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

【摘要】：近年來,隨著經(jīng)濟增速進(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),中國經(jīng)濟已經(jīng)步入“新常態(tài)”。金融理財市場中,供需矛盾正日漸突出。一方面是居民個人財富的迅速增長導(dǎo)致金融理財需求持續(xù)擴大;一方面是金融理財市場中產(chǎn)品同質(zhì)化嚴(yán)重且營銷不足難以滿足消費者多樣化的金融理財需求。從開展業(yè)務(wù)之初,建行白山分行的金融理財業(yè)務(wù)的發(fā)展勢頭就很良好。但由于近年來利率市場化穩(wěn)步推進(jìn),加之互聯(lián)網(wǎng)金融的蓬勃興起,金融理財產(chǎn)品市場的競爭越發(fā)激烈,建行白山分行金融理財?shù)臓I銷也受到了前所未有的沖擊。如何盡快的走出困境,繼續(xù)保持金融理財業(yè)務(wù)良好的發(fā)展勢頭成為擺在建行白山分行眼前的一大難題。對建行白山分行金融理財產(chǎn)品營銷的研究,理論方面,有益于白山市金融理財市場的健康發(fā)展,充實了對于白山市金融理財產(chǎn)品營銷的微觀研究�，F(xiàn)實方面,通過對建行白山分行金融理財產(chǎn)品營銷進(jìn)行深入研究,分析其中的不足,找到問題產(chǎn)生的原因,并有針對性的提出合理化建議,這對解決建行白山分行金融理財業(yè)務(wù)面臨的沖擊,并實現(xiàn)可持續(xù)發(fā)展具有現(xiàn)實的指導(dǎo)意義。文章首先對建行白山分行的發(fā)展情況進(jìn)行了介紹,通過對其金融理財產(chǎn)品營銷現(xiàn)狀進(jìn)行分析,找到其在營銷中存在的金融理財營銷考核機制存在缺陷、產(chǎn)品銷售渠道利用不足、產(chǎn)品自身競爭差、營銷效果不明顯四個方面的問題。其次通過對四個方面問題的分析,找到了問題產(chǎn)生的原因。研究發(fā)現(xiàn)建行白山分行存在金融理財產(chǎn)品營銷觀念與營銷手段較為傳統(tǒng)、對金融理財市場目標(biāo)客戶的細(xì)分不足、金融理財產(chǎn)品缺乏創(chuàng)新、金融理財營銷人才隊伍建設(shè)亟待加強四個方面的不足。然后針對建行白山分行存在的不足,根據(jù)相關(guān)金融理財營銷理論及實際調(diào)研,提出了改進(jìn)建行白山分行金融理財產(chǎn)品營銷的建議。主要包括以下幾點:一是進(jìn)行金融理財產(chǎn)品創(chuàng)新,提升產(chǎn)品競爭力;二是加強市場細(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;四是強化人才隊伍建設(shè),為可持續(xù)發(fā)展提供人才保證。通過研究得出結(jié)論:建行白山分行要想化解在金融理財市場中所面臨的沖擊,必須加強產(chǎn)品創(chuàng)新,通過進(jìn)一步細(xì)分市場,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需求,同時重視人才隊伍建設(shè),從而促進(jìn)建行白山分行金融理財業(yè)務(wù)的健康發(fā)展。但由于水平有限和客觀條件限制,文章沒有對建行白山分行整個金融理財產(chǎn)品營銷流程進(jìn)行全面研究,還存在一定不足,會在以后繼續(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】：吉林財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F832.2;F274

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