臺灣博碩士論文加值系統

特別是發展銀行服務和零售銀行服務是銀行業重組的重要組成部分之一。這是有助於銀行體係可持續發展，減少業務風險的因素之一。它比其他地區受經濟周期影響較小。此外，這一業務部門有助於擴大市場，提高競爭力。
世界各地和該地區的銀行都致力於發展零售銀行業務作為可持續發展的基礎。事實是，在美國和亞太地區，零售銀行發揮著重要作用（在美國，零售銀行業務部門的利潤佔50-70％，亞太地區佔銀行總收入的約35％ ）
到目前為止，大多數商業銀行以及國際金融機構都致力於發展零售銀行業務的戰略，針對主要客戶宣布一系列客戶政策，對成本，優先模式和報酬有非常具體的偏好。由於潛在的商業市場競爭激烈，銀行必須始終改變經營戰略，擴大和多元化客戶群體。天峰商業股份制銀行沒有脫離這種趨勢。
- 商業銀行和銀行服務的概念。
- 零售銀行服務的概念。
- 零售銀行服務的特點。
- 零售銀行服務的趨勢。
- 影響零售銀行服務的因素。
- 零售銀行服務的概念和營銷特點。
- 營銷在零售銀行服務發展的必要性。
理由主要在第2章：零售銀行服務的營銷完善的理論。
在第三章中，作者參考了論文中應用的研究方法（數據收集，數據分析）
在第四章，筆者簡要介紹了河內的天峰商業股份制銀行 - 西分行，概述了分行2013年至2015年的業務活動情況，以及分行零售銀行業務的業務活動，分析分公司零售業務情況。還存在與從調查問卷獲得的數據分析的組合以評估分行的零售銀行服務的營銷的當前狀態。最後，根據發展銀行部門和零售銀行的評估，我們可以給予天工銀行零售銀行的服務導向;零售銀行服務業務分析與評估，以及天豐銀行零售銀行服務營銷活動。作者提供零售銀行服務的完整營銷解決方案，今後在河內的Tien Phong Bank - 西分行的這種服務的發展方向。

Development of banking services in general and retail banking services in particular is one of the important components of the restructuring of the banking sector. This is one of the factors that helps sustainable development of the banking system, reduces risks in business. It is less affected by economic cycles than other areas. In addition, this business segment contributes to expanding markets, increasing competitiveness.
Banks around the world and in the region are focusing on developing retail banking operations as a foundation for sustainable development. The fact is that in the US and Asia - Pacific, retail banking plays an important role (in US, profits from retail banking segment accounts for 50-70%, in Asia - Pacific accounting for about 35% of the total income of the bank)
So far, most of the commercial banks as well as international financial institutions have focused on developing strategies for retail banking activities, announcing a series of customer policies for major customers with very specific preferences about the cost, the priority mode, remuneration. Because of potential business market with fierce competition, banks must always change business strategy, expand and diversify customer groups. Tien Phong Commercial Joint Stock Bank is not out of this trend.
For the study, the thesis uses the basic rationale for:
- The concept of the commercial banks and banking services.
- The concept of retail banking services.
- Characteristics of retail banking services.
- The trend of retail banking services.
- Factors affecting retail banking services.
- Concept and marketing characteristics of retail banking services.
- The necessity of marketing in the development of retail banking services.
The rationale is primarily stated in Chapter 2: Rationale for marketing perfection of retail banking services.
In chapter 3, the author refers to research methods applied in the thesis (data collection, data analysis)
In chapter 4, the author briefly introduces Tien Phong Commercial Joint Stock Bank – West Branch in Hanoi, outline the situation of business activities of the branch from 2013 to 2015, as well as the business activities of retail banking services of the branch to analyze the situation of the retail business of the branch. There also exists a combination with data analysis obtained from the questionnaire to assess the current status of marketing for retail banking services at the branch. Finally, according to the assessment, forecast of the development banking sector in general and retail banking in particular, we can give service-oriented development of Tien Phong Bank retail banking; the analysis and assessment for the business situation of retail banking services and marketing activities of retail banking services at Tien Phong Bank. The author offers complete marketing solutions for retail banking services, development orientation for this service of Tien Phong Bank - West Branch in Hanoi in the future.

