商業(yè)銀行理財產品營銷管理研究
發(fā)布時間：2018-11-20 17:33
【摘要】：近年來,商業(yè)銀行理財產品的發(fā)行規(guī)模和產品數(shù)量隨著金融脫媒以及利率市場化進程的加快出現(xiàn)了突飛猛進的增長。一方面,銀行理財產品以其收益率高于定期存款、風險相對較小的特點,迎合了大多數(shù)理財意識有顯著提高的普通投資者的理財需求；另一方面,商業(yè)銀行可通過發(fā)行理財產品節(jié)約表內貸款額度。加之,商業(yè)銀行在客戶資源和銷售渠道方面擁有強大的優(yōu)勢,使得銀行在通過發(fā)行和銷售理財產品以減輕存貸比考核壓力方面擁有得天獨厚的條件。 商業(yè)銀行都各盡其能,積極運用多種營銷策略,加強和保險公司、信托公司等機構的合作,發(fā)行新的理財產品,在理財產品市場上激烈地爭搶客戶和資金�？傮w來說,目前商業(yè)銀行理財業(yè)務的發(fā)展表現(xiàn)為：理財產品數(shù)量和規(guī)模增長迅速；銀信合作理財產品比重較大,但總體有所下降；理財產品期限結構短期化,短期理財產品受到客戶的追捧；非保本類理財產品占比上升；銀行理財產品平均收益率下滑明顯。 近年來,銀行理財產品的快速發(fā)展離不開銀行在產品策略、價格策略、渠道策略、促銷策略以及品牌策略等方面的有效營銷。但是一方面,銀行面臨的外部營銷環(huán)境越來越復雜,外部監(jiān)管和約束越來越嚴格；另一方面,商業(yè)銀行業(yè)務轉型和金融業(yè)態(tài)之間的競爭壓力越來越大,加上投資者的需求越來越多樣化、個性化,這些都對商業(yè)銀行理財產品營銷提出了更高的要求。本文運用SW0T分析方法,分析了我國商業(yè)銀行在開展理財產品營銷時自身的優(yōu)勢、劣勢和外部環(huán)境中的機會、威脅,為商業(yè)銀行結合自身的優(yōu)勢、劣勢,抓住外部環(huán)境中的機遇,優(yōu)化和完善理財產品營銷管理指明了方向。 商業(yè)銀行在理財產品營銷管理方面仍存在諸多問題,市場細分和目標定位不夠準確；創(chuàng)新能力不足,產品同質化嚴重；理財產品營銷渠道不夠多樣化；產品信息披露和風險揭示不充分；理財產品營銷人員素質有待提高；理財產品售后服務不到位；未建立真正的品牌形象營銷優(yōu)勢；處理客戶投訴和投資者利益保護機制滯后等。這些問題不僅引發(fā)了市場對理財產品大規(guī)模發(fā)行潛在風險的擔憂,同時也引起了監(jiān)管機構的高度重視。 為了加強對商業(yè)銀行理財產品營銷的管理,有效控制理財產品的潛在風險,商業(yè)銀行可以從創(chuàng)新理財產品設計入手,加強銀行理財產品營銷的流程管理,拓展新型便捷的理財產品營銷渠道,完善理財產品營銷團隊建設,實施全面品牌形象營銷管理,建立客戶投訴應對和投資者權益保護機制,不斷提高理財產品風險管理能力,真正做到“賣者有責”和“將適合的產品賣給適合的客戶”,充分維護客戶的合法利益,促進商業(yè)銀行理財業(yè)務的規(guī)范發(fā)展。
[Abstract]:In recent years, the size and quantity of financial products issued by commercial banks have increased by leaps and bounds along with the acceleration of the process of financial disintermediation and interest rate marketization. On the one hand, the financial products of the bank cater to the financial needs of the ordinary investors whose financial consciousness has been improved significantly because of the characteristics that the rate of return is higher than the time deposit and the risk is relatively small. On the other hand, commercial banks can issue financial products savings form loan quota. In addition, commercial banks have strong advantages in customer resources and sales channels, which makes banks have unique conditions in issuing and selling financial products to alleviate the pressure of deposit and loan ratio assessment. Commercial banks do their best to actively use a variety of marketing strategies to strengthen cooperation with insurance companies trust companies and other institutions to issue new financial products in the financial products market fierce competition for customers and funds. Generally speaking, the development of financial management business of commercial banks is as follows: the number and scale of financial products are increasing rapidly; The term structure of financial products is short-term, short-term financial products are popular with customers; the proportion of non-capital preservation products has risen; the average yield of bank financial products has fallen significantly. In recent years, the rapid development of bank financial products can not be separated from the effective marketing of product strategy, price strategy, channel strategy, promotion strategy and brand strategy. But on the one hand, the external marketing environment faced by banks is becoming more and more complex, and the external supervision and restriction are becoming more and more strict. On the other hand, the competition pressure between the business transformation of commercial banks and financial forms is increasing, and the demand of investors is becoming more and more diversified and individualized, all of which put forward higher requirements for the marketing of financial products of commercial banks. This paper uses SW0T analysis method to analyze the advantages, disadvantages and opportunities and threats in the external environment of our commercial banks when they carry out the marketing of financial products, so that the commercial banks can combine their own strengths and weaknesses and seize the opportunities in the external environment. Optimizing and perfecting the marketing management of financial management products has pointed out the direction. Commercial banks still have many problems in the marketing management of financial products, such as market segmentation and target orientation is not accurate, innovation ability is insufficient, product homogeneity is serious, marketing channels of financial products are not diversified enough; Product information disclosure and risk disclosure is not sufficient; financial product marketing personnel quality needs to be improved; financial product after-sales service is not in place; not establishing a real brand image marketing advantage; handling customer complaints and investor interest protection mechanism lag behind. These issues have not only raised concerns about the potential risks of large-scale offerings of wealth management products, but have also drawn high attention from regulators. In order to strengthen the management of the commercial bank's financial management product marketing and effectively control the potential risk of the financial management product, the commercial bank can start with the innovative financial management product design, and strengthen the flow management of the bank's financial management product marketing. Expand new and convenient marketing channels of financial products, perfect the construction of marketing team of financial management products, implement the overall brand image marketing management, establish the mechanism of responding to customer complaints and protecting the rights and interests of investors, and continuously improve the risk management ability of financial products. "the seller has the responsibility" and "sell the right product to the right customer", fully protect the legitimate interests of the customer, and promote the commercial bank financial management business standard development.
