本文選題：長沙銀行 + 營銷策略��； 參考：《中南大學(xué)》2013年碩士論文

【摘要】：隨著利率市場化改革加速以及金融脫媒現(xiàn)象日益嚴(yán)重,銀行依賴傳統(tǒng)批發(fā)業(yè)務(wù)經(jīng)營模式將難以為繼,零售業(yè)務(wù)興起,個(gè)人理財(cái)業(yè)務(wù)也將成為銀行未來新利潤增長點(diǎn)。各商業(yè)銀行正積極加入個(gè)人理財(cái)業(yè)務(wù)競爭,廣泛進(jìn)行服務(wù)營銷,力爭獲取在個(gè)人理財(cái)市場的有利地位。為此,本文以長沙銀行為研究對(duì)象,分析其個(gè)人理財(cái)業(yè)務(wù)營銷現(xiàn)狀、問題及優(yōu)化對(duì)策。 本文從長沙銀行個(gè)人理財(cái)業(yè)務(wù)現(xiàn)狀入手,對(duì)其業(yè)務(wù)開展情況以及競爭優(yōu)劣勢(shì)進(jìn)行了剖析；通過對(duì)長沙銀行個(gè)人理財(cái)客戶調(diào)研,分析客戶的基本情況及理財(cái)偏好；然后深入剖析長沙銀行現(xiàn)行營銷策略,并指出目前存在主要的問題：市場細(xì)分欠精準(zhǔn)、產(chǎn)品重復(fù)單一和渠道單一。在上述研究的基礎(chǔ)上,結(jié)合客戶關(guān)系管理理論,提出個(gè)人理財(cái)業(yè)務(wù)營銷的優(yōu)化策略：①找準(zhǔn)單因素和組合多因素的市場細(xì)分優(yōu)化策略；②創(chuàng)新產(chǎn)品組合和加強(qiáng)品牌建設(shè)的產(chǎn)品優(yōu)化策略；③科學(xué)布局網(wǎng)點(diǎn)和渠道“雙軌制”的渠道優(yōu)化策略。最后,提出構(gòu)建信息管理系統(tǒng)、建設(shè)專業(yè)人才隊(duì)伍、扭轉(zhuǎn)營銷理念等保障措施。本文提出的優(yōu)化策略對(duì)存在同樣問題的商業(yè)銀行有重要實(shí)踐參考價(jià)值。
[Abstract]:With the acceleration of the reform of interest rate marketization and the increasingly serious phenomenon of financial disintermediation, it will be difficult for banks to rely on the traditional wholesale business operation mode, the rise of retail business, personal finance business will also become a new profit growth point of banks in the future.Each commercial bank is actively participating in the competition of personal finance business, carrying on the service marketing extensively, striving to obtain the advantageous position in the personal finance market.Therefore, this article takes Changsha Bank as the research object, analyzes its personal finance business marketing present situation, the question and the optimization countermeasure.This paper starts with the current situation of Changsha Bank's personal finance business, analyzes its business development and competitive advantages and disadvantages, analyzes the basic situation and financial preference of Changsha Bank's personal financial management customers through investigation and investigation of its personal financial clients.Then it analyzes the current marketing strategy of Changsha Bank, and points out the main problems at present: market segmentation is not accurate, product repetition is single and channel is single.On the basis of the above research, combined with the theory of customer relationship management, this paper puts forward the optimization strategy of marketing of personal finance business: 1: 1 to find out the single factor and the combination of multiple factors to optimize the market segmentation strategy;2 Product optimization strategy of innovating product combination and strengthening brand building. 3. Scientific distribution network and channel "dual track" channel optimization strategy.Finally, the paper puts forward some safeguard measures, such as constructing information management system, building professional talent team and reversing marketing idea.The optimization strategy proposed in this paper has important practical reference value for commercial banks with the same problems.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F832.2

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本文編號(hào)：1758476