本文選題：哈爾濱銀行　切入點：個人理財　出處：《哈爾濱理工大學》2015年碩士論文

【摘要】：改革開放三十年來,我國經濟始終保持著持續(xù)、穩(wěn)步的增長趨勢。伴隨著我國經濟的增長,居民收入水平和購買能力逐漸提高。個人理財現已成為商業(yè)銀行的重要金融業(yè)務之一,并將成為我國商業(yè)銀行業(yè)務領域最重要的組成部分與利潤增長點。面對當今社會個人理財業(yè)務同質化競爭激烈的現狀,哈爾濱銀行應主動探索可持續(xù)發(fā)展的路徑。云技術、大數據、“互聯(lián)網+”金融時代的到來為個人理財業(yè)務提供了更加廣闊的空間,也帶來了更加嚴峻的考驗。本文從個人理財業(yè)務發(fā)展的態(tài)勢出發(fā),運用SWOT分析法,系統(tǒng)分析了哈爾濱銀行個人理財業(yè)務所具有的優(yōu)勢和劣勢、所面臨的機遇和挑戰(zhàn)。通過梳理哈爾濱銀行個人理財業(yè)務發(fā)展中存在的問題,指出其供給與需求之間存在不平衡、個人理財業(yè)務的服務水平不高、理財產品銷售中存在風險隱患。通過分析哈爾濱銀行個人理財市場和目標客戶的細分現狀,提出哈爾濱銀行在個人理財市場細分中應建立以網點為基礎的營銷體系、實施三分營銷的服務模式、實施三位一體的維護體系。同時,提出哈爾濱銀行個人理財業(yè)務應從至少從產品、客戶管理、差異化營銷等方面進行營銷管理。最后,強調哈爾濱銀行在個人理財業(yè)務營銷保障措施,可以從機制保障、體制保障、人力保障和風險保障四個方面進行實施。
[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.

【學位授予單位】：哈爾濱理工大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F832.2

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