【摘要】：隨著中國(guó)改革的不斷深化和經(jīng)濟(jì)的持續(xù)發(fā)展,個(gè)人財(cái)富增長(zhǎng)迅速,人們現(xiàn)代金融意識(shí)普遍提高,有利于個(gè)人金融業(yè)務(wù)加快發(fā)展的市場(chǎng)環(huán)境正在迅速形成,中外銀行在個(gè)人金融業(yè)務(wù)上展開了激烈的競(jìng)爭(zhēng)。C銀行廣西分行只有面對(duì)市場(chǎng),把握機(jī)遇,積極實(shí)施個(gè)金業(yè)務(wù)戰(zhàn)略轉(zhuǎn)型,制定個(gè)金業(yè)務(wù)市場(chǎng)營(yíng)銷策略,才能在全面開放的經(jīng)營(yíng)環(huán)境和競(jìng)爭(zhēng)中占據(jù)一席之地。 本文采用了定量與定性結(jié)合、比較分析和實(shí)證分析等方法,以C銀行廣西分行為研究對(duì)象,對(duì)C銀行廣西分行個(gè)人金融業(yè)務(wù)發(fā)展情況和營(yíng)銷策略運(yùn)用現(xiàn)狀進(jìn)行分析,指出其存在的問(wèn)題,通過(guò)分析C銀行廣西分行個(gè)人金融業(yè)務(wù)營(yíng)銷環(huán)境,指出其發(fā)展的機(jī)會(huì)和面臨的挑戰(zhàn),制定了推進(jìn)C銀行廣西分行個(gè)人金融業(yè)務(wù)發(fā)展的營(yíng)銷策略,同時(shí)提出了營(yíng)銷管理措施,以確保C銀行廣西分行個(gè)人金融業(yè)務(wù)營(yíng)銷策略的有效實(shí)施,試圖在商業(yè)銀行個(gè)人金融業(yè)務(wù)市場(chǎng)營(yíng)銷策略方面進(jìn)行一些有益的嘗試和探索。
[Abstract]:With the continuous deepening of China's reform and the sustained development of the economy, personal wealth is growing rapidly, people's modern financial awareness is generally improved, and the market environment conducive to accelerating the development of personal financial business is forming rapidly. Chinese and foreign banks have launched fierce competition in personal financial business. C Bank Guangxi Branch only faces the market, seize the opportunity, actively implement the strategic transformation of the individual gold business, and formulate the marketing strategy of the individual gold business. Ability in a comprehensive and open business environment and competition to occupy a place. This paper uses quantitative and qualitative methods, comparative analysis and empirical analysis, taking C Bank Guangxi Branch as the research object, analyzes the current situation of personal financial business development and marketing strategy application of C Bank Guangxi Branch. This paper points out the existing problems, analyzes the marketing environment of personal financial business of Guangxi Branch of C Bank, points out the opportunities and challenges of its development, and formulates the marketing strategy to promote the development of personal financial business of Guangxi Branch of C Bank. At the same time, it puts forward the marketing management measures to ensure the effective implementation of the personal financial business marketing strategy of C Bank Guangxi Branch, and attempts to make some beneficial attempts and explorations in the commercial bank personal financial business marketing strategy.
【學(xué)位授予單位】：廣西大學(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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本文編號(hào)：2295035