本文選題：個人理財業(yè)務　切入點：4P營銷理論　出處：《蘭州大學》2014年碩士論文

【摘要】：近年來,我國個人金融市場發(fā)生著日新月異的巨大變革。伴隨我國金融市場多層次的快速發(fā)展,做為一項重要的新興業(yè)務,理財服務競爭更加激烈,各家商業(yè)銀行間的產品體系更加多元。特別是時下,個人客戶投資理財需求日益旺盛的情況下,各商業(yè)銀行個人理財業(yè)務的發(fā)展對優(yōu)化銀行的經營結構、推動金融市場穩(wěn)定發(fā)展起到了積極的作用。因此,對于我國個人理財業(yè)務市場營銷中的問題進行研究,并提出符合我國商業(yè)銀行個人理財業(yè)務發(fā)展的營銷策略,對于推動銀行個人理財業(yè)務甚至整個金融市場理財業(yè)務的穩(wěn)定發(fā)展都將起到積極意義。 光大銀行蘭州分行自成立以來,一直重視理財業(yè)務的發(fā)展,但該企業(yè)在發(fā)展中,競爭對手的強勢策略,自身理財產品不健全,客戶發(fā)展結構不合理,銷售渠道效率低等問題逐步顯現(xiàn),已經嚴重制約了改企業(yè)理財服務的發(fā)展。因此,本文通過對光大銀行蘭州分行現(xiàn)狀分析、對比指出其發(fā)展個人理財業(yè)務營銷中存在的問題,并提出相應的對策,將對商業(yè)銀行理財服務發(fā)展具有重要的現(xiàn)實意義。在研究的過程中本文收集了大量的數據來進行光大銀行蘭州分行與省內兄弟行和同業(yè)之間的對比,同時采用了SWOT分析法,通過與省內同行的對比總結出了光大銀行蘭州分行在發(fā)展個人理財業(yè)務營銷方面的優(yōu)勢、劣勢,并結合當前光大銀行蘭州分行所處的經濟和金融環(huán)境,分析了發(fā)展個人理財業(yè)務營銷的機會和威脅。 根據分析,本位確立了光大銀行蘭州分行改進自身缺陷,改善理財服務發(fā)展的兩大策略,STP戰(zhàn)略支持和營銷策略,并通過四大有效實施保障措施,即健全銷售隊伍約束激勵機制、強化專業(yè)營銷隊伍建設、做好技術支撐工作,優(yōu)化業(yè)務和管理系統(tǒng)和加強風險控制管理工作幾項措施作為保障。來實現(xiàn)企業(yè)改進策略的實施。 科學的營銷策略對企業(yè)進一步發(fā)展,取得競爭優(yōu)勢至關重要,研究和探討這些問題不僅對光大銀行蘭州分行的穩(wěn)健發(fā)展具有重要意義,同時,也期望能為遇到相應問題的商業(yè)銀行提供一些思路和參考。
[Abstract]:In recent years, the personal financial market of our country is changing with each passing day.With the rapid development of financial market in China, as an important new business, the competition of financial services is more fierce, and the product system among commercial banks is more diversified.Especially nowadays, with the increasing demand of individual clients' investment and financial management, the development of individual financial services of commercial banks has played a positive role in optimizing the management structure of banks and promoting the stable development of financial markets.Therefore, this paper studies the problems in the marketing of personal finance business in our country, and puts forward some marketing strategies which are in line with the development of personal finance business of commercial banks in our country.It will play a positive role in promoting the steady development of bank personal finance business and even the whole financial market.Since the establishment of Lanzhou Branch of Everbright Bank, it has always attached importance to the development of financial management business. However, in the development of the enterprise, the strong strategy of its competitors, its own financial management products are not perfect, and the structure of customer development is unreasonable.The problems of low efficiency of sales channels gradually appear, which has seriously restricted the development of financial services.Therefore, by analyzing the present situation of Lanzhou Branch of Everbright Bank, this paper points out the problems existing in the development of personal finance business marketing, and puts forward corresponding countermeasures, which will be of great practical significance to the development of financial services of commercial banks.In the course of the research, this paper collects a lot of data to carry out the comparison between the Lanzhou Branch of Everbright Bank and its brothers and peers in the province. At the same time, the SWOT analysis method is used.Through the comparison with counterparts in the province, this paper sums up the advantages and disadvantages of Lanzhou Branch of Everbright Bank in developing personal finance business marketing, and combines the current economic and financial environment of Lanzhou Branch of Everbright Bank.This paper analyzes the opportunities and threats of developing personal finance business marketing.According to the analysis, the standard has established two strategies of improving the defects of Lanzhou Branch of Everbright Bank, improving the development of financial services, namely, STP strategic support and marketing strategy, and through the four effective implementation of safeguard measures, that is, improve the incentive mechanism of sales force restraint.Strengthen the construction of professional marketing team, do a good job of technical support, optimize the business and management system and strengthen the risk control and management measures as a guarantee.To achieve the implementation of enterprise improvement strategy.Scientific marketing strategy is of great importance to the further development of enterprises and the gain of competitive advantage. To study and discuss these problems is not only of great significance to the steady development of Lanzhou Branch of Everbright Bank, but also of great significance to the steady development of Lanzhou Branch of Everbright Bank.Also expect to meet the corresponding problems of commercial banks to provide some ideas and references.
【學位授予單位】：蘭州大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F832.2;F274

