本文關(guān)鍵詞： F理財(cái)產(chǎn)品 客戶需求 產(chǎn)品創(chuàng)新　出處：《遼寧大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：目前銀行個(gè)人理財(cái)產(chǎn)品(下文所述銀行理財(cái)產(chǎn)品均為個(gè)人銀行理財(cái)產(chǎn)品)已經(jīng)成為零售銀行領(lǐng)域中不可或缺的金融工具之一。同時(shí)，伴隨著全球經(jīng)濟(jì)的持續(xù)發(fā)展、電子信息技術(shù)、通訊科技的廣泛運(yùn)用以及人們追求美好生活的愿望和能力的不斷提高的條件下，越來越多的人對銀行個(gè)人理財(cái)產(chǎn)品產(chǎn)生興趣，，并希望能夠參與其中。銀行個(gè)人理財(cái)產(chǎn)品的發(fā)展也從單純的理財(cái)產(chǎn)品向著更多元的方向發(fā)展，多種多樣的金融服務(wù)功能的出現(xiàn)，讓理財(cái)產(chǎn)品迸發(fā)出勃勃生機(jī)。 本文在理財(cái)產(chǎn)品大發(fā)展的背景下創(chuàng)作完成，目的是希望能夠設(shè)計(jì)出一款創(chuàng)新型產(chǎn)品來更好地滿足廣大投資者的需求。本文共分為四個(gè)部分。第一部分是緒論部分，對選題背景與實(shí)踐現(xiàn)狀、研究意義進(jìn)行了介紹，并闡述了論文的基本框架和研究路線。第二部分為背景介紹部分。背景介紹又分為兩部分，一部分是對國內(nèi)現(xiàn)有的個(gè)人理財(cái)業(yè)務(wù)發(fā)展進(jìn)行了綜述。另一部分是對D銀行的發(fā)展歷程進(jìn)行了介紹，之后又對現(xiàn)階段D銀行理財(cái)產(chǎn)品的發(fā)展?fàn)顩r進(jìn)行了介紹。第三部分為D銀行F理財(cái)產(chǎn)品的設(shè)計(jì)。首先提出了理財(cái)產(chǎn)品設(shè)計(jì)應(yīng)遵循的原則，接著進(jìn)行了市場細(xì)分和對目標(biāo)客戶群的特點(diǎn)分析。并在此基礎(chǔ)上依據(jù)整體產(chǎn)品理論的五個(gè)層次對F理財(cái)產(chǎn)品進(jìn)行了設(shè)計(jì)。第四部分是對F個(gè)人理財(cái)產(chǎn)品的發(fā)行條件與產(chǎn)品營銷提出了建議。 本文立足于D銀行的個(gè)人理財(cái)產(chǎn)品發(fā)展的具體情況和水平，在充分發(fā)揮D銀行在理財(cái)產(chǎn)品開發(fā)中優(yōu)勢的條件下，在產(chǎn)品設(shè)計(jì)中進(jìn)行創(chuàng)新設(shè)計(jì)，從而豐富了D銀行“明珠理財(cái)”產(chǎn)品的產(chǎn)品種類，為滿足客戶的多種需求做更加充分的準(zhǔn)備。
[Abstract]:At present, bank personal financial products (all of which are referred to below as personal banking products) have become one of the indispensable financial instruments in the field of retail banking. At the same time, with the continuous development of the global economy, With the wide use of electronic information technology and communication technology and the continuous improvement of people's desire and ability to pursue a better life, more and more people are interested in the personal financial products of banks. The development of personal financial products of banks has also developed from pure financial products to more than one, and the emergence of various financial service functions has made financial products burst out of vitality. The purpose of this paper is to design an innovative product to better meet the needs of the majority of investors. This paper is divided into four parts. The first part is the introduction. The background and practice of the topic are introduced, the significance of the research is introduced, and the basic framework and research route of the thesis are described. The second part is the background introduction. The background introduction is divided into two parts. Part is a summary of the development of personal finance business in China. The other part is to introduce the development of D Bank. The third part is the design of D bank F financial products. Firstly, the paper puts forward the principles that should be followed in the design of financial products. Then the market segmentation and the characteristics of the target customer group are analyzed. Based on this, the F financial products are designed according to the five levels of the overall product theory. The 4th part is the issue of F personal financial products. Suggestions are made for the marketing of parts and products. This paper is based on the specific situation and level of the development of personal financial products of bank D, under the condition of giving full play to the advantages of bank D in the development of financial products, it carries out innovative design in product design. It enriches the product types of "Pearl Financial Management" products of D Bank, and makes more preparation for meeting various needs of customers.
【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】：2013
【分類號】：F832.2

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