平安银行零售业务营销渠道策略研究
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摘要
在当前宏观经济环境下,零售业务对银行业务收入的贡献比重越来越高,且成为商业银行新兴业务风险的有效对冲保障。零售业务以其资本消耗低、业务规模大、发展空间广等诸多优点受到众多银行的重视。
银行的营销渠道是实现银行产品或服务从商业银行到达消费者所经过的路径。银行的营销渠道除了完成产品及服务销售的基本功能外,还承担者向潜在消费者宣传银行新产品、为营销部门和广告机构反馈市场信息、提升营销策略的实施效果等诸多职能。因此,营销渠道对于银行零售业务的发展,构建科学、成熟的渠道体系显得尤为重要。
本文通过文献法对商业银行零售业务营销渠道相关理论进行了整合和提炼,对国内外银行零售业务及其渠道发展进行了研究,并列举了部分代表性银行的零售业务,深入分析了我国银行零售业务的现状以及面临的机遇与挑战。采用实际调查法对平安银行零售业务的营销渠道进行调查,用列举法列举了平安银行营业网点、自助银行、电话银行、网上银行四种零售业务渠道建设的现状与不足。论文运用市场营销、客户关系管理等相关理论,结合平安银行零售业务的实际,对平安银行零售业务渠道策略进行了重点研究,并提出了策略的实施保障措施。论文的研究对平安银行零售业务的营销渠道建设具有一定的参考价值。
In the current macroeconomic environment, the retail business makes more and more contributions to banking revenue,and becomes effective hedge for the emerging business of commercial bank risk. Retail business, with its low capital consumption, large scale, wide development space, and many other advantages attract the attention of many banks.
The marketing channel of bank is the path which realizes the bank products or services to consumers from the commercial banks. In addition to the basic function of selling product and services, the marketing channels of bank also introduce new products to potential consumers, feedback market information for the marketing department and advertising agencies, and enhance effect of marketing strategy, and many other functions. Therefore, the marketing channel is particularly important for the development of bank retail business, and the building of scientific and mature channel system.
This article integrates and refines related theory to the retail business of commercial bank marketing channel with literature method, studies the development of bank retail business and channel at home and abroad, lists some representative bank retail business, and then makes a depth analysis of the status of China's bank retail business as well as the opportunities and challenges they are faced. Carrying an investigation of the marketing channel Ping an Bank retail business by the method of actual survey,
With enumeration method lists the present situation and deficiencies of outlets, self-service banking, telephone banking and online banking in Ping an Bank's retail business channel construction. The papers uses the market marketing, customer relationship management related theory, combine with the actual conditions of Ping an Bank retail business, carries a key research on Ping an Bank retail business strategies, and put forward the strategy of the implementation of the safeguard measures. This research has a certain reference value for the construction marketing channel of retail business in Ping an Bank.
银行的营销渠道是实现银行产品或服务从商业银行到达消费者所经过的路径。银行的营销渠道除了完成产品及服务销售的基本功能外,还承担者向潜在消费者宣传银行新产品、为营销部门和广告机构反馈市场信息、提升营销策略的实施效果等诸多职能。因此,营销渠道对于银行零售业务的发展,构建科学、成熟的渠道体系显得尤为重要。
本文通过文献法对商业银行零售业务营销渠道相关理论进行了整合和提炼,对国内外银行零售业务及其渠道发展进行了研究,并列举了部分代表性银行的零售业务,深入分析了我国银行零售业务的现状以及面临的机遇与挑战。采用实际调查法对平安银行零售业务的营销渠道进行调查,用列举法列举了平安银行营业网点、自助银行、电话银行、网上银行四种零售业务渠道建设的现状与不足。论文运用市场营销、客户关系管理等相关理论,结合平安银行零售业务的实际,对平安银行零售业务渠道策略进行了重点研究,并提出了策略的实施保障措施。论文的研究对平安银行零售业务的营销渠道建设具有一定的参考价值。
In the current macroeconomic environment, the retail business makes more and more contributions to banking revenue,and becomes effective hedge for the emerging business of commercial bank risk. Retail business, with its low capital consumption, large scale, wide development space, and many other advantages attract the attention of many banks.
The marketing channel of bank is the path which realizes the bank products or services to consumers from the commercial banks. In addition to the basic function of selling product and services, the marketing channels of bank also introduce new products to potential consumers, feedback market information for the marketing department and advertising agencies, and enhance effect of marketing strategy, and many other functions. Therefore, the marketing channel is particularly important for the development of bank retail business, and the building of scientific and mature channel system.