【相似文獻】

相關期刊論文 前10條

1 劉忠;個人理財業(yè)務發(fā)展淺析[J];廣西金融研究;2003年12期

2 孫鋒;如何發(fā)展個人理財業(yè)務[J];現(xiàn)代金融;2003年08期

3 張九齡;對拓展個人理財業(yè)務的思考[J];甘肅金融;2004年01期

4 林浩濱;個人理財業(yè)務應關注新高收入青年[J];江蘇商論;2004年03期

5 曾曉云;讓客戶滿意才算優(yōu)秀[J];中國城市金融;2004年05期

6 龔中純;個人理財業(yè)務存在的問題及競爭策略[J];企業(yè)經濟;2004年10期

7 孫桂芳;中外資銀行個人理財業(yè)務比較分析[J];上海立信會計學院學報;2004年04期

8 攀枝花市金融學會課題組;個人理財業(yè)務發(fā)展調研——攀枝花個案[J];西南金融;2005年11期

9 中國人民銀行濟南分行課題組;;銀行業(yè)人民幣個人理財業(yè)務統(tǒng)計方案設想[J];濟南金融;2005年11期

10 周宏亮;;促進個人理財業(yè)務規(guī)范健康發(fā)展[J];中國金融;2005年24期

相關會議論文 前1條

1 顏曄;譚華;;寧波銀行個人理財業(yè)務創(chuàng)新研究[A];經濟發(fā)展與管理創(chuàng)新--全國經濟管理院校工業(yè)技術學研究會第十屆學術年會論文集[C];2010年

相關重要報紙文章 前10條

1 管培中心;第二十三講 銀行的個人理財業(yè)務[N];華北電力報;2000年

2 伍旭川;個人理財業(yè)務的發(fā)展趨勢[N];金融時報;2005年

3 韓雪萌;銀監(jiān)會對個人理財業(yè)務進行詳細界定和分類[N];金融時報;2005年

4 中國農業(yè)銀行黨委委員、副行長 楊琨;促進個人理財業(yè)務規(guī)范發(fā)展和創(chuàng)新[N];金融時報;2005年

5 中行三明市分行 林文闊;拓展個人理財業(yè)務的思考[N];上海金融報;2003年

6 ;銀監(jiān)會發(fā)布個人理財業(yè)務新規(guī)[N];上海金融報;2005年

7 姜濤;個人理財業(yè)務應以客戶為中心[N];經濟參考報;2007年

8 本報記者 鄒靚;上海銀監(jiān)局：應建個人理財業(yè)務后評價制度[N];上海證券報;2007年

9 蔡逸;我省“四管齊下”規(guī)范個人理財業(yè)務[N];江蘇經濟報;2008年

10 ;抓住機遇 化危為機 推動個人理財業(yè)務持續(xù)健康發(fā)展[N];上海證券報;2009年

相關博士學位論文 前2條

1 劉路;商業(yè)銀行經營轉型及其個人理財業(yè)務研究[D];西南財經大學;2008年

2 佟翠玲;我國商業(yè)銀行個人理財業(yè)務營銷策略研究[D];西南財經大學;2010年

相關碩士學位論文 前10條

1 王s，

本文編號：1691379