本文關(guān)鍵詞：招商銀行蘭州分行個人理財產(chǎn)品營銷研究　出處：《蘭州大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 個人理財產(chǎn)品 個人理財業(yè)務(wù) 營銷策略 招商銀行蘭州分行

【摘要】：近幾年來,隨著我國改革開放不斷深化,經(jīng)濟(jì)社會高速發(fā)展,我國已經(jīng)成為僅次于美國的世界第二大經(jīng)濟(jì)體。居民生活水平有了顯著提高,我國也成為世界上居民儲蓄與儲蓄率最高的國家。招商銀行蘭州分行雖然最早在蘭州地區(qū)推出了第一款個人理財產(chǎn)品,但是隨著其他商業(yè)銀行先后開展個人理財業(yè)務(wù)以及“余額寶”、“微信理財通”等網(wǎng)絡(luò)理財產(chǎn)品對招行蘭州分行理財市場的沖擊,個人理財市場的競爭愈演愈烈。 本文以招商銀行蘭州分行為研究對象,收集了分行大量實(shí)際數(shù)據(jù)和資料,通過與同行業(yè)在個人理財產(chǎn)品的對比,分析了招行蘭州分行個人理財產(chǎn)品的現(xiàn)狀,找出了在個人理財產(chǎn)品營銷中存在的問題及原因。針對這些問題,從風(fēng)險控制、產(chǎn)品創(chuàng)新、完善銷售渠道、細(xì)分理財市場和培養(yǎng)專業(yè)化理財人員提出了切實(shí)可行的營銷策略。 本文結(jié)合招行蘭州分行內(nèi)部環(huán)境與外部環(huán)境,對招行及其他商業(yè)銀行在個人理財產(chǎn)品的營銷策略都具有一定的借鑒和指導(dǎo)意義,可作為今后招行個人理財業(yè)務(wù)的有效開展業(yè)務(wù)、提升產(chǎn)品競爭力的參考。
[Abstract]:In recent years, with the deepening of China's reform and opening up and the rapid economic and social development, China has become the world's second largest economy after the United States. China has also become the world's highest savings and savings rate of the country. China Merchants Bank Lanzhou Branch although the first launched in Lanzhou area of personal financial products. However, with other commercial banks have launched personal finance business, as well as "Yu'e Bao", "WeChat Financial Communications" and other network financial products to China Mobile Lanzhou Branch financial market impact. The competition in the personal finance market is becoming increasingly fierce. This paper takes Lanzhou Branch of China Merchants Bank as the research object, collects a large number of actual data and data of the branch, and analyzes the current situation of personal financial products of Lanzhou Branch of China Merchants Bank through the comparison with the personal financial products in the same industry. To find out the problems and reasons in the marketing of personal financial products. In view of these problems, from the risk control, product innovation, improve sales channels. The paper puts forward feasible marketing strategies to subdivide financial market and train professional financial management personnel. This paper combined with the internal and external environment of Lanzhou Branch of China Merchants Bank and other commercial banks in personal financial products marketing strategies have a certain reference and guidance. It can be used as a reference for the effective development of personal finance business and the promotion of product competitiveness.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F832.2

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