- I - 摘要 近年来，互联网技术在我国金融领域的应用发展迅猛，金融消费者的生活、消 费模式发生着深刻的变革，对传统商业银行的金融业务造成较大冲击，特别是对零 售类客户的抢夺。在互联网金融及多重因素的影响下，商业银行纷纷调整业务结构， 积极布局零售银行业务。特别是今年受到新冠疫情影响，商业银行零售业务转型加 速。因此本文以秦皇岛银行零售业务为研究对象，采用调查分析与比较分析法等多 种研究方法，对互联网金融环境下秦皇岛银行零售业务营销策略进行研究。具体研 究内容如下： 首先，本文对选题背景、研究意义以及国内外研究现状进行了阐述，并就本文 涉及到的主要概念、理论进行了梳理； 其次，根据历史发展数据信息，运用 4P 营销理论对秦皇岛银行零售业务营销现 状进行分析，找出其在零售业务营销策略中存在的问题； 再次，通过对互联网金融及秦皇岛银行零售业务发展进行外部环境分析和 SWOT 分析，以优化互联网金融背景下的秦皇岛银行零售业务营销策略为目的，进 行营销策略定位，并分别从产品、价格、渠道、促销等四个方面提出银行营销业务 营销策略优化措施； 最后，从组织制度、信息技术、风险管控和人才管理四个方面，给出秦皇岛银 行零售业务营销策略优化的保障措施。希望通过本文的分析研究，能够帮助秦皇岛 银行及类似区域性地方商业银行，在互联网金融环境下，实现零售业务营销策略转 型。 关键词：互联网金融；商业银行；零售业务；营销策略燕山大学工商管理硕士学位论文 - II - Abstract In recent years, due to the rapid development of Internet technology in the domestic financial field, the financial consumer’s life and consumption patterns were changed. However, it has already impacted the financial business of traditional commercial banks, especially when seizing the retail customers. Affected by the Internet finance and multiple factors, commercial banks have adjusted their business structure and actively deployed retail banking busines. Especially in covid-19, which boosted the transformation development of commercial bank’s retail business. Therefore, this paper takes Bank of Qinhuangdao’s retail business as the research object. Survey analysis and comparative analysis were adopted in the analysis process. Bank of Qinhuangdao’s retail business marketing strategy was studied under the Internet financial environment. The specific research contents are as follows: Firstly, the background, research significance, research status at home and abroad, the main concepts are described in this study. Secondly based on historical development data, 4P marketing theory are used to analyze the current situation of Bank of Qinhuangdao’s retail business marketing and find out the problems in its retail business marketing strategy. Then external environment analysis and SWOT analysis are carried out for the development of Internet finance and Bank of Qinhuangdao’s retail business. In order to optimize it, the marketing strategy positioning is determined. Optimizing methods were covered product, price, channel, promotion as four aspects. Finally, from the organizing system, information technology, risk control and talent management four aspects, put forward the safeguard measures of marketing strategy optimization. Through the analysis and research, to help the Bank of Qinhuangdao and similar regional commercial banks realize the transformation of retail business marketing strategy under Internet financial environment. Keywords: internet finance; commercial bank; retail business; marketing strategy目 录 - III - 目 录 摘要..................................................................................................................................I ABSTRACT........................................................................................................................II 第 1 章 绪 论....................................................................................................................1 1.1 选题背景及研究意义..............................................................................................1 1.1.1 选题背景............................................................................................................1 1.1.2 研究意义............................................................................................................1 1.2 国内外研究现状......................................................................................................2 1.2.1 国外研究现状....................................................................................................2 1.2.2 国内研究现状....................................................................................................4 1.2.3 研究评述............................................................................................................6 1.3 研究内容和研究方法..............................................................................................6 1.3.1 主要研究内容....................................................................................................6 1.3.2 研究方法............................................................................................................8 第 2 章 相关概念和理论基础............................................................................................9 2.1 互联网金融含义......................................................................................................9 2.1.1 互联网金融概念................................................................................................9 2.1.2 互联网金融分类................................................................................................9 2.2 商业银行零售业务含义........................................................................................10 2.2.1 商业银行零售业务概念与分类......................................................................10 2.2.2 商业银行零售业务特点..................................................................................10 2.3 营销相关理论........................................................................................................10 2.3.1 4P 营销理论..................................................................................................... 11 2.3.2 整合营销理论..................................................................................................11 2.4 本章小结................................................................................................................11 第 3 章 互联网金融环境下秦皇岛银行零售业务现状................................................12 3.1 秦皇岛银行简介....................................................................................................12 3.1.1 基本情况..........................................................................................................12 3.1.2 经营情况..........................................................................................................13 3.2 秦皇岛银行零售业务概况..................................................................................14 3.2.1 秦皇岛银行零售业务种类..............................................................................14 3.2.2 秦皇岛银行零售业务发展现状......................................................................15 3.3 秦皇岛银行现有零售业务市场营销策略............................................................17 3.3.1 产品策略..........................................................................................................17燕山大学工商管理硕士学位论文 - IV - 3.3.2 价格策略..........................................................................................................20 3.3.3 渠道策略..........................................................................................................21 3.3.4 促销策略..........................................................................................................23 3.4 互联网金融环境下秦皇岛银行零售业务营销存在问题....................................23 3.4.1 产品较为单一..................................................................................................24 3.4.2 定价机制较为粗放..........................................................................................24 3.4.3 渠道建设滞后......................................