e 分类号：密级：
U D C ： 学号：410216419116
南 昌 大 学 专 业 学 位硕士研 究 生
学位论文
J 银行零售业务营销策略研究
Research on retail business marketing strategy of J bank
培养单位（院、系）：经济管理学院
指导教师姓名、职称：余朝晖副教授
申请学位的学科门类：管理学
学科专业名称：工商管理
论文答辩日期：2022 年 5 月 21 日
答辩委员会主席： 张阳辉
评阅人：
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签字日期：2022 年 5 月 22 日签字日期：2022 年 5 月 23 日
论文题目 J 银行零售业务营销策略研究
姓名 王成达学号 410216419116 论文级别 博士□硕士
院/系 /所经济管理学院 专业 工商管理
E_mail
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公开□保密（向校学位办申请获批准为“保密”， 年 月后公开） 摘要
摘 要
当前，我国金融行业快速发展，客户对于金融产品的需求也日趋多样化。
而金融自由化的发展为我国银行业的发展带来了新的机会和挑战，同时也给商
业银行零售业务的发展带来了新的冲击。因此，在此背景下，作为城商行的 J
银行零售业务也必须会面临来自金融市场化的挑战，如何快速找准自身定位和
目标，积极开拓自身零售业务市场成为了J 银行当下必须面临的难题，而丰富
自身产品、提高服务水平成为了 J 银行零售业务发展的必由之路。
本文以 J 银行为例，深入分析当前我国商业零售业务的发展背景，在借鉴
国内外商业银行零售业务营销研究与实践成果的基础上，运用 7Ps 营销理论对
J 银行零售业务的团队、产品、策略、推广情况、经营现状进行分析，发现 J
银行在通过不断提升各产品线的服务质量，提高管理能力，拓宽营销渠道，打
通营销平台，推动其零售业务的发展。但是与此同时，笔者运用问卷调查法对
其银行零售业务营销策略效果进行分析，发现目前其零售业务仍然存在零售产
品缺乏个性化、零售业务定价机制不健全、零售业务促销体系建设有待强化、
营销渠道建设缺乏合理规划布局的问题。笔者运用 SWOT 分析法发现J 银行的
优势主要有灵活的经营机制、物理营业网点数量多、明确的市场定位、有效的
管理和执行力；劣势主要有品牌知名度低、业务单一，中间业务发展落后、业
务经营区域受到限制、经营理念仍需提升；机会主要有国家利好政策、消费驱
动经济增长、社会环境的变化；威胁主要有其他金融机构竞争、居民消费习惯
改变、金融脱媒的影响。因此笔者基于7PS 营销理论提出了 J 银行零售业务营
销的目标和原则，J 银行的零售业务产品策略为根据客户分层优化产品组合、
优化理财服务方案；渠道策略为打造轻型智能化商业银行、开发线上线下营销
渠道；价格策略为做好零售产品价格优惠策略、做好零售产品价格；促销策略
为注重差异化促销方式、打造全渠道营销模式；人员策略为加强零售业务队伍
建设、健全人员岗位分配机制；过程策略为优化业务流程、规范服务过程；有
形展示策略为加强厅堂管理、强化品牌标记。此外 J 银行应大力加强制度保障、
技术保障、人力资源保障，从而促进其零售业务的可持续发展。
关键词：零售业务；营销策略；J 银行
IABSTRACT
ABSTRACT
At present, China;s financial industry is developing rapidly, and customers;
demand for financial products is also increasingly diversified. The development of
financial liberalization not only brings new opportunities and challenges to the
development of China;s banking industry, but also brings a new impact to the
development of retail business of commercial banks. Therefore, in this context, the
retail business of bank J, as a city commercial bank, must also face the challenge of
financial marketization. How to quickly identify its own positioning and objectives
and actively explore its own retail business market has become a problem that bank
J must face at present, and enriching its own products and improving its service
level has become the only way for the development of bank J;s retail business.
Taking bank J as an example, this paper deeply analyzes the current
development background of commercial retail business in China. Based on the
research and practice results of retail business marketing of commercial banks at
home and abroad, this paper uses 7PS marketing theory to analyze the team,
products, strategies, promotion and operation status of retail business of Bank J. it is
found that bank J is constantly improving the service quality of each product line,
improving management ability and broadening marketing channels, Open up the
marketing platform and promote the development of its retail business. However, at
the same time, the author uses the questionnaire survey method to analyze the
marketing strategy effect of its bank retail business, and finds that there are still
some problems in its retail business, such as the lack of personalization of retail
products, the imperfect pricing mechanism of retail business, the construction of
retail business promotion system needs to be strengthened, and the construction of
marketing channels lacks reasonable planning and layout. Using SWOT analysis, the
author finds that the advantages of bank J mainly include flexible operation
IIABSTRACT
mechanism, large number of physical business outlets, clear market positioning,
effective management and execution; The disadvantages mainly include low brand
awareness, single business, backward development of intermediate business, limited
business operation area and still need to improve business philosophy; Opportunities
mainly include favorable national policies, consumption driven economic growth
and changes in social environment; The threats mainly include the competition of
other financial institutions, the change of residents; consumption habits and the
impact of financial disintermediation. Therefore, based on the 7PS marketing theory,
the author puts forward the objectives and principles of retail business marketing of
bank J. the retail business product strategy of bank J is to optimize the product
portfolio and financial service scheme according to customers; The channel strategy
is to build a light intelligent commercial bank and develop online and offline
marketing channels; The price strategy is to do a good job in the price preference
strategy of retail products and the price of retail products; The promotion strategy is
to focus on differentiated promotion methods and create an omni-channel marketing
model; The personnel strategy is to strengthen the construction of retail business
team 、 Improve the post distribution mechanism of personnel; The process strategy
is to optimize the business process and standardize the service process; The tangible
display strategy is to strengthen the hall management and strengthen the brand mark.
In addition, bank J should vigorously strengthen institutional guarantee, technical
guarantee and human resource guarantee, so as to promote the sustainable
development of its retail business.
Key words: Retail business; Marketing strategy; Bank of J
III