【摘要】：改革開(kāi)放以來(lái)，，中國(guó)的對(duì)外開(kāi)放程度不斷加深，群眾的金融需求逐漸多樣化發(fā)展，使得商業(yè)銀行競(jìng)爭(zhēng)加劇，個(gè)人金融業(yè)務(wù)顯示了自身良好的優(yōu)勢(shì)，是未來(lái)商業(yè)銀行的發(fā)展方向之一，也是銀行保持長(zhǎng)久可持續(xù)發(fā)展的關(guān)鍵。如何才能在更加激烈的市場(chǎng)競(jìng)爭(zhēng)中占據(jù)領(lǐng)先，取得競(jìng)爭(zhēng)優(yōu)勢(shì)，這將是本文將要探討的話題。2005年中國(guó)建設(shè)銀行在完成股份制改革之后，個(gè)人金融業(yè)務(wù)開(kāi)始成為總行發(fā)展戰(zhàn)略的重要組成部分。建行西安大路支行是全國(guó)百佳網(wǎng)點(diǎn)之一，是吉林省分行網(wǎng)點(diǎn)的旗艦店，業(yè)務(wù)種類齊全，各項(xiàng)業(yè)務(wù)指標(biāo)排在全省首列，員工素質(zhì)高，年輕化，是總行最早評(píng)定的五星級(jí)網(wǎng)點(diǎn)，最早獲得“青年文明號(hào)”之稱。建行長(zhǎng)春西安大路支行個(gè)人金融業(yè)務(wù)全面，在全國(guó)發(fā)展中處于領(lǐng)先地位，非常合適金融業(yè)務(wù)課題的開(kāi)展。伴隨中國(guó)經(jīng)濟(jì)的快速發(fā)展，家庭收入和消費(fèi)水平顯著提升，個(gè)人金融業(yè)務(wù)逐漸走入了干家萬(wàn)戶，與此同時(shí)支行的金融服務(wù)仍有巨大的上升空間,金融市場(chǎng)的營(yíng)銷策略對(duì)銀行的個(gè)人金融業(yè)務(wù)的擴(kuò)展有著重要作用。本文采用了西安大路支行的樣本數(shù)據(jù)，根據(jù)實(shí)際案例進(jìn)行分析，理論和實(shí)踐相結(jié)合，用案例分析理論，再用理論回歸到案例當(dāng)中，最后歸納總結(jié)。本文從四方面對(duì)命題進(jìn)行闡述，首先論述了建行長(zhǎng)春西安大路支行個(gè)人業(yè)務(wù)發(fā)展的現(xiàn)狀，闡明了本文的選題背景和意義。第二部分是建設(shè)銀行長(zhǎng)春西安大路支行個(gè)人金融業(yè)務(wù)營(yíng)銷現(xiàn)狀分析，個(gè)人金融業(yè)務(wù)營(yíng)銷現(xiàn)狀概述和建設(shè)銀行長(zhǎng)春西安大路支行個(gè)人金融業(yè)務(wù)存在的問(wèn)題。第三部分是建設(shè)銀行長(zhǎng)春西安大路支行個(gè)人金融業(yè)務(wù)市場(chǎng)環(huán)境分析，以及宏觀環(huán)境分析、微觀環(huán)境分析。第四部分論述了建設(shè)銀行長(zhǎng)春西安大路支行個(gè)人金融業(yè)務(wù)STP與營(yíng)銷策略分析。最后是建設(shè)銀行長(zhǎng)春西安大路支行個(gè)人金融業(yè)務(wù)市場(chǎng)營(yíng)銷策略研究結(jié)論。
[Abstract]:Since the reform and opening up, the degree of China's opening to the outside world has deepened, and the financial needs of the masses have gradually diversified and developed, which has intensified the competition of commercial banks, and the individual financial business has shown its own good advantages. It is one of the development directions of the commercial banks in the future, and also the key to maintain the long-term sustainable development of the banks. How to take the lead and gain the competitive advantage in the more fierce market competition will be the topic to be discussed in this paper. After the China Construction Bank completed the shareholding system reform in 2005, Personal financial business began to become an important part of the development strategy of the head office. The Xi'an Road Branch of CCB is one of the best branches in the country. It is the flagship store of the branch network of Jilin Province. It has a complete range of business types and ranks first among the province's business indicators. The quality of its staff is high and its young people are younger. It is the first five-star network to be assessed by the head office. It was the earliest known as the Youth Civilization. Changchun Xi'an Road Branch of China Construction Bank is in the leading position in the development of the whole country, which is very suitable for the development of financial business. With the rapid development of China's economy, household income and consumption levels have improved significantly, and personal financial services have gradually entered into tens of thousands of households. At the same time, there is still a huge room for growth in the financial services of the branches. The marketing strategy of financial market plays an important role in the expansion of personal financial business of banks. This paper uses the sample data of Xi'an Road Branch, according to the actual case analysis, the combination of theory and practice, using the case analysis theory, and then regression to the case with the theory, and finally summarized. This paper expounds the proposition from four aspects, first of all, it discusses the current situation of the personal business development of Changchun Xi'an Branch of CCB, and expounds the background and significance of this topic. The second part is the analysis of the current situation of individual financial business marketing of Changchun Xi'an Road Branch of China Construction Bank, the summary of personal financial business marketing status and the problems existing in the personal financial business of Changchun Xi'an Road Branch of Construction Bank. The third part is the analysis of individual financial market environment, macro environment analysis and micro environment analysis of Changchun Xi'an Road Branch of China Construction Bank. The fourth part discusses the STP and marketing strategy of Changchun Xi'an Road Branch of China Construction Bank. Finally, the conclusion of the study on the marketing strategy of Changchun Xi'an Road Branch of China Construction Bank is given.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F832.2

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