本文選題：個人理財業(yè)務(wù) + 營銷策略�。� 參考：《東北大學(xué)》2013年碩士論文

【摘要】：隨著國內(nèi)銀行業(yè)對外開放程度的逐漸加深,外資銀行開始從事人民幣業(yè)務(wù),本土商業(yè)銀行的傳統(tǒng)優(yōu)勢逐漸減弱,成本低、收益高理財業(yè)務(wù)儼然已經(jīng)成為當(dāng)前商業(yè)銀行利潤的主要來源。本研究對服務(wù)營銷理論和關(guān)系營銷理論進(jìn)行了回顧,繼而逐步分析了建行TL支行面臨的政治法律環(huán)境、經(jīng)濟(jì)環(huán)境、社會文化環(huán)境、技術(shù)環(huán)境等外部環(huán)境和客戶環(huán)境、競爭環(huán)境以及企業(yè)自身等內(nèi)部環(huán)境,利用SWOT分析法總結(jié)出建行TL支行當(dāng)前面臨的機(jī)會與威脅以及自身的優(yōu)勢和劣勢。在市場細(xì)分和定位基礎(chǔ)上,提出了TL支行個人理財產(chǎn)品的營銷策略,除了傳統(tǒng)的產(chǎn)品策略、價格策略、渠道策略和促銷策略,本研究還根據(jù)服務(wù)營銷的7Ps理論和關(guān)系營銷理論提出了人員策略、服務(wù)過程策略、有形展示策略和客戶關(guān)系策略。最后,為了保證營銷策略的實(shí)施,本研究還提出了建立適合營銷策略的營銷組織框架、強(qiáng)化風(fēng)險控制措施、建立和完善理財人員的監(jiān)控與激勵機(jī)制以及完善售后管理體系等相關(guān)保障措施。
[Abstract]:With the opening of domestic banks to the outside world, foreign banks are beginning to engage in RMB business. The traditional advantages of local commercial banks are gradually weakened and their costs are low. High profit management business has become the main source of commercial bank profits. This study reviews the service marketing theory and the relationship marketing theory, and then analyzes the external and customer environment such as the political and legal environment, the economic environment, the social and cultural environment, the technological environment and so on, which the TL branch of CCB is facing. In the competitive environment and the internal environment of the enterprise itself, SWOT analysis method is used to summarize the opportunities and threats faced by the TL branch of CCB, as well as its own strengths and weaknesses. On the basis of market segmentation and positioning, this paper puts forward the marketing strategy of TL branch personal financial products, including traditional product strategy, price strategy, channel strategy and promotion strategy. According to the 7Ps theory of service marketing and the theory of relationship marketing, this study also puts forward the personnel strategy, service process strategy, tangible display strategy and customer relationship strategy. Finally, in order to ensure the implementation of marketing strategy, this study also proposed to establish a suitable marketing strategy marketing organizational framework, strengthen the risk control measures. Establish and perfect the supervision and incentive mechanism of wealth management personnel and improve the post-sales management system and other relevant safeguards.
【學(xué)位授予單位】：東北大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F832.2

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

1 黃國平;;中國銀行理財業(yè)務(wù)發(fā)展模式和路徑選擇[J];財經(jīng)問題研究;2009年09期

，

本文編號：2093647