發(fā)布時(shí)間：2018-03-28 22:08

  本文選題：農(nóng)行XQ支行　切入點(diǎn)：個(gè)人理財(cái)產(chǎn)品　出處：《河北經(jīng)貿(mào)大學(xué)》2017年碩士論文

【摘要】：隨著社會(huì)的不斷發(fā)展以及金融創(chuàng)新的不斷高漲,銀行理財(cái)業(yè)務(wù)從上世紀(jì)70年代開(kāi)始,發(fā)展速度明顯加快,而我國(guó)商業(yè)理財(cái)產(chǎn)品雖然起步較晚,但是仍取得了跨越式發(fā)展,可以說(shuō),商業(yè)銀行理財(cái)產(chǎn)品市場(chǎng)發(fā)展?jié)摿薮�。而其中的個(gè)人理財(cái)業(yè)務(wù)不僅具有領(lǐng)域廣、批量多、風(fēng)險(xiǎn)小、個(gè)性化、收益穩(wěn)定、附加值高等特點(diǎn),又可以帶動(dòng)商業(yè)銀行其他零售業(yè)務(wù)的發(fā)展,因此,成為各家商業(yè)銀行競(jìng)爭(zhēng)的重點(diǎn)。同時(shí)伴隨著互聯(lián)網(wǎng)的發(fā)展,螞蟻金融、京東金融以及p2p平臺(tái)等推出了多樣化的互聯(lián)網(wǎng)理財(cái),理財(cái)市場(chǎng)競(jìng)爭(zhēng)更加激烈。而在這種激烈的競(jìng)爭(zhēng)環(huán)境下,商業(yè)銀行如要在個(gè)人理財(cái)產(chǎn)品市場(chǎng)獲得發(fā)展,營(yíng)銷(xiāo)策略尤其重要。農(nóng)行XQ支行依托農(nóng)行理財(cái)產(chǎn)品體系,主要服務(wù)對(duì)象為石家莊高新區(qū)的居民及企業(yè)人員,在理財(cái)產(chǎn)品營(yíng)銷(xiāo)中存在著多種多樣的問(wèn)題阻礙著XQ支行個(gè)人理財(cái)產(chǎn)品業(yè)務(wù)的進(jìn)一步發(fā)展,因此本文研究旨在存在的問(wèn)題提出合理化的策略建議,改善XQ支行營(yíng)銷(xiāo)水平。本文運(yùn)用了文獻(xiàn)調(diào)查和理論與實(shí)際相結(jié)合的研究方法,對(duì)于文章的觀點(diǎn)進(jìn)行論證,使得XQ支行的理財(cái)產(chǎn)品營(yíng)銷(xiāo)策略建議具有專(zhuān)業(yè)性和可行性。本文首先對(duì)商業(yè)銀行個(gè)人理財(cái)產(chǎn)品的相關(guān)理論概念、國(guó)內(nèi)外個(gè)人理財(cái)產(chǎn)品營(yíng)銷(xiāo)現(xiàn)狀進(jìn)行了闡述。然后聚焦本文的研究對(duì)象,對(duì)農(nóng)行XQ支行個(gè)人理財(cái)產(chǎn)品的發(fā)展現(xiàn)狀進(jìn)行了闡述,并利用SWOT模型從優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)、威脅四個(gè)方面對(duì)于農(nóng)行XQ支行的個(gè)人理財(cái)產(chǎn)品營(yíng)銷(xiāo)進(jìn)行分析,最后結(jié)合農(nóng)行新區(qū)支行營(yíng)銷(xiāo)目前存在的問(wèn)題,從產(chǎn)品策略、渠道策略、促銷(xiāo)策略、公私聯(lián)動(dòng)策略、客戶(hù)策略、人才策略六個(gè)方面進(jìn)行了詳細(xì)的論述,首先產(chǎn)品策略方面,要加強(qiáng)產(chǎn)品交叉營(yíng)銷(xiāo)、發(fā)揮品牌效應(yīng)以及產(chǎn)品積分化銷(xiāo)售提高銷(xiāo)售水平;渠道方面,要優(yōu)化傳統(tǒng)物理網(wǎng)點(diǎn),推動(dòng)電子渠道的發(fā)展;促銷(xiāo)策略方面,從人員促銷(xiāo)和非人員促銷(xiāo)兩個(gè)方面進(jìn)行了論述;公私聯(lián)動(dòng)策略方面,要不再拘泥于具體崗位以及具體客戶(hù)類(lèi)型,通過(guò)公司信息與個(gè)人信息的互相轉(zhuǎn)化,實(shí)現(xiàn)企業(yè)與個(gè)人的聯(lián)動(dòng)營(yíng)銷(xiāo),促進(jìn)理財(cái)銷(xiāo)售能力;客戶(hù)策略方面,要重視客戶(hù)的相關(guān)維護(hù)工作,重點(diǎn)從完善客戶(hù)信息管理、提高客戶(hù)服務(wù)質(zhì)量、加強(qiáng)與客戶(hù)的溝通交流以及提高客戶(hù)滿(mǎn)意度方面入手;人才策略方面,圍繞加強(qiáng)個(gè)人理財(cái)客戶(hù)經(jīng)理的隊(duì)伍建設(shè)、建立客戶(hù)的激勵(lì)機(jī)制、重視個(gè)人理財(cái)從業(yè)人員的培訓(xùn)以及構(gòu)建科學(xué)的人員流動(dòng)保障方案四個(gè)方面促進(jìn)理財(cái)人員的穩(wěn)定以及能力的提升,為新區(qū)支行理財(cái)業(yè)務(wù)的發(fā)展做好準(zhǔn)備。本文立足XQ支行,努力做到切合農(nóng)行XQ支行實(shí)際,希望對(duì)于XQ支行個(gè)人理財(cái)產(chǎn)品的發(fā)展起到一定的指導(dǎo)作用。
[Abstract]:With the continuous development of society and the rising of financial innovation, the development of banking financial management business has been accelerated obviously since the 1970s, but the commercial financial products of our country started relatively late, but still achieved leap-forward development. It can be said that the market of financial products of commercial banks has great development potential, and the personal finance business not only has the characteristics of wide field, many batches, small risks, individuation, stable income, high added value, etc. It can also drive the development of other retail businesses of commercial banks, so it has become the focus of competition among commercial banks. At the same time, with the development of the Internet, Ant Finance, JingDong Finance and P2P platforms