本文選題：銀行 + 理財(cái)產(chǎn)品　； 參考：《蘭州大學(xué)》2013年碩士論文

【摘要】：隨著全球經(jīng)濟(jì)一體化,中國的經(jīng)濟(jì)與國際的關(guān)系越來越密切,經(jīng)濟(jì)也得到了長(zhǎng)足的發(fā)展。我國居民收入水平不斷提高,受教育的程度也越來越高,自然人們對(duì)投資理財(cái)?shù)囊庾R(shí)也越來越強(qiáng)烈。面對(duì)高企的CPI,傳統(tǒng)的定期存款及國債,已經(jīng)明顯無法滿足居民對(duì)個(gè)人財(cái)富保值增值的需求。為了跑贏CPI,人們都希望通過各種投資渠道令自己的資產(chǎn)得到保值增值。對(duì)于大部分的投資者而言,在紛繁復(fù)雜的投資渠道中,購買銀行的理財(cái)產(chǎn)品無疑是比較合適的選擇。為了滿足龐大的市場(chǎng)需求,近些年,各家銀行不斷推出眾多的個(gè)人理財(cái)產(chǎn)品,發(fā)行數(shù)量每年都在增加。根據(jù)中國銀監(jiān)會(huì)統(tǒng)計(jì)數(shù)據(jù)顯示,僅2012年發(fā)行的銀行理財(cái)產(chǎn)品就總計(jì)有28,239款。如何從眾多的理財(cái)產(chǎn)品中脫穎而出,得到投資者的青睞,是所有銀行都非常關(guān)心的話題。 作為較早進(jìn)入深圳的外資銀行,匯豐銀行(中國)有限公司深圳分行(以下簡(jiǎn)稱匯豐深圳)在個(gè)人理財(cái)業(yè)務(wù)方面無疑具有一定的優(yōu)勢(shì),但由于政策限制及自身存在的問題,制約了其個(gè)人理財(cái)業(yè)務(wù)的進(jìn)一步發(fā)展。本文采用案例分析、文獻(xiàn)研究等研究方法,以匯豐深圳的個(gè)人理財(cái)產(chǎn)品營銷為研究對(duì)象,針對(duì)個(gè)人理財(cái)產(chǎn)品銷售現(xiàn)狀及在營銷過程中遇到的問題,例如在產(chǎn)品、收益、渠道及人員等方面存在的問題,分析產(chǎn)生該等問題背后的原因,并提出了相應(yīng)的營銷方案以供參考。銀行銷售的理財(cái)產(chǎn)品屬于無形產(chǎn)品,有別于一般的有形產(chǎn)品,因此本文在一般有形產(chǎn)品營銷所運(yùn)用到的常規(guī)營銷理論基礎(chǔ)上,結(jié)合在個(gè)人理財(cái)產(chǎn)品營銷中被廣泛應(yīng)用的生命周期理論,對(duì)匯豐深圳的市場(chǎng)定位、理財(cái)產(chǎn)品的設(shè)計(jì)、營銷渠道、產(chǎn)品促銷等策略進(jìn)行分析,為匯豐深圳應(yīng)對(duì)個(gè)人理財(cái)產(chǎn)品市場(chǎng)的機(jī)遇和挑戰(zhàn)提供參考。 在擴(kuò)大銷售的同時(shí),如何進(jìn)行有效的風(fēng)險(xiǎn)控制是不可忽視的重要環(huán)節(jié)。為了有效地控制理財(cái)產(chǎn)品營銷過程中出現(xiàn)的道德風(fēng)險(xiǎn)、操作風(fēng)險(xiǎn)等系統(tǒng)和非系統(tǒng)風(fēng)險(xiǎn),本文提出了建立完善的內(nèi)部控制制度、內(nèi)部監(jiān)督和審查制度、投訴制度等風(fēng)險(xiǎn)控制方法。這些必要的措施使得匯豐深圳在充分發(fā)揮資源優(yōu)勢(shì)開展?fàn)I銷活動(dòng)的同時(shí),個(gè)人理財(cái)產(chǎn)品銷售業(yè)務(wù)得以健康發(fā)展。
[Abstract]:With the global economic integration, China's economy and international relations are getting closer and closer, and the economy has also got considerable development. The income level of the residents in our country is increasing, and the degree of education is getting higher and higher, and the consciousness of investment and financial management is becoming stronger and stronger. In the face of high CPI, traditional time deposits and treasury bonds have obviously failed to meet the needs of residents to maintain and increase their personal wealth. In order to outperform CPI, people hope to maintain and increase their assets through various investment channels. For most investors, in the complex investment channels, the purchase of bank financial products is undoubtedly a more appropriate choice. In order to meet the huge market demand, in recent years, banks continue to launch a large number of personal financial products, the number of issues are increasing every year. A total of 28239 banking products were issued in 2012 alone, according to statistics from the China Banking Regulatory Commission. How to stand out from many financial products and get the favor of investors is a topic of great concern to all banks. As a foreign bank that entered Shenzhen earlier, the Shenzhen Branch of HSBC (China) Limited (hereinafter referred to as HSBC Shenzhen) undoubtedly has certain advantages in personal finance business, but due to policy constraints and its own problems, Restricted its personal finance business further development. In this paper, case analysis, literature research and other research methods are used to study the marketing of personal financial products in HSBC Shenzhen. The current situation of personal financial products and the problems encountered in the process of marketing, such as products, profits, etc., are discussed. The problems in channel and personnel are analyzed, the reasons behind these problems are analyzed, and the corresponding marketing schemes are put forward for reference. The financial products sold by banks are intangible products, which are different from the general tangible products. Therefore, this article is based on the general marketing theory used in the general tangible product marketing. Based on the life cycle theory, which is widely used in the marketing of personal financial products, this paper analyzes the market positioning, the design of financial products, the marketing channels, the promotion of products and so on. HSBC Shenzhen to deal with personal financial products market opportunities and challenges to provide reference. At the same time of expanding sales, how to carry out effective risk control is an important link that can not be ignored. In order to effectively control the systematic and non-systematic risks such as moral hazard, operational risk and so on in the marketing process of financial management products, this paper puts forward the establishment of perfect internal control system, internal supervision and examination system, complaint system and other risk control methods. These necessary measures enable HSBC Shenzhen to take full advantage of its resources to carry out its marketing activities, and at the same time, the sales business of personal wealth management products can develop healthily.
【學(xué)位授予單位】：蘭州大學(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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