .. 28 5.4.1 在当地市场培养具有影响力的品牌竞争力 ....... 28 5.4.2 建立持续竞争力的营销力量 28 5.4.3 开发具有强市场竞争性产品 28 5.4.4 互联网在零售战略中的作用 29 5.5 小结 ..................... 29 第六章 HF银行成都分行零售业务的营销策略分析 ................. 30 6.1 产品策略 ............. 30 6.2 促销策略 ............. 32 6.2.1 树立良好形象，扩大市场影响力 ....................... 32 6.2.2 管理层的决策、人员促销是重要因素 ............... 32 6.2.3 公共关系强化促销 ................ 33 6.2.4 加强网络渠道服务营销 ........ 33 6.3 渠道策略 ............. 34 6.4 客户策略 ............. 36 6.4.1 客户数据库的建立 ................ 36 6.4.2 制定顾客忠诚（频繁购物者）方案 ................... 37 6.4.3 新客户引入 ............................ 38 6.4.4 市场客户细分 ........................ 38 6.5 定价策略 ............. 39 目录 VI 6.5.1 影响银行定价的因素 ............ 39 6.5.2 银行产品定价策略 ................ 39 6.5.3 定价策略额外需要注意 ........ 41 6.6 风险策略 ............. 41 6.7 小结 ..................... 42 第七章 实施HF银行零售业务营销策略的