随着中国金融市场的逐渐开放、第三方支付业务的兴起、科技技术在金融 领域的快速运用，各家银行都面临着储蓄存款减少、营业收入下降等一系列问 题。各家银行纷纷开启了业务转型，由传统的对公信贷业务，逐步转向对私的 资产管理业务，并重点大力发展零售业务。但对私业务不同于对公业务，对私 业务开展的根源在于该银行在当地是否有足够多的客户数量去满足银行进行有 效的营销。而代发工资中间业务，则是银行业务中能为批量带来个人客户的中 间业务，是银行重点拓展的业务领域。 本文力在通过具体研究代发工资中间业务的营销策略，代发前期如何营销、 代发业务签约、如何高效提升银行效率、代发工资后如何有效提升代发客户的 综合贡献度等一系列具体问题，深度发掘代发工资中间业务对银行的贡献。从 全流程、全环节，进行营销策略研究和分析，为银行做好工资代发中间业务总 结出更有效、更有用的参考方案，实际解决银行当前个人客户引入不足，存量 客户贡献不高的问题。 本文主要借助文献研究法、调查法、7PS分析法、定性定量相结合等方法， 对浦发银行郑州分行代发工资中间业务进行分析和策略优化。首先，针对浦发 银行郑州分行代发工资中间业务的现状，通过服务营销、顾客价值理论等角度， 从浦发银行郑州分行代发业务的营销环境入手，对营销策略现状、存在的问题 以及造成问题的原因进行了科学、有效的分析，并指出了其产品创新不足、营 销手段不足、构建价值传递的营销计划不充分、客户关系构建及价值传递过程 没有统一服务标准等问题；其次，通过实地调研与消费者行为分析，明晰了浦 发银行郑州分行代发工资中间业务的市场定位；最后，本着提升客户满意度， 为客户提供优质的代发工资中间业务的目标，对浦发银行郑州分行代发工资中 间业务的产品及价格策略、企业客户营销策略、渠道策略、标准化金融服务及 有形展示策略和营销人员管理策略等五个方面进行优化，整合优势资源，强化 服务营销，促进银行提升中间业务的综合竞争力，达到健康、可持续发展的目 的。 关键词：浦发银行郑州分行；工资代发中间业务；营销策略 II Abstract WiththegradualopeningofChina'sfinancialmarket,thegradualopeningof interestratemarket-orientedreform,theriseofthird-partypaymentbusiness,andthe rapidapplicationofscienceandtechnologyinthefinancialfield,allbanksarefaced withaseriesofproblems,suchasthereductionofsavingsdepositsandthedecline ofoperatingincome.Variousbankshavestartedbusinesstransformationfrom traditionalcorporatecreditbusinesstoprivateassetmanagementbusiness.At present,eachbankisvigorouslydevelopingitsretailbusinesstotheprivatesector. Butprivatebusinessisdifferentfrompublicbusiness.Therootofprivatebusinessis whetherthebankhasenoughcustomersinthelocalareatomeetthebank'seffective marketing. Thispaperfocusesonaseriesofspecificissues,suchashowtopromotethe bank'sefficiencyintheearlystageofpayingonbehalf,howtoimprovethebank's efficiencyinthesigningofpayingonbehalfbusiness,andhowtoeffectively improvethecomprehensivecontributionofpayingcustomersafterlandingpaying onbehalfbusiness,todeeplyexplorethecontributionofpayingonbehalf intermediatebusinesstothebank.Fromthespecificanalysisofthewholeprocess andthewholelink,thispapersummarizesamoreeffectiveandusefulreference schemeforthebanktodoagoodjobintheintermediarybusinessofsalary distribution,andpracticallysolvestheproblemsofthebank'scurrentlackof individualcustomersandthelowcontributionofstockcustomers. Thispapermainlyusesliteratureresearchmethod,investigationmethod,7PS analysismethod,qualitativeandquantitativemethodstoanalyzeandoptimizethe intermediarybusinessofthepayrollagencyofZhengzhoubranchofShanghai PudongDevelopmentBank.Firstofall,inviewofthecurrentsituationofthe intermediarybusinessofpayingwagesonbehalfofZhengzhoubranchofShanghai PudongDevelopmentBank,startingwiththemarketingenvironmentoftheagency businessofZhengzhoubranchofShanghaiPudongDevelopmentBankfromthe perspectiveofservicemarketingandcustomervaluetheory,thispapermakesa scientificandeffectiveanalysisofthecurrentsituationofmarketingstrategy, III existingproblemsandthecausesoftheproblems,andpointsoutthelackofproduct innovation,marketingmeansSecondly,throughfieldresearchandconsumer behavioranalysis,themarketpositioningoftheintermediarybusinessofpayagency ofZhengzhoubranchofShanghaiPudongDevelopmentBankisclarified.Finally,in ordertoimprovecustomersatisfactionandprovidecustomerswithhigh-quality intermediarybusinessofpayagency,thecompanyaimstoimprovecustomer satisfactionandprovidecustomerswithhigh-qualityintermediarybusinessofpay agency,Thispaperoptimizestheproductandpricestrategy,enterprisecustomer marketingstrategy,channelstrategy,standardizedfinancialservice,tangibledisplay strategyandmarketingpersonnelmanagementstrategyoftheintermediarybusiness ofZhengzhoubranchofShanghaiPudongDevelopmentBank,integratessuperior resources,strengthensservicemarketing,promotesthecomprehensive competitivenessoftheintermediarybusinessofthebank,andachievesthegoalof healthyandsustainabledevelopment. Keywords:ZhengzhoubranchofShanghaiPudongDevelopmentBank;payrollagency intermediarybusiness;marketingstrategy IV 目录 第一章绪论...............................................................................................1 第一节研究背景与意义....................................................................................1 一、研究背景....................................................................................................................1 二、研究意义....................................................................................................................3 第二节研究内容及方法......................................................................................3 一、研究内容....................................................................................................................3 二、研究方法....................................................................................................................4 第三节论文创新与不足......................................................................................5 一、论文的创新................................................................................................................5 二、论文的不足................................................................................................................6 第二章浦发银行郑州分行工资代发中间业务营销环境分析..............1 第一节浦发银行郑州分行简介..........................................................................1 第二节浦发银行郑州分行宏观环境分析..........................................................2 第三节浦发银行郑州分行微观环境分析..........................................................5 第三章浦发银行郑州分行工资代发中间业务营销策略存在的问题..1 第一节浦发银行郑州分行工资代发业务营销策略现状..................................1 第二节浦发银行郑州分行工资代发业务营销策略存在问题..........................3 一、为代发工资公司及个人客户提供的产品不丰富...................................................3 二、代发工资业务营销策略不灵活................................................................................3 三、网点分布数量较少....................................................................................................3 四、存量客户促活手段不足............................................................................................4 五、协同营销不充分........................................................................................................4 第三节浦发银行郑州分行工资代发业务营销策略存在问题的原因分析......5 V 一、市场定位不清晰........................................................................................................5 二、工资代发中间业务产品及产品套餐创新不足........................................................5 三、缺乏复合型专业人才，人才培养储备不足............................................................6 四、客户营销手段不足....................................................................................................6 五、营销渠道建设不足....................................................................................................7 六、构建价值传递的营销计划不充分............................................................................7 七、客户关系构建及价值传递过程没有统一的服务标准...........................................8 第四章浦发银行郑州分行代发工资中间业务消费者行为分析与目 标市场定位