本文關(guān)鍵詞：沈陽市商業(yè)銀行個人理財產(chǎn)品客戶滿意度調(diào)研報告　出處：《遼寧大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 商業(yè)銀行 理財產(chǎn)品 客戶滿意度 實證分析

【摘要】：隨著國內(nèi)經(jīng)濟(jì)的持續(xù)增長,個人財富迅速增加,商業(yè)銀行個人理財日益受到消費(fèi)者的青睞,銀行間競爭日趨激烈,理財市場的買方市場特征也逐漸顯露。此外,商業(yè)銀行客戶的理財需求也出現(xiàn)顯著的變化�？蛻粢呀�(jīng)變?yōu)橐环N戰(zhàn)略資源,想要商業(yè)銀行理財服務(wù)快速發(fā)展,關(guān)鍵在于爭奪客戶資源。對商業(yè)銀行來說,沒有客戶,就沒市場,沒有市場銀行就無法生存,個人理財產(chǎn)品經(jīng)營管理模式也同樣將以顧客為導(dǎo)向而改變,其客戶滿意度已經(jīng)越來越得到人們的重視。因此,本次調(diào)查選擇沈陽市幾大知名度高的商業(yè)銀行等待辦理業(yè)務(wù)的客戶為受訪對象,調(diào)研個人理財產(chǎn)品客戶滿意度。第一章主要是對選題背景以及調(diào)研的目的與意義、時間和對象、方法以及論文結(jié)構(gòu)等內(nèi)容的簡單介紹。第二章是論文涉及的一些概念的介紹。第三章分析沈陽市商業(yè)銀行人民幣理財產(chǎn)品市場和外幣理財產(chǎn)品市場,從宏觀層面觀察沈陽市銀行理財產(chǎn)品市場總體規(guī)模。第四章是對調(diào)查問卷收集到的數(shù)據(jù)進(jìn)行分析,先對個人信息和銀行理財產(chǎn)品認(rèn)知程度進(jìn)行基本分析,對客戶不同性別、年齡段、教育程度、月收入的分布及其對銀行理財產(chǎn)品認(rèn)知程度有一個大致了解,然后從客戶個性、習(xí)慣和心理特征角度出發(fā),基于客戶市場細(xì)分的方法,同時運(yùn)用統(tǒng)計分析方法挖掘出不同類型的客戶,并對不同類型客戶分析其客戶滿意度,探究客戶理財重點(diǎn)和需求趨向。第五章提出提升銀行客戶滿意度的建議,將客戶分類并根據(jù)不同類型客戶需求和偏好為其提供服務(wù)。銀行應(yīng)該辨別不同類型的客戶,按照不同類型客戶的需求特點(diǎn)和偏好,提供不同的個人銀行理財業(yè)務(wù)服務(wù),運(yùn)用有針對性的營銷策略,這樣銀行的市場資源配置可以更有效率,也可以優(yōu)化個人理財產(chǎn)品和服務(wù)。
[Abstract]:With the continuous growth of the domestic economy and the rapid increase of personal wealth, commercial banks' personal finance is increasingly favored by consumers, the competition between banks is becoming increasingly fierce, and the characteristics of the buyer's market of financial management market are gradually revealed. Customers have become a kind of strategic resources. The key to the rapid development of financial services of commercial banks is to compete for customer resources. No customers, no market, no market banks can not survive, personal financial products management model will also be customer-oriented and change, its customer satisfaction has been more and more attention. This survey selected Shenyang several well-known commercial banks waiting for business customers as the object of the survey. Research personal financial products customer satisfaction. The first chapter is the background of the topic and the purpose and significance of the survey, time and object. The second chapter is the introduction of some concepts involved in the paper. The third chapter analyzes the market of RMB financial products and foreign currency financial products of Shenyang commercial bank. From the macro level to observe the overall scale of Shenyang banking financial products market. Chapter 4th is to analyze the data collected by the questionnaire, first of all, the basic analysis of personal information and banking financial products cognitive level. We have a general understanding of the distribution of customers' gender, age, education, monthly income and their cognition of bank financial products, and then proceed from the customer's personality, habits and psychological characteristics. Based on the method of customer market segmentation, using statistical analysis method to mine different types of customers, and to analyze the customer satisfaction of different types of customers. Explore the focus of customer financial management and demand trend. Chapter 5th proposed to improve the bank customer satisfaction recommendations. Customers are classified and served according to the needs and preferences of different types of customers. Banks should identify different types of customers, according to the characteristics and preferences of different types of customers. To provide different personal banking services and use targeted marketing strategies, the allocation of market resources of banks can be more efficient, but also can optimize personal financial products and services.
【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F832.2

【參考文獻(xiàn)】

相關(guān)期刊論文 前2條

1 韓一婧;;我國商業(yè)銀行個人理財業(yè)務(wù)現(xiàn)狀[J];合作經(jīng)濟(jì)與科技;2009年05期

2 劉楠楠;;商業(yè)銀行理財產(chǎn)品發(fā)展中的風(fēng)險及控制研究[J];現(xiàn)代商業(yè);2010年29期

相關(guān)碩士學(xué)位論文 前3條

1 王小蘭;商業(yè)銀行個人理財服務(wù)客戶滿意度的評價研究[D];南昌大學(xué);2010年

2 易軍;商業(yè)銀行個人理財業(yè)務(wù)風(fēng)險研究[D];西南財經(jīng)大學(xué);2007年

3 趙金濤;基于數(shù)據(jù)挖掘的銀行客戶分類模型研究[D];重慶大學(xué);2009年

，

本文編號：1394561