摘要…………………………………………………………………………............…...i
Abstract……………………………………………………………………………….…ii
ACKNOWLEDGEMENTS............................................................................................iv
目錄.........................................................................................................................................v
List of tables.........................................................................................................vii
CHAPTER 1. INTRODUCTION 1
1.1 Rationale 1
1.2 Objectives of the study 2
1.3 Object and scope of research 2
1.4 Research Methodology 2
1.5 Structure of thesis 3
CHAPTER 2. RETAIL BANKING SERVICES AND COMPANY PROFILE 4
2.1 Retail banking services 4
2.2 Marketing of retail banking services 9
2.3 Some information about company profile Tien Phong Bank, branch in the west of Hanoi …………………………………………………………………………………..17
CHAPTER 3. METHODOLOGY 34
3.1 Method of data collection 34
3.2 Data Analysis Methods 35
CHAPTER 4. STUDY RESULTL 38
4.1. Analysis of strategic marketing of retail banking branches at Tien Phong Bank - West Branch in Hanoi 38
4.2. Situation and area control service of marketing strategy of Tien Phong banks 42
4.3. Overall assessment and causes 44
CHAPTER 5. CONCLUSIONS AND SUGGESTIONS 52
5.1 Development of retail banking services in Hanoi for Tien Phong Bank, West Branch in Hanoi 53
5.2 Suggestion about marketing solution for retail banking service at branches in the west of Hanoi 54
5.3. New contributions and limitations of the thesis 61
Reference.........................................................................................................................63
APPENDIX 1..................................................................................................................65

Vietnamese
1.Le Van Anh (2013), Marketing of retail banking at KonTum AGRIBANK, Business master’s thesis.
2.Tran Ha Nguyen Bo (2007), retail banking service in Vietnam
3.Tien Phong Bank, West branch in Hanoi (2012- 2015), Final report on the business actitives of Tien Phong Bank, West branch in Hanoi in the period from 2011 to 2015
4.Tien Phong Bank, West branch in Hanoi (2012- 2015), Final report on results of retail banking service of Tien Phong Bank, West branch in Hanoi
5.Nguyen Thi Ngoc Ha (2008), Measures for development of retail banking service at Ninh Thuan BIDV, master’s thesis of Ho Chi Minh University of Economics
6.Prof. Dr. Nguyen Thi Minh Hien (2011), Marketing bank
7.Pham Thu Hien (2011), Development of retail banking at Vietnam BIDV, Business PhD’s thesis, University of Economics.
8.Prof. Dr. Ngoc Hung (2014), Commercial banks
9.Philip Kotler (1997), Basic Marketing
10.Tran Thi Tuyet Lam (2009), Solutions for retail banking at Vietinbank of Tra Vinh, PhD Thesis in Economics, Ho Chi Minh University of Economics.
11.Dao Le Kieu Oanh (2012), Development of wholesale and retail banking services at BIDV of Vietnam, Economics Ph.D’s thesis.
12.Hoang Trong and Nguyen Mong Ngoc Chu (2005), Analysis of research data with SPSS, Publishers Statistics.
13.Document of Retail Banking Conference in 2012 of Tien Phong Bank.
14.Journal of Investment and Development of Tien Phong Bank in 2012, 2013, 2014, 2015.

English
1.Femi-Fatukasi Ajibade, Marketing retail banking services in Nigeria, a case study of Chartered Bank Limited (2008)
2.Teresa Amabile (1998), “How to Kill Creativity”, Harvard Business Review, (September 1998), 77–87.
3.Barbara Culiberg, Iča Rojšek (2010) “Identifying service quality dimensions as antecedents to customer satisfaction in retail banking”, (151-166)
4.Hemant Kumari, Dr.S.K.Gupta (2013), “Service marketing strategies in banking sector: an evaluation in the capital cities of Haryana, Punjab and Himachal Pradesh”, International Journal of Research in Finance & Marketin, http://www.euroasiapub.org
5.Al Azzawi Lena, Kaczynska Monika (2011), “Marketing mix in banking in the time of a global financial crisis”, Halmstad University, School of Business and Engineering
6.Trends in Retail Banking Channels: Meeting Changing Client Preferences (Capgermini, 2012)
Website:
1. http://www.tpbank.com.vn
2. http://wwweconomy.com.vn
3. http://www.sbv,gov.vn