本文選題：金融理財(cái)產(chǎn)品 + 商業(yè)銀行��； 參考：《吉林財(cái)經(jīng)大學(xué)》2017年碩士論文

【摘要】：近年來(lái),隨著經(jīng)濟(jì)增速進(jìn)一步放緩、人口老齡化嚴(yán)重,人口紅利迅速消失等情況的出現(xiàn),中國(guó)經(jīng)濟(jì)已經(jīng)步入“新常態(tài)”。金融理財(cái)市場(chǎng)中,供需矛盾正日漸突出。一方面是居民個(gè)人財(cái)富的迅速增長(zhǎng)導(dǎo)致金融理財(cái)需求持續(xù)擴(kuò)大;一方面是金融理財(cái)市場(chǎng)中產(chǎn)品同質(zhì)化嚴(yán)重且營(yíng)銷不足難以滿足消費(fèi)者多樣化的金融理財(cái)需求。從開(kāi)展業(yè)務(wù)之初,建行白山分行的金融理財(cái)業(yè)務(wù)的發(fā)展勢(shì)頭就很良好。但由于近年來(lái)利率市場(chǎng)化穩(wěn)步推進(jìn),加之互聯(lián)網(wǎng)金融的蓬勃興起,金融理財(cái)產(chǎn)品市場(chǎng)的競(jìng)爭(zhēng)越發(fā)激烈,建行白山分行金融理財(cái)?shù)臓I(yíng)銷也受到了前所未有的沖擊。如何盡快的走出困境,繼續(xù)保持金融理財(cái)業(yè)務(wù)良好的發(fā)展勢(shì)頭成為擺在建行白山分行眼前的一大難題。對(duì)建行白山分行金融理財(cái)產(chǎn)品營(yíng)銷的研究,理論方面,有益于白山市金融理財(cái)市場(chǎng)的健康發(fā)展,充實(shí)了對(duì)于白山市金融理財(cái)產(chǎn)品營(yíng)銷的微觀研究。現(xiàn)實(shí)方面,通過(guò)對(duì)建行白山分行金融理財(cái)產(chǎn)品營(yíng)銷進(jìn)行深入研究,分析其中的不足,找到問(wèn)題產(chǎn)生的原因,并有針對(duì)性的提出合理化建議,這對(duì)解決建行白山分行金融理財(cái)業(yè)務(wù)面臨的沖擊,并實(shí)現(xiàn)可持續(xù)發(fā)展具有現(xiàn)實(shí)的指導(dǎo)意義。文章首先對(duì)建行白山分行的發(fā)展情況進(jìn)行了介紹,通過(guò)對(duì)其金融理財(cái)產(chǎn)品營(yíng)銷現(xiàn)狀進(jìn)行分析,找到其在營(yíng)銷中存在的金融理財(cái)營(yíng)銷考核機(jī)制存在缺陷、產(chǎn)品銷售渠道利用不足、產(chǎn)品自身競(jìng)爭(zhēng)差、營(yíng)銷效果不明顯四個(gè)方面的問(wèn)題。其次通過(guò)對(duì)四個(gè)方面問(wèn)題的分析,找到了問(wèn)題產(chǎn)生的原因。研究發(fā)現(xiàn)建行白山分行存在金融理財(cái)產(chǎn)品營(yíng)銷觀念與營(yíng)銷手段較為傳統(tǒng)、對(duì)金融理財(cái)市場(chǎng)目標(biāo)客戶的細(xì)分不足、金融理財(cái)產(chǎn)品缺乏創(chuàng)新、金融理財(cái)營(yíng)銷人才隊(duì)伍建設(shè)亟待加強(qiáng)四個(gè)方面的不足。然后針對(duì)建行白山分行存在的不足,根據(jù)相關(guān)金融理財(cái)營(yíng)銷理論及實(shí)際調(diào)研,提出了改進(jìn)建行白山分行金融理財(cái)產(chǎn)品營(yíng)銷的建議。主要包括以下幾點(diǎn):一是進(jìn)行金融理財(cái)產(chǎn)品創(chuàng)新,提升產(chǎn)品競(jìng)爭(zhēng)力;二是加強(qiáng)市場(chǎng)細(xì)分,滿足多層次的客戶需求;三是優(yōu)化服務(wù)質(zhì)量,提升客戶體驗(yàn);四是強(qiáng)化人才隊(duì)伍建設(shè),為可持續(xù)發(fā)展提供人才保證。通過(guò)研究得出結(jié)論:建行白山分行要想化解在金融理財(cái)市場(chǎng)中所面臨的沖擊,必須加強(qiáng)產(chǎn)品創(chuàng)新,通過(guò)進(jìn)一步細(xì)分市場(chǎng),增加促銷力度,優(yōu)化服務(wù)滿足不同層次客戶的多樣化金融理財(cái)需求,同時(shí)重視人才隊(duì)伍建設(shè),從而促進(jìn)建行白山分行金融理財(cái)業(yè)務(wù)的健康發(fā)展。但由于水平有限和客觀條件限制,文章沒(méi)有對(duì)建行白山分行整個(gè)金融理財(cái)產(chǎn)品營(yíng)銷流程進(jìn)行全面研究,還存在一定不足,會(huì)在以后繼續(xù)加以研究。
[Abstract]:In recent years, China's economy has entered a "new normal" with the economic growth rate slowing further, the population aging seriously and the population dividend rapidly disappearing. In the financial management market, the contradiction between supply and demand is becoming more and more prominent. On the one hand, the rapid growth of residents' personal wealth leads to the continuous expansion of financial needs; on the other hand, the product homogeneity and insufficient marketing in the financial market are difficult to meet the diversified financial needs of consumers. From the beginning of business, the development momentum of financial management business of Bai Shan Branch of CCB is very good. However, due to the steady progress of interest rate marketization in recent years and the booming of Internet finance, the competition of financial management products market is becoming more and more fierce, and the marketing of financial management in Bai Shan Branch of China Construction Bank has also been subjected to unprecedented impact. How to get out of the predicament as soon as possible and