民生銀行個(gè)人理財(cái)產(chǎn)品營銷策略研究
發(fā)布時(shí)間：2019-03-06 21:10
【摘要】：近年來，，國內(nèi)銀行業(yè)競爭越來越激烈，個(gè)人理財(cái)業(yè)務(wù)因其批量大、風(fēng)險(xiǎn)低、業(yè)務(wù)范圍廣、經(jīng)營收益穩(wěn)定的特點(diǎn)，成為眾多銀行爭奪的焦點(diǎn)和主戰(zhàn)場。民生銀行作為我國首家主要由非公有制企業(yè)入股的股份制商業(yè)銀行，自20世紀(jì)90年代末以來，為推動(dòng)個(gè)人理財(cái)業(yè)務(wù)的發(fā)展，進(jìn)行了一系列探索，積累了許多成功的經(jīng)驗(yàn)，但與業(yè)界先進(jìn)同仁相比也存在諸多不足。能否采取合理的市場營銷策略，做到知己知彼，揚(yáng)長避短，對民生銀行個(gè)人理財(cái)業(yè)務(wù)的發(fā)展具有極為重大的意義。 本文寫作的目的，正是希望在國內(nèi)理財(cái)行業(yè)面臨激烈競爭的大背景下，通過對民生銀行個(gè)人理財(cái)產(chǎn)品進(jìn)行全面系統(tǒng)的分析研究，為個(gè)人理財(cái)產(chǎn)品的市場營銷注入新的先進(jìn)理念，針對營銷中面臨的問題與困境提出具體的解決方案，以改善民生銀行個(gè)人理財(cái)產(chǎn)品市場營銷策略，增強(qiáng)民生銀行市場競爭力。 首先，本文對市場營銷和個(gè)人理財(cái)?shù)南嚓P(guān)理論和國內(nèi)外研究成果進(jìn)行了系統(tǒng)研究和全面梳理，對市場營銷的基礎(chǔ)理論，國外商業(yè)銀行個(gè)人理財(cái)理論的來源與發(fā)展，國內(nèi)研究現(xiàn)狀進(jìn)行了整理與闡釋。其次，本文以市場營銷前沿理論為指導(dǎo)，對民生銀行個(gè)人理財(cái)營銷的基本狀況、所面臨的宏觀環(huán)境、主要優(yōu)勢和不足等問題，進(jìn)行了深入細(xì)致的分析和評估。研究表明：民生銀行的個(gè)人理財(cái)產(chǎn)品營銷在國內(nèi)盡管有自己的相對優(yōu)勢，如經(jīng)營管理體制較為靈活、與國際接軌程度相對較高、收益率在同業(yè)中居于前列，等等。但同時(shí)，也存在營銷結(jié)構(gòu)不合理、短期化產(chǎn)品比例過高、理財(cái)產(chǎn)品功能落后等不同程度的缺點(diǎn)和不足。如果放到國際視野下進(jìn)行比較，和國際先進(jìn)同行還存在不小的差距，亟待在理論上加以研究，在實(shí)踐中加以改進(jìn)。最后，本文針對民生銀行市場營銷策略中存在的主要問題，圍繞如何加強(qiáng)理財(cái)產(chǎn)品開發(fā)、設(shè)計(jì)和創(chuàng)新；加強(qiáng)客戶開發(fā)；提升服務(wù)品質(zhì)；推動(dòng)營銷渠道建設(shè)，加大營銷宣傳；加強(qiáng)個(gè)人理財(cái)團(tuán)隊(duì)建設(shè)，培養(yǎng)專業(yè)化人才隊(duì)伍等問題，提出了一系列改善民生銀行個(gè)人理財(cái)產(chǎn)品營銷的具體建議和措施。
[Abstract]:In recent years, the competition of domestic banking is more and more fierce, personal finance business has become the focus and main battlefield of many banks because of its large batch, low risk, wide scope of business and stable operating income. Minsheng Bank, as the first joint-stock commercial bank in China mainly owned by non-public-owned enterprises, has carried out a series of explorations and accumulated many successful experiences in order to promote the development of personal financial management business since the end of the 1990s. However, compared with advanced colleagues in the industry, there are also many deficiencies. It is of great significance for the development of personal financial management business of Minsheng Bank to adopt reasonable marketing strategy, to know oneself and to know others, to develop strengths and avoid weaknesses, and to develop personal finance business of Minsheng Bank. The purpose of this paper is to inject new advanced ideas into the marketing of personal financial products through a comprehensive and systematic analysis and research on the personal financial products of Minsheng Bank under the background of fierce competition in the domestic financial management industry. In order to improve the marketing strategy of personal financial products of Minsheng Bank and enhance the market competitiveness of Minsheng Bank, this paper puts forward concrete solutions to the problems and dilemmas in marketing. First of all, this article has carried on the systematic research and the overall comb to the marketing and the personal finance related theory and the domestic and foreign research achievement, to the marketing basic theory, the foreign commercial bank personal finance theory origin and the development, The status quo of domestic research has been sorted out and explained. Secondly, under the guidance of marketing frontier theory, this paper analyzes and evaluates the basic situation, macro-environment, main advantages and disadvantages of Minsheng bank personal finance marketing. The research shows that the marketing of personal financial products of Minsheng Bank has its own comparative advantages in China, such as the flexible management system, the relatively high degree of integration with the international standards, the rate of return in the forefront of the industry, and so on. But at the same time, there are some shortcomings such as unreasonable marketing structure, too high proportion of short-term products, backward function of financial products and so on. If put into the international field of view, there is still not a small gap with the international advanced peers, so it is urgent to study it in theory and improve it in practice. Finally, aiming at the main problems existing in the marketing strategy of Minsheng Bank, this paper focuses on how to strengthen the development, design and innovation of financial products, strengthen the development of customers, improve the service quality, promote the construction of marketing channels, and increase marketing publicity. This paper puts forward a series of concrete suggestions and measures to improve the marketing of personal financial products of Minsheng Bank, such as strengthening the construction of personal financial management team and training professional talents.
