近年来，随着银行业竞争压力加剧以及互联网金融的崛起，在经济周期更迭的新形 势下，利率市场化等因素对我国商业银行传统盈利模式产生较大冲击，而金融监管要求 也越来越严格，严峻的市场环境促使各商业银行对自身发展进行新的思考，这促使了商 业银行的业务转型。零售业务以其风险较为分散，不良率低，客户规模相对稳定等特点， 逐渐成为各商业银行的重要利润增长点和业务转型的重要途径。在国内经济趋于转型的 整体经济形势下，产业结构优化升级，商业银行必须要把握时机勇于突围，这就需要重 视零售业务的发展。 商业银行零售业务是其重要业务组成部分，目前正处于较为成熟的发展阶段，传统 以经营网点、规模和基础设施投资的经营模式不再具备竞争优势，传统的零售业务模式 不断遭受新的冲击，零售业务整体面临产品服务同质化、传统分销渠道增长乏力、创新 不足等问题。如何以互联网、大数据、云计算等金融科技手段为支持，搭建互联网平台 的多渠道经营模式以提升客户体验度以及更多的满足客户的不同需求将成为提升各商 业银行零售业务增长点。 本文通过对商业银行零售业务发展中问题进行探究，找出问题，从经营理念创新、 产品创新、管理创新等方面开辟提升经营能力的服务创新路径。就目前商业银行零售业 务发展的现状及趋势进行分析，运用经营管理理论、客户关系管理、顾客价值、金融创 新等理论基础分析商业银行零售业务经营中存在的主要问题，并分析产生问题的原因， 从服务理念、服务模式、综合联动营销渠道以及提升员工服务能力者等方面入手，探索 商业银行零售业务发展中的服务创新路径。以平安银行为例开展案例分析，针对新形势 下平安银行零售业务经营管理现状分析，提出平安银行零售业务发展中的问题，并探寻 有效的服务创新路径，旨在促进商业银行零售业务的快速发展。 关键词：商业银行，平安银行，零售业务，服务创新 III ABSTRACT In recent years, with the increasing pressure of competition in the banking industry and the rise of Internet finance, under the new situation of economic cycle changes, factors such as marketization of interest rates have had a major impact on the traditional profit model of China’s commercial banks. Meanwhile, financial regulatory requirements have become more and more strict. The severe market environment has prompted commercial banks to rethink their development, which has prompted commercial banks to transform their businesses. Since retail businesses have diversified risks, low defect rate, and relatively stable customer scale, it gradually becomes an important profit growth point for commercial banks and an important way for business transformation. In the overall economic situation in which the domestic economy is tending to transform, and the industrial structure is optimized and upgraded, commercial banks must seize the opportunity and be brave to break through, which requires attention to the development of retail business. The retail business of commercial banks is an important part of its business. Currently, retail businesses under a relatively mature stage of development. The traditional business model of investing in outlets, scale, and infrastructure no longer has competitive advantages and the traditional retail business of commercial banks is constantly suffering new impacts. The retail business faces several problems, such as homogenization of products and services, weak growth of traditional distribution channels, and insufficient innovation. How to support the Internet, big data, cloud computing, and other financial technology ways to build a multi-channel business model of the Internet platform to improve customer experience and meet the different needs of customers will become the growth point of the retail business of various commercial banks. This article through analysis and find out these problems opens up service innovation paths from the aspects of business concept innovation, product innovation, management innovation, etc., and proposes service innovation paths that enhance business capabilities. Analyze the current status and trends of commercial bank retail business development by using customer relationship management, customer value, financial innovation, and other theories to analyze the main problems in commercial bank retail business operations. Analyze the causes of problems, from service concepts, services model, comprehensive linkage marketing channels, and those who improve the service capabilities of employees started to explore the IV service innovation path in the development of retail business of commercial banks. Taking Ping An Bank as an example to carry out case analysis, aiming at the analysis of the current situation of Ping An Bank's retail business operation and management under the new situation. Through finding problems in the development of Ping An Bank's retail business, explore effective service innovation paths to promote the rapid development of commercial bank's retail business. KEY WORDS: Commercial bank, Ping An Bank, Retail business, Service Innovation V 目 录 摘要.......I ABSTRACT........................III 目 录.....V 1 绪论....1 1.1 研究背景及意义........1 1.1.1 研究背景.............1 1.1.2 研究意义.............2 1.2 国内外研究现状........3 1.2.1 国外研究现状.....3 1.2.2 国内研究现状.....4 1.2.3 研究述评.............5 1.3 研究内容和论文框架6 1.3.1 研究内容.............6 1.3.2 论文框架.............6 1.4 研究创新....................7 2 研究理论基础概述...........9 2.1 商业银行零售业务概述...........................9 2.1.1 商业银行零售业务的定义和分类....9 2.1.2 商业银行零售业务的特点..............10 2.2 商业银行零售业务相关理论.................12 2.2.1 营销管理理论...12 2.2.2 客户关系管理理论..........................13 2.2.3 顾客价值理论...14 2.2.4 金融创新理论...15 VI 2.2.5 风险管理理论...15 3 商业银行零售业务现状.17 3.1 我国商业银行零售业务发展情况.........17 3.1.1 零售存款业务...17 3.1.2 零售贷款业务...18 3.1.3 零售非利息收入业务......................21 3.1.4 零售业务利润...22 3.2 商业银行零售业务发展中存在的问题.24 3.2.1 服务同质化.......24 3.2.2 产品类型创新不足..........................24 3.2.3 营销和服务渠道不畅......................24 3.2.4 品牌缺失...........25 4 平安银行零售业务经营案例........................27 4.1 平安银行零售业务经营现状.................27 4.1.1 平安银行概况...27 4.1.2 零售业务产品类型..........................28 4.1.3 零售业务收入状况..........................28 4.1.4 零售业务客户规模..........................29 4.1.5 零售业务经营模式..........................29 4.2 平安银行零售业务发展中存在的问题.30 4.2.1 零售业务发展遭遇瓶颈..................30 4.2.2 零售贷款业务风险管控存在隐患..31 4.2.3 零售业务组织获取数据难..............31 4.2.4 零售产品和服务宣传不到位..........32 4.3 平安银行零售业务服务创新路径.........32 4.3.1 线上线下同步发展..........................32 4.3.2 着力解决大数据应用关键问题......33 4.3.3 升级“产品和服务”......................36 VII 4.3.4 强化数据分析防范业务风险..........38 4.3.5 适配“中高端客群”的金融消费升级.........................39 5 商业银行零售业务服务创新路径................41 5.1 树立以客户为中心的服务理念.............41 5.1.1 完善客户服务体系..........................41 5.1.2 强化客户分层分群管理..................41 5.1.3提升客户经营能力...........................42 5.1.4 实施全方位统筹管理......................42 5.2 借助大数据或金融科技手段创新服务模式........................42 5.2.1 加强金融生态圈升级......................43 5.2.2 强化金融科技引领..........................43 5.2.3 充分利用大数据和数字化手段......43 5.3 加强渠道建设,提供多选择的综合联动营销渠道...............44 5.3.1 深化零售条线融合..........................44 5.3.2 强化公私协同...45 5.3.3 加大重点县域支行发展力度..........45 5.4 强化业务培训提高员工服务能力.........45 5.4.1 强化专业团队建设..........................45 5.4.2 强化客户经理专业能力..................45 6 研究结论与展望.............47 6.1 研究结论..................47 6.2 研究不足和展望......47