發(fā)布時間：2018-04-12 13:16

  本文選題：Z銀行 + 個人理財業(yè)務�。� 參考：《河北科技大學》2017年碩士論文

【摘要】：自二十世紀九十年代中后期以來,個人理財業(yè)務在國際商業(yè)銀行中逐漸發(fā)展起來,無論是規(guī)模還是品類均出現(xiàn)快速擴大的趨勢。在該段時間內(nèi),國內(nèi)銀行儲蓄卡的推廣標志著我國商業(yè)銀行業(yè)個人理財業(yè)務正式啟動。從1999年開始,隨著互聯(lián)網(wǎng)技術的廣泛應用,互聯(lián)網(wǎng)金融的興起,對傳統(tǒng)銀行個人理財業(yè)務營銷帶來的巨大沖擊和挑戰(zhàn),同時也提出了更高的要求。目前,個人理財業(yè)務已經(jīng)成為商業(yè)銀行爭奪優(yōu)質(zhì)客戶和尋找新的利潤增長點的重要手段。但Z銀行在開展個人理財業(yè)務的過程中還面臨著諸多問題,阻礙著個人理財業(yè)務的發(fā)展。本文將商業(yè)銀行個人理財業(yè)務的有效營銷作為Z銀行發(fā)展個人理財業(yè)務和實現(xiàn)客戶理財目標的結(jié)合點,通過研究國內(nèi)外商業(yè)銀行個人理財業(yè)務的營銷策略,以促進Z銀行個人理財業(yè)務的健康快速的發(fā)展。本文首先對個人理財業(yè)務營銷、網(wǎng)絡營銷新興理論進行了概述,著重研究了國內(nèi)外個人理財業(yè)務營銷文獻,對相關研究成果進行了歸納和綜述。在現(xiàn)有研究的基礎上,分析了Z銀行個人理財業(yè)務管理現(xiàn)狀及存在的主要問題,有對客戶細分不足、產(chǎn)品組合創(chuàng)新不足、客戶維護不夠細致以及渠道推廣不夠充分等,根據(jù)對現(xiàn)有問題的分析,得出Z銀行個人理財業(yè)務營銷策略,從客戶評估策略、產(chǎn)品組合策略、溝通宣傳策略以及渠道策略等幾個方面提出了個人理財業(yè)務管理的對策,以促進Z銀行個人理財業(yè)務健康快速發(fā)展。
[Abstract]:Since the middle and late 1990s, personal finance business has gradually developed in international commercial banks, both in terms of scale and category of rapid expansion trend.During this period, the promotion of domestic bank savings card marks the official start of personal finance business of commercial banking in China.Since 1999, with the wide application of Internet technology and the rise of Internet finance, it has brought great impact and challenge to the marketing of personal finance business of traditional banks, and at the same time put forward higher requirements.At present, personal finance business has become an important means for commercial banks to compete for high quality customers and seek new profit growth points.But Z Bank still faces many problems in the process of developing personal finance business, which hinders the development of personal finance business.In this paper, the effective marketing of personal finance business of commercial bank is regarded as the combination point of Z bank to develop personal finance business and realize the target of customer financial management, and by studying the marketing strategy of personal finance business of domestic and foreign commercial banks,In order to promote Z bank personal finance business healthy and rapid development.This paper first summarizes the new theories of personal finance business marketing, network marketing, focusing on the domestic and foreign personal finance business marketing literature, and summarizes the related research results.On the basis of existing research, this paper analyzes the current situation and main problems of personal finance business management in Z Bank, including insufficient customer segmentation, insufficient product combination innovation, inadequate customer maintenance and insufficient channel promotion, etc.According to the analysis of the existing problems, this paper draws the marketing strategy of personal finance business of Z bank, and puts forward the countermeasures of personal finance business management from the aspects of customer evaluation strategy, product combination strategy, communication strategy and channel strategy, etc.In order to promote Z bank personal finance business healthy and rapid development.
【學位授予單位】：河北科技大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F832.2

【參考文獻】

相關期刊論文 前10條

1 武岳;王桂超;吳萌;;淺析商業(yè)銀行個人理財產(chǎn)品發(fā)展現(xiàn)狀及其營銷策略[J];商場現(xiàn)代化;2016年24期

2 季祥婷;;互聯(lián)網(wǎng)金融下個人理財模式探究[J];中國商論;2016年21期

3 李一凡;;商業(yè)銀行理財產(chǎn)品營銷管理探討[J];現(xiàn)代經(jīng)濟信息;2016年15期

4 曹慧;;試析我國商業(yè)銀行個人理財業(yè)務營銷[J];中外企業(yè)家;2016年20期

5 徐瑾瑾;;互聯(lián)網(wǎng)金融下個人理財模式的探究[J];現(xiàn)代經(jīng)濟信息;2016年13期

6 王云魁;劉清娟;張啟榮;;我國商業(yè)銀行理財產(chǎn)品可持續(xù)發(fā)展研究——以招商銀行為例[J];金融發(fā)展評論;2016年05期

7 韋亞光;;互聯(lián)網(wǎng)金融對銀行個人理財業(yè)務的影響與應對措施[J];市場周刊(理論研究);2016年02期

8 唐珊珊;;互聯(lián)網(wǎng)金融模式下商業(yè)銀行個人理財業(yè)務新發(fā)展的思考[J];岳陽職業(yè)技術學院學報;2016年01期

9 曾小琦;;商業(yè)銀行理財產(chǎn)品營銷對策探析[J];中國管理信息化;2016年02期

10 劉迎冬;;互聯(lián)網(wǎng)金融背景下我國商業(yè)銀行個人理財業(yè)務研究——基于關系營銷的視角[J];商場現(xiàn)代化;2015年30期

，

本文編號：1739905