本文選題：商業(yè)銀行 + 理財(cái)產(chǎn)品��； 參考：《西北大學(xué)》2013年碩士論文

【摘要】：我國(guó)金融體系改革不斷深入,銀行業(yè)的競(jìng)爭(zhēng)越來(lái)越激烈,那么如何保持自身的利潤(rùn)空間是越來(lái)越多銀行思考的一個(gè)關(guān)鍵問(wèn)題。另外,隨著我國(guó)人民生活水平的提高,銀行存款也越來(lái)越多,人們就開(kāi)始關(guān)注自己資產(chǎn)升值的問(wèn)題,所以,人們與銀行接觸的機(jī)會(huì)和次數(shù)越來(lái)越多,這種關(guān)系與銀行理財(cái)?shù)南嚓P(guān)性逐漸變得密切。在這種理財(cái)需求旺盛的大好形勢(shì)之下,銀行業(yè)務(wù)紛紛將經(jīng)營(yíng)的重點(diǎn)逐漸轉(zhuǎn)化為大力發(fā)展個(gè)人理財(cái)業(yè)務(wù)和非利息收入的金融產(chǎn)品上,這將是銀行獲取利潤(rùn)的新途徑,同樣也是國(guó)內(nèi)銀行業(yè)新的競(jìng)爭(zhēng)關(guān)鍵點(diǎn)。我國(guó)商業(yè)銀行在實(shí)施個(gè)人理財(cái)業(yè)務(wù)的營(yíng)銷(xiāo)活動(dòng)過(guò)程中,應(yīng)結(jié)合我國(guó)特有的經(jīng)濟(jì)和政治環(huán)境,制定出一套適合于當(dāng)前實(shí)際情況的市場(chǎng)營(yíng)銷(xiāo)策略,對(duì)于個(gè)人理財(cái)業(yè)務(wù)在商業(yè)銀行中的發(fā)展起到了非常大的積極作用。 本文以華夏銀行太原分行個(gè)人理財(cái)產(chǎn)品為研究對(duì)象,首先探討了本論文的選題背景及意義,對(duì)國(guó)內(nèi)外關(guān)于個(gè)人理財(cái)營(yíng)銷(xiāo)方面的文獻(xiàn)進(jìn)行了梳理和歸納,回顧了市場(chǎng)營(yíng)銷(xiāo)的相關(guān)理論,然后對(duì)華夏銀行太原分行個(gè)人理財(cái)產(chǎn)品發(fā)展情況進(jìn)行介紹,從促銷(xiāo)策略——產(chǎn)品策略——價(jià)格策略——渠道策略四個(gè)方面對(duì)營(yíng)銷(xiāo)現(xiàn)狀進(jìn)行了分析,指出了營(yíng)銷(xiāo)過(guò)程中存在的問(wèn)題,即營(yíng)銷(xiāo)理論落后、個(gè)人理財(cái)產(chǎn)品的市場(chǎng)定位不準(zhǔn)、缺少數(shù)據(jù)庫(kù)對(duì)客戶(hù)的詳細(xì)信息進(jìn)行記錄、網(wǎng)點(diǎn)相對(duì)較少、產(chǎn)品促銷(xiāo)缺少有效手段。在此基礎(chǔ)上,從宏觀環(huán)境、需求環(huán)境、競(jìng)爭(zhēng)環(huán)境對(duì)分行的環(huán)境進(jìn)行了分析,介紹了華夏銀行太原分行個(gè)人理財(cái)產(chǎn)品的市場(chǎng)定位,并設(shè)計(jì)了產(chǎn)品營(yíng)銷(xiāo)組合策略,包括產(chǎn)品策略、價(jià)格策略、渠道策略和促銷(xiāo)策略實(shí)施的成功經(jīng)驗(yàn)。最后,提出了分行個(gè)人理財(cái)產(chǎn)品營(yíng)銷(xiāo)策略的實(shí)施過(guò)程,并針對(duì)實(shí)施過(guò)程中可能出現(xiàn)的障礙,提出了實(shí)施的保障措施,包括人力資源保障、組織保障、制度保障與文化保障。希望通過(guò)本文的研究,對(duì)華夏銀行太原分行個(gè)人理財(cái)產(chǎn)品制定具體的相關(guān)產(chǎn)品與制度提出初步方案有一定的借鑒與指導(dǎo)意義。
[Abstract]:With the deepening of China's financial system reform and the increasingly fierce competition in the banking sector, how to maintain its profit margin is a key issue for more and more banks to think about. In addition, with the improvement of our people's living standards and the increasing number of bank deposits, people begin to pay attention to the appreciation of their assets. Therefore, people have more and more opportunities and times of contact with banks. This kind of relation and bank finances the correlation becomes close gradually. In this excellent situation of high demand for financial management, the focus of banking business has gradually been transformed into financial products that vigorously develop personal financial business and non-interest income. This will be a new way for banks to obtain profits. Also is the domestic banking new competition key point. In the process of carrying out the marketing activities of personal finance business, the commercial banks of our country should combine the unique economic and political environment of our country and work out a set of marketing strategies suitable for the current actual situation. Personal finance business in the development of commercial banks have played a very positive role. This paper takes the personal financial products of Taiyuan Branch of Huaxia Bank as the research object. Firstly, it discusses the background and significance of this thesis, and summarizes the literature on personal finance marketing at home and abroad. This paper reviews the relevant theories of marketing, then introduces the development of personal finance products in Taiyuan Branch of Huaxia Bank, and analyzes the current situation of marketing from four aspects: promotion strategy-product strategy-price strategy-channel strategy. This paper points out the problems existing in the process of marketing, that is, the backward marketing theory, the inaccurate positioning of personal financial products, the lack of database to record the detailed information of customers, the relatively small number of outlets and the lack of effective means for product promotion. On this basis, this paper analyzes the environment of the branch from the macro environment, the demand environment and the competition environment, introduces the market orientation of the personal financial products of Taiyuan Branch of Huaxia Bank, and designs the product marketing combination strategy, including the product strategy. Successful experience in price strategy, channel strategy and promotion strategy implementation. Finally, the paper puts forward the implementation process of the marketing strategy of personal financial products in the branch, and puts forward the safeguard measures, including human resource guarantee, organization guarantee, system guarantee and cultural guarantee, in view of the possible obstacles in the implementation process. It is hoped that through the study of this paper, it will have some reference and guiding significance for the establishment of specific relevant products and systems for the personal finance products of Taiyuan Branch of Huaxia Bank.
【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F832.2

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