MBA教育中心知识库

随着经济技术的不断发展，商业银行已经不能从简单的获取利差来满足日益发展的成本需求。众所周知，传统的银行业主要的谋生方式就是获取存贷利差。但是，在国家监管力度越来越大的情况下，利差逐渐缩小，这就不得不考虑转型问题。零售业务具有范围广、种类多、成本低、风险低等优点。向零售业务转型是很多商业银行急需面对的问题。兰州银行榆中支行零售银行业务规模小、发展缓慢、客户基础薄弱，与同业间相较存在明显差距。通过营销策略的优化，大力发展零售银行业务，提高品牌影响力和市场竞争力，打牢客户基础，扩大市场份额尤为重要。

本文旨在通过对商业银行零售业务营销现状的深入研究，首先，分析兰州银行榆中支行零售银行业务营销的现状和问题，其次，基于PEST模型、波特五力分析模型等分析工具，分析兰州银行榆中支行零售银行业务营销环境，在对支行的客户通过调查问卷进行分析，了解了客户需求，提出兰州银行榆中支行零售业务营销的七个方面优化策略和一系列保障措施。本文通过对兰州银行榆中支行零售银行业务营销策略优化的深入研究，探讨如何有效地利用现有的资源，来适应和满足客户差异化、个性化、多样化的金融需求和服务体验，从而提升客户对兰州银行榆中支行的信任度和贡献度，提高兰州银行榆中支行品牌竞争力。

With the continuous development of economy and technology, commercial banks can not simply obtain interest margin to meet the growing cost demand. As we all know, the main way of making a living in the traditional banking industry is to obtain the deposit loan spread. However, with the increasing strength of national supervision, the interest rate spread is gradually narrowing, so we have to consider the problem of transformation. Retail business has the advantages of wide range, many kinds, low cost and low risk. The transformation to retail business is an urgent problem for many commercial banks. The retail banking business of Bank of Lanzhou Yuzhong sub branch is small in scale, slow in development and weak in customer base, and there is an obvious gap compared with its peers. Through the optimization of marketing strategy, it is particularly important to vigorously develop retail banking business, improve brand influence and market competitiveness, lay a solid customer base and expand market share.

Through the in-depth study of the current situation of retail banking marketing of commercial banks, this paper first analyzes the current situation and problems of retail banking marketing of Yuzhong branch of Bank of Lanzhou. Secondly, based on pest model, Porter's five forces analysis model and other analysis tools, this paper analyzes the retail banking marketing environment of Yuzhong branch of Bank of Lanzhou. After analyzing the customers of the branch through the questionnaire, we understand the customer needs, Put forward seven optimization strategies and a series of safeguard measures for retail business marketing of Bank of Lanzhou Yuzhong branch. Through the in-depth research on the optimization of retail banking marketing strategy of Yuzhong branch of Bank of Lanzhou, this paper discusses how to effectively use the existing resources to adapt to and meet the differentiated, personalized and diversified financial needs and service experience of customers, so as to improve the trust and contribution of customers to Yuzhong branch of Bank of Lanzhou and improve the brand competitiveness of Yuzhong branch of Bank of Lanzhou.