【摘要】：理財產(chǎn)品作為重要的現(xiàn)代金融產(chǎn)品，以其突出的盈利能力和在競爭優(yōu)質(zhì)客戶、強化客戶關(guān)系管理等方面的獨特優(yōu)勢，成為當前銀行業(yè)競相投入資源、爭奪最為激烈的業(yè)務領(lǐng)域之一。相比國外成熟的居民理財意識及豐富多樣的理財產(chǎn)品市場，我國的居民理財水平還處在相對初期的階段，金融機構(gòu)的理財產(chǎn)品、服務手段還需要提高及豐富。 盡管近年來建設銀行在理財產(chǎn)品創(chuàng)新、營銷渠道開發(fā)、服務意識提升等方面做出很多努力，整體社會形象及金融服務水平得到社會各界的良好贊譽，但近乎白熱化的同業(yè)競爭，使如何將豐富多樣的理財產(chǎn)品在第一時間得到更多客戶的認可，成為擺在建設銀行面前的一大創(chuàng)新性課題。本文結(jié)合外部市場環(huán)境和建設銀行遼源分行理財產(chǎn)品營銷現(xiàn)狀，主要分析了客戶群體特征、客戶行為取向以及影響客戶行為的因素，并對比分析了遼源市主要同業(yè)銀行理財產(chǎn)品的種類、期限、收益水平，同時，調(diào)查分析了同業(yè)銀行業(yè)務規(guī)模、盈利能力、渠道建設、客戶維護手段等相關(guān)指標。 通過以上分析和調(diào)查，得出的研究結(jié)果表明：銀行人民幣理財產(chǎn)品無論在種類、期限、收益水平等各個方面都表現(xiàn)出嚴重的同質(zhì)化趨勢；銀行在代銷信托計劃獲取更大利潤的同時，，更應該加強自主研發(fā)產(chǎn)品的能力，不斷豐富產(chǎn)品種類；銀行的業(yè)務規(guī)模代表了相對的資源優(yōu)勢和實力，把握住經(jīng)營重點、注重產(chǎn)品結(jié)構(gòu)、運用好經(jīng)營策略才能收到預期的效果；渠道建設不僅要重視數(shù)量，更要重視質(zhì)量，認真分析投入產(chǎn)出，要確保各個渠道暢通完備、功能齊全；在產(chǎn)品同質(zhì)化、業(yè)務規(guī)模相當、渠道建設不分彼此的情況下，如何經(jīng)營和維護好客戶是推動銀行業(yè)可持續(xù)發(fā)展的關(guān)鍵。因此，在客戶的管理模式和維護客戶的方式上，要切實轉(zhuǎn)變經(jīng)營理念，真正做到“以客戶為中心”，確保各種經(jīng)營客戶的措施落到實處，不斷提高自身能力和水平，以促進銀行核心競爭力的提升。為此，建設銀行遼源分行應努力提升理財產(chǎn)品的核心價值，進行有效的市場細分和服務定位，加強銷售渠道管理和營銷方式創(chuàng)新，不斷改進服務措施以提升客戶滿意度，以提高員工營銷技能為核心組建高水平營銷團隊。
[Abstract]:As an important modern financial product, financial products, with its outstanding profitability and unique advantages in competing for high quality customers and strengthening customer relationship management, have become the current banking industry competing for resources. Competition for one of the most intense areas of business. Compared with the mature awareness of financial management and the rich and diversified financial product market, the level of financial management in our country is still in a relatively early stage, and the financial products and service means of financial institutions need to be improved and enriched. In recent years, China Construction Bank has made a lot of efforts in financial product innovation, marketing channel development, service awareness promotion and so on. The overall social image and the level of financial services have been praised by all sectors of the society, but the competition between the same industry is almost intense. How to get more customers' approval of rich and diversified financial products in the first time has become an innovative issue in front of China Construction Bank. Based on the external market environment and the current situation of financial product marketing in Liaoyuan Branch of China Construction Bank, this paper mainly analyzes the characteristics of customer group, the orientation of customer behavior and the factors affecting customer behavior. At the same time, the paper makes a comparative analysis of the financial products of the main interbank banks in Liaoyuan City, such as the types, the duration and the income level. At the same time, the paper investigates and analyzes the relevant indexes such as the scale of the interbank banking business, the profitability, the channel construction and the means of customer maintenance. Through the above analysis and investigation, the research results show that: the bank RMB financial products show a serious trend of homogeneity in all aspects, such as types, duration, income level; The bank should strengthen its own R & D capability and enrich the variety of products while making more profits from the trust plan. The business scale of the bank represents the relative resource superiority and strength, grasps the management key point, pays attention to the product structure, the good use management strategy can receive the anticipated effect; The channel construction should pay attention not only to quantity, but also to quality, to analyze the input and output seriously, to ensure that every channel is smooth and complete, and the function is complete. How to manage and maintain the customers is the key to promote the sustainable development of the banking industry under the condition that the product is homogenized the business scale is the same and the channel construction is not different from each other. Therefore, in the management mode of customers and the way to maintain customers, we should change the management concept, truly "take the customer as the center", ensure that all kinds of measures to manage customers are implemented, and constantly improve their own ability and level. To promote the core competitiveness of banks. Therefore, Liaoyuan Branch of China Construction Bank should strive to enhance the core value of financial products, carry out effective market segmentation and service positioning, strengthen the management of sales channels and innovation of marketing methods, and continuously improve service measures to enhance customer satisfaction. To improve staff marketing skills as the core to set up a high level of marketing team.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F832.2

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