本文選題：財富管理 + 商業(yè)銀行��； 參考：《內(nèi)蒙古大學(xué)》2015年碩士論文

【摘要】：20世紀(jì)70年代以來,在全球新經(jīng)濟(jì)浪潮蓬勃興起的大背景下,隨著信息技術(shù)的快速發(fā)展和金融自由化的進(jìn)一步加深,世界范圍內(nèi)富裕階層的規(guī)模都出現(xiàn)了明顯的增長。在此背景下,專門針對個人的理財產(chǎn)品依靠其業(yè)務(wù)涵蓋面廣、目標(biāo)客戶群龐大、金融風(fēng)險較低且回報穩(wěn)定等特質(zhì)在眾多的金融產(chǎn)品中嶄露頭角,一躍成為商業(yè)銀行的時代新寵。使得全球商業(yè)銀行在著手調(diào)整經(jīng)營策略時,都不同程度地將發(fā)展重心向中高端客戶的個人理財業(yè)務(wù)傾斜。經(jīng)過這些年的潛心開發(fā),目前個人理財產(chǎn)品業(yè)已成為西方主要商業(yè)銀行當(dāng)之無愧的王牌產(chǎn)品,是銀行收益的主要來源和利潤的增長點。近年來國內(nèi)的商業(yè)銀行一直面臨著傳統(tǒng)批發(fā)業(yè)務(wù)發(fā)展速度減緩和外資銀行進(jìn)入市場的腳步日益逼近的雙重壓力,為了在將來的競爭中占有先機,各大銀行都不約而同地推出了自己的個人金融服務(wù)產(chǎn)品。個人理財業(yè)務(wù)已成為中國銀行業(yè)重點關(guān)注的焦點,而個人理財產(chǎn)品的營銷的現(xiàn)實意義和重要性也凸顯了出來。鑒于此,本文通過系統(tǒng)研究我國商業(yè)銀行的主要個人理財產(chǎn)品營銷策略,并從中找出存在的問題,結(jié)合當(dāng)前商業(yè)銀行所面臨的新形勢及監(jiān)管層的新要求,在參考國外商業(yè)銀行的個人理財產(chǎn)品營銷策略的基礎(chǔ)上,運用SWOT分析法,以筆者所在的民生銀行呼和浩特分行的個人理財產(chǎn)品營銷策略為例,深入剖析我國銀行個人理財產(chǎn)品的營銷策略,從中找出存在的問題和不足,并相應(yīng)地提出自己的改進(jìn)方案和意見,為我國銀行進(jìn)一步發(fā)展和完善個人理財產(chǎn)品的營銷策略以及提升個人理財產(chǎn)品的競爭力上提供一些有益的參考。
[Abstract]:Since 1970s, with the rapid development of information technology and the deepening of financial liberalization, under the background of the global new economic wave, the scale of the rich class in the world has obviously increased. Under this background, the financial products which are specially aimed at individuals depend on their wide range of business coverage, large target customers, low financial risk and stable returns, and so on, which have emerged in the numerous financial products and become the new favorite of the commercial banks in the times. When the global commercial banks begin to adjust their management strategies, they all tend to focus on the personal finance business of the middle and high-end customers in varying degrees. After years of development, personal financial products have become a worthy trump card of major commercial banks in the West, and are the main source of income and profit growth point of banks. In recent years, domestic commercial banks have been faced with the double pressure of slow down of the traditional wholesale business development and the increasingly approaching pace of foreign banks entering the market. In order to take the lead in the future competition, All the major banks have launched their own personal financial services products. Personal finance business has become the focus of attention in China's banking industry, and the practical significance and importance of personal financial products marketing has also been highlighted. In view of this, this paper systematically studies the marketing strategies of the main personal financial products of commercial banks in China, and finds out the existing problems, combined with the new situation faced by the commercial banks and the new requirements of the regulatory level. On the basis of referring to the marketing strategy of personal financial products of foreign commercial banks, this paper applies SWOT analysis method to take the personal financial product marketing strategy of Hohhot Branch of Minsheng Bank as an example. Deeply analyze the marketing strategy of personal financial products of Chinese banks, find out the existing problems and shortcomings, and put forward their own improvement plans and suggestions accordingly. It provides some useful reference for Chinese banks to further develop and perfect the marketing strategy of personal financial products and to enhance the competitiveness of personal financial products.
【學(xué)位授予單位】：內(nèi)蒙古大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F832.2

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