【摘要】：在我國經(jīng)濟(jì)進(jìn)入新常態(tài)的大背景下,社會(huì)財(cái)富不斷增加,居民個(gè)人財(cái)富實(shí)現(xiàn)了一定程度的積累。面對(duì)消費(fèi)水平的日益增加,個(gè)人投資理財(cái)?shù)男枨蟛粩鄰?qiáng)化,銀行理財(cái)產(chǎn)品從只為高端客戶服務(wù)轉(zhuǎn)為面向普通大眾。廣大投資者希望通過理財(cái)產(chǎn)品的認(rèn)購達(dá)到對(duì)自生資產(chǎn)的保值增值的目標(biāo)。此外,居民在財(cái)富積累的同時(shí),對(duì)于金融市場的認(rèn)知不斷提高,更加愿意優(yōu)化自己的資產(chǎn)配置。面對(duì)居民理財(cái)意識(shí)的增加,傳統(tǒng)商業(yè)銀行以長期積累的良好信譽(yù)及廣泛分布的營業(yè)網(wǎng)點(diǎn),推出個(gè)人理財(cái)產(chǎn)品來占領(lǐng)市場,并且成為理財(cái)產(chǎn)品的銷售主題,這在“泛資管”時(shí)代將是長期的面臨的局面。中國建設(shè)銀行是國有五大行之一,企業(yè)基礎(chǔ)雄厚,客戶資源穩(wěn)定,這些優(yōu)勢(shì)在個(gè)人理財(cái)業(yè)務(wù)方面得到了延續(xù),理財(cái)產(chǎn)品的開發(fā)設(shè)計(jì)較商業(yè)股份制銀行及農(nóng)商行等有較強(qiáng)的競爭優(yōu)勢(shì)。在互聯(lián)網(wǎng)金融浪潮興起的當(dāng)下,建設(shè)銀行也積極開展網(wǎng)上銀行的個(gè)人理財(cái)業(yè)務(wù)。與余額寶、微信理財(cái)?shù)痊F(xiàn)行的互聯(lián)網(wǎng)理財(cái)產(chǎn)品競爭市場份額。本文基于中國建設(shè)銀行Z分行的實(shí)際經(jīng)營狀況,結(jié)合在售個(gè)人理財(cái)產(chǎn)品的特點(diǎn),從宏觀環(huán)境和競爭環(huán)境的角度客觀綜合地分析中國建設(shè)銀行個(gè)人理財(cái)產(chǎn)品的外部營銷環(huán)境。分析發(fā)現(xiàn),國家整體經(jīng)濟(jì)環(huán)境、監(jiān)管政策及居民消費(fèi)觀念的改變帶來新的發(fā)展機(jī)遇,同時(shí)也充分認(rèn)識(shí)到來自其他商業(yè)銀行的強(qiáng)勢(shì)沖擊,具體表現(xiàn)在產(chǎn)品的風(fēng)險(xiǎn)等級(jí)、收益率和投資期限等方面。此外,聯(lián)網(wǎng)金融產(chǎn)品和其他金融機(jī)構(gòu)發(fā)行的理財(cái)產(chǎn)品也具有較強(qiáng)的競爭。另一方面,本文通過問卷調(diào)查的形式收集Z分行個(gè)人理財(cái)業(yè)務(wù)開展過程中的數(shù)據(jù)資料,進(jìn)一步了解投資者的需求及業(yè)務(wù)開展過程中的劣勢(shì)。通過深度挖掘調(diào)研數(shù)據(jù),充分分析中國建設(shè)銀行Z分行的核心競爭優(yōu)勢(shì)。在對(duì)個(gè)人理財(cái)業(yè)務(wù)進(jìn)行外部和內(nèi)部的分析后,通過SWOT分析方法對(duì)其進(jìn)行綜合分析。在本文最后,借助對(duì)中國建設(shè)銀行個(gè)人理財(cái)業(yè)務(wù)的一系列分析做出對(duì)Z分行進(jìn)一步開展個(gè)人理財(cái)業(yè)務(wù)的建議。從理財(cái)產(chǎn)品風(fēng)險(xiǎn)監(jiān)管、營銷模式創(chuàng)新、客戶管理創(chuàng)新以及專業(yè)理財(cái)團(tuán)隊(duì)的培養(yǎng)等方面提出相應(yīng)的對(duì)策。希望對(duì)建設(shè)銀行的個(gè)人理財(cái)產(chǎn)品開發(fā)設(shè)計(jì)及實(shí)際中的營銷策略制定起到一定的借鑒意義。
[Abstract]:Under the background of our country's economy entering the new normal, the social wealth is increasing and the residents' personal wealth has been accumulated to a certain extent. In the face of the increasing consumption level, the demand for personal investment and financial management has been strengthened, and bank financial management products have changed from serving only high-end customers to facing the general public. The majority of investors hope to achieve the goal of maintaining and increasing the value of their own assets through the subscription of wealth management products. In addition, residents are more willing to optimize their asset allocation as they accumulate wealth and have a better understanding of financial markets. In the face of the increasing awareness of residents' financial management, traditional commercial banks, with their long accumulated good reputation and widely distributed business outlets, have launched personal financial products to occupy the market and become the sales theme of financial products. This in the "pan-capital management" era will be a long-term situation. China Construction Bank is one of the top five state-owned banks, with a strong enterprise base and stable customer resources. These advantages have been extended in terms of personal finance business. The development and design of financial products have a strong competitive advantage over commercial joint-stock banks and agribusiness firms. With the rise of internet finance, China Construction Bank is also actively developing personal finance business. With Yu'e Bao, WeChat financing and other current Internet financial products to compete for market share. Based on the actual operating situation of Z Branch of China Construction Bank and the characteristics of personal financial products on sale, this paper analyzes objectively and comprehensively the external marketing environment of personal financial products of China Construction Bank from the angle of macro environment and competition environment. It is found that the change of the country's overall economic environment, regulatory policy and residents' consumption concept brings new opportunities for development. At the same time, it also fully recognizes the strong impact from other commercial banks, which is manifested in the risk level of the products. Yield and investment duration and so on. In addition, network financial products and other financial institutions issued financial products also have strong competition. On the other hand, this paper collects the data of Z branch in the process of development of personal finance business through the form of questionnaire, and further understand the needs of investors and the disadvantages in the process of business development. The core competitive advantage of Z Branch of China Construction Bank is fully analyzed through deep mining research data. After the external and internal analysis of personal finance business, the comprehensive analysis of personal finance business is carried out by means of SWOT analysis method. At the end of this paper, with the help of a series of analysis of personal finance business of China Construction Bank, the author makes suggestions to Z Branch to further develop personal finance business. The corresponding countermeasures are put forward from the aspects of risk supervision of financial management products, innovation of marketing mode, innovation of customer management and training of professional financial management team. It is hoped that it can be used for reference in the development and design of personal finance products and the formulation of marketing strategies in practice.
【學(xué)位授予單位】：蘭州交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F832.2

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