本文選題：市場營銷策略 + 行為金融學(xué)��； 參考：《北京化工大學(xué)》2013年碩士論文

【摘要】：本研究從市場營銷學(xué)和行為金融學(xué)相融合的角度出發(fā)，通過對國內(nèi)個人理財服務(wù)中市場營銷戰(zhàn)略及策略的理論整理和實踐總結(jié)，在對個人理財產(chǎn)品潛在客戶群體投資目的、投資經(jīng)驗、風(fēng)險偏好、收益偏好、投資行為偏好等要素進(jìn)行統(tǒng)計、分析、歸納的基礎(chǔ)上，以設(shè)計某個人理財產(chǎn)品并為其市場營銷策略提出建議的方式，探索符合A商業(yè)銀行運(yùn)營管理模式、符合目標(biāo)客戶投資需求和心理特點(diǎn)的個人理財產(chǎn)品市場營銷策略。 最新的市場營銷策略理論不僅單方面關(guān)注企業(yè)利益或消費(fèi)者利益，而是強(qiáng)調(diào)長期客戶關(guān)系和實現(xiàn)雙方共贏的核心價值。與之相適應(yīng)，金融營銷的理念也從產(chǎn)品營銷、品牌營銷，發(fā)展到整合營銷、服務(wù)營銷。對于個人理財產(chǎn)品來說，一方面最大限度體現(xiàn)商業(yè)銀行的優(yōu)勢，并借助行為金融學(xué)中對金融市場參與者決策行為特征的研究，，商業(yè)銀行可以依托其突出的國有銀行信譽(yù)和品牌、資產(chǎn)管理規(guī)模、財務(wù)管理能力、銷售覆蓋網(wǎng)絡(luò)等方面的優(yōu)勢，通過客觀合理的市場細(xì)分和目標(biāo)市場選擇，根據(jù)客戶的投資目的、風(fēng)險偏好、流動性偏好、收益偏好進(jìn)行產(chǎn)品設(shè)計并依此制定市場營銷策略。此外，還應(yīng)該關(guān)注客戶的成長性，通過產(chǎn)品設(shè)計和持續(xù)性服務(wù)建立長期穩(wěn)定的客戶關(guān)系。
[Abstract]:From the angle of the combination of marketing and behavioral finance, this study summarizes the marketing strategies and strategies in the domestic personal finance service, and aims to invest in the potential customer groups of personal finance products. On the basis of analyzing, analyzing and summarizing the factors such as investment experience, risk preference, income preference, investment behavior preference and so on, this paper designs a person's financial management product and puts forward some suggestions for his marketing strategy. This paper explores the marketing strategies of personal financial products which conform to the operation and management mode of A commercial bank and meet the investment needs and psychological characteristics of the target customers. The latest marketing strategy theory not only focuses on the interests of enterprises or consumers, but also emphasizes the core value of long-term customer relationship and the realization of win-win situation. Accordingly, the concept of financial marketing has developed from product marketing, brand marketing to integrated marketing and service marketing. For personal financial products, on the one hand, it can maximize the advantages of commercial banks, and with the help of behavioral finance to the financial market participants in decision-making behavior characteristics, commercial banks can rely on its outstanding state-owned banks reputation and brand. Assets management scale, financial management ability, sales coverage network and other advantages, through objective and reasonable market segmentation and target market selection, according to the customer's investment purpose, risk preference, liquidity preference, Revenue preference for product design and marketing strategy accordingly. In addition, we should pay attention to customer growth and establish long-term and stable customer relationship through product design and continuous service.
【學(xué)位授予單位】：北京化工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F832.33

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