本文關(guān)鍵詞： 生命周期理論 商業(yè)銀行 個人理財 營銷　出處：《重慶理工大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：個人理財是推動經(jīng)濟(jì)發(fā)展、增加社會福利的重要手段。伴隨著社會主義市場經(jīng)濟(jì)的持續(xù)發(fā)展和國民收入的不斷增加，，個人理財需求越來越旺盛，個人理財業(yè)務(wù)也越來越受到商業(yè)銀行的重視。各大銀行不斷推出個人理財產(chǎn)品，優(yōu)化升級個人理財服務(wù)，以便在白熱化的競爭中占據(jù)一席之地。在此背景下，CQ銀行于近幾年開始展開個人理財業(yè)務(wù)。 想要在日益激烈的市場競爭中取勝，營銷是企業(yè)經(jīng)營的重要一環(huán)，關(guān)系到企業(yè)的生存發(fā)展；個人理財產(chǎn)品的營銷是關(guān)系到銀行形象、銀行效益和銀行發(fā)展戰(zhàn)略的重要問題。而制定正確的營銷戰(zhàn)略，需要以先進(jìn)的理論為指導(dǎo)。生命周期理論認(rèn)為客戶會根據(jù)一生的收支狀況來統(tǒng)籌安排各個階段的支出和儲蓄，以使得整個生命過程的財務(wù)狀況平衡穩(wěn)定，獲得一生效用的最大化。在國外，該理論已經(jīng)在個人理財領(lǐng)域得到廣泛的應(yīng)用；在國內(nèi)，生命周期理論也逐漸得到理財機(jī)構(gòu)的重視。本文以CQ銀行個人理財產(chǎn)品營銷為研究對象，引入金融服務(wù)業(yè)基本分析框架生命周期理論，主要運(yùn)用定性分析法，并結(jié)合舉例論證法，來探索CQ銀行的營銷策略。文章首先對生命周期理論進(jìn)行了回顧，并總結(jié)了營銷基本理論；緊接著從實際出發(fā)，論述了CQ銀行個人理財業(yè)務(wù)的現(xiàn)狀和發(fā)展歷程，著重分析了目前存在的問題。在理論和現(xiàn)實基礎(chǔ)上，從客戶分類、產(chǎn)品設(shè)計、具體營銷等方面給出建議。最后，從理論運(yùn)用、人才開發(fā)、組織建設(shè)和環(huán)境創(chuàng)建等方面給出了保障營銷策略實施的舉措。 在金融市場日益繁榮的今天，本文的研究有利于個人理財者享受到更優(yōu)質(zhì)的理財服務(wù)，降低理財風(fēng)險；有助于CQ銀行認(rèn)識到自身在個人理財業(yè)務(wù)中存在的不足，及時改進(jìn)策略，建立良好的客戶關(guān)系；也有利于健全商業(yè)銀行的營銷體系和營銷機(jī)制，提高商業(yè)銀行的競爭能力，促進(jìn)金融業(yè)的良性發(fā)展。
[Abstract]:Personal finance is an important means to promote economic development and increase social welfare. With the sustainable development of socialist market economy and the increasing of national income, the demand for personal finance is more and more vigorous. Personal finance business is also more and more valued by commercial banks. Major banks continue to introduce personal financial products, optimize and upgrade personal financial services in order to occupy a place in the white-hot competition. CQ Bank in recent years began to personal finance business. To win in the increasingly fierce market competition, marketing is an important part of enterprise management, related to the survival and development of enterprises; The marketing of personal financial products is an important issue related to the image of the bank, the efficiency of the bank and the development strategy of the bank. Under the guidance of advanced theory, the life cycle theory holds that the client will arrange the expenditure and savings of each stage according to the income and expenditure status of the whole life, in order to make the financial situation of the whole life process balanced and stable. In foreign countries, the theory has been widely used in the field of personal finance; In our country, life cycle theory has been paid more and more attention by financial institutions. In this paper, CQ bank personal finance product marketing as the research object, the introduction of the financial services industry basic analysis framework life cycle theory. This paper mainly uses qualitative analysis method and case study method to explore the marketing strategy of CQ bank. Firstly, the article reviews the life cycle theory and summarizes the basic marketing theory. Then from the practical point of view, this paper discusses the current situation and development process of CQ bank's personal finance business, focusing on the analysis of the existing problems. On the basis of theory and reality, from customer classification, product design. Finally, the measures to ensure the implementation of marketing strategy are given from the aspects of theory application, talent development, organization construction and environment creation. In today's financial market prosperity, the study of this paper is conducive to personal wealth managers to enjoy better financial services, reduce financial risks; It is helpful for CQ bank to realize its shortcomings in personal finance business, improve its strategy in time, and establish good customer relationship. It also helps to perfect the marketing system and marketing mechanism of commercial banks, improve the competitiveness of commercial banks, and promote the benign development of the financial industry.
【學(xué)位授予單位】：重慶理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F832.33;F832.2;F274

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