本文選題：銀行 + 理財產(chǎn)品�。� 參考：《蘭州大學》2013年碩士論文

【摘要】：隨著全球經(jīng)濟一體化,中國的經(jīng)濟與國際的關系越來越密切,經(jīng)濟也得到了長足的發(fā)展。我國居民收入水平不斷提高,受教育的程度也越來越高,自然人們對投資理財?shù)囊庾R也越來越強烈。面對高企的CPI,傳統(tǒng)的定期存款及國債,已經(jīng)明顯無法滿足居民對個人財富保值增值的需求。為了跑贏CPI,人們都希望通過各種投資渠道令自己的資產(chǎn)得到保值增值。對于大部分的投資者而言,在紛繁復雜的投資渠道中,購買銀行的理財產(chǎn)品無疑是比較合適的選擇。為了滿足龐大的市場需求,近些年,各家銀行不斷推出眾多的個人理財產(chǎn)品,發(fā)行數(shù)量每年都在增加。根據(jù)中國銀監(jiān)會統(tǒng)計數(shù)據(jù)顯示,僅2012年發(fā)行的銀行理財產(chǎn)品就總計有28,239款。如何從眾多的理財產(chǎn)品中脫穎而出,得到投資者的青睞,是所有銀行都非常關心的話題。 作為較早進入深圳的外資銀行,匯豐銀行(中國)有限公司深圳分行(以下簡稱匯豐深圳)在個人理財業(yè)務方面無疑具有一定的優(yōu)勢,但由于政策限制及自身存在的問題,制約了其個人理財業(yè)務的進一步發(fā)展。本文采用案例分析、文獻研究等研究方法,以匯豐深圳的個人理財產(chǎn)品營銷為研究對象,針對個人理財產(chǎn)品銷售現(xiàn)狀及在營銷過程中遇到的問題,例如在產(chǎn)品、收益、渠道及人員等方面存在的問題,分析產(chǎn)生該等問題背后的原因,并提出了相應的營銷方案以供參考。銀行銷售的理財產(chǎn)品屬于無形產(chǎn)品,有別于一般的有形產(chǎn)品,因此本文在一般有形產(chǎn)品營銷所運用到的常規(guī)營銷理論基礎上,結合在個人理財產(chǎn)品營銷中被廣泛應用的生命周期理論,對匯豐深圳的市場定位、理財產(chǎn)品的設計、營銷渠道、產(chǎn)品促銷等策略進行分析,為匯豐深圳應對個人理財產(chǎn)品市場的機遇和挑戰(zhàn)提供參考。 在擴大銷售的同時,如何進行有效的風險控制是不可忽視的重要環(huán)節(jié)。為了有效地控制理財產(chǎn)品營銷過程中出現(xiàn)的道德風險、操作風險等系統(tǒng)和非系統(tǒng)風險,本文提出了建立完善的內(nèi)部控制制度、內(nèi)部監(jiān)督和審查制度、投訴制度等風險控制方法。這些必要的措施使得匯豐深圳在充分發(fā)揮資源優(yōu)勢開展營銷活動的同時,個人理財產(chǎn)品銷售業(yè)務得以健康發(fā)展。
[Abstract]:With the global economic integration, China's economy and international relations are getting closer and closer, and the economy has also got considerable development. The income level of the residents in our country is increasing, and the degree of education is getting higher and higher, and the consciousness of investment and financial management is becoming stronger and stronger. In the face of high CPI, traditional time deposits and treasury bonds have obviously failed to meet the needs of residents to maintain and increase their personal wealth. In order to outperform CPI, people hope to maintain and increase their assets through various investment channels. For most investors, in the complex investment channels, the purchase of bank financial products is undoubtedly a more appropriate choice. In order to meet the huge market demand, in recent years, banks continue to launch a large number of personal financial products, the number of issues are increasing every year. A total of 28239 banking products were issued in 2012 alone, according to statistics from the China Banking Regulatory Commission. How to stand out from many financial products and get the favor of investors is a topic of great concern to all banks. As a foreign bank that entered Shenzhen earlier, the Shenzhen Branch of HSBC (China) Limited (hereinafter referred to as HSBC Shenzhen) undoubtedly has certain advantages in personal finance business, but due to policy constraints and its own problems, Restricted its personal finance business further development. In this paper, case analysis, literature research and other research methods are used to study the marketing of personal financial products in HSBC Shenzhen. The current situation of personal financial products and the problems encountered in the process of marketing, such as products, profits, etc., are discussed. The problems in channel and personnel are analyzed, the reasons behind these problems are analyzed, and the corresponding marketing schemes are put forward for reference. The financial products sold by banks are intangible products, which are different from the general tangible products. Therefore, this article is based on the general marketing theory used in the general tangible product marketing. Based on the life cycle theory, which is widely used in the marketing of personal financial products, this paper analyzes the market positioning, the design of financial products, the marketing channels, the promotion of products and so on. HSBC Shenzhen to deal with personal financial products market opportunities and challenges to provide reference. At the same time of expanding sales, how to carry out effective risk control is an important link that can not be ignored. In order to effectively control the systematic and non-systematic risks such as moral hazard, operational risk and so on in the marketing process of financial management products, this paper puts forward the establishment of perfect internal control system, internal supervision and examination system, complaint system and other risk control methods. These necessary measures enable HSBC Shenzhen to take full advantage of its resources to carry out its marketing activities, and at the same time, the sales business of personal wealth management products can develop healthily.
【學位授予單位】：蘭州大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F832.33

【參考文獻】

相關期刊論文 前5條

1 楊米沙;石飛;;匯豐銀行客戶“金字塔”及體驗式營銷[J];企業(yè)活力;2006年12期

2 梅愛冰;;顧客讓渡價值理論在金融產(chǎn)品營銷中的應用[J];中國市場;2011年35期

3 孫旖旎;;外資銀行競爭優(yōu)勢分析[J];市場周刊(理論研究);2010年02期

4 鄧俊鋒;;匯豐銀行競爭性合作的啟示[J];時代經(jīng)貿(mào);2006年01期

5 杜靜;;匯豐銀行獲取“贏的權力”戰(zhàn)略的啟示[J];新金融;2009年12期

相關碩士學位論文 前10條

1 孫杰偉;黑龍江省建設銀行個人理財業(yè)務發(fā)展對策研究[D];哈爾濱工程大學;2010年

2 方玉霞;匯豐銀行在中國中部地區(qū)的營銷策略研究[D];江西財經(jīng)大學;2010年

3 陳冠瑛;我國商業(yè)銀行理財產(chǎn)品風險管理研究[D];北京交通大學;2011年

4 李泳Q\0;商業(yè)銀行理財產(chǎn)品的消費者權益保護[D];華東政法大學;2011年

5 崔蕾;我國商業(yè)銀行理財產(chǎn)品收益研究[D];首都經(jīng)濟貿(mào)易大學;2011年

6 陳芯怡;匯豐銀行（澳門）市場營銷策略[D];暨南大學;2002年

7 張翠環(huán);我國商業(yè)銀行營銷競爭力的提升研究[D];蘭州商學院;2008年

8 曹穎;C銀行個人理財產(chǎn)品設計及預期前景分析[D];西南交通大學;2008年

9 凌舒嵐;我國商業(yè)銀行營銷管理問題研究[D];首都經(jīng)濟貿(mào)易大學;2008年

10 陳澍;東亞銀行理財產(chǎn)品營銷策略研究[D];西北大學;2009年

，

本文編號：2062301