本文選題：中國銀行 + 個人理財��； 參考：《吉林大學》2015年碩士論文

【摘要】：伴隨著社會經(jīng)濟的快速發(fā)展，個人及家庭的財富在急速增長，這使得銀行業(yè)不得不改變其現(xiàn)有狀態(tài)，將更多的目光從企業(yè)向個體轉(zhuǎn)移，個人及家庭日漸成為銀行理財產(chǎn)品的目標客戶群體，而銀行也將個人理財產(chǎn)品視為其發(fā)展壯大的必爭市場。同時，隨著中國加入WTO，之前的針對國內(nèi)銀行的種種保護機制不再有效，更多的國際化大銀行進入中國市場，他們在各項業(yè)務領域不再受到諸多限制，進行人民幣業(yè)務、零售銀行業(yè)務將不受地域限制；而外資銀行有著長期的資本市場經(jīng)驗，雄厚的資本實力以及國內(nèi)銀行最為缺乏的管理經(jīng)驗，這些勢必給我國本土商業(yè)銀行帶來強烈的沖擊。本文以中國銀行長春建設街支行為研究對象，對個人理財業(yè)務市場營銷策略進行探究。作為一家國有商業(yè)銀行省級分行的直屬支行，建設街支行需要充分發(fā)揮自身優(yōu)勢，，歸納分析出個人理財方面的成功經(jīng)驗和不足之處，同時發(fā)覺潛在的機會和可能的威脅，采取有效的營銷策略和競爭手段，才能提升個人金融業(yè)務的發(fā)展效率和質(zhì)量。而且通過有針對性的理財整體服務也能夠進一步的提升客戶的信賴度和忠誠度，更具有促進中國銀行品牌傳播的重要意義。 本文共分四大章節(jié)，首先在第一章闡述了選題的背景，著重論述了個人理財業(yè)務發(fā)展的趨勢及中行建設街支行個人理財業(yè)務營銷策略研究的必要性。第二章是對中國銀行建設街支行個人理財業(yè)務市場營銷現(xiàn)狀的分析，總結了當前的營銷現(xiàn)狀及存在的問題。第三章對中國銀行建設街支行的個人理財業(yè)務市場營銷環(huán)境，從宏觀和微觀兩個層面進行了分析，并采用國際通行的SWOT分析方法，系統(tǒng)分析中國銀行建設街支行對于個人理財營銷的優(yōu)勢、劣勢、機會和威脅。第四章結合中國銀行建設街支行的實際情況對個人理財業(yè)務作出了相應的市場定位和營銷組合策略選擇，并提出營銷策略實施的保障措施。
[Abstract]:With the rapid development of social economy, the wealth of individuals and families is growing rapidly, which makes the banking industry have to change its current state and shift more attention from enterprises to individuals. Individuals and families are increasingly becoming a target group for banks' wealth management products, which banks see as a must-have market for their growth. At the same time, with China's entry into the WTO, the previous protection mechanisms for domestic banks are no longer effective. More large international banks enter the Chinese market, and they are no longer subject to many restrictions in various areas of business and engage in RMB business. The retail banking business will not be restricted by the region, while the foreign banks have long-term capital market experience, strong capital strength and the most lacking management experience of domestic banks, which will inevitably bring a strong impact to the local commercial banks in China. Based on the research object of Changchun Construction Street Branch of Bank of China, this paper probes into the marketing strategy of personal finance business. As a branch directly affiliated to a provincial branch of a state-owned commercial bank, the construction street branch needs to give full play to its own advantages, sum up and analyze the successful experience and shortcomings in personal finance, and at the same time discover the potential opportunities and possible threats. The development efficiency and quality of personal financial business can be improved by adopting effective marketing strategy and competitive means. And through the targeted financial services can further enhance the trust and loyalty of customers, more important to promote the Bank of China brand communication. This paper is divided into four chapters. In the first chapter, the background of the topic is expounded, and the development trend of personal finance business and the necessity of the research on the marketing strategy of BOC Construction Street Branch are discussed. The second chapter is the analysis of the current situation of personal finance business marketing of Bank of China Construction Street Branch, summarizes the current marketing situation and existing problems. The third chapter analyzes the marketing environment of personal finance business of Bank of China Construction Street Branch from the macro and micro levels, and adopts the internationally accepted SWOT analysis method. This paper systematically analyzes the advantages, disadvantages, opportunities and threats of Bank of China Construction Street Branch for personal finance marketing. The fourth chapter combines the actual situation of Bank of China Construction Street Branch to make the corresponding market positioning and marketing combination strategy choice, and puts forward the safeguard measures of the implementation of the marketing strategy.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F832.2;F274

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