本文選題：工商銀行 + 個人理財(cái)業(yè)務(wù)��； 參考：《哈爾濱理工大學(xué)》2017年碩士論文

【摘要】：隨著我國經(jīng)濟(jì)的持續(xù)增長,居民財(cái)富的不斷增加,居民實(shí)現(xiàn)個人資產(chǎn)保值、增值的想法日益強(qiáng)烈,于是許多人將目光放在了個人理財(cái)產(chǎn)品上,這就使得我國商業(yè)銀行個人理財(cái)業(yè)務(wù)得到了飛速的發(fā)展。2012年我國商業(yè)銀行發(fā)行個人理財(cái)產(chǎn)品21251款,發(fā)行規(guī)模達(dá)到24.71萬億元人民幣,較2011年增長了45.44%。個人理財(cái)產(chǎn)品也逐漸從低水平的同質(zhì)產(chǎn)品競爭轉(zhuǎn)變?yōu)閯?chuàng)新能力的競爭。尤其是隨著“余額寶”等互聯(lián)網(wǎng)理財(cái)產(chǎn)品的崛起,使得傳統(tǒng)商業(yè)銀行更是面臨著前所未有的機(jī)遇與挑戰(zhàn)。正是因?yàn)榭礈?zhǔn)了個人理財(cái)客戶群體龐大,市場需求巨大,發(fā)展?jié)摿o限,所以各家商業(yè)銀行紛紛出招,試圖通過豐富理財(cái)產(chǎn)品種類,提升發(fā)行速度,拓展發(fā)行渠道,爭取在個人理財(cái)市場中占據(jù)一席之地。本文首先分析了中國工商銀行個人理財(cái)業(yè)務(wù)現(xiàn)狀,然后運(yùn)用企業(yè)戰(zhàn)略管理、市場營銷的基本理論和方法,分析了工行寶清支行個人理財(cái)業(yè)務(wù)營銷現(xiàn)狀,并對工行寶清支行個人理財(cái)產(chǎn)品營銷中存在的問題進(jìn)行了研究。運(yùn)用SWOT分析法,得出工行寶清支行個人理財(cái)業(yè)務(wù)目前所具有的優(yōu)勢、劣勢、機(jī)會和威脅。針對所存在的問題,本文運(yùn)用確定目標(biāo)市場、市場細(xì)分的方法,設(shè)計(jì)了工行寶清支行個人理財(cái)產(chǎn)品營銷組合策略,包括產(chǎn)品、客戶價值管理、服務(wù)渠道創(chuàng)新和促銷策略等。最后,對前面提到的營銷策略提出如何進(jìn)行營銷風(fēng)險控制。本文以工行寶清支行為研究對象,以探索切實(shí)可行的個人理財(cái)營銷策略為目標(biāo),通過深入分析該行個人理財(cái)業(yè)務(wù)營銷現(xiàn)狀和存在的問題,在產(chǎn)品創(chuàng)新、客戶管理策略、服務(wù)渠道創(chuàng)新和促銷策略四個方面提出了改進(jìn)工行寶清支行個人理財(cái)產(chǎn)品營銷策略的建議。通過加強(qiáng)個人理財(cái)產(chǎn)品營銷,深入開發(fā)寶清地區(qū)個人客戶市場,培育優(yōu)質(zhì)個人客戶群體,改變以利差收入為主的增長方式,改善業(yè)務(wù)結(jié)構(gòu),實(shí)現(xiàn)收入多元化,擴(kuò)大市場份額、獲得更大利潤,增強(qiáng)市場競爭力。把完整的營銷理論應(yīng)用到實(shí)際工作當(dāng)中,為確保工行寶清支行在金融業(yè)的大競爭中立于不敗之地保駕護(hù)航。本文旨在運(yùn)用企業(yè)戰(zhàn)略管理、市場營銷的基本理論和方法分析工行寶清支行個人理財(cái)業(yè)務(wù)現(xiàn)狀以及在產(chǎn)品營銷過程中存在的問題。通過確定目標(biāo)市場、市場細(xì)分和定位,摸索出適合工行寶清支行現(xiàn)狀的個人理財(cái)營銷組合策略,為工行寶清支行拓展個人客戶市場,培育優(yōu)質(zhì)個人客戶群體提供具有可操作性,并且行之有效的營銷建議。
[Abstract]:With the continuous growth of our economy and the increasing wealth of the residents, the idea of the residents to maintain the value of their personal assets and to increase their value has become increasingly strong, so many people have focused their attention on personal financial products. In 2012, 21251 items of personal financial products were issued by commercial banks in China, with the issuance scale reaching 24.71 trillion yuan, an increase of 45.44 yuan compared with 2011. Personal financial products are gradually changing from low-level homogeneous product competition to innovation ability competition. Especially with the rise of Internet financing products such as Yu'e Bao, traditional commercial banks are facing unprecedented opportunities and challenges. It is precisely because of the large number of personal financial management clients, the huge market demand, and the limitless development potential, commercial banks have made moves one after another to try to expand the distribution channels by enriching the variety of financial products, promoting the speed of issuance, and expanding the distribution channels. Strive for a place in the personal finance market. This paper first analyzes the current situation of ICBC's personal finance business, and then analyzes the current situation of ICBC's Baoqing Branch's personal finance business marketing by using the basic theories and methods of enterprise strategic management and marketing. The problems in the marketing of personal financial products of Baoqing Branch of ICBC are also studied. SWOT analysis method is used to obtain the advantages, disadvantages, opportunities and threats of Baoqing Branch of ICBC. Aiming at the existing problems, this paper uses the method of determining the target market and subdividing the market to design the marketing combination strategy of the personal financial products of Baoqing Branch of ICBC, including product, customer value management, service channel innovation and promotion strategy, etc. Finally, how to control the marketing risk is put forward to the marketing strategy mentioned above. This article takes the ICBC Baoqing branch behavior research object, in order to explore the feasible personal finance marketing strategy as the goal, through the thorough analysis bank personal finance service marketing present situation and the existence question, in the product innovation, the customer management strategy, Four aspects of service channel innovation and promotion strategy are put forward to improve ICBC Baoqing Branch personal Financial Product Marketing Strategy. By strengthening the marketing of personal financial products, deeply developing the market of individual customers in Baoqing, cultivating the group of high quality individual customers, changing the growth mode of interest income, improving the business structure, realizing the diversification of income and expanding the market share, Get bigger profit, enhance market competition ability. In order to ensure the ICBC Baoqing Branch to be in an invincible position in the great competition of the financial industry, the complete marketing theory is applied to the practical work. The purpose of this paper is to analyze the current situation of the personal finance business of Baoqing Branch of ICBC and the problems existing in the process of product marketing by using the basic theories and methods of enterprise strategic management and marketing. By determining the target market, market segmentation and positioning, the author tries to find out a combination strategy of personal financial management and marketing suitable for the current situation of Baoqing Branch of ICBC, which can provide maneuverability for ICBC Baoqing Branch to expand the individual customer market and cultivate high-quality individual customer group. And effective marketing advice.
【學(xué)位授予單位】：哈爾濱理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F832.2;F274

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