【學位授予單位】：安徽大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F832.2
本文編號：2345538
[Abstract]:In recent years, the size and quantity of financial products issued by commercial banks have increased by leaps and bounds along with the acceleration of the process of financial disintermediation and interest rate marketization. On the one hand, the financial products of the bank cater to the financial needs of the ordinary investors whose financial consciousness has been improved significantly because of the characteristics that the rate of return is higher than the time deposit and the risk is relatively small. On the other hand, commercial banks can issue financial products savings form loan quota. In addition, commercial banks have strong advantages in customer resources and sales channels, which makes banks have unique conditions in issuing and selling financial products to alleviate the pressure of deposit and loan ratio assessment. Commercial banks do their best to actively use a variety of marketing strategies to strengthen cooperation with insurance companies trust companies and other institutions to issue new financial products in the financial products market fierce competition for customers and funds. Generally speaking, the development of financial management business of commercial banks is as follows: the number and scale of financial products are increasing rapidly; The term structure of financial products is short-term, short-term financial products are popular with customers; the proportion of non-capital preservation products has risen; the average yield of bank financial products has fallen significantly. In recent years, the rapid development of bank financial products can not be separated from the effective marketing of product strategy, price strategy, channel strategy, promotion strategy and brand strategy. But on the one hand, the external marketing environment faced by banks is becoming more and more complex, and the external supervision and restriction are becoming more and more strict. On the other hand, the competition pressure between the business transformation of commercial banks and financial forms is increasing, and the demand of investors is becoming more and more diversified and individualized, all of which put forward higher requirements for the marketing of financial products of commercial banks. This paper uses SW0T analysis method to analyze the advantages, disadvantages and opportunities and threats in the external environment of our commercial banks when they carry out the marketing of financial products, so that the commercial banks can combine their own strengths and weaknesses and seize the opportunities in the external environment. Optimizing and perfecting the marketing management of financial management products has pointed out the direction. Commercial banks still have many problems in the marketing management of financial products, such as market segmentation and target orientation is not accurate, innovation ability is insufficient, product homogeneity is serious, marketing channels of financial products are not diversified enough; Product information disclosure and risk disclosure is not sufficient; financial product marketing personnel quality needs to be improved; financial product after-sales service is not in place; not establishing a real brand image marketing advantage; handling customer complaints and investor interest protection mechanism lag behind. These issues have not only raised concerns about the potential risks of large-scale offerings of wealth management products, but have also drawn high attention from regulators. In order to strengthen the management of the commercial bank's financial management product marketing and effectively control the potential risk of the financial management product, the commercial bank can start with the innovative financial management product design, and strengthen the flow management of the bank's financial management product marketing. Expand new and convenient marketing channels of financial products, perfect the construction of marketing team of financial management products, implement the overall brand image marketing management, establish the mechanism of responding to customer complaints and protecting the rights and interests of investors, and continuously improve the risk management ability of financial products. "the seller has the responsibility" and "sell the right product to the right customer", fully protect the legitimate interests of the customer, and promote the commercial bank financial management business standard development.
【學位授予單位】：安徽大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F832.2
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