本文關鍵詞： 銀行業(yè) 理財產品 營銷策略　出處：《吉林大學》2017年碩士論文　論文類型：學位論文

【摘要】：隨著全球經濟快速發(fā)展、利率逐漸的市場化,中國金融業(yè)的競爭也愈演愈烈,傳統(tǒng)意義上的存貸款業(yè)務及結算業(yè)務已經無法保障客戶資源,四大國有銀行也紛紛出現了客戶流失嚴重等問題,在這種競爭形勢下,各大商業(yè)銀行紛紛研發(fā)具有市場競爭力的理財產品來吸引客戶,提高金融資產的同時,增加客戶的保有量,因此做好理財產品的營銷策略分析也是各大商業(yè)銀行爭奪客戶的重要手段。興業(yè)銀行成立二十多年以來,注重特色經營和差異化發(fā)展,其中個人理財產品的配置,贏得了眾多客戶信賴。興業(yè)銀行長春分行作為總行的分支機構,通過長達五年的市場布局組合營銷,理財產品年銷量在省內名列前茅,在行業(yè)內也樹立了良好的品牌形象�！艾F寶”系列理財產品,是興業(yè)銀行的核心理財產品之一,與興業(yè)銀行其他眾多理財產品相比,是一款安全性好,靈活性強的理財產品,雖說該產品具備一定的市場競爭力,但是由于“現寶”理財產品的銷量平平,銷售的規(guī)模難以達到增加中間業(yè)務收入的目的,銷售策略的實施也欠缺保障,因此需要更科學有效的營銷策略來推動銷量。本文以興業(yè)銀行“現寶”理財產品作為研究對象,通過收集大量數據,闡述了該產品營銷的現狀和存在的問題,接著客觀細致的分析了這些現象產生的原因,通過著眼于該產品自身的實力及其與競爭對手的比較,以宏觀和微觀的角度進行環(huán)境分析,并針對興業(yè)銀行“現寶”理財產品目前的銷售情況從市場細分、選擇目標市場、市場定位三個方面進行STP分析,發(fā)現該產品與長春地區(qū)其他金融機構相比,有著定價機制不穩(wěn)定、銷售時間受限制、營銷策略不合理等諸多問題,因此,本文將營銷管理的相關原理與與銀行營銷的實際相結合,提出了“現寶”理財產品的一系列改進措施,比如產品創(chuàng)新策略以形成差異化的理財產品,產品的評價策略可以保證產品的持續(xù)供應,并運用產品定價策略和活動宣傳營銷策略來提高客戶的忠誠度和滿意度,同時實現差別化、多渠道等營銷策略,可以精準的確定目標客戶,以實現銷售的多元化,提高產品的銷售機會,擴大產品的銷售渠道。本文通過興業(yè)銀行“現寶”理財產品數據的收集和分析,并結合相應的圖表,以營銷策略理論為分析基礎,客觀的設計了該產品的營銷策略,并充分考慮了該理財產品策略實施的保障。為了這些改進措施的完美實施,本文同時從產品的信用風險管理、市場風險管理、法律風險管理等諸多方面進行論證,并制定出營銷約束激勵機制,培養(yǎng)優(yōu)質的營銷團隊等保障措施給予了充分的保障的同時,以確保措施的順利實施。該策略不但可以提高產品的核心競爭力,增加產品銷量,使得興業(yè)銀行“現寶”理財產品營銷現狀得以改進,還可以提高興業(yè)銀行的行業(yè)競爭力,為興業(yè)銀行獲得市場份額提供助力。
[Abstract]:With the rapid development of the global economy, the market interest rates gradually, China financial industry competition, the traditional deposit and loan business and settlement business has been unable to guarantee the customer resources, the four major state-owned banks have problems with serious loss of customers, in this kind of competition situation, the major commercial banks have developed with the market competitiveness of the financial products to attract customers, improve the financial assets at the same time, increase customer retention, so do the analysis of the marketing strategy of financial products is the major commercial banks to compete for customers as an important means. Since the bank was founded in more than 20 years, focus on the characteristics of the development and management differences, which individual financial product configuration, win the trust of many customers. Changchun Industrial Bank branch as a branch of the head office, the layout of the market marketing mix for five years, the annual sales of financial products Is among the best in the province, in the industry to establish a good brand image. "The treasure" series of financial products, is one of the core industrial bank financial products, compared with many other industrial bank financial products, is a good safety, strong flexibility of financial products, although the products have a certain market competitiveness. But because the "treasure" of financial products sales were flat, the size of sales to achieve the increase in intermediate business income to implement the sales strategy is also a lack of protection, therefore need to be more scientific and effective marketing strategy to promote sales. The Industrial Bank "treasure financial products as the research object, by collecting large amounts of data, this the status of the product marketing and the existing problems, then the objective and careful analysis of the causes of these phenomena, by focusing on the products of its own strength and competition The opponent, in the perspective of macro and micro environment analysis, and according to the sales of Industrial Bank "treasure financial products from the current market segmentation, target market selection, market positioning three aspects of STP analysis, found that other financial institutions with the Changchun region compared with the pricing mechanism is not stable, sales time is limited, many problems, such as unreasonable marketing strategy so that the actual principle of marketing management and bank marketing combination, put forward" the treasure of financial products, a series of improvement measures, such as product innovation strategy to form differentiated financial products, product evaluation strategy can ensure the sustained the supply of products, and the use of the product pricing strategy and promotional marketing strategies to improve customer loyalty and satisfaction, at the same time to achieve differentiation, multi channel marketing strategy, can accurate The target customers, to achieve sales diversification, improve product sales opportunities, expand product sales channels. The collection and analysis of the Industrial Bank "treasure financial products data, combined with the corresponding chart, with marketing theory as the basis for the analysis, the objective design of the product and marketing strategy. Give full consideration to the implementation of the strategy of ensuring financial products. In order to perfect the improvement measures, at the same time, from the credit risk management products, market risk management, risk management and other aspects of legal argumentation, and formulate marketing incentive mechanism, cultivating high-quality marketing team and other security measures to give adequate protection at the same time, to ensure smooth implementation measures. This strategy can not only improve the core competitiveness of products, increase product sales, which makes the Industrial Bank" is the treasure financial products business The current situation can be improved and the industry competitiveness of Xingye Bank can be improved and the market share of Xingye Bank is provided.

【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F832.2;F274

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