本文關(guān)鍵詞： 商業(yè)銀行 個(gè)人理財(cái) 營(yíng)銷(xiāo)策略　出處：《哈爾濱理工大學(xué)》2014年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：在商業(yè)銀行眾多的對(duì)公對(duì)私業(yè)務(wù)之中,個(gè)人理財(cái)一直是屬于金字塔頂尖的存在。近些年來(lái),國(guó)內(nèi)居民的財(cái)富日益積累和增加,導(dǎo)致了人們對(duì)銀行個(gè)人理財(cái)業(yè)務(wù)的需求越來(lái)越多樣化。商業(yè)銀行想要得到更多的客戶(hù)群和利潤(rùn),其業(yè)務(wù)向個(gè)人理財(cái)方向轉(zhuǎn)變,毋庸置疑地成為一種趨勢(shì)。隨著經(jīng)濟(jì)的飛速發(fā)展,個(gè)人理財(cái)在我國(guó)發(fā)展很快,進(jìn)步明顯。在民生銀行率先推出個(gè)人理財(cái)業(yè)務(wù)之后,很多商業(yè)銀行相繼推出了個(gè)人理財(cái)業(yè)務(wù),推動(dòng)了個(gè)人理財(cái)業(yè)務(wù)在我國(guó)的快速發(fā)展。目前,我國(guó)的個(gè)人理財(cái)業(yè)務(wù)已經(jīng)在北京、廣州、上海等一線(xiàn)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(lái)取得了長(zhǎng)足的發(fā)展和進(jìn)步,目前也逐步開(kāi)展了各項(xiàng)個(gè)人理財(cái)業(yè)務(wù),因此,找出適合商業(yè)銀行個(gè)人理財(cái)業(yè)務(wù)發(fā)展對(duì)策的重要性不言而喻。本文在研究過(guò)程中將民生銀行杭州分行作為藍(lán)本,并充分利用個(gè)人理財(cái)以及戰(zhàn)略管理等相關(guān)理論,對(duì)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(duì)銀行所面臨的機(jī)遇、威脅、優(yōu)勢(shì)和劣勢(shì)進(jìn)行深入的研究,同時(shí)將銀行進(jìn)行的個(gè)人理財(cái)業(yè)務(wù)的SWOT分析作為依據(jù),提出了銀行營(yíng)銷(xiāo)策略,主要包括： (1)對(duì)中外銀行的個(gè)人理財(cái)現(xiàn)狀及存在問(wèn)題、機(jī)遇、威脅及未來(lái)形勢(shì)做出了一系列剖析,在此基礎(chǔ)上,根據(jù)國(guó)外先進(jìn)的銀行有關(guān)該業(yè)務(wù)的實(shí)施策略,對(duì)國(guó)內(nèi)銀行個(gè)人理財(cái)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(guò)運(yùn)用SWOT分析對(duì)該行的個(gè)人理財(cái)業(yè)務(wù)進(jìn)行了深入研究。對(duì)中外銀行的個(gè)人理財(cái)狀況、不足、威脅及未來(lái)形勢(shì)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(gè)人理財(cái)業(yè)務(wù)對(duì)策。提出了民生杭州分行個(gè)人理財(cái)業(yè)務(wù)改進(jìn)的營(yíng)銷(xiāo)組合策略,包括產(chǎn)品策略、服務(wù)策略、促銷(xiāo)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(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F274;F832.2

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