本文選題：包商銀行 + 個人理財產(chǎn)品��； 參考：《內(nèi)蒙古大學》2013年碩士論文

【摘要】：個人理財產(chǎn)品有著市場容量大、風險低、業(yè)務范圍廣泛、經(jīng)營收入穩(wěn)定等特點,目前已逐漸成為各大商業(yè)銀行收入和利潤增長的重要來源。但是由于個人理財業(yè)務在近幾年同業(yè)競爭較為激烈,且外資銀行的國內(nèi)理財業(yè)務的開展,國內(nèi)商業(yè)銀行在面對著雙重壓力。根據(jù)自身發(fā)展需求,國內(nèi)商業(yè)銀行紛紛推出各種形式的個人理財產(chǎn)品和專有品牌產(chǎn)品。就目前而言,個人理財業(yè)務已成為一個熱門話題,中國的商業(yè)銀行怎樣有效的營銷理財產(chǎn)品對于自身及客戶均有著非常重要的意義。 本文介紹了個人理財產(chǎn)品的相關概念,運用目標市場營銷理論、產(chǎn)品組合理論、生命周期理論,結合瑞士、美國和日本等國外商業(yè)銀行理財營銷的成功經(jīng)驗,對包商銀行個人金融產(chǎn)品營銷策略現(xiàn)狀進行分析。通過SW0T分析法,分析包商銀行開展個人金融產(chǎn)品營銷的內(nèi)部優(yōu)勢、劣勢以及外部環(huán)境的威脅、機會。最后,基于上述分析的基礎,提出包商銀行目前在個人理財產(chǎn)品營銷上存在的問題,并提出了為包商銀行開展個人理財產(chǎn)品針對性的優(yōu)化策略和改進方案。最終得出包商銀行理財產(chǎn)品采用市場細分策略、產(chǎn)品創(chuàng)新策略、服務創(chuàng)新策略、品牌策略、人才引進策略、宣傳策略、網(wǎng)點轉型策略等多種策略。這些分析可以給商業(yè)銀行的個人理財產(chǎn)品營銷提供一定的借鑒和參考,有利于促進包商銀行金融產(chǎn)品的發(fā)展和完善,提高包商銀行個人理財產(chǎn)品的市場競爭力。
[Abstract]:Personal financial products have the characteristics of large market capacity, low risk, wide range of business, stable operating income, etc. At present, they have gradually become an important source of income and profit growth of major commercial banks. However, the domestic commercial banks are facing the double pressure due to the fierce competition in the field of personal finance business in recent years, and the development of the domestic financial management business of the foreign banks. According to their own development needs, domestic commercial banks have introduced various forms of personal financial products and proprietary brand products. At present, personal finance business has become a hot topic, how the commercial banks in China how to effectively marketing financial products for themselves and customers have a very important significance. This paper introduces the related concepts of personal financial products, applies the target marketing theory, product combination theory, life cycle theory, and combines the successful experience of foreign commercial banks such as Switzerland, the United States and Japan. The current situation of individual financial product marketing strategy of contractor bank is analyzed. By means of SW0T analysis, this paper analyzes the internal advantages, disadvantages, threats and opportunities of the external environment of the private financial product marketing of the contractor bank. Finally, on the basis of the above analysis, this paper puts forward the problems existing in the marketing of personal financial products by the contractor bank, and puts forward the optimization strategy and improvement scheme for the contractor bank to carry out the personal financial products. Finally, the strategy of market segmentation, product innovation, service innovation, brand strategy, talent introduction strategy, propaganda strategy, network transformation strategy and so on are obtained. These analyses can provide certain reference and reference for the marketing of personal financial products of commercial banks, and help to promote the development and perfection of financial products of contractor banks and improve the market competitiveness of individual financial products of commercial banks.
【學位授予單位】：內(nèi)蒙古大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F832.2;F274

【參考文獻】

相關期刊論文 前5條

1 廖雪蓮;張f+頻;;基于營銷渠道沖突的成員關系研究[J];大家;2012年15期

2 孫恒有;師英杰;;對我國商業(yè)銀行開展個人理財業(yè)務的幾點思考[J];決策探索;2006年04期

3 周田新,劉麗;我國商業(yè)銀行發(fā)展個人理財業(yè)務的狀況評價及策略選擇[J];青島科技大學學報(社會科學版);2004年02期

4 馬丁;;淺析瑞士銀行業(yè)發(fā)展的原因[J];史學月刊;2007年03期

5 胡孟茜;;我國商業(yè)銀行個人理財業(yè)務的現(xiàn)狀與對策[J];現(xiàn)代經(jīng)濟信息;2011年01期

，

本文編號：1835754