【摘要】：隨著我國(guó)社會(huì)經(jīng)濟(jì)的快速發(fā)展，居民生活水平不斷提高，個(gè)人可支配收入迅速增長(zhǎng)。在個(gè)人財(cái)富不斷積累的同時(shí)，人們開始更多地關(guān)注自身的財(cái)務(wù)狀況，客觀上產(chǎn)生了個(gè)人理財(cái)需求，進(jìn)而催生了商業(yè)銀行的個(gè)人理財(cái)業(yè)務(wù)。工商銀行作為國(guó)內(nèi)最早推出個(gè)人理財(cái)業(yè)務(wù)的商業(yè)銀行之一，已經(jīng)初步形成了具有一定影響力的個(gè)人理財(cái)業(yè)務(wù)品牌。為進(jìn)一步推動(dòng)工商銀行長(zhǎng)春市分行的個(gè)人理財(cái)業(yè)務(wù)向精細(xì)化、專業(yè)化發(fā)展，為適應(yīng)新形勢(shì)下個(gè)人理財(cái)業(yè)務(wù)發(fā)展需要，開展個(gè)人理財(cái)業(yè)務(wù)是增強(qiáng)工商銀行長(zhǎng)春市分行個(gè)人金融業(yè)務(wù)核心競(jìng)爭(zhēng)力，培育優(yōu)良客戶群體的重要手段，是個(gè)人金融業(yè)務(wù)新的經(jīng)濟(jì)效益增長(zhǎng)點(diǎn)。面對(duì)日益嚴(yán)峻的競(jìng)爭(zhēng)局面，工商銀行長(zhǎng)春市分行勢(shì)必還需加大個(gè)人理財(cái)業(yè)務(wù)的發(fā)展步伐，盡快地在個(gè)人理財(cái)業(yè)務(wù)市場(chǎng)上占據(jù)一席之地。 本文簡(jiǎn)要介紹了工商銀行長(zhǎng)春市分行個(gè)人理財(cái)業(yè)務(wù)發(fā)展的現(xiàn)狀，對(duì)該分行個(gè)人理財(cái)業(yè)務(wù)發(fā)展中存在的問題進(jìn)行了分析，在此基礎(chǔ)上提出了關(guān)于工商銀行長(zhǎng)春市分行個(gè)人理財(cái)業(yè)務(wù)發(fā)展的對(duì)策和建議。并結(jié)合本人在實(shí)際工作中的經(jīng)驗(yàn)，，提出了優(yōu)化工行長(zhǎng)春市分行個(gè)人理財(cái)業(yè)務(wù)營(yíng)銷策略的建議。 本文正文由四個(gè)部分組成，第一部分對(duì)工行長(zhǎng)春市分行面臨的個(gè)人理財(cái)業(yè)務(wù)發(fā)展?fàn)顩r進(jìn)行分析介紹，確定本文的研究方向。第二部分結(jié)合工作實(shí)際，對(duì)工商銀行長(zhǎng)春市分行個(gè)人理財(cái)業(yè)務(wù)發(fā)展和營(yíng)銷的現(xiàn)狀及營(yíng)銷策略中存在的問題和原因進(jìn)行分析。工商銀行長(zhǎng)春市分行個(gè)人理財(cái)業(yè)務(wù)過去幾年得到迅速發(fā)展，規(guī)模持續(xù)擴(kuò)大，投資方向多元化、產(chǎn)品組合化，發(fā)行期趨向中期化，產(chǎn)品創(chuàng)新日益增多，這些為工商銀行長(zhǎng)春分行個(gè)人理財(cái)業(yè)務(wù)的發(fā)展奠定了良好基礎(chǔ)，但是同時(shí)，也存在業(yè)務(wù)服務(wù)門檻偏高、理財(cái)產(chǎn)品缺乏個(gè)性、個(gè)人理財(cái)業(yè)務(wù)宣傳不到位、商業(yè)銀行的政策體制、運(yùn)作不規(guī)范、產(chǎn)品同質(zhì)化嚴(yán)重、開發(fā)設(shè)計(jì)機(jī)制不夠健全等問題。第三部分采用SWOT分析方法重點(diǎn)分析了長(zhǎng)春市工行理財(cái)營(yíng)銷在長(zhǎng)春市理財(cái)市場(chǎng)占有的優(yōu)勢(shì)、存在的劣勢(shì)、發(fā)展的機(jī)會(huì)和潛在的威脅。客戶忠誠(chéng)度的培養(yǎng)匱乏、缺乏高素質(zhì)的綜合理財(cái)人員和產(chǎn)品服務(wù)分層簡(jiǎn)單是工商銀行長(zhǎng)春市分行在個(gè)人理財(cái)營(yíng)銷方面存在的主要問題。銀行品牌、營(yíng)業(yè)網(wǎng)點(diǎn)覆蓋率高、資金清算快捷、技術(shù)行業(yè)領(lǐng)先等是工商銀行長(zhǎng)春分行的主要競(jìng)爭(zhēng)優(yōu)勢(shì)；機(jī)制不靈活、理財(cái)產(chǎn)品品牌確實(shí)、創(chuàng)新能力差、市場(chǎng)細(xì)分不嚴(yán)格是工商銀行長(zhǎng)春分行的主要競(jìng)爭(zhēng)劣勢(shì)；長(zhǎng)春市經(jīng)濟(jì)快速發(fā)展、人口結(jié)構(gòu)變化和社會(huì)財(cái)富積累、業(yè)務(wù)手段的信息化等是工商銀行長(zhǎng)春分行個(gè)人理財(cái)業(yè)務(wù)發(fā)展的潛在機(jī)會(huì)；投資市場(chǎng)不成熟、金融改革有待深化、外資商業(yè)銀行的激烈競(jìng)爭(zhēng)是工商銀行長(zhǎng)春分行發(fā)展的外部威脅。第四部分按照4P-4C-4R營(yíng)銷理論進(jìn)行市場(chǎng)細(xì)分，將長(zhǎng)春市工行的各項(xiàng)理財(cái)產(chǎn)品重新組合，并對(duì)相應(yīng)的理財(cái)計(jì)劃及其營(yíng)銷策略進(jìn)行優(yōu)化，針對(duì)個(gè)人理財(cái)產(chǎn)品設(shè)計(jì)、個(gè)人理財(cái)產(chǎn)品定價(jià)機(jī)制、產(chǎn)品渠道和促銷策略等四個(gè)方面為工商銀行長(zhǎng)春市分行提出相應(yīng)的建議。
[Abstract]:With the rapid development of China's social economy, the living standard of the residents is constantly improving, and the personal disposable income is rapidly increasing. While the personal wealth is constantly accumulating, people begin to pay more attention to their own financial situation, which objectively generates personal financial needs, and then gives birth to the personal financial services of commercial banks. One of the earliest commercial banks to launch personal financial services has initially formed an influential brand of personal financial services. To further promote the fine and professional development of personal financial services of ICBC Changchun Branch, to meet the needs of the development of personal financial services under the new situation, the personal financial services are: It is an important means for ICBC Changchun Branch to enhance the core competitiveness of personal financial business and cultivate good customer groups, which is a new economic growth point of personal financial business.In the face of increasingly severe competition situation, ICBC Changchun Branch is bound to increase the pace of personal financial business development, as soon as possible in the personal financial business. Occupy a place in the market.