have introduced diversified Internet financing. The competition in the financial management market is more intense. In this fierce competitive environment, if commercial banks are to develop in the market of personal financial products, marketing strategies are particularly important. The main service targets are residents and enterprise personnel of Shijiazhuang Hi-tech Zone. There are various problems in the marketing of financial products, which hinder the further development of the personal financial products business of XQ Branch. Therefore, this paper aims to put forward rational strategies and suggestions to improve the marketing level of XQ branch. This paper uses the research methods of literature survey and theory and practice to demonstrate the viewpoint of the article. So that the XQ branch of the financial management product marketing strategy recommendations are professional and feasible. First of all, the commercial bank personal financial products related to the theoretical concept, Then focusing on the research object of this paper, the paper expounds the current situation of the development of the personal financial products of Agricultural Bank XQ Branch, and uses SWOT model to analyze the advantages, disadvantages, opportunities, and so on. This paper analyzes the marketing of personal financial products of Agricultural Bank of China (XQ) branch in four aspects of threat. Finally, combining with the problems existing in the marketing of Agricultural Bank of China's new district branch, it includes product strategy, channel strategy, promotion strategy, public-private linkage strategy, customer strategy, etc. The six aspects of talent strategy are discussed in detail. First of all, in product strategy, we should strengthen product cross-marketing, exert brand effect and increase sales level by integrating product sales; in channel, we should optimize traditional physical network, Promote the development of electronic channels; the promotion strategy, from the personnel promotion and non-staff promotion two aspects; the public-private linkage strategy, we should no longer stick to specific posts and specific customer types, Through the mutual transformation of company information and personal information, we can realize the linkage marketing between enterprises and individuals, and promote the ability of financial management and sales. In terms of customer strategy, we should attach importance to the maintenance of customers, and focus on improving customer information management. Improve the quality of customer service, strengthen communication with customers and improve customer satisfaction. Pay attention to the training of personal finance practitioners and construct scientific personnel mobility guarantee scheme to promote the stability and ability of financial management personnel, and prepare for the development of financial management business of the new district subbranch. This paper is based on XQ branch. It is hoped that it will play a guiding role in the development of XQ branch's personal financial products.
【學(xué)位授予單位】：河北經(jīng)貿(mào)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F274;F832.2

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