This article integrates and refines related theory to the retail business of commercial bank marketing channel with literature method, studies the development of bank retail business and channel at home and abroad, lists some representative bank retail business, and then makes a depth analysis of the status of China's bank retail business as well as the opportunities and challenges they are faced. Carrying an investigation of the marketing channel Ping an Bank retail business by the method of actual survey,
With enumeration method lists the present situation and deficiencies of outlets, self-service banking, telephone banking and online banking in Ping an Bank's retail business channel construction. The papers uses the market marketing, customer relationship management related theory, combine with the actual conditions of Ping an Bank retail business, carries a key research on Ping an Bank retail business strategies, and put forward the strategy of the implementation of the safeguard measures. This research has a certain reference value for the construction marketing channel of retail business in Ping an Bank.
引文
[1]贾志丽.商业银行零售业务[M].北京：中国金融出版社,2008,P1
[2]雒晓利,刘百宁.零售业务差异化营销：西部商业银行的必然选择[J].西安金融,2005(02)：52-53
[3]朱蓓.花旗银行零售业务发展策略对我国银行业的启示[J].南京审计学院学报,2007(02)：64-68
[4]刘玲.商业银行零售业务营销策略创新研究[J].华北金融,2009(11)36-37
[5]梁叔翔.中外资银行零售业务发展比较[J].金融理论与实践,2010(12)：105-108
[6]谢凯.“长尾”理论在商业银行零售业务中的应用——以农业银行苏州姑苏支行为例[J].现代金融,2012(07)：14-15
[7]杨克灿.市场繁荣文中“隐”变——2011年中国ATM市场发展评述[N].金融时报,2012-03-21, http://www.financialnews.com.cn/yh/xw/201203/t20120319_4013.html
[8]费伦苏.“十二五”时期我国商业银行零售业务发展战略研究[J].当代经济管理,2012(04)：81-85
[9]菲利普·科特勒,张强.未来营销渠道的智能与发展[J].成都大学学报(社科版),1995(01)
[10]欧阳卓飞等著.现代商业银行营销[M].北京：清华大学出版社,2004,P128
[11]陈华.基于新网点主义的商业银行网点转型思考[J].金融理论与实践,2012(02)：38-40
[12]新网点主义：思科为零售银行提供的网点转型解决方案：http://www.dostor.com/artic lee/2004/0712/9843765.shtml
[13]S Liao, YP Shao, H Wang, A Chen.The Adoption of Virtual Banking:An Empirical Study [J]. International Journal of Information Management,1999(01):63-74
[14]Thornton, J.and White,L. Financial Distribution Channels::Technology Versus Tradition [J].Journal of Professional Service Marketing,2000(2):59-73
[15]Yakhlef, A. Does the Internet Compete with or Complement Bricks and Mortar Bank Branches [J]. International Journal of Retail& Distribution Management,2001(06):272-281
[16]Bussakorn, Dieter Fink. Internet Banking Adoption Strategies for A Developing Country:the Case of Thailand [J]. Internet Research,2005(3):295-312
[17]甘小红.如何走出网上银行发展困境[J].金融与经济,2005(04),P80
[18]李爱喜.跨国银行国际营销渠道的比较与选择[J].财经论丛,2006(03)：56-60
[19]武玉涛.商业银行网络营销渠道与传统营销渠道整合探析[J].邯郸职业技术学院学报,2007(04)：18-21
[20]刘妤洵.渠道为王——电子银行对传统银行的挑战[J].金融管理与研究,2008(01)：31-33
[21]马雷、颜卢、林风.商业银行零售网点转型的思考[J].广西大学学报(哲学色社会科学版),2010(01)：80-84
[22]刘优美.零售银行业务营销渠道的优化与整合[J].现代金融,2012(08)：16-17
[23]贾志丽.商业银行零售业务[M].北京：中国金融出版社,2007,P137
[24]翰之林.日本银行卷起零售业务风潮[N].民营经济报,2005-4-5
[25]虞月君,李文,黄兴海.国外商业银行零售业务经营战略[M].北京：中国金融出版社,2003,P24