【學(xué)位授予單位】：中國地質(zhì)大學(xué)（北京）
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F832.33
本文編號：2435898
[Abstract]:In recent years, the competition of domestic banking is more and more fierce, personal finance business has become the focus and main battlefield of many banks because of its large batch, low risk, wide scope of business and stable operating income. Minsheng Bank, as the first joint-stock commercial bank in China mainly owned by non-public-owned enterprises, has carried out a series of explorations and accumulated many successful experiences in order to promote the development of personal financial management business since the end of the 1990s. However, compared with advanced colleagues in the industry, there are also many deficiencies. It is of great significance for the development of personal financial management business of Minsheng Bank to adopt reasonable marketing strategy, to know oneself and to know others, to develop strengths and avoid weaknesses, and to develop personal finance business of Minsheng Bank. The purpose of this paper is to inject new advanced ideas into the marketing of personal financial products through a comprehensive and systematic analysis and research on the personal financial products of Minsheng Bank under the background of fierce competition in the domestic financial management industry. In order to improve the marketing strategy of personal financial products of Minsheng Bank and enhance the market competitiveness of Minsheng Bank, this paper puts forward concrete solutions to the problems and dilemmas in marketing. First of all, this article has carried on the systematic research and the overall comb to the marketing and the personal finance related theory and the domestic and foreign research achievement, to the marketing basic theory, the foreign commercial bank personal finance theory origin and the development, The status quo of domestic research has been sorted out and explained. Secondly, under the guidance of marketing frontier theory, this paper analyzes and evaluates the basic situation, macro-environment, main advantages and disadvantages of Minsheng bank personal finance marketing. The research shows that the marketing of personal financial products of Minsheng Bank has its own comparative advantages in China, such as the flexible management system, the relatively high degree of integration with the international standards, the rate of return in the forefront of the industry, and so on. But at the same time, there are some shortcomings such as unreasonable marketing structure, too high proportion of short-term products, backward function of financial products and so on. If put into the international field of view, there is still not a small gap with the international advanced peers, so it is urgent to study it in theory and improve it in practice. Finally, aiming at the main problems existing in the marketing strategy of Minsheng Bank, this paper focuses on how to strengthen the development, design and innovation of financial products, strengthen the development of customers, improve the service quality, promote the construction of marketing channels, and increase marketing publicity. This paper puts forward a series of concrete suggestions and measures to improve the marketing of personal financial products of Minsheng Bank, such as strengthening the construction of personal financial management team and training professional talents.
【學(xué)位授予單位】：中國地質(zhì)大學(xué)（北京）
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F832.33
【引證文獻(xiàn)】
相關(guān)碩士學(xué)位論文 前6條
1 劉軍寶;中國民生銀行奧運(yùn)村支行客戶營銷策略選擇研究[D];首都體育學(xué)院;2016年
2 溫廷玉;中國銀行�？邶堉橹袀�(gè)人理財(cái)業(yè)務(wù)發(fā)展研究[D];海南大學(xué);2016年
3 秦彥超;A銀行山東省分行互聯(lián)網(wǎng)理財(cái)產(chǎn)品營銷策略研究[D];大連海事大學(xué);2016年
4 李寧莎;民生銀行長春分行個(gè)人理財(cái)產(chǎn)品營銷策略研究[D];南昌大學(xué);2015年
5 史琳;浦發(fā)CNNZ支行個(gè)人理財(cái)產(chǎn)品營銷策略研究[D];重慶大學(xué);2015年
6 黃智鶴;吉林銀行個(gè)人理財(cái)產(chǎn)品營銷策略研究[D];吉林大學(xué);2014年
本文編號：2435898
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