本文選題：理財(cái)產(chǎn)品 + 市場(chǎng)營銷4R理論�。� 參考：《山東理工大學(xué)》2013年碩士論文

【摘要】：隨著社會(huì)經(jīng)濟(jì)的發(fā)展,百姓手中可支配的貨幣逐漸增多,人們漸漸有了投資的意識(shí),人們希望能夠?yàn)橘Y金找到一個(gè)保值增值的途徑。隨著我國的金融體制改革不斷深化,西方銀行的經(jīng)營理念不斷滲透,使我國的銀行個(gè)人投資理財(cái)業(yè)務(wù)獲得了迅速發(fā)展的土壤。隨著客戶投資意識(shí)不斷增強(qiáng),投資經(jīng)驗(yàn)不斷豐富,對(duì)銀行產(chǎn)品和服務(wù)的要求相應(yīng)提高。 我國商業(yè)銀行個(gè)人理財(cái)業(yè)務(wù)起源于20世紀(jì)90年代中期,之后,個(gè)人理財(cái)業(yè)務(wù)在銀行業(yè)蓬勃發(fā)展。各家商業(yè)銀行均將個(gè)人理財(cái)業(yè)務(wù)作為吸引優(yōu)質(zhì)客戶群體,擴(kuò)大市場(chǎng)占有率的重要手段,推出各自的理財(cái)服務(wù)品牌,并利用各種理財(cái)產(chǎn)品來塑造理財(cái)業(yè)務(wù)形象,還在增值服務(wù)方面各出奇招,以期增強(qiáng)企業(yè)核心競爭力。面對(duì)波動(dòng)的投資市場(chǎng),許多投資者在遭受損失后,也將投資目標(biāo)轉(zhuǎn)向銀行理財(cái)產(chǎn)品,2012年商業(yè)銀行理財(cái)產(chǎn)品的發(fā)行、銷售呈現(xiàn)快速增長態(tài)勢(shì)。 經(jīng)歷20年的發(fā)展,S銀行的個(gè)人投資理財(cái)業(yè)務(wù)迅速發(fā)展,資產(chǎn)管理規(guī)模不斷增長,截止2012年上半年,S銀行機(jī)構(gòu)數(shù)已達(dá)760個(gè),個(gè)人金融資產(chǎn)規(guī)模突破5000億元,個(gè)人儲(chǔ)蓄規(guī)模達(dá)3600億元,個(gè)人投資理財(cái)產(chǎn)品線不斷豐富。雖然產(chǎn)品不斷的豐富,資產(chǎn)管理規(guī)模不斷增長,但面對(duì)客戶多種多樣的投資需求,看似品種繁多的個(gè)人投資理財(cái)產(chǎn)品,仍然難以滿足客戶日益增長的需求,客戶的忠誠度相對(duì)不高。 本文希望通過對(duì)個(gè)人投資理財(cái)產(chǎn)品的管理研究,運(yùn)用管理學(xué)、市場(chǎng)營銷學(xué)、經(jīng)濟(jì)學(xué)等相關(guān)理論,對(duì)個(gè)人投資理財(cái)產(chǎn)品的管理進(jìn)行研究,明確產(chǎn)品管理體系中存在的不足,提出理財(cái)產(chǎn)品全流程管理概念,將產(chǎn)品管理與營銷管理、客戶管理融合,提出理財(cái)產(chǎn)品之爭其本質(zhì)是客戶資源之爭的觀點(diǎn)。在對(duì)S銀行個(gè)人投資理財(cái)產(chǎn)品現(xiàn)狀管理具體分析后,依據(jù)對(duì)S銀行理財(cái)產(chǎn)品競爭力的評(píng)價(jià)情況,指出產(chǎn)品體系設(shè)計(jì)、銷售渠道建設(shè)、客戶關(guān)系管理中存在的問題,明確目前產(chǎn)品管理體系中存在的不足,同時(shí)提出有建設(shè)性的解決方案,為逐步提升個(gè)人投資理財(cái)產(chǎn)品的競爭力和對(duì)客戶的吸引力、樹立S銀行個(gè)人投資理財(cái)產(chǎn)品的良好品牌形象提供參考。
[Abstract]:With the development of social economy, people have more and more money at their disposal, and people gradually have the consciousness of investment. People hope to find a way to maintain and increase the value of capital. With the deepening of China's financial system reform and the continuous penetration of western bank management concepts, the personal investment and financing business of Chinese banks has gained rapid development. With the increasing customer investment consciousness and rich investment experience, the requirements for bank products and services are raised accordingly. The personal finance business of commercial banks in China originated in the middle of 1990's. After that, personal finance business flourished in the banking industry. Each commercial bank takes personal financing business as an important means to attract high quality customers, expand market share, launch their own financial management service brands, and use various financial products to shape the image of financial management business. Also in the value-added service each extraordinary move, with a view to enhancing the core competitiveness of enterprises. In the face of volatile investment markets, many investors have also shifted their investment targets to bank wealth management products after suffering losses. In 2012, the issuance of commercial banks financial management products, sales showed a rapid growth trend. After 20 years of development, the personal investment and financing business of S Bank has developed rapidly, and the scale of asset management has been continuously growing. As of the first half of 2012, the number of S banking institutions has reached 760, and the scale of personal financial assets has exceeded 500 billion yuan. Personal savings scale of 360 billion yuan, personal investment and wealth management products line is constantly rich. Although the products are constantly rich and the scale of asset management is growing, it is still difficult to meet the increasing demand of customers in the face of various investment needs of customers and seemingly a wide variety of personal investment and financial products. Customer loyalty is relatively low. This paper hopes to study the management of personal investment and financial products by using the relevant theories of management, marketing, economics and so on, so as to clarify the shortcomings of the product management system. This paper puts forward the concept of whole process management of financial management product, combines product management with marketing management and customer management, and points out that the essence of financial management product contention is the contention of customer resources. After analyzing the current situation management of S bank's personal investment financial products, according to the evaluation of S bank's financial products' competitiveness, the paper points out the problems existing in product system design, sales channel construction and customer relationship management. Clear the shortcomings of the current product management system, and propose constructive solutions to gradually enhance the competitiveness of personal investment and financial products and the attractiveness of customers, Set up S bank personal investment financial products good brand image to provide reference.
【學(xué)位授予單位】：山東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F832.33

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