continue to maintain the good development momentum of financial management business has become a big problem in front of the Baishan Branch of CCB. In theory, it is beneficial to the healthy development of financial management market of Baishan City, and enriches the micro research on the marketing of financial management products in Baishan City. In reality, through the in-depth study on the marketing of financial management products in Baishan Branch of China Construction Bank, it analyzes the shortcomings, finds out the causes of the problems, and puts forward some reasonable suggestions. It is of practical significance to solve the impact on the financial management business of Bai Shan Branch of China Construction Bank and to realize the sustainable development. Firstly, the paper introduces the development of Baishan Branch of China Construction Bank, analyzes the present situation of its financial management products marketing, finds out the defects in the assessment mechanism of financial management and marketing, and the insufficient use of product sales channels. The product itself competes badly, the marketing effect is not obvious four aspects question. Secondly, through the analysis of four aspects of the problem, found out the causes of the problem. It is found that the Baishan Branch of CCB has traditional marketing concept and means of financial management products, insufficient segmentation of target customers in financial management market, and lack of innovation in financial management products. The construction of financial management and marketing talents should be strengthened in four aspects. Then, aiming at the deficiency of Bai Shan Branch of China Construction Bank, according to the related financial management marketing theory and actual investigation, the paper puts forward some suggestions to improve the financial management product marketing of Bai Shan Branch of China Construction Bank. It mainly includes the following points: first, innovation of financial management products to enhance product competitiveness; second, strengthening market segmentation to meet multi-level customer needs; third, optimizing service quality and enhancing customer experience; fourth, strengthening the construction of talent teams. Provide talent guarantee for sustainable development. Through the research, we can draw a conclusion: if we want to resolve the impact in the financial management market, we must strengthen the product innovation, further subdivide the market, and increase the promotion force. To optimize the service to meet the diverse financial needs of customers at different levels, and to attach importance to the construction of talent team, thereby promoting the healthy development of financial management business in Baishan Branch of China Construction Bank. However, due to the limited level and objective conditions, the article has not carried out a comprehensive study on the whole financial management product marketing process of the Baishan Branch of CCB, and there are still some deficiencies, which will continue to be studied in the future.
【學(xué)位授予單位】：吉林財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F832.2;F274

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