商业银行零售业务营销策略研究

Research on marketing strategy of bank retail business

零售业务是商业银行利润的重要来源,完善零售业务营销策略可以帮助银行增强竞争力,在激烈的行业市场竞争中占有一席之地。以我国商业银行为研究对象,通过文献综述法、访谈法和问卷调查等方法,对我国银行零售业务营销策略现状进行梳理,分析我国商业银行零售业务面临的挑战。围绕4P理论提出动态管理客户、加快产品转型、反馈跟踪定价、线上渠道改造等营销策略,以期为各商业银行零售业务转型提供一定的参考与借鉴。

Retail business is an important source of profit for commercial banks.Improving retail business marketing strategies can help banks increase their competitiveness and occupy a place in the fierce banking market competition.This paper takes Chinese commercial banks as the research object,combs the current situation of retail business marketing strategies of Chinese banks through literature review,interview and questionnaire survey,and analyzes the challenges faced by Chinese commercial banks in retail business.Based on the 4P theory,the paper puts forward some marketing strategies such as dynamic customer management,accelerating product transformation,feedback tracking pricing,and online channel transformation,etc.,hoping to provide certain reference for the retail business transformation of commercial banks.