本文關(guān)鍵詞： 商業(yè)銀行 個人理財 營銷策略　出處：《哈爾濱理工大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：在商業(yè)銀行眾多的對公對私業(yè)務(wù)之中,個人理財一直是屬于金字塔頂尖的存在。近些年來,國內(nèi)居民的財富日益積累和增加,導(dǎo)致了人們對銀行個人理財業(yè)務(wù)的需求越來越多樣化。商業(yè)銀行想要得到更多的客戶群和利潤,其業(yè)務(wù)向個人理財方向轉(zhuǎn)變,毋庸置疑地成為一種趨勢。隨著經(jīng)濟(jì)的飛速發(fā)展,個人理財在我國發(fā)展很快,進(jìn)步明顯。在民生銀行率先推出個人理財業(yè)務(wù)之后,很多商業(yè)銀行相繼推出了個人理財業(yè)務(wù),推動了個人理財業(yè)務(wù)在我國的快速發(fā)展。目前,我國的個人理財業(yè)務(wù)已經(jīng)在北京、廣州、上海等一線城市取得很大成功。民生銀行杭州分行作為區(qū)域性商業(yè)銀行,自成立以來取得了長足的發(fā)展和進(jìn)步,目前也逐步開展了各項(xiàng)個人理財業(yè)務(wù),因此,找出適合商業(yè)銀行個人理財業(yè)務(wù)發(fā)展對策的重要性不言而喻。本文在研究過程中將民生銀行杭州分行作為藍(lán)本,并充分利用個人理財以及戰(zhàn)略管理等相關(guān)理論,對民生銀行杭州分行的內(nèi)外部發(fā)展環(huán)境進(jìn)行分析,進(jìn)而對銀行所面臨的機(jī)遇、威脅、優(yōu)勢和劣勢進(jìn)行深入的研究,同時將銀行進(jìn)行的個人理財業(yè)務(wù)的SWOT分析作為依據(jù),提出了銀行營銷策略,主要包括： (1)對中外銀行的個人理財現(xiàn)狀及存在問題、機(jī)遇、威脅及未來形勢做出了一系列剖析,在此基礎(chǔ)上,根據(jù)國外先進(jìn)的銀行有關(guān)該業(yè)務(wù)的實(shí)施策略,對國內(nèi)銀行個人理財存在的不足及應(yīng)學(xué)習(xí)的方面做出了明確的指示。(2)通過運(yùn)用SWOT分析對該行的個人理財業(yè)務(wù)進(jìn)行了深入研究。對中外銀行的個人理財狀況、不足、威脅及未來形勢做出了一系列剖析,在此基礎(chǔ)上,提出了相應(yīng)的戰(zhàn)略方案。 (3)制定了一系列民生銀行杭州分行發(fā)展個人理財業(yè)務(wù)對策。提出了民生杭州分行個人理財業(yè)務(wù)改進(jìn)的營銷組合策略,包括產(chǎn)品策略、服務(wù)策略、促銷策略、渠道策略以及人才策略等。
[Abstract]:Among the numerous private to public businesses of commercial banks, personal finance has always been at the top of the pyramid. In recent years, the wealth of domestic residents has accumulated and increased day by day. Commercial banks want to get more customers and profits, their business to the direction of personal finance has undoubtedly become a trend. With the rapid development of the economy, Personal finance has developed rapidly in our country and has made remarkable progress. After Minsheng Bank took the lead in launching personal finance business, many commercial banks have launched personal finance business one after another, which has promoted the rapid development of personal finance business in our country. At present, China's personal finance business has achieved great success in Beijing, Guangzhou, Shanghai and other first-tier cities. As a regional commercial bank, Minsheng Bank Hangzhou Branch has made great progress since its establishment. At present, the personal finance business has been developed gradually, therefore, the importance of finding out suitable personal finance business development countermeasures for commercial banks is self-evident. In the course of the research, this paper takes the Hangzhou Branch of Minsheng Bank as a blueprint. And make full use of relevant theories, such as personal finance and strategic management, to analyze the internal and external development environment of Minsheng Bank Hangzhou Branch, and then make a deep study of the opportunities, threats, strengths and weaknesses faced by banks. At the same time, based on the SWOT analysis of personal finance business carried out by banks, this paper puts forward bank marketing strategies, including: 1) making a series of analysis on the present situation, problems, opportunities, threats and future situation of personal finance of Chinese and foreign banks. On this basis, according to the foreign advanced banks about the implementation of the business strategy, This paper makes a clear instruction on the deficiency of personal finance in domestic banks and the aspects that should be learned. (2) through the use of SWOT analysis, the author makes a deep study on the personal finance business of the bank, and makes a deep research on the situation of personal finance of Chinese and foreign banks. On the basis of a series of analyses of the threat and the future situation, This paper puts forward the corresponding strategic plan. (3) it formulates a series of countermeasures for the development of personal finance business in Hangzhou branch of Minsheng Bank, and puts forward the marketing mix strategy of personal finance business improvement of people's livelihood Hangzhou Branch, including product strategy, service strategy, etc. Promotion strategy, channel strategy and talent strategy.
【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】：2014
【分類號】：F274;F832.2

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