本文選題：個(gè)人理財(cái)業(yè)務(wù)　切入點(diǎn)：銀行營(yíng)銷　出處：《首都經(jīng)濟(jì)貿(mào)易大學(xué)》2012年碩士論文

【摘要】：自20世紀(jì)70年代以來，在金融創(chuàng)新浪潮的沖擊下，，西方商業(yè)銀行的個(gè)人理財(cái)業(yè)務(wù)獲得了快速發(fā)展，為商業(yè)銀行帶來了豐厚的利潤(rùn)。在我國(guó)近年來隨著市場(chǎng)經(jīng)濟(jì)體制的逐步建立和完善，國(guó)民收入的迅速提高和居民投資意識(shí)的增強(qiáng)，我國(guó)商業(yè)銀行也開始推出個(gè)人理財(cái)業(yè)務(wù)并得到迅速發(fā)展。目前，個(gè)人理財(cái)業(yè)務(wù)已經(jīng)成為商業(yè)銀行爭(zhēng)奪優(yōu)質(zhì)客戶和尋找新的利潤(rùn)增長(zhǎng)點(diǎn)的重要手段。但我國(guó)商業(yè)銀行在開展個(gè)人理財(cái)業(yè)務(wù)的過程中還面臨著諸多問題，阻礙著個(gè)人理財(cái)業(yè)務(wù)的發(fā)展。本文將商業(yè)銀行個(gè)人理財(cái)業(yè)務(wù)的有效營(yíng)銷作為商業(yè)銀行發(fā)展個(gè)人理財(cái)業(yè)務(wù)和實(shí)現(xiàn)客戶理財(cái)目標(biāo)的最佳結(jié)合點(diǎn)，通過研究我國(guó)商業(yè)銀行個(gè)人理財(cái)業(yè)務(wù)的營(yíng)銷策略，以促進(jìn)我國(guó)商業(yè)銀行個(gè)人理財(cái)業(yè)務(wù)的健康快速的發(fā)展。 本文首先對(duì)個(gè)人理財(cái)業(yè)務(wù)營(yíng)銷做了概述，闡述了個(gè)人理財(cái)業(yè)務(wù)營(yíng)銷的基本知識(shí)，包括涵義、特點(diǎn)和重要意義等。其次，介紹了我國(guó)商業(yè)銀行個(gè)人理財(cái)業(yè)務(wù)市場(chǎng)營(yíng)銷的現(xiàn)狀，以及個(gè)人理財(cái)業(yè)務(wù)營(yíng)銷中存在的市場(chǎng)細(xì)分不充分、產(chǎn)品開發(fā)不到位、定價(jià)不夠合理、營(yíng)銷隊(duì)伍和營(yíng)銷體系方面的問題。然后，介紹花旗銀行的個(gè)人理財(cái)業(yè)務(wù)的營(yíng)銷策略，找出其成功之處和值得借鑒所在。最后，從理財(cái)產(chǎn)品的市場(chǎng)細(xì)分、產(chǎn)品開發(fā)、定價(jià)、分銷、促銷等方面提出優(yōu)化我國(guó)商業(yè)銀行個(gè)人理財(cái)業(yè)務(wù)營(yíng)銷的策略和建議，并對(duì)相關(guān)的風(fēng)險(xiǎn)提出相對(duì)的防范措施。
[Abstract]:Since the 1970s, under the impact of the wave of financial innovation, the personal finance business of western commercial banks has been developing rapidly. In recent years, with the gradual establishment and improvement of the market economy system, the rapid increase of the national income and the enhancement of the residents' investment consciousness have brought huge profits to the commercial banks. Commercial banks in our country have also started to launch personal finance business and have developed rapidly. At present, Personal finance business has become an important means for commercial banks to compete for high quality customers and find new profit growth points. However, in the process of developing personal finance business, commercial banks in China are still facing many problems. This paper regards the effective marketing of personal finance business of commercial bank as the best combination point of developing personal finance business and realizing the target of customer finance. In order to promote the healthy and rapid development of personal finance business of commercial banks in China, this paper studies the marketing strategy of personal finance business of commercial banks in China. This paper first summarizes the marketing of personal finance business, expounds the basic knowledge of personal finance business marketing, including the meaning, characteristics and significance. Secondly, it introduces the current situation of personal finance business marketing of commercial banks in China. As well as the problems in marketing of personal finance business, such as insufficient market segmentation, inadequate product development, unreasonable pricing, marketing team and marketing system. Then, the marketing strategy of Citibank's personal finance business is introduced. Finally, from the aspects of market segmentation, product development, pricing, distribution, promotion and so on, the paper puts forward the strategies and suggestions to optimize the marketing of personal finance business of commercial banks in China. And puts forward the relative precaution measure to the related risk.
【學(xué)位授予單位】：首都經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F832.2

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