發(fā)布時(shí)間：2018-06-27 11:15

  本文選題：民生村鎮(zhèn)銀行 + 理財(cái)產(chǎn)品�。� 參考：《吉林財(cái)經(jīng)大學(xué)》2017年碩士論文

【摘要】：隨著國(guó)家惠農(nóng)政策的落實(shí)和大力振興老東北工業(yè)基地的決心,梅河口市經(jīng)濟(jì)快速發(fā)展,人們生活水平逐步實(shí)現(xiàn)小康,閑置資金增多,對(duì)財(cái)富的保值增值有了更高的最求。為解決農(nóng)民閑置資金的投資問(wèn)題,提供科學(xué)、安全的管理剩余資金提供渠道,使農(nóng)民錢(qián)生錢(qián),獲得更大的收益,提高農(nóng)民收入。為金融理財(cái)產(chǎn)品在梅河口鄉(xiāng)鎮(zhèn)市場(chǎng)營(yíng)銷(xiāo)奠定基礎(chǔ),有效幫助農(nóng)民進(jìn)行科學(xué)理財(cái)。本文以梅河口市民生村鎮(zhèn)銀行為基礎(chǔ),以梅河口市理財(cái)產(chǎn)品的供需分析為切入點(diǎn),研究營(yíng)銷(xiāo)戰(zhàn)略在整個(gè)市場(chǎng)中的表現(xiàn),從而為梅河口理財(cái)產(chǎn)品的發(fā)展提供戰(zhàn)略保證和實(shí)施環(huán)境。本文率先分析了梅河口鄉(xiāng)鎮(zhèn)理財(cái)產(chǎn)品市場(chǎng)現(xiàn)狀,全方位的分析梅河口鄉(xiāng)鎮(zhèn)市場(chǎng)對(duì)理財(cái)產(chǎn)品的需求和梅河口鄉(xiāng)鎮(zhèn)市場(chǎng)理財(cái)產(chǎn)品的供給情況,梅河口理財(cái)產(chǎn)品市場(chǎng)供給不足、產(chǎn)品不適合,而需求在快速增加,供不應(yīng)求的理財(cái)市場(chǎng)局勢(shì)為梅河口市各銀行推進(jìn)理財(cái)業(yè)務(wù)創(chuàng)造了新的機(jī)會(huì),分割梅河口市理財(cái)市場(chǎng)份額這份“蛋糕”仍有機(jī)會(huì)。并對(duì)梅河口鄉(xiāng)鎮(zhèn)理財(cái)市場(chǎng)發(fā)展進(jìn)行SWOT分析,現(xiàn)梅河口理財(cái)市場(chǎng)正逢居民可支配收入增加、其他借貸風(fēng)險(xiǎn)大等優(yōu)勢(shì),以及梅河口金融市場(chǎng)發(fā)展仍處于初期、儲(chǔ)蓄利率下降和惠農(nóng)政策的大力支持等機(jī)遇,是梅河口民生村鎮(zhèn)銀行開(kāi)展理財(cái)產(chǎn)品業(yè)務(wù)的好時(shí)機(jī)。通過(guò)在全市發(fā)放調(diào)查問(wèn)卷、實(shí)際調(diào)研,將各項(xiàng)數(shù)據(jù)整理,并利用EXCEL進(jìn)行數(shù)據(jù)分析,對(duì)梅河口鄉(xiāng)鎮(zhèn)理財(cái)產(chǎn)品業(yè)務(wù)從年齡、收入、學(xué)歷等五方面進(jìn)行市場(chǎng)細(xì)分,選擇目標(biāo)市場(chǎng),進(jìn)行精準(zhǔn)定位的基礎(chǔ)上,運(yùn)用4Ps理論對(duì)該產(chǎn)品在梅河口鄉(xiāng)鎮(zhèn)市場(chǎng)上營(yíng)銷(xiāo)進(jìn)行分析,最后給出具體的營(yíng)銷(xiāo)策略的實(shí)施方案。梅河口民生村鎮(zhèn)理財(cái)產(chǎn)品定位在50歲-60歲之間的人群和學(xué)歷收入都較高的人群,推行投資風(fēng)險(xiǎn)低、收益穩(wěn)定的理財(cái)產(chǎn)品,形成具有地方特色,有針對(duì)性的產(chǎn)品策略,推出具有誘惑的價(jià)格策略,多渠道推廣理財(cái)產(chǎn)品,結(jié)合各種促銷(xiāo)策略來(lái)營(yíng)銷(xiāo)理財(cái)產(chǎn)品,占領(lǐng)市場(chǎng)份額。同時(shí)為了營(yíng)銷(xiāo)策略有高效實(shí)施,梅河口民生村鎮(zhèn)銀行內(nèi)部實(shí)施健全人才隊(duì)伍等四種保障措施。
[Abstract]:With the implementation of the national policy to benefit agriculture and the determination to vigorously revitalize the old northeast industrial base, the economy of Meihekou City has developed rapidly, people's living standards have been gradually realized well off, idle funds have increased, and there is a higher demand for the preservation and appreciation of wealth. In order to solve the investment problem of peasants' idle funds, provide scientific and safe management channels of surplus funds, make farmers earn more money, get more income, and improve farmers' income. It lays a foundation for the marketing of financial management products in Meihekou township and helps farmers to manage financial affairs scientifically. Based on the Minsheng Village Bank of Meiehekou City and the supply and demand analysis of financial management products in Meiehekou City, this paper studies the performance of marketing strategy in the whole market, thus providing a strategic guarantee and implementation environment for the development of financial management products in Meihekou City. This paper firstly analyzes the present situation of financial management products market in Meimihekou township, and analyzes the demand for financial management products and the supply of financial management products in Meihekou township market. The market supply of financial management products in Meihekou is insufficient. The product is not suitable, and the demand is increasing rapidly, the financial management market situation that the demand exceeds the demand has created the new opportunity for the banks of Meihekou city to advance the financial management business, the "cake" that divides the Meihekou city financial management market share still has the opportunity. The SWOT analysis of the development of the township financial market in Meimihekou shows that the present financial market of Meihekou is in the early stages of the development of the financial market at the same time as the increase of the disposable income of the residents and the high risk of other loans. The drop of savings interest rate and the strong support of agricultural policy are good opportunities for the banks of Meihekou Minsheng Village to carry out the business of financial products. Through the distribution of questionnaires in the city, the actual investigation, the collation of the data, and the use of excel for data analysis, the market segmentation of the township financial products business in Meihekou from five aspects, such as age, income, education and so on, is carried out, and the target market is selected. On the basis of accurate positioning, this paper analyzes the marketing of this product in Meihekou township market by using 4Ps theory, and finally gives the implementation scheme of specific marketing strategy. Meihekou Minsheng Village and Town Financial Management products are located between 50 and 60 years of age and the people with higher education income, and carry out financial management products with low investment risk and stable income, thus forming a product strategy with local characteristics and pertinence. Introducing attractive price strategy, multi-channel promotion of financial products, combined with various promotional strategies to marketing financial products, occupy market share. At the same time, in order to implement the marketing strategy efficiently, four kinds of safeguard measures, such as perfecting the talent team, are implemented in the Meihekou Minsheng Village Bank.
【學(xué)位授予單位】：吉林財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F274;F832.2

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