【摘要】：21世紀(jì)以來(lái),中國(guó)經(jīng)濟(jì)長(zhǎng)期保持中高速增長(zhǎng),伴隨著人民收入水平持續(xù)提升,居民財(cái)富不斷積累,存款利率市場(chǎng)化改革不斷推進(jìn),存款余額增速放緩,理財(cái)意識(shí)也逐步加強(qiáng),僅僅通過(guò)傳統(tǒng)儲(chǔ)蓄獲得利息的單一理財(cái)業(yè)務(wù)無(wú)法滿足人們多元化的理財(cái)業(yè)務(wù)需求。因此,銀行金融機(jī)構(gòu)必須加快轉(zhuǎn)型升級(jí),不斷創(chuàng)新金融服務(wù),不斷滿足居民理財(cái)業(yè)務(wù)需求。個(gè)人理財(cái)業(yè)務(wù)具有較高收益和較低風(fēng)險(xiǎn),已經(jīng)得到人們?cè)絹?lái)越多的關(guān)注,進(jìn)而促進(jìn)了國(guó)內(nèi)銀行金融機(jī)構(gòu)理財(cái)市場(chǎng)快速發(fā)展。然而,由于多方面的原因,南昌S商業(yè)銀行的個(gè)人理財(cái)業(yè)務(wù)起步較晚,并沒(méi)有得到很好的發(fā)展,依然處于起步階段。本文結(jié)合本人工作實(shí)際,主要采用了理論分析與實(shí)踐相結(jié)合、定性與定量相結(jié)合、規(guī)范分析和實(shí)證分析相結(jié)合、案例分析等分析方法,緊緊圍繞南昌S商業(yè)銀行個(gè)人理財(cái)業(yè)務(wù)營(yíng)銷策略進(jìn)行研究。本文總共分五個(gè)部分:第一章為導(dǎo)論。主要介紹本文研究的現(xiàn)實(shí)背景、研究意義、相關(guān)文獻(xiàn)綜述以及研究?jī)?nèi)容與方法。第二章為個(gè)人理財(cái)業(yè)務(wù)概述及其相關(guān)理論。通過(guò)文獻(xiàn)閱讀,綜合回顧了與商業(yè)銀行個(gè)人理財(cái)業(yè)務(wù)相關(guān)的各種概念與理論。明確了個(gè)人理財(cái)業(yè)務(wù)、個(gè)人理財(cái)產(chǎn)品等概念,梳理了國(guó)內(nèi)外金融機(jī)構(gòu)個(gè)人理財(cái)業(yè)務(wù)發(fā)展歷程,總結(jié)了個(gè)人理財(cái)營(yíng)銷理論發(fā)展情況,梳理了STP、4P等個(gè)人理財(cái)業(yè)務(wù)營(yíng)銷相關(guān)理論。第三章為南昌S商業(yè)銀行個(gè)人理財(cái)業(yè)務(wù)營(yíng)銷情況分析。通過(guò)實(shí)地調(diào)研,回顧了南昌S商業(yè)銀行發(fā)展歷程,分析了南昌S商業(yè)銀行發(fā)展現(xiàn)狀。重點(diǎn)分析南昌S商業(yè)銀行個(gè)人理財(cái)業(yè)務(wù)營(yíng)銷情況,采用問(wèn)卷調(diào)查的方法,分析南昌S商業(yè)銀行個(gè)人理財(cái)業(yè)務(wù)發(fā)展?fàn)I銷情況、存在的主要問(wèn)題以及主要原因。分析發(fā)現(xiàn):南昌S商業(yè)銀行個(gè)人理財(cái)業(yè)務(wù)營(yíng)銷總體態(tài)勢(shì)是好的,但是個(gè)人理財(cái)業(yè)務(wù)存在品種少、收益低、創(chuàng)新低、宣傳手段單一和人才嚴(yán)重缺乏等問(wèn)題,主要是因?yàn)殂y行重視程度不夠、缺乏有效的客戶關(guān)系管理系統(tǒng)支持和利率管制制約等。第四章為對(duì)南昌S商業(yè)銀行發(fā)展個(gè)人理財(cái)業(yè)務(wù)進(jìn)行SWOT分析。包括南昌S商業(yè)銀行的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅。第五章為南昌S商業(yè)銀行個(gè)人理財(cái)業(yè)務(wù)營(yíng)銷策略。主要從產(chǎn)品策略、定價(jià)策略、渠道策略和促銷策略四個(gè)方向提出對(duì)策。
[Abstract]:Since the 21st century, China's economy has maintained medium-and high-speed growth for a long time. With the continuous improvement of the people's income level, the accumulation of residents' wealth, the market-oriented reform of deposit interest rates has been continuously promoted, the growth rate of deposit balances has slowed down, and the awareness of financial management has The single financial management business which only obtains interest through the traditional savings can not meet the diversified demand of people's financial management business. Therefore, banks and financial institutions must accelerate the transformation and upgrade, constantly innovate financial services, constantly meet the needs of financial services. Personal finance business has been paid more and more attention because of its high income and low risk, which has promoted the rapid development of financial market of domestic banks and financial institutions. However, due to various reasons, Nanchang S Commercial Bank's personal finance business started relatively late, did not get a good development, is still in the initial stage. Based on my practical work, this paper mainly adopts the methods of combining theoretical analysis with practice, qualitative and quantitative analysis, normative analysis and empirical analysis, case analysis and so on. Closely around Nanchang S commercial bank personal finance business marketing strategy research. This paper is divided into five parts: the first chapter is the introduction. This paper mainly introduces the practical background, significance, literature review, research contents and methods. The second chapter is an overview of personal finance business and its related theories. Through literature reading, this paper reviews all kinds of concepts and theories related to the personal finance business of commercial banks. This paper clarifies the concepts of personal financial services, personal financial products, combs the development of personal financial services of domestic and foreign financial institutions, summarizes the development of personal financial marketing theory, and combs the marketing related theories of personal financial services such as STP,4P. The third chapter is Nanchang S commercial bank personal finance business marketing situation analysis. Through on-the-spot investigation, this paper reviews the development course of Nanchang S Commercial Bank, and analyzes the present situation of Nanchang S Commercial Bank. This paper mainly analyzes the marketing situation of Nanchang S commercial bank's personal financial management business, and analyzes the development and marketing situation of Nanchang S commercial bank's personal financial management business with the method of questionnaire survey, the main problems existing and the main reasons. It is found that the overall marketing situation of Nanchang S commercial bank's personal finance business is good, but there are few kinds of personal finance business, low income, new low, single propaganda means and serious lack of talents, and so on. It is mainly due to the lack of effective customer relationship management system support and interest rate regulation and so on. The fourth chapter is the development of Nanchang S commercial bank personal financial services SWOT analysis. Including Nanchang S Commercial Bank strengths, weaknesses, opportunities and threats. The fifth chapter is the marketing strategy of Nanchang S commercial bank personal finance business. Mainly from the product strategy, pricing strategy, channel strategy and promotion strategy four directions put forward countermeasures.
【學(xué)位授予單位】：江西財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F832.2;F274

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 張航;中國(guó)銀行Z分行個(gè)人理財(cái)業(yè)務(wù)營(yíng)銷策略研究[D];河北金融學(xué)院;2018年

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本文編號(hào)：2455960