本文選題：理財(cái)產(chǎn)品 + 營(yíng)銷��； 參考：《西安理工大學(xué)》2017年碩士論文

【摘要】：本文研究的是浦發(fā)銀行鄭州分行理財(cái)產(chǎn)品策略的相關(guān)問題,研究的目的就是明白該銀行理財(cái)產(chǎn)品的發(fā)展現(xiàn)狀和存在的問題,同時(shí)明確該銀行理財(cái)產(chǎn)品的營(yíng)銷環(huán)境,并根據(jù)提出的問題提出了適合浦發(fā)銀行鄭州分行的營(yíng)銷策略。本文的研究對(duì)于豐富該理論的內(nèi)容具有一定理論意義,對(duì)于浦發(fā)銀行鄭州分行也有實(shí)際的參考意義。本文運(yùn)用多種營(yíng)銷理論分析了浦發(fā)銀行鄭州分行理財(cái)產(chǎn)品的經(jīng)營(yíng)現(xiàn)狀、存在的問題、影響因素以及營(yíng)銷環(huán)境,通過(guò)對(duì)該銀行理財(cái)產(chǎn)品營(yíng)銷現(xiàn)狀的分析,指出其在產(chǎn)品、價(jià)格、渠道、促銷以及培訓(xùn)五個(gè)方面存在的問題,為后面建議的提出提供依據(jù)。運(yùn)用STP策略找準(zhǔn)浦發(fā)銀行鄭州分行理財(cái)產(chǎn)品的市場(chǎng)定位,然后運(yùn)用7P營(yíng)銷理論對(duì)理財(cái)產(chǎn)品的營(yíng)銷從產(chǎn)品、價(jià)格、渠道、促銷、過(guò)程、物質(zhì)環(huán)境等方面提出營(yíng)銷策略,并為促進(jìn)浦發(fā)銀行鄭州分行理財(cái)產(chǎn)品營(yíng)銷提出了建議,包括:完善理財(cái)產(chǎn)品的信息披露機(jī)制、創(chuàng)新理財(cái)產(chǎn)品和品牌、完善分銷渠道、建設(shè)專業(yè)的營(yíng)銷團(tuán)隊(duì)、建立客戶信息數(shù)據(jù)庫(kù)等。本文在研究中,將多種營(yíng)銷理論聯(lián)系浦發(fā)銀行鄭州分行的實(shí)際情況進(jìn)行綜合分析,全面地對(duì)浦發(fā)銀行鄭州分行理財(cái)產(chǎn)品的營(yíng)銷進(jìn)行分析探討,找出了存在的問題,提出了相應(yīng)的營(yíng)銷策略,并提出了相關(guān)的確保營(yíng)銷策略實(shí)施的建議,這些策略和建議不僅對(duì)浦發(fā)銀行鄭州分行理財(cái)產(chǎn)品的營(yíng)銷有促進(jìn)作用,對(duì)同行業(yè)其他產(chǎn)品的營(yíng)銷也具有積極的參考意義。
[Abstract]:The purpose of this study is to understand the current situation and existing problems of the bank's financial management products, and at the same time to clarify the marketing environment of the bank's financial products. According to the questions raised, the paper puts forward the marketing strategy suitable for the Zhengzhou Branch of Pudong Development Bank. The research of this paper has certain theoretical significance to enrich the content of this theory, also has the practical reference significance to the Pudong Development Bank Zhengzhou Branch. This paper analyzes the operating status, existing problems, influencing factors and marketing environment of financial management products in Zhengzhou Branch of Pudong Development Bank by using various marketing theories. Through the analysis of the current marketing situation of financial products in this bank, the author points out that the products and prices are in the market. Channels, promotion and training of five aspects of the problems, for the following suggestions to provide the basis. Using STP strategy to find out the market orientation of financial products in Zhengzhou Branch of Pudong Development Bank, and then applying 7P marketing theory to put forward marketing strategies from product, price, channel, promotion, process, material environment and so on. Suggestions are put forward to promote the marketing of financial products in Zhengzhou Branch of Pudong Development Bank, including: perfecting the information disclosure mechanism of financial management products, innovating financial products and brands, perfecting distribution channels, and building professional marketing teams. Establish customer information database, etc. In this paper, the author makes a comprehensive analysis of various marketing theories combined with the actual situation of Zhengzhou Branch of Pudong Development Bank, and comprehensively analyzes and discusses the marketing of financial products in Zhengzhou Branch of Pudong Development Bank, and finds out the existing problems. Put forward the corresponding marketing strategy, and put forward the relevant suggestions to ensure the implementation of the marketing strategy, these strategies and suggestions not only promote the marketing of the financial products of the Zhengzhou Branch of Pudong Development Bank. The marketing of other products in the same industry also has positive reference significance.
【學(xué)位授予單位】：西安理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F832.33;F274

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