【摘要】：隨著我國社會(huì)經(jīng)濟(jì)的快速發(fā)展發(fā)展,個(gè)人收入水平及消費(fèi)水平不斷增加,尤其最近幾年物價(jià)快速上漲,使得家庭收支問題越來越受到人們的關(guān)注,由于家庭的日常開銷剛性上漲,因此家庭是社會(huì)通脹水平高企的直接受害方,由此所引發(fā)的其他問題,例如家庭收入歸集問題,家庭開支的分擔(dān)問題,家庭成員各階段的用款需求,家庭儲(chǔ)蓄金的保值增值等問題不斷困擾著家庭成員。銀行在家庭財(cái)務(wù)中扮演重要角色,如果銀行能看到這些問題背后的商機(jī),開發(fā)一款家庭理財(cái)產(chǎn)品,在解決家庭收支問題的同時(shí),也為自身賺取更多的收益。本文將從渤海銀行的角度出發(fā),闡述家庭理財(cái)卡的基本概念、設(shè)計(jì)理念、創(chuàng)新之處,并結(jié)合渤海銀行發(fā)展情況,分析開展家庭理財(cái)卡業(yè)務(wù)的條件現(xiàn)狀。家庭理財(cái)產(chǎn)品市場(chǎng)需求是很大的,但是由于銀行未能重視家庭理財(cái)這一概念,沒有意識(shí)到這種需求,造成當(dāng)前的市場(chǎng)空白。家庭理財(cái)卡的目標(biāo)客戶定位于中等收入和低收入階層家庭,根據(jù)目標(biāo)群體的理財(cái)消費(fèi)特點(diǎn)、家庭收支情況進(jìn)行統(tǒng)籌規(guī)劃,對(duì)支出和理財(cái)提供建議指導(dǎo),對(duì)理財(cái)產(chǎn)品的選擇更加科學(xué)高效,使家庭成員在管理財(cái)富的道路上不再是摸著石頭過河,而是有章可循。家庭理財(cái)卡的金融服務(wù)功能豐富多樣,既包含傳統(tǒng)的借記卡所有功能,又增加了為適應(yīng)家庭日常生活所需要的新型功能,包括多賬戶關(guān)聯(lián)、資金歸集和支出控制、收支余額理財(cái)、收支統(tǒng)計(jì)分析、家庭服務(wù)優(yōu)惠活動(dòng),這些功能的整合使家庭理財(cái)變得更加容易方便,本文對(duì)各項(xiàng)功能進(jìn)行了詳細(xì)的解釋說明。家庭理財(cái)卡產(chǎn)品可以為發(fā)卡行帶來豐厚的收益,主要包括年費(fèi)、利息凈收入、增值服務(wù)費(fèi)、業(yè)務(wù)手續(xù)費(fèi)。家庭理財(cái)卡產(chǎn)品的風(fēng)險(xiǎn)分為操作風(fēng)險(xiǎn)、市場(chǎng)風(fēng)險(xiǎn)、信用風(fēng)險(xiǎn),發(fā)卡行為應(yīng)對(duì)各類風(fēng)險(xiǎn)需要制定完備的內(nèi)部控制機(jī)制。本文根據(jù)科特勒4Ps營銷策略組合理論進(jìn)行分析,即通過產(chǎn)品、價(jià)格、渠道、促銷四個(gè)方面進(jìn)行營銷推廣,通過對(duì)市場(chǎng)營銷策略的綜合運(yùn)用,最終實(shí)現(xiàn)家庭理財(cái)卡的營銷目標(biāo)。
[Abstract]:With the rapid development of social economy in our country, the level of personal income and consumption has been increasing, especially in recent years, the price has been rising rapidly, which makes the problem of household income and expenditure get more and more attention. Families are the direct victims of high levels of social inflation because of the rigid rise in their daily expenses. Other problems, such as the problem of family income aggregation and the sharing of household expenses, have arisen. The demands of family members in different stages and the maintenance and increase of household savings have been puzzling family members. Banks play an important role in household finance, and if they can see the business opportunities behind these problems, they can develop a family wealth management product that not only solves the problems of household income and expenditure, but also makes more income for themselves. From the point of view of Bohai Bank, this paper expounds the basic concept, design idea and innovation of the family financial card, and analyzes the present condition of developing the family financial card business with the development of Bohai Bank. The market demand of family financial products is very great, but because banks fail to attach importance to the concept of family finance, they are not aware of this demand, resulting in the current market blank. The target customers of family financial management card are middle income and low income class families. According to the characteristics of the target group's financial management and consumption, the family income and expenditure are planned as a whole, and the expenditure and financial management are provided with advice and guidance. The choice of financial products is more scientific and efficient, so that family members in the management of wealth is no longer to touch the stone across the river, but to follow the rules. The financial service function of the family financial card is rich and diverse, including all the functions of the traditional debit card, and the new function to adapt to the daily life of the family, including the multi-account association, the collection of funds and the expenditure control. Balance of income and expenditure, income and expenditure statistics and analysis, family services preferential activities, the integration of these functions to make family finance easier and more convenient, this paper explains the various functions in detail. Family wealth management card products can bring huge income for card issuers, including annual fees, net interest income, value-added services, business fees. The risks of family financial card products can be divided into operational risk, market risk, credit risk, and the issuing bank needs to establish a complete internal control mechanism to deal with all kinds of risks. This paper analyzes the combination theory of Kotler 4Ps marketing strategy, that is, through the product, price, channel, promotion four aspects of marketing promotion, through the comprehensive use of marketing strategies, the ultimate realization of family financial card marketing objectives.
【學(xué)位授予單位】：河北金融學(xué)院
【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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本文編號(hào)：2339772