This paper briefly introduces the present situation of the development of personal financial services of ICBC Changchun Branch, analyzes the problems existing in the development of personal financial services of ICBC Changchun Branch, and puts forward some countermeasures and suggestions on the development of personal financial services of ICBC Changchun Branch. The suggestions for optimizing the marketing strategy of personal finance business in Changchun branch of ICBC are put forward.
The main body of this paper consists of four parts. The first part analyzes and introduces the development of personal financial services faced by ICBC Changchun Branch, and determines the direction of this study. The second part combines the actual work of the ICBC Changchun Branch personal financial services development and marketing status and marketing strategies of the existing problems and the original. Because of the analysis, the personal finance business of ICBC Changchun Branch has developed rapidly in the past few years, the scale has been expanding, the investment direction has been diversified, the product mix has been changed, the issuing period tends to be medium-term, and the product innovation has been increasing day by day. All these have laid a good foundation for the development of the personal finance business of ICBC Changchun Branch, but at the same time, they have also laid a good foundation for the development of There are some problems such as high threshold of business service, lack of individuality of financial products, inadequate propaganda of personal financial services, non-standard policy system of commercial banks, serious homogeneity of products, inadequate development and design mechanism and so on. The third part focuses on the analysis of Changchun ICBC financial marketing in Changchun financial market by SWOT analysis method. Some advantages, disadvantages, opportunities for development and potential threats. Lack of customer loyalty, lack of high-quality comprehensive financial personnel and product service stratification are the main problems in personal financial marketing of ICBC Changchun Branch. Industry leading is the main competitive advantage of ICBC Changchun Branch; the main competitive disadvantage of ICBC Changchun Branch is that the mechanism is not flexible, the brand of financial products is true, the innovation ability is poor, and the market segmentation is not strict; the rapid economic development of Changchun City, the change of population structure and the accumulation of social wealth, and the informatization of business means are industrial and commercial. The potential opportunities for the development of the personal financial services of the Changchun Branch of the Bank of China; the immature investment market and the deepening of the financial reform are the external threats to the development of the Changchun Branch of ICBC. The fourth part is to subdivide the market according to the 4P-4C-4R marketing theory and reassemble the financial products of the ICBC of Changchun. It also optimizes the corresponding financial planning and marketing strategies, and puts forward corresponding suggestions for the Changchun Branch of ICBC from four aspects: the design of personal financial products, the pricing mechanism of personal financial products, product channels and promotion strategies.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F832.33

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