【摘要】：隨著國際金融危機和國內(nèi)CPI居高不下,央行調(diào)控政策頻出,在存款準備金率的調(diào)整,存貸款利率的調(diào)整和緊縮性房產(chǎn)政策不斷出臺的背景下,各商業(yè)銀行理財產(chǎn)品作為主要投資方向,主打靈活與收益相結(jié)合,中短期、穩(wěn)健類產(chǎn)品不斷增加,紛紛推出了頗具特色的理財產(chǎn)品,既滿足了廣大客戶的投資需求,同時也對銀行理財產(chǎn)品營銷策略提出了更高的要求。光大銀行在激烈的競爭中,理財產(chǎn)品的設(shè)計、發(fā)行、營銷策略和相關(guān)服務(wù),既面臨機遇,也面臨挑戰(zhàn)；既有艱辛創(chuàng)業(yè)的歷程,又有開創(chuàng)局面的收獲。作者通過對光大理財產(chǎn)品營銷策略的進一步分析與研究,為今后理財產(chǎn)品營銷提出了新的思路與對策,也為同行業(yè)提供了可資借鑒與交流的理財產(chǎn)品營銷策略方法,以便更好地為廣大客戶提供優(yōu)質(zhì)服務(wù),更好地滿足廣大客戶對理財產(chǎn)品的需求,努力實現(xiàn)營銷規(guī)模和理財收益最大化的“雙贏”目標。 論文中描述了光大銀行的理財產(chǎn)品介紹,對理財業(yè)務(wù)在支行未來發(fā)展等方面所起的積極作用。論文中介紹了光大銀行在沈陽所設(shè)立的網(wǎng)點有13家,每家理財?shù)匿N售數(shù)量均有所不同。光大銀行五愛支行是2009年1月9日新成立的支行,僅僅兩年的時間,對私儲蓄存款截止到2011年6月3日,時點達到2億元人民幣,2011年上半年的理財銷售量也已經(jīng)超過2個億。雖然取得了不小的銷售成績,可是距離已經(jīng)成立多年的支行網(wǎng)點來說還是有著較大的差距。論文通過對五愛支行理財業(yè)務(wù)銷量的分析,結(jié)合銀行客戶、環(huán)境、產(chǎn)品風險和產(chǎn)品結(jié)構(gòu)等方面的調(diào)查與分析,運用了SWOT理論分析銀行發(fā)展的內(nèi)外環(huán)境形勢、STP分析方法對客戶細分,分析客戶乃至家庭的生命周期理論,通過對客戶的風險調(diào)查,將銀行作為服務(wù)性行業(yè)的重要服務(wù)理念作為業(yè)務(wù)發(fā)展的外部指導環(huán)節(jié),將銀行理財產(chǎn)品的促銷與宣傳作為支行發(fā)展的重要環(huán)節(jié),研究了光大銀行五愛支行目前的理財營銷環(huán)境,總結(jié)優(yōu)勢,改善劣勢,制定新的理財營銷策略。光大銀行五愛支行通過對客戶的分析,最終為客戶量身設(shè)計理財產(chǎn)品,制定理財規(guī)劃方案,運用科學有效的組合營銷產(chǎn)品,同時配以專業(yè)的售后服務(wù),最終為客戶實現(xiàn)其人生的理財目標和財務(wù)規(guī)劃要求,為光大銀行沈陽五愛支行今后業(yè)務(wù)的發(fā)展起到了指導作用,具有很強的現(xiàn)實意義。
[Abstract]:With the international financial crisis and high domestic CPI, the central bank control policies frequently emerge, in the context of the adjustment of deposit reserve ratio, the adjustment of deposit and loan interest rate and the tightening of housing policy, As the main investment direction, the financial products of commercial banks combine flexibility with income. In the short and medium term, the steady products are increasing, and they have launched the characteristic financial products one after another, which meet the investment needs of the vast number of customers. At the same time, the bank financial products marketing strategy put forward higher requirements. In the fierce competition, Everbright Bank faces both opportunities and challenges in the design, distribution, marketing strategy and related services of financial products. Through the further analysis and research on the marketing strategy of Everbright's financial products, the author puts forward new ideas and countermeasures for the marketing of financial products in the future, and also provides the marketing strategies of financial products for reference and exchange in the same industry. In order to better provide customers with high quality services, better meet the needs of customers for financial products, strive to achieve the marketing scale and maximize the financial benefits of "win-win" goal. This paper describes the introduction of Everbright Bank's financial products, which plays an active role in the future development of the branch. The paper introduces that Everbright Bank has 13 branches in Shenyang. Everbright Bank Wuai Branch is a newly established branch of Everbright Bank on January 9, 2009. In only two years, private savings deposits reached 200 million yuan at the end of June 3, 2011, and the sales volume of financial management in the first half of 2011 has exceeded 200 million yuan. Although has achieved not small sales results, but has been established for many years of branches or there is a big gap. Through the analysis of the sales volume of financial management business of Wuai Branch, combined with the investigation and analysis of bank customers, environment, product risk and product structure, the paper applies SWOT theory to analyze the internal and external environmental situation of bank development. The STP analysis method divides the customer, analyzes the customer and even the family life cycle theory, through to the customer's risk investigation, regards the bank as the important service idea of the service industry as the external guiding link of the business development. This paper takes the promotion and propaganda of bank financial products as an important link in the development of bank, studies the current financial management marketing environment of Wuai Branch of Everbright Bank, summarizes its advantages, improves its disadvantages, and formulates new financial management marketing strategies. Through the analysis of customers, Everbright Bank's Wuai Branch ultimately designs financial management products for customers, formulates financial planning schemes, uses scientific and effective combination marketing products, and matches with professional after-sales service. Finally, it realizes the financial management goals and financial planning requirements for customers, and plays a guiding role in the future business development of Everbright Bank's Shenyang Wuai Branch, which has a strong practical significance.
【學位授予單位】：遼寧大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F274;F832.33

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本文編號：2325274