本文選題：哈爾濱銀行　切入點(diǎn)：個(gè)人理財(cái)　出處：《哈爾濱理工大學(xué)》2015年碩士論文

【摘要】：改革開放三十年來,我國(guó)經(jīng)濟(jì)始終保持著持續(xù)、穩(wěn)步的增長(zhǎng)趨勢(shì)。伴隨著我國(guó)經(jīng)濟(jì)的增長(zhǎng),居民收入水平和購買能力逐漸提高。個(gè)人理財(cái)現(xiàn)已成為商業(yè)銀行的重要金融業(yè)務(wù)之一,并將成為我國(guó)商業(yè)銀行業(yè)務(wù)領(lǐng)域最重要的組成部分與利潤(rùn)增長(zhǎng)點(diǎn)。面對(duì)當(dāng)今社會(huì)個(gè)人理財(cái)業(yè)務(wù)同質(zhì)化競(jìng)爭(zhēng)激烈的現(xiàn)狀,哈爾濱銀行應(yīng)主動(dòng)探索可持續(xù)發(fā)展的路徑。云技術(shù)、大數(shù)據(jù)、“互聯(lián)網(wǎng)+”金融時(shí)代的到來為個(gè)人理財(cái)業(yè)務(wù)提供了更加廣闊的空間,也帶來了更加嚴(yán)峻的考驗(yàn)。本文從個(gè)人理財(cái)業(yè)務(wù)發(fā)展的態(tài)勢(shì)出發(fā),運(yùn)用SWOT分析法,系統(tǒng)分析了哈爾濱銀行個(gè)人理財(cái)業(yè)務(wù)所具有的優(yōu)勢(shì)和劣勢(shì)、所面臨的機(jī)遇和挑戰(zhàn)。通過梳理哈爾濱銀行個(gè)人理財(cái)業(yè)務(wù)發(fā)展中存在的問題,指出其供給與需求之間存在不平衡、個(gè)人理財(cái)業(yè)務(wù)的服務(wù)水平不高、理財(cái)產(chǎn)品銷售中存在風(fēng)險(xiǎn)隱患。通過分析哈爾濱銀行個(gè)人理財(cái)市場(chǎng)和目標(biāo)客戶的細(xì)分現(xiàn)狀,提出哈爾濱銀行在個(gè)人理財(cái)市場(chǎng)細(xì)分中應(yīng)建立以網(wǎng)點(diǎn)為基礎(chǔ)的營(yíng)銷體系、實(shí)施三分營(yíng)銷的服務(wù)模式、實(shí)施三位一體的維護(hù)體系。同時(shí),提出哈爾濱銀行個(gè)人理財(cái)業(yè)務(wù)應(yīng)從至少從產(chǎn)品、客戶管理、差異化營(yíng)銷等方面進(jìn)行營(yíng)銷管理。最后,強(qiáng)調(diào)哈爾濱銀行在個(gè)人理財(cái)業(yè)務(wù)營(yíng)銷保障措施,可以從機(jī)制保障、體制保障、人力保障和風(fēng)險(xiǎn)保障四個(gè)方面進(jìn)行實(shí)施。
[Abstract]:Thirty years of reform and opening up, China's economy has maintained a sustained, steady growth trend. Along with China's economic growth, improve the level of income and purchasing power gradually. Personal finance has become one of the important financial business of commercial banks, and will become the business of commercial banks in China the most important areas and profit growth point. Facing the situation of fierce competition in the homogenization of personal financial services to society, the Bank of Harbin should take the initiative to explore the path of sustainable development. The big data cloud technology, "Internet plus" financial era and provide a broader space for personal financial services, it also brings a more severe test. This article from the personal financial business the development trend of the use of SWOT analysis, systematic analysis of the personal financial business of the Bank of Harbin has the advantages and disadvantages, the opportunities and challenges. There is a sort of personal financial business development bank of Harbin issues, the author pointed out that there is a balance between the supply and demand of personal financial services, the service level is not high, there are potential risks of financial product sales. Through the analysis of the current situation of Harbin subdivision bank personal financial market and target customers, the Bank of Harbin should establish a network based the marketing system in the personal financial market segmentation, the implementation of three marketing service mode, the implementation of three-in-one maintenance system. At the same time, put forward the personal finance business of Bank of Harbin should be at least from the product, customer management, differentiated marketing and other aspects of marketing management. Finally, on the Bank of Harbin in the safeguard measures of personal financial services marketing, from the mechanism security, system security, human security and risk protection in four aspects of the implementation.

【學(xué)位授予單位】：哈爾濱理工大學(xué)
【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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