本文選題：Z銀行 + 個(gè)人理財(cái)業(yè)務(wù)�。� 參考：《河北科技大學(xué)》2017年碩士論文

【摘要】：自二十世紀(jì)九十年代中后期以來(lái),個(gè)人理財(cái)業(yè)務(wù)在國(guó)際商業(yè)銀行中逐漸發(fā)展起來(lái),無(wú)論是規(guī)模還是品類均出現(xiàn)快速擴(kuò)大的趨勢(shì)。在該段時(shí)間內(nèi),國(guó)內(nèi)銀行儲(chǔ)蓄卡的推廣標(biāo)志著我國(guó)商業(yè)銀行業(yè)個(gè)人理財(cái)業(yè)務(wù)正式啟動(dòng)。從1999年開(kāi)始,隨著互聯(lián)網(wǎng)技術(shù)的廣泛應(yīng)用,互聯(lián)網(wǎng)金融的興起,對(duì)傳統(tǒng)銀行個(gè)人理財(cái)業(yè)務(wù)營(yíng)銷帶來(lái)的巨大沖擊和挑戰(zhàn),同時(shí)也提出了更高的要求。目前,個(gè)人理財(cái)業(yè)務(wù)已經(jīng)成為商業(yè)銀行爭(zhēng)奪優(yōu)質(zhì)客戶和尋找新的利潤(rùn)增長(zhǎng)點(diǎn)的重要手段。但Z銀行在開(kāi)展個(gè)人理財(cái)業(yè)務(wù)的過(guò)程中還面臨著諸多問(wèn)題,阻礙著個(gè)人理財(cái)業(yè)務(wù)的發(fā)展。本文將商業(yè)銀行個(gè)人理財(cái)業(yè)務(wù)的有效營(yíng)銷作為Z銀行發(fā)展個(gè)人理財(cái)業(yè)務(wù)和實(shí)現(xiàn)客戶理財(cái)目標(biāo)的結(jié)合點(diǎn),通過(guò)研究國(guó)內(nèi)外商業(yè)銀行個(gè)人理財(cái)業(yè)務(wù)的營(yíng)銷策略,以促進(jìn)Z銀行個(gè)人理財(cái)業(yè)務(wù)的健康快速的發(fā)展。本文首先對(duì)個(gè)人理財(cái)業(yè)務(wù)營(yíng)銷、網(wǎng)絡(luò)營(yíng)銷新興理論進(jìn)行了概述,著重研究了國(guó)內(nèi)外個(gè)人理財(cái)業(yè)務(wù)營(yíng)銷文獻(xiàn),對(duì)相關(guān)研究成果進(jìn)行了歸納和綜述。在現(xiàn)有研究的基礎(chǔ)上,分析了Z銀行個(gè)人理財(cái)業(yè)務(wù)管理現(xiàn)狀及存在的主要問(wèn)題,有對(duì)客戶細(xì)分不足、產(chǎn)品組合創(chuàng)新不足、客戶維護(hù)不夠細(xì)致以及渠道推廣不夠充分等,根據(jù)對(duì)現(xiàn)有問(wèn)題的分析,得出Z銀行個(gè)人理財(cái)業(yè)務(wù)營(yíng)銷策略,從客戶評(píng)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(gè)方面提出了個(gè)人理財(cái)業(yè)務(wù)管理的對(duì)策,以促進(jìn)Z銀行個(gè)人理財(cái)業(yè)務(wù)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(xué)位授予單位】：河北科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F832.2

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