GD银行X分行零售业务营销策略优化研究
研究生姓名:牛璐
导师姓名：金涛
学科：工商管理
研究方向：市场营销与运营管理
年级：2020级
中文摘要
伴随着我国居民生活水平和消费水平的不断提升，商业银行零售金融领域业务开始
呈现出蓬勃发展的趋势。然而各家商业银行竞争激烈，产品同质化相对严重，导致GD
银行等股份制商业银行相比于国有四大行而言，在客群基础和价格成本上处于劣势。因
而GD银行等股份制商业银行以及其他中小商业银行如何提升营销水平和能力，设计并
执行恰当的营销策略，是面对竞争的必经之路。本文以GD银行X分行的零售业务为例，
研究如何构建合适的营销策略，促进商业银行零售业务的较好发展。帮助GD银行X分
行完善零售业务市场营销体系，对我国其他商业银行零售业务的发展提供有意义的参考。
GD银行X分行属于股份制银行，地处经济相对较好的河北省，各类金融机构林立，
面临着激烈的市场竞争局面。尽管该银行零售业务整体经营业绩逐年增加，但是增长率
却停滞不前，市场营销存在较多问题亟待解决。根据现有的市场营销理论基础和市场分
析的理论工具，对当前GD银行X分行的零售业务市场营销所面对的宏观环境、竞争环
境进行全面的综合分析。在宏观环境方面，近年来，商业银行业务面临着日趋严格的监
管规范，国家监管层面出台了专项管理规定，保障行业的稳定经营；而经济、文化的不
断发展，也提高了社会居民的消费和理财意识，为GD银行X分行零售业务发展提供较
好的土壤；移动互联技术的不断升级和社会普及，更是让商业银行零售业务的触角延伸
至城市的每一个角落，为市场营销带来便利。但是在竞争环境中，GD银行X分行由于经
营网点不足，其资金获取的成本相对于国有大行而言是较高的，在竞争中自然处于劣势；
现有市场中各家商业银行零售业务的同质化导致了竞争加剧，而且GD银行X分行零售
业务产品的定价也并未优于其他银行，使得其竞争处于相对劣势。
在环境分析基础上，对GD银行X分行零售业务营销策略的现状与不足进行了归纳
整理，并对问题产生的原因进行了分析。通过分析发现，GD银行X分行零售业务的产品
缺少差异化策略，产品要素设置不合理；产品价格缺少相对优势；在营销客群的选择上
缺少明确的规划，导致了市场营销的混乱；营销方式方法存在效率低下、效果不显著；
人员离职率、流动率较高；客户满意程度以及业务熟练程度不足；零售业务未能实现有
效的共享和协同营销。GD银行X分行产生上述问题的原因在于零售业务市场环境处劣势，
I
行业研究不深入，业务发展定位不合理，业务发展战略不完善，员工能力待加强，绩效
考核不健全，工作方式不协同。
在对策建议上，建议GD银行X分行应当对现有的营销策略进行优化。从7Ps理论
出发，GD银行X分行要在营销策略上突出零售业务产品主体地位；运用存款价格弥补贷
款价格短板；扩大和提升促销活动数量和质量；利用团队协作形式实现批量拓客；提高
全员市场营销意识及能力；持续优化客户化营销场景体验度；提高对个贷客户的全面综
合服务。此外，GD银行X分行还应强化人力资源储备，调整绩效考核制度，优化风险控
制措施，保障零售业务的有序健康发展。
本文的研究结果对于广大中小商业银行零售业务的营销和发展，也具有较好的借鉴
意义。
关键词：商业银行；零售业务；市场营销；策略优化
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Abstract
With the continuous improvement of the living standard and consumption level of
Chinese residents, the retail finance business of commercial banks began to show a trend of
vigorous development. However, due to the fierce competition among commercial banks and
the relatively serious homogeneity of products, joint-stock commercial banks such as GD
banks are at a disadvantage in terms of customer base and price cost compared with the four
state-owned banks. Therefore, how to improve the marketing level and ability of GD Bank
and other joint-stock commercial banks and other small and medium-sized commercial banks,
and how to design and implement appropriate marketing strategies are the only way to face
the competition. This paper takes the retail business of X Branch of GD Bank as an example
to study how to build appropriate marketing strategies to promote the better development of
retail business of commercial banks. Help X Branch of GD Bank improve the retail business
marketing system, and provide meaningful reference for the development of retail business of
other commercial banks in China.
X branch of Ever bright Bank is a joint-stock bank. It is located in Jiangsu Province with
relatively developed economy. There are many kinds of financial institutions and it is facing
fierce market competition. Although the overall operating performance of the bank's retail
business has increased year by year, the growth rate has stagnated, and there are many
problems in marketing that need to be solved urgently. According to the existing theoretical
basis of marketing andthe theoretical tools of marketanalysis, this paper makes a
comprehensive analysis on the macro environment and competitive environment faced by the
retail business marketing of X branch of Ever bright Bank. In terms of macro environment, in
recent years, commercial banking business is facing increasingly strict regulatory norms. The
national regulatory level has issued special management regulations to ensure the stable
operation of the industry; The continuous development of economy and culture has also
improved the consumption and financial management awareness of social residents, providing
a better soil for the development of retail business of X branch of Everbright Bank; With the
continuous upgrading of mobile Internet technology and social popularization, the tentacles of
retail business of commercial banks extend to every corner of the city, bringing convenience
to marketing. However, in the competitive environment, due to the lack of business outlets,
the capital acquisition cost of X branch of Ever bright Bank is higher than that of large
state-owned banks, so it is naturally at a disadvantage in the competition; The homogenization
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