本文選題：個(gè)人理財(cái)業(yè)務(wù) + 營(yíng)銷策略��； 參考：《東北大學(xué)》2013年碩士論文

【摘要】：隨著國(guó)內(nèi)銀行業(yè)對(duì)外開放程度的逐漸加深,外資銀行開始從事人民幣業(yè)務(wù),本土商業(yè)銀行的傳統(tǒng)優(yōu)勢(shì)逐漸減弱,成本低、收益高理財(cái)業(yè)務(wù)儼然已經(jīng)成為當(dāng)前商業(yè)銀行利潤(rùn)的主要來(lái)源。本研究對(duì)服務(wù)營(yíng)銷理論和關(guān)系營(yíng)銷理論進(jìn)行了回顧,繼而逐步分析了建行TL支行面臨的政治法律環(huán)境、經(jīng)濟(jì)環(huán)境、社會(huì)文化環(huán)境、技術(shù)環(huán)境等外部環(huán)境和客戶環(huán)境、競(jìng)爭(zhēng)環(huán)境以及企業(yè)自身等內(nèi)部環(huán)境,利用SWOT分析法總結(jié)出建行TL支行當(dāng)前面臨的機(jī)會(huì)與威脅以及自身的優(yōu)勢(shì)和劣勢(shì)。在市場(chǎng)細(xì)分和定位基礎(chǔ)上,提出了TL支行個(gè)人理財(cái)產(chǎn)品的營(yíng)銷策略,除了傳統(tǒng)的產(chǎn)品策略、價(jià)格策略、渠道策略和促銷策略,本研究還根據(jù)服務(wù)營(yíng)銷的7Ps理論和關(guān)系營(yíng)銷理論提出了人員策略、服務(wù)過(guò)程策略、有形展示策略和客戶關(guān)系策略。最后,為了保證營(yíng)銷策略的實(shí)施,本研究還提出了建立適合營(yíng)銷策略的營(yíng)銷組織框架、強(qiáng)化風(fēng)險(xiǎn)控制措施、建立和完善理財(cái)人員的監(jiān)控與激勵(lì)機(jī)制以及完善售后管理體系等相關(guān)保障措施。
[Abstract]:With the opening of domestic banks to the outside world, foreign banks are beginning to engage in RMB business. The traditional advantages of local commercial banks are gradually weakened and their costs are low. High profit management business has become the main source of commercial bank profits. This study reviews the service marketing theory and the relationship marketing theory, and then analyzes the external and customer environment such as the political and legal environment, the economic environment, the social and cultural environment, the technological environment and so on, which the TL branch of CCB is facing. In the competitive environment and the internal environment of the enterprise itself, SWOT analysis method is used to summarize the opportunities and threats faced by the TL branch of CCB, as well as its own strengths and weaknesses. On the basis of market segmentation and positioning, this paper puts forward the marketing strategy of TL branch personal financial products, including traditional product strategy, price strategy, channel strategy and promotion strategy. According to the 7Ps theory of service marketing and the theory of relationship marketing, this study also puts forward the personnel strategy, service process strategy, tangible display strategy and customer relationship strategy. Finally, in order to ensure the implementation of marketing strategy, this study also proposed to establish a suitable marketing strategy marketing organizational framework, strengthen the risk control measures. Establish and perfect the supervision and incentive mechanism of wealth management personnel and improve the post-sales management system and other relevant safeguards.
【學(xué)位授予單位】：東北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F832.2

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