本文選題：建行漳州分行 + 個人金融產(chǎn)品��； 參考：《華僑大學(xué)》2013年碩士論文

【摘要】：自20世紀(jì)70年代以來，隨著居民閑暇資金比重上升，投資理財(cái)觀念加強(qiáng)，并在全球金融創(chuàng)新浪潮的強(qiáng)烈沖擊下，全球范圍內(nèi)的商業(yè)銀行個人金融產(chǎn)品業(yè)務(wù)快速發(fā)展并逐漸成為銀行關(guān)鍵的利潤驅(qū)動點(diǎn)。對此，中國建設(shè)銀行漳州分行必須順勢而為，借鑒國內(nèi)外銀行相關(guān)經(jīng)驗(yàn)，針對自身不足研究制定科學(xué)合理的個人金融產(chǎn)品營銷策略。 本文在對建設(shè)銀行漳州分行個人金融產(chǎn)品營銷現(xiàn)狀調(diào)研分析的基礎(chǔ)上，進(jìn)一步從STP營銷戰(zhàn)略、營銷組合策略、營銷支持系統(tǒng)三個層面運(yùn)用相關(guān)學(xué)科的研究成果，結(jié)合發(fā)達(dá)國家在商業(yè)銀行個人金融業(yè)務(wù)領(lǐng)域方面先進(jìn)成功的經(jīng)驗(yàn)深入探討其存在的問題，并運(yùn)用STP營銷戰(zhàn)略理論、4Ps營銷策略組合理論、SWOT分析法、波士頓矩陣分析法等先進(jìn)的營銷理念提出完善優(yōu)化的對策。 本文認(rèn)為建行漳州分行可采取W O扭轉(zhuǎn)型戰(zhàn)略為指導(dǎo)方向，重點(diǎn)發(fā)展有前景的個人業(yè)務(wù)，從客戶職務(wù)及社會地位因素對現(xiàn)有的市場細(xì)分方式進(jìn)行補(bǔ)充，對目標(biāo)市場采取差異性營銷策略，，加強(qiáng)產(chǎn)品市場定位；建立良性循環(huán)的產(chǎn)品開發(fā)體系，結(jié)合客戶需求和客戶類別兩因素形成合理產(chǎn)品定價(jià)機(jī)制，整合拓展產(chǎn)品分銷渠道，加強(qiáng)優(yōu)化產(chǎn)品促銷策略；從加強(qiáng)部門間聯(lián)動及營銷主體人員成長通道兩方面來完善營銷組織模式，通過完善考核激勵和培訓(xùn)機(jī)制來構(gòu)建有效的人力資源體系，以加強(qiáng)誠信及交易風(fēng)險(xiǎn)管理為重點(diǎn)實(shí)施合理營銷風(fēng)險(xiǎn)管理制度，從設(shè)備運(yùn)營維護(hù)、人員管理機(jī)制、數(shù)據(jù)信息處理三個角度加強(qiáng)信息技術(shù)系統(tǒng)的服務(wù)能力，希望能夠通過實(shí)施一系列措施推動建設(shè)銀行漳州分行個人金融業(yè)務(wù)的可持續(xù)發(fā)展。
[Abstract]:Since the 1970s, with the increase of the proportion of leisure funds, the concept of investment and financial management has been strengthened, and under the strong impact of the wave of global financial innovation, The commercial bank's personal financial product business has developed rapidly and become the key profit driving point of the bank. Therefore, Zhangzhou Branch of China Construction Bank must conform to the trend, draw lessons from the relevant experience of domestic and foreign banks, and formulate scientific and reasonable marketing strategies for personal financial products in view of its own shortcomings. Based on the investigation and analysis of the current situation of personal financial product marketing in Zhangzhou Branch of China Construction Bank, this paper further applies the research results of related disciplines from the three levels of STP marketing strategy, marketing combination strategy and marketing support system. Combined with the advanced successful experience of commercial banks in the field of personal financial business in developed countries, this paper probes into the existing problems, and applies the STP marketing strategy theory / 4Ps marketing strategy combination theory to SWOT analysis. Boston matrix analysis and other advanced marketing ideas to improve the optimization of countermeasures. This paper holds that Zhangzhou Branch of China Construction Bank can take the "O" strategy as the guiding direction, focus on the development of prospective personal business, and supplement the existing market segmentation methods from the factors of customer position and social status. Adopting different marketing strategies to target market, strengthening product market positioning, establishing a benign product development system, combining customer demand and customer category to form a reasonable product pricing mechanism, integrating and expanding product distribution channels. Strengthening and optimizing product promotion strategy, perfecting marketing organization mode from two aspects of strengthening interdepartmental linkage and growth channel of marketing subject personnel, and constructing effective human resource system through perfecting examination incentive and training mechanism. To strengthen the integrity and transaction risk management as the emphasis of the implementation of reasonable marketing risk management system, from the equipment operation and maintenance, personnel management mechanism, data and information processing to strengthen the service capacity of the information technology system, We hope to implement a series of measures to promote the sustainable development of personal financial business in Zhangzhou Branch of China Construction Bank.
【學(xué)位授予單位】：華僑大學(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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