發(fā)布時(shí)間：2018-05-05 16:59

  本文選題：中國(guó)銀行 + 個(gè)人理財(cái)　； 參考：《吉林大學(xué)》2015年碩士論文

【摘要】：伴隨著社會(huì)經(jīng)濟(jì)的快速發(fā)展，個(gè)人及家庭的財(cái)富在急速增長(zhǎng)，這使得銀行業(yè)不得不改變其現(xiàn)有狀態(tài)，將更多的目光從企業(yè)向個(gè)體轉(zhuǎn)移，個(gè)人及家庭日漸成為銀行理財(cái)產(chǎn)品的目標(biāo)客戶群體，而銀行也將個(gè)人理財(cái)產(chǎn)品視為其發(fā)展壯大的必爭(zhēng)市場(chǎng)。同時(shí)，隨著中國(guó)加入WTO，之前的針對(duì)國(guó)內(nèi)銀行的種種保護(hù)機(jī)制不再有效，更多的國(guó)際化大銀行進(jìn)入中國(guó)市場(chǎng)，他們?cè)诟黜?xiàng)業(yè)務(wù)領(lǐng)域不再受到諸多限制，進(jìn)行人民幣業(yè)務(wù)、零售銀行業(yè)務(wù)將不受地域限制；而外資銀行有著長(zhǎng)期的資本市場(chǎng)經(jīng)驗(yàn)，雄厚的資本實(shí)力以及國(guó)內(nèi)銀行最為缺乏的管理經(jīng)驗(yàn)，這些勢(shì)必給我國(guó)本土商業(yè)銀行帶來(lái)強(qiáng)烈的沖擊。本文以中國(guó)銀行長(zhǎng)春建設(shè)街支行為研究對(duì)象，對(duì)個(gè)人理財(cái)業(yè)務(wù)市場(chǎng)營(yíng)銷策略進(jìn)行探究。作為一家國(guó)有商業(yè)銀行省級(jí)分行的直屬支行，建設(shè)街支行需要充分發(fā)揮自身優(yōu)勢(shì)，，歸納分析出個(gè)人理財(cái)方面的成功經(jīng)驗(yàn)和不足之處，同時(shí)發(fā)覺(jué)潛在的機(jī)會(huì)和可能的威脅，采取有效的營(yíng)銷策略和競(jìng)爭(zhēng)手段，才能提升個(gè)人金融業(yè)務(wù)的發(fā)展效率和質(zhì)量。而且通過(guò)有針對(duì)性的理財(cái)整體服務(wù)也能夠進(jìn)一步的提升客戶的信賴度和忠誠(chéng)度，更具有促進(jìn)中國(guó)銀行品牌傳播的重要意義。 本文共分四大章節(jié)，首先在第一章闡述了選題的背景，著重論述了個(gè)人理財(cái)業(yè)務(wù)發(fā)展的趨勢(shì)及中行建設(shè)街支行個(gè)人理財(cái)業(yè)務(wù)營(yíng)銷策略研究的必要性。第二章是對(duì)中國(guó)銀行建設(shè)街支行個(gè)人理財(cái)業(yè)務(wù)市場(chǎng)營(yíng)銷現(xiàn)狀的分析，總結(jié)了當(dāng)前的營(yíng)銷現(xiàn)狀及存在的問(wèn)題。第三章對(duì)中國(guó)銀行建設(shè)街支行的個(gè)人理財(cái)業(yè)務(wù)市場(chǎng)營(yíng)銷環(huán)境，從宏觀和微觀兩個(gè)層面進(jìn)行了分析，并采用國(guó)際通行的SWOT分析方法，系統(tǒng)分析中國(guó)銀行建設(shè)街支行對(duì)于個(gè)人理財(cái)營(yíng)銷的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅。第四章結(jié)合中國(guó)銀行建設(shè)街支行的實(shí)際情況對(duì)個(gè)人理財(cái)業(yè)務(wù)作出了相應(yīng)的市場(chǎng)定位和營(yíng)銷組合策略選擇，并提出營(yíng)銷策略實(shí)施的保障措施。
[Abstract]:With the rapid development of social economy, the wealth of individuals and families is growing rapidly, which makes the banking industry have to change its current state and shift more attention from enterprises to individuals. Individuals and families are increasingly becoming a target group for banks' wealth management products, which banks see as a must-have market for their growth. At the same time, with China's entry into the WTO, the previous protection mechanisms for domestic banks are no longer effective. More large international banks enter the Chinese market, and they are no longer subject to many restrictions in various areas of business and engage in RMB business. The retail banking business will not be restricted by the region, while the foreign banks have long-term capital market experience, strong capital strength and the most lacking management experience of domestic banks, which will inevitably bring a strong impact to the local commercial banks in China. Based on the research object of Changchun Construction Street Branch of Bank of China, this paper probes into the marketing strategy of personal finance business. As a branch directly affiliated to a provincial branch of a state-owned commercial bank, the construction street branch needs to give full play to its own advantages, sum up and analyze the successful experience and shortcomings in personal finance, and at the same time discover the potential opportunities and possible threats. The development efficiency and quality of personal financial business can be improved by adopting effective marketing strategy and competitive means. And through the targeted financial services can further enhance the trust and loyalty of customers, more important to promote the Bank of China brand communication. This paper is divided into four chapters. In the first chapter, the background of the topic is expounded, and the development trend of personal finance business and the necessity of the research on the marketing strategy of BOC Construction Street Branch are discussed. The second chapter is the analysis of the current situation of personal finance business marketing of Bank of China Construction Street Branch, summarizes the current marketing situation and existing problems. The third chapter analyzes the marketing environment of personal finance business of Bank of China Construction Street Branch from the macro and micro levels, and adopts the internationally accepted SWOT analysis method. This paper systematically analyzes the advantages, disadvantages, opportunities and threats of Bank of China Construction Street Branch for personal finance marketing. The fourth chapter combines the actual situation of Bank of China Construction Street Branch to make the corresponding market positioning and marketing combination strategy choice, and puts forward the safeguard measures of the implementation of the marketing strategy.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F832.2;F274

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