[26]王雪玉.美国网上银行——将成为用户首选的银行渠道[J].金融科技时代,2011(10)： 46-47
[27]中国人民银行：http://www.pbc.gov.cn/publish/goutongjiaoliu/524/2012/2012071317320 7603394417/20120713173207603394417_.html
[28]任碧云.我国银行发展个人金融业务之探讨[J].金融研究,2001(07)：130-135
[29]张晋生.商业银行零售业务[M].中国经济出版社,2000
[30]何青楚.免费午餐：平安银行零售非传统扩张[N].21世纪经济报道,2009-06-26
[31]蒂娜·哈里森,柯江华译.金融服务营销[M].北京：机械工业出版社,2004
[32]陈工孟,郑子云.个人财务策划[M].北京：北京大学出版社,2003
[33]游春,张绪新.网上银行——提升中小银行竞争力的有效手段[J].甘肃金融,2012(06)：56-57
[34]2011-2012年中国网上银行年度检测报告,艾瑞市场咨询(iResearch):http://www.irese arch.com.cn/
[35]葛兆强.国内商业银行渠道整合及策略研究[J].金融教学与研究,2009(03)：2-14
[2]雒晓利,刘百宁.零售业务差异化营销：西部商业银行的必然选择[J].西安金融,2005(02)：52-53
[3]朱蓓.花旗银行零售业务发展策略对我国银行业的启示[J].南京审计学院学报,2007(02)：64-68
[4]刘玲.商业银行零售业务营销策略创新研究[J].华北金融,2009(11)36-37
[5]梁叔翔.中外资银行零售业务发展比较[J].金融理论与实践,2010(12)：105-108
[6]谢凯.“长尾”理论在商业银行零售业务中的应用——以农业银行苏州姑苏支行为例[J].现代金融,2012(07)：14-15
[7]杨克灿.市场繁荣文中“隐”变——2011年中国ATM市场发展评述[N].金融时报,2012-03-21, http://www.financialnews.com.cn/yh/xw/201203/t20120319_4013.html
[8]费伦苏.“十二五”时期我国商业银行零售业务发展战略研究[J].当代经济管理,2012(04)：81-85
[9]菲利普·科特勒,张强.未来营销渠道的智能与发展[J].成都大学学报(社科版),1995(01)
[10]欧阳卓飞等著.现代商业银行营销[M].北京：清华大学出版社,2004,P128
[11]陈华.基于新网点主义的商业银行网点转型思考[J].金融理论与实践,2012(02)：38-40
[12]新网点主义：思科为零售银行提供的网点转型解决方案：http://www.dostor.com/artic lee/2004/0712/9843765.shtml
[13]S Liao, YP Shao, H Wang, A Chen.The Adoption of Virtual Banking:An Empirical Study [J]. International Journal of Information Management,1999(01):63-74
[14]Thornton, J.and White,L. Financial Distribution Channels::Technology Versus Tradition [J].Journal of Professional Service Marketing,2000(2):59-73
[15]Yakhlef, A. Does the Internet Compete with or Complement Bricks and Mortar Bank Branches [J]. International Journal of Retail& Distribution Management,2001(06):272-281
[16]Bussakorn, Dieter Fink. Internet Banking Adoption Strategies for A Developing Country:the Case of Thailand [J]. Internet Research,2005(3):295-312
[17]甘小红.如何走出网上银行发展困境[J].金融与经济,2005(04),P80
[18]李爱喜.跨国银行国际营销渠道的比较与选择[J].财经论丛,2006(03)：56-60
[19]武玉涛.商业银行网络营销渠道与传统营销渠道整合探析[J].邯郸职业技术学院学报,2007(04)：18-21
[20]刘妤洵.渠道为王——电子银行对传统银行的挑战[J].金融管理与研究,2008(01)：31-33
[21]马雷、颜卢、林风.商业银行零售网点转型的思考[J].广西大学学报(哲学色社会科学版),2010(01)：80-84
[22]刘优美.零售银行业务营销渠道的优化与整合[J].现代金融,2012(08)：16-17
[23]贾志丽.商业银行零售业务[M].北京：中国金融出版社,2007,P137
[24]翰之林.日本银行卷起零售业务风潮[N].民营经济报,2005-4-5
[25]虞月君,李文,黄兴海.国外商业银行零售业务经营战略[M].北京：中国金融出版社,2003,P24
[26]王雪玉.美国网上银行——将成为用户首选的银行渠道[J].金融科技时代,2011(10)： 46-47
[27]中国人民银行：http://www.pbc.gov.cn/publish/goutongjiaoliu/524/2012/2012071317320 7603394417/20120713173207603394417_.html
[28]任碧云.我国银行发展个人金融业务之探讨[J].金融研究,2001(07)：130-135
[29]张晋生.商业银行零售业务[M].中国经济出版社,2000
[30]何青楚.免费午餐：平安银行零售非传统扩张[N].21世纪经济报道,2009-06-26
[31]蒂娜·哈里森,柯江华译.金融服务营销[M].北京：机械工业出版社,2004
[32]陈工孟,郑子云.个人财务策划[M].北京：北京大学出版社,2003
[33]游春,张绪新.网上银行——提升中小银行竞争力的有效手段[J].甘肃金融,2012(06)：56-57
[34]2011-2012年中国网上银行年度检测报告,艾瑞市场咨询(iResearch):http://www.irese arch.com.cn/
[35]葛兆强.国内商业银行渠道整合及策略研究[J].金融教学与研究,2009(03)：2-14