本文選題：商業(yè)銀行 + 理財產(chǎn)品��； 參考：《西北大學》2013年碩士論文

【摘要】：我國金融體系改革不斷深入,銀行業(yè)的競爭越來越激烈,那么如何保持自身的利潤空間是越來越多銀行思考的一個關鍵問題。另外,隨著我國人民生活水平的提高,銀行存款也越來越多,人們就開始關注自己資產(chǎn)升值的問題,所以,人們與銀行接觸的機會和次數(shù)越來越多,這種關系與銀行理財?shù)南嚓P性逐漸變得密切。在這種理財需求旺盛的大好形勢之下,銀行業(yè)務紛紛將經(jīng)營的重點逐漸轉化為大力發(fā)展個人理財業(yè)務和非利息收入的金融產(chǎn)品上,這將是銀行獲取利潤的新途徑,同樣也是國內銀行業(yè)新的競爭關鍵點。我國商業(yè)銀行在實施個人理財業(yè)務的營銷活動過程中,應結合我國特有的經(jīng)濟和政治環(huán)境,制定出一套適合于當前實際情況的市場營銷策略,對于個人理財業(yè)務在商業(yè)銀行中的發(fā)展起到了非常大的積極作用。 本文以華夏銀行太原分行個人理財產(chǎn)品為研究對象,首先探討了本論文的選題背景及意義,對國內外關于個人理財營銷方面的文獻進行了梳理和歸納,回顧了市場營銷的相關理論,然后對華夏銀行太原分行個人理財產(chǎn)品發(fā)展情況進行介紹,從促銷策略——產(chǎn)品策略——價格策略——渠道策略四個方面對營銷現(xiàn)狀進行了分析,指出了營銷過程中存在的問題,即營銷理論落后、個人理財產(chǎn)品的市場定位不準、缺少數(shù)據(jù)庫對客戶的詳細信息進行記錄、網(wǎng)點相對較少、產(chǎn)品促銷缺少有效手段。在此基礎上,從宏觀環(huán)境、需求環(huán)境、競爭環(huán)境對分行的環(huán)境進行了分析,介紹了華夏銀行太原分行個人理財產(chǎn)品的市場定位,并設計了產(chǎn)品營銷組合策略,包括產(chǎn)品策略、價格策略、渠道策略和促銷策略實施的成功經(jīng)驗。最后,提出了分行個人理財產(chǎn)品營銷策略的實施過程,并針對實施過程中可能出現(xiàn)的障礙,提出了實施的保障措施,包括人力資源保障、組織保障、制度保障與文化保障。希望通過本文的研究,對華夏銀行太原分行個人理財產(chǎn)品制定具體的相關產(chǎn)品與制度提出初步方案有一定的借鑒與指導意義。
[Abstract]:With the deepening of China's financial system reform and the increasingly fierce competition in the banking sector, how to maintain its profit margin is a key issue for more and more banks to think about. In addition, with the improvement of our people's living standards and the increasing number of bank deposits, people begin to pay attention to the appreciation of their assets. Therefore, people have more and more opportunities and times of contact with banks. This kind of relation and bank finances the correlation becomes close gradually. In this excellent situation of high demand for financial management, the focus of banking business has gradually been transformed into financial products that vigorously develop personal financial business and non-interest income. This will be a new way for banks to obtain profits. Also is the domestic banking new competition key point. In the process of carrying out the marketing activities of personal finance business, the commercial banks of our country should combine the unique economic and political environment of our country and work out a set of marketing strategies suitable for the current actual situation. Personal finance business in the development of commercial banks have played a very positive role. This paper takes the personal financial products of Taiyuan Branch of Huaxia Bank as the research object. Firstly, it discusses the background and significance of this thesis, and summarizes the literature on personal finance marketing at home and abroad. This paper reviews the relevant theories of marketing, then introduces the development of personal finance products in Taiyuan Branch of Huaxia Bank, and analyzes the current situation of marketing from four aspects: promotion strategy-product strategy-price strategy-channel strategy. This paper points out the problems existing in the process of marketing, that is, the backward marketing theory, the inaccurate positioning of personal financial products, the lack of database to record the detailed information of customers, the relatively small number of outlets and the lack of effective means for product promotion. On this basis, this paper analyzes the environment of the branch from the macro environment, the demand environment and the competition environment, introduces the market orientation of the personal financial products of Taiyuan Branch of Huaxia Bank, and designs the product marketing combination strategy, including the product strategy. Successful experience in price strategy, channel strategy and promotion strategy implementation. Finally, the paper puts forward the implementation process of the marketing strategy of personal financial products in the branch, and puts forward the safeguard measures, including human resource guarantee, organization guarantee, system guarantee and cultural guarantee, in view of the possible obstacles in the implementation process. It is hoped that through the study of this paper, it will have some reference and guiding significance for the establishment of specific relevant products and systems for the personal finance products of Taiyuan Branch of Huaxia Bank.
【學位授予單位】：西北大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F832.2

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本文編號：1944965