本文選題：渤海銀行　切入點(diǎn)：理財(cái)產(chǎn)品　出處：《天津師范大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著我國(guó)經(jīng)濟(jì)的進(jìn)一步發(fā)展,國(guó)民收入的不斷增加,越來(lái)越多的人實(shí)現(xiàn)了一定程度的財(cái)富積累�，F(xiàn)在“理財(cái)”一詞不只是富人才會(huì)關(guān)注的詞匯,而是逐步向大眾化發(fā)展,一方面是因?yàn)橥ㄘ浥蛎浀募觿∈沟么嬖阢y行的儲(chǔ)蓄存款越來(lái)越達(dá)不到人們保值增值的目標(biāo),另一方面是人們金融知識(shí)的不斷積累,更加傾向于對(duì)自己的財(cái)富選擇更加優(yōu)化的管理方式。面對(duì)人們理財(cái)意識(shí)的增加,商業(yè)銀行憑借自身長(zhǎng)期積累的信譽(yù)以及分布廣泛的網(wǎng)點(diǎn),紛紛推出理財(cái)產(chǎn)品搶占市場(chǎng)份額,并且成為理財(cái)產(chǎn)品的主要銷售主體。其中渤海銀行是眾多商業(yè)銀行中比較年輕的銀行,在理財(cái)產(chǎn)品的設(shè)計(jì)開發(fā)方面較小型的商業(yè)銀行有一定的優(yōu)勢(shì),但是與一些基礎(chǔ)比較雄厚的商業(yè)銀行比仍然有很大的差距。與此同時(shí),隨著科技的發(fā)展,互聯(lián)網(wǎng)金融應(yīng)運(yùn)而生,支付寶、余額寶、現(xiàn)金寶等一系列“寶”的誕生吸收了居民不少的資金,進(jìn)一步瓜分了渤海銀行理財(cái)產(chǎn)品的市場(chǎng)份額。 為了幫助渤海銀行進(jìn)一步了解市場(chǎng)中來(lái)自行業(yè)內(nèi)外的競(jìng)爭(zhēng),進(jìn)一步確定下一步的營(yíng)銷策略,一方面,本文基于渤海銀行理財(cái)產(chǎn)品的發(fā)展現(xiàn)狀,從宏觀環(huán)境、競(jìng)爭(zhēng)環(huán)境以及需求環(huán)境三個(gè)角度綜合分析了渤海銀行理財(cái)產(chǎn)品的營(yíng)銷環(huán)境,發(fā)現(xiàn)了來(lái)自國(guó)家經(jīng)濟(jì)環(huán)境、宏觀政策以及人們消費(fèi)觀念帶來(lái)的機(jī)遇,同時(shí)也進(jìn)一步認(rèn)識(shí)到來(lái)自其他商業(yè)銀行在產(chǎn)品安全性以及收益率等方面的優(yōu)勢(shì)以及來(lái)自替代產(chǎn)品如互聯(lián)網(wǎng)金融產(chǎn)品的強(qiáng)勢(shì)沖擊。另一方面,本文從市場(chǎng)細(xì)分以及客戶細(xì)分兩個(gè)角度,對(duì)消費(fèi)者進(jìn)行分類,進(jìn)一步了解客戶的需求并且挖掘渤海銀行的優(yōu)勢(shì)。其中市場(chǎng)細(xì)分是對(duì)潛在市場(chǎng)進(jìn)行細(xì)分,主要從收入因素、家庭生命周期因素、行為及心理因素進(jìn)行分析；客戶細(xì)分是對(duì)已有客戶,通過(guò)了解客戶購(gòu)買頻率、購(gòu)買金額,運(yùn)用RFM分析方法對(duì)客戶進(jìn)行分類。 最后,本文基于對(duì)渤海銀行理財(cái)產(chǎn)品的一系列分析幫助渤海銀行了解到自身的優(yōu)勢(shì)、劣勢(shì)、機(jī)遇以及威脅,進(jìn)一步從產(chǎn)品創(chuàng)新、渠道創(chuàng)新、客戶管理創(chuàng)新、加強(qiáng)合作、增加品牌附加值等角度提出了相應(yīng)的營(yíng)銷對(duì)策,并且希望能夠?qū)Σ澈ｃy行理財(cái)產(chǎn)品的開發(fā)設(shè)計(jì)方面有一定的借鑒意義,希望渤海銀行理財(cái)產(chǎn)品越做越好。
[Abstract]:With the further development of our economy and the increasing national income, more and more people have realized a certain degree of wealth accumulation. On the one hand, because of the increase in inflation, the savings deposits that exist in banks are increasingly unable to achieve the goal of maintaining and increasing the value of their value. On the other hand, the continuous accumulation of people's financial knowledge, In the face of the increase in people's awareness of financial management, commercial banks, with their long accumulated reputation and widely distributed outlets, have launched financial products to seize market share. Bohai Bank is a relatively young bank among many commercial banks, and it has some advantages over small commercial banks in the design and development of financial products. But there is still a big gap with some commercial banks with a relatively strong foundation. At the same time, with the development of science and technology, Internet finance came into being, Alipay, Yu'e Bao, The birth of a series of "treasure", such as cash treasure, absorbed a lot of residents' funds and further divided the market share of Bohai Bank's wealth management products. In order to help Bohai Bank further understand the competition in the market from inside and outside the industry and further determine the next marketing strategy, on the one hand, based on the current situation of the development of the financial products of Bohai Bank, from the macro environment, This paper comprehensively analyzes the marketing environment of the financial management products of Bohai Bank from the three angles of competitive environment and demand environment, and finds out the opportunities brought by the national economic environment, macro policy and people's consumption concept. At the same time, it is also further recognized that the advantages of other commercial banks in terms of product safety and returns, as well as the strong impact from alternative products such as Internet financial products. In this paper, consumers are classified from market segmentation and customer segmentation to further understand customer needs and tap the advantages of Bohai Bank. Market segmentation is a subdivision of potential markets, mainly from income factors. The analysis of family life cycle factors, behavior and psychological factors; customer segmentation is to the existing customers, through the understanding of customer purchase frequency, purchase amount, the use of RFM analysis method to classify customers. Finally, based on a series of analysis of the financial products of Bohai Bank, this paper helps Bohai Bank to understand its own strengths, weaknesses, opportunities and threats, further from product innovation, channel innovation, customer management innovation, strengthening cooperation. The author puts forward the corresponding marketing countermeasures from the angle of increasing brand added value, and hopes that it can be used for reference in the development and design of the financial management products of Bohai Bank, and hope that the financial products of Bohai Bank will be better and better.
【學(xué)位授予單位】：天津師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F832.2

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