本文選題：商業(yè)銀行　切入點(diǎn)：個(gè)人理財(cái)產(chǎn)品　出處：《山東大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著經(jīng)濟(jì)的發(fā)展與社會(huì)的進(jìn)步,人們的收入水平不斷穩(wěn)步的提升,對(duì)于手中個(gè)人資產(chǎn)也開始要求實(shí)現(xiàn)保值增值,對(duì)專業(yè)理財(cái)業(yè)務(wù)的需求不斷增加。于是,各大商業(yè)銀行個(gè)人理財(cái)產(chǎn)品層出不窮,市場(chǎng)競(jìng)爭(zhēng)也日益加劇。在此背景下,X銀行濟(jì)寧分行的個(gè)人理財(cái)業(yè)務(wù)面臨著嚴(yán)峻的挑戰(zhàn)。本文通過研究,擬重點(diǎn)圍繞X銀行濟(jì)寧分行個(gè)人理財(cái)產(chǎn)品制定一套適合濟(jì)寧區(qū)域、操作性強(qiáng)的推廣方案,對(duì)于其更迅速的開拓市場(chǎng)、提高競(jìng)爭(zhēng)力具有重要意義。 本文從X銀行濟(jì)寧分行個(gè)人理財(cái)產(chǎn)品的實(shí)際情況入手,分析其現(xiàn)有的推廣策略,從中發(fā)現(xiàn)存在的問題,進(jìn)而綜合運(yùn)用文獻(xiàn)研究法、比較研究、案例研究等方法,提出科學(xué)、客觀、可行的X銀行濟(jì)寧分行個(gè)人理財(cái)產(chǎn)品推廣方案,并對(duì)推廣方案的實(shí)施所需的配套措施進(jìn)行了分析與總結(jié),這也是本論文的創(chuàng)新之處。 本文總共分為6章,第一章介紹了個(gè)人理財(cái)產(chǎn)品推廣方案的研究背景和研究意義,提出論文的研究的思路和研究框架。第2章對(duì)相關(guān)的理論進(jìn)行了綜述。第3章主要分析和研究了X銀行濟(jì)寧分行個(gè)人理財(cái)產(chǎn)品的推廣現(xiàn)狀。第4章運(yùn)用相關(guān)理論進(jìn)行分析與研究,針對(duì)存在的主要問題提出解決問題的方法與措施,最終設(shè)計(jì)出客觀的、科學(xué)的推廣方案。第5章探討了保證推廣方案順利、有效實(shí)施所需要的配套措施。第6章是研究結(jié)論與展望。
[Abstract]:With the development of economy and the progress of society, people's income level is rising steadily. The personal assets in their hands are also required to maintain and increase their value, and the demand for professional financial management business is increasing. Individual financial products of each major commercial bank emerge one after another, and the market competition is becoming more and more intense. Under this background, the personal finance business of Jining Branch of X Bank is facing severe challenges. Focusing on the personal finance products of Jining Branch of X Bank, it is of great significance to make a set of popularizing scheme suitable for Jining area and to develop market more quickly and to improve the competitiveness of Jining Branch. This paper starts with the actual situation of personal finance products in Jining Branch of X Bank, analyzes its existing promotion strategy, finds out the existing problems, and then puts forward the scientific method by using the methods of literature research, comparative study, case study and so on. The objective and feasible personal financial product promotion scheme of Jining Branch of X Bank is analyzed and summarized, which is the innovation of this paper. This paper is divided into six chapters. The first chapter introduces the research background and significance of personal finance product promotion. Chapter 2 summarizes the relevant theories. Chapter 3 mainly analyzes and studies the promotion of personal financial products in Jining branch of X Bank. Chapter 4 applies relevant theories. For analysis and research, The methods and measures to solve the problems are put forward, and an objective and scientific extension scheme is designed. Chapter 5 discusses how to ensure the promotion scheme is smooth. Chapter 6 is the conclusion and prospect of the research.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F832.2

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 陳中新;;商業(yè)銀行聯(lián)動(dòng)營(yíng)銷機(jī)制路徑探析[J];北京工商大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2011年01期

2 黃惠亮;李權(quán);;銀行零售業(yè)的關(guān)系營(yíng)銷與量化管理[J];南方金融;2007年03期

3 王理國(guó);;我國(guó)商業(yè)銀行開展個(gè)人理財(cái)業(yè)務(wù)的思考[J];環(huán)渤海經(jīng)濟(jì)w，

本文編號(hào)：1564869