【摘要】：自加入WTO以來(lái),我國(guó)商業(yè)銀行間市場(chǎng)競(jìng)爭(zhēng)極為激烈,各類新興業(yè)務(wù)創(chuàng)新層出不窮。隨著經(jīng)濟(jì)的快速發(fā)展,居民收入水平的整體提高,商業(yè)銀行個(gè)人理財(cái)業(yè)務(wù)需求快速提升。目前,我國(guó)商業(yè)銀行個(gè)人理財(cái)業(yè)務(wù)市場(chǎng)初步發(fā)展成為產(chǎn)品體系完善、業(yè)務(wù)創(chuàng)新迅速、市場(chǎng)競(jìng)爭(zhēng)激烈的銀行新興業(yè)務(wù)之一。為滿足客戶不斷增長(zhǎng)的投資理財(cái)需求及提升銀行利潤(rùn)的增長(zhǎng),研究商業(yè)銀行個(gè)人理財(cái)業(yè)務(wù)中所遇到的營(yíng)銷問題,提出符合市場(chǎng)發(fā)展的營(yíng)銷策略,對(duì)商業(yè)銀行個(gè)人理財(cái)市場(chǎng)的健康穩(wěn)步發(fā)展具有較為重要的意義。 本文以中信銀行個(gè)人理財(cái)業(yè)務(wù)為案例,分析了國(guó)內(nèi)外商業(yè)銀行理財(cái)業(yè)務(wù)現(xiàn)狀,研究中信銀行在發(fā)展個(gè)人理財(cái)業(yè)務(wù)方面所具備的資源、能力及理財(cái)業(yè)務(wù)營(yíng)銷策略,并從微觀層面暨可操作性的角度探討其開展個(gè)人理財(cái)業(yè)務(wù)的市場(chǎng)營(yíng)銷實(shí)施策略。 本文主要內(nèi)容如下： 首先,介紹我國(guó)商業(yè)銀行銀行個(gè)人理財(cái)業(yè)務(wù)的相關(guān)概念； 第二,分析中信銀行個(gè)人理財(cái)業(yè)務(wù)的發(fā)展現(xiàn)狀； 第三,以中信銀行個(gè)人理財(cái)業(yè)務(wù)為分析案例,使用SWOT分析方法,根據(jù)其發(fā)展環(huán)境、自身的實(shí)力及特點(diǎn),通過對(duì)外部環(huán)境中的機(jī)會(huì)、威脅和內(nèi)部資源中優(yōu)勢(shì)、劣勢(shì)的分析,全面把握中信銀行個(gè)人理財(cái)業(yè)務(wù)發(fā)展現(xiàn)實(shí),歸納出個(gè)人理財(cái)業(yè)務(wù)發(fā)展目標(biāo)； 第四,對(duì)中信銀行個(gè)人理財(cái)業(yè)務(wù)進(jìn)行市場(chǎng)細(xì)分,選擇目標(biāo)市場(chǎng),進(jìn)行產(chǎn)品競(jìng)爭(zhēng)定位,提出差異化營(yíng)銷策略建議。 最后,在產(chǎn)品策略,價(jià)格策略,渠道策略,促銷策略四個(gè)方面對(duì)中信銀行個(gè)人理財(cái)業(yè)務(wù)進(jìn)行營(yíng)銷組合策略研究。 本文通過對(duì)中信銀行個(gè)人理財(cái)業(yè)務(wù)的產(chǎn)品特點(diǎn)、銀行資源、營(yíng)銷環(huán)境等因素進(jìn)行分析,從市場(chǎng)細(xì)分、產(chǎn)品定位、產(chǎn)品創(chuàng)新、廣告宣傳、交叉營(yíng)銷等方面有針對(duì)性地提出了可操作性較強(qiáng)的營(yíng)銷組合策略,為解決商業(yè)銀行個(gè)人理財(cái)業(yè)務(wù)市場(chǎng)競(jìng)爭(zhēng)策略及增強(qiáng)業(yè)務(wù)核心競(jìng)爭(zhēng)力提供了有益途徑。
[Abstract]:Since China's entry into WTO, the market competition between commercial banks in China is very fierce, and all kinds of new business innovation emerge endlessly. With the rapid development of economy and the overall improvement of residents' income, the demand for personal finance business of commercial banks is rising rapidly. At present, the personal finance business market of commercial banks in our country has developed into one of the new banking businesses with perfect product system, rapid business innovation and fierce market competition. In order to meet the customers' increasing demand for investment and finance and to promote the growth of bank profits, this paper studies the marketing problems encountered by commercial banks in their personal finance business, and puts forward marketing strategies in line with the development of the market. It is of great significance to the healthy and steady development of personal finance market of commercial banks. This paper takes CITIC Bank's personal finance business as an example, analyzes the present situation of domestic and foreign commercial banks' financial management business, studies the resources, abilities and marketing strategies of CITIC Bank's personal finance business. And from the micro-level and operational point of view to explore its personal finance business marketing implementation strategy. The main contents of this paper are as follows: first, introduce the relevant concepts of personal finance business of commercial banks in China; second, analyze the current situation of the development of personal finance business of CITIC Bank; third, Taking the personal finance business of CITIC Bank as an analysis case, using SWOT analysis method, according to its development environment, its own strength and characteristics, through the analysis of opportunities, threats and internal resources in the strengths and weaknesses in the external environment, Comprehensively grasp the development reality of personal finance business of CITIC Bank, sum up the development goal of personal finance business; fourth, segment the market of personal finance business of CITIC Bank, select the target market, and position the product competition. Put forward differentiation marketing strategy suggestion. Finally, the marketing combination strategy of Citic Bank's personal finance business is studied in four aspects: product strategy, price strategy, channel strategy and promotion strategy. By analyzing the product characteristics, bank resources, marketing environment and other factors of Citic Bank's personal finance business, this paper analyzes the market segmentation, product positioning, product innovation, advertising, etc. Cross-marketing and other aspects put forward a marketing combination strategy with strong maneuverability, which provides a useful way to solve the market competition strategy of commercial bank personal finance business and enhance the core competitiveness of business.
【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F832.2

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