本文選題：個人理財產(chǎn)品　切入點(diǎn)：營銷策略　出處：《吉林大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：在歐美等發(fā)達(dá)國家，個人理財業(yè)務(wù)又稱為財富管理業(yè)務(wù)，是目前發(fā)達(dá)國家商業(yè)銀行中間業(yè)務(wù)收入的重要來源之一。個人理財業(yè)務(wù)是指商業(yè)銀行為個人客戶提供的財務(wù)分析、財務(wù)規(guī)劃、投資顧問、資產(chǎn)管理等專業(yè)化服務(wù)活動。 近年來，隨著經(jīng)濟(jì)的發(fā)展和利率市場化改革的不斷深入，私人財富日益增長并呈現(xiàn)出集中趨勢，人們對于財富的態(tài)度、觀念和處理方式與過去相比發(fā)生了很大的變化，老百姓對于理財?shù)男枨笕找嫱ⅰ�人理財業(yè)務(wù)因其批量大、風(fēng)險低、業(yè)務(wù)范圍廣、經(jīng)營收益穩(wěn)定等特點(diǎn)，逐漸成為眾多銀行爭奪的焦點(diǎn)和主戰(zhàn)場。與此同時，銀行服務(wù)思維方式逐漸從之前的“以產(chǎn)品為中心”向“以客戶為中心”轉(zhuǎn)變。自2008年開始發(fā)行個人理財產(chǎn)品以來，吉林銀行盡管取得了一些成績，，積累了一些經(jīng)驗(yàn)，但在理財產(chǎn)品的營銷策略選擇及實(shí)施、客戶細(xì)分、品牌體系建設(shè)等方面仍存在諸多不足之處。如何更好的塑造理財業(yè)務(wù)品牌，以創(chuàng)新的營銷手段豐富品牌的內(nèi)涵，進(jìn)一步擴(kuò)大品牌的知名度、美譽(yù)度和市場影響力，對吉林銀行來說具有著非常深刻的意義。 本文的寫作目的，就是希望通過吉林銀行個人理財產(chǎn)品營銷現(xiàn)狀，找出其中存在的問題并進(jìn)行原因分析。結(jié)合STP戰(zhàn)略、4R營銷理論提出適合吉林銀行個人理財產(chǎn)品營銷拓展的戰(zhàn)略性建議，并對戰(zhàn)略的實(shí)施提出具體保障措施。以改善吉林銀行個人理財產(chǎn)品營銷策略，提升吉林銀行市場競爭力。 本文主要由四個部分構(gòu)成：第一部分為緒論，主要對本文的研究背景、研究意義、研究內(nèi)容以及研究方法進(jìn)行闡述；第二部分為吉林銀行個人理財產(chǎn)品營銷現(xiàn)狀、存在問題及原因分析，從個人理財產(chǎn)品基本情況、理財產(chǎn)品銷售平臺及營銷渠道、理財產(chǎn)品的營銷方案與人力資源配置三大方面進(jìn)行了介紹，提出吉林銀行個人理財產(chǎn)品在營銷過程中存在的問題，并對問題的原因進(jìn)行分析；第三部分提出吉林銀行個人理財產(chǎn)品營銷的實(shí)施策略建議，從市場細(xì)分、市場定位、選擇目標(biāo)市場三個步驟進(jìn)行吉林銀行個人理財產(chǎn)品STP戰(zhàn)略分析，提出針對理財產(chǎn)品的營銷理論選擇，即4R營銷理論。將吉林銀行的個人理財產(chǎn)品營銷策略與經(jīng)典的4R營銷理論相結(jié)合，提出個人理財產(chǎn)品的關(guān)聯(lián)策略、反應(yīng)策略、關(guān)系營銷策略及回報策略；第四部分，提出了營銷策略實(shí)施的保障措施，即進(jìn)行個人理財業(yè)務(wù)的專營化組織架構(gòu)改革、強(qiáng)化理財業(yè)務(wù)運(yùn)營機(jī)制及制度建設(shè)、建立客戶信息數(shù)據(jù)庫、設(shè)立吉林銀行長白山財富俱樂部。
[Abstract]:In developed countries such as Europe and America, personal finance business, also called wealth management business, is one of the important sources of income of commercial banks in developed countries. Financial planning, investment advisory, asset management and other professional service activities. In recent years, with the development of economy and the deepening of interest rate marketization reform, private wealth is increasing day by day and showing a trend of concentration. People's attitude, concept and treatment of wealth have changed greatly compared with the past. The people's demand for financial management is increasingly strong. Because of its large volume, low risk, wide scope of business and stable operating income, personal finance business has gradually become the focus and main battlefield of many banks. At the same time, The thinking mode of banking service has gradually changed from "product-centered" to "customer-centered". Since 2008, Jilin Bank has accumulated some experience despite its achievements in issuing personal financial products. However, there are still many deficiencies in the selection and implementation of marketing strategy, customer segmentation, brand system construction, etc. How to better shape the financial management business brand and enrich the connotation of the brand with innovative marketing means, Further expanding the brand's popularity, reputation and market influence, Jilin Bank has a very profound significance. The purpose of this paper is to pass Jilin Bank's marketing situation of personal financial products. Find out the existing problems and analyze the reasons. Combining with the STP strategy and 4R marketing theory, this paper puts forward some strategic suggestions suitable for Jilin Bank's personal finance product marketing expansion. In order to improve the marketing strategy of Jilin Bank's personal financial products and enhance the market competitiveness of Jilin Bank, this paper puts forward specific safeguard measures for the implementation of the strategy. This paper is composed of four parts: the first part is the introduction, mainly to the research background, research significance, research content and research methods; the second part is the current situation of Jilin bank personal finance product marketing. The existing problems and reasons are analyzed, including the basic situation of personal financial products, the sales platform and marketing channels of financial products, the marketing plan of financial products and the allocation of human resources. Put forward the Jilin Bank personal financial products in the process of marketing problems, and analyze the causes of the problem; the third part of the Jilin Bank personal financial products marketing implementation strategy recommendations, from the market segmentation, market positioning, Selecting three steps of target market to analyze the STP strategy of Jilin Bank's personal finance product, and putting forward the marketing theory choice for the financial management product. That is, 4R marketing theory. Combining Jilin Bank's personal finance product marketing strategy with the classical 4R marketing theory, this paper puts forward the correlation strategy, reaction strategy, relationship marketing strategy and return strategy of personal financial products. Part 4th, This paper puts forward the guarantee measures for the implementation of marketing strategy, that is, to reform the exclusive organization structure of personal finance business, to strengthen the operation mechanism and system construction of financial management business, to establish customer information database, and to set up Changbai Mountain Fortune Club of Jilin Bank.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F832.33

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