本文選題：個(gè)人理財(cái)業(yè)務(wù)　切入點(diǎn)：營(yíng)銷環(huán)境　出處：《吉林大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：改革開放以來(lái),我國(guó)國(guó)民經(jīng)濟(jì)保持快速發(fā)展,居民可支配收入持續(xù)增加。財(cái)富的積累使人們對(duì)存款外的多樣化理財(cái)?shù)男枨笥訌?qiáng)烈,也為銀行個(gè)人理財(cái)業(yè)務(wù)的發(fā)展帶來(lái)了新機(jī)遇。交通銀行作為我國(guó)五大國(guó)有商業(yè)銀行之一,以“建設(shè)中國(guó)最佳財(cái)富管理銀行”為企業(yè)愿景,一直致力于為客戶的財(cái)富保值增值。交通銀行吉林省分行作為吉林省首家股份制商業(yè)銀行,也以優(yōu)質(zhì)的金融服務(wù)贏得了廣大客戶的認(rèn)可和好評(píng),在個(gè)人理財(cái)業(yè)務(wù)上取得了較好的成績(jī)。然而,最近幾年,由于宏觀經(jīng)濟(jì)下行、金融風(fēng)險(xiǎn)加大、利率市場(chǎng)化進(jìn)程加快,我國(guó)商業(yè)銀行面臨著前所未有的發(fā)展困境。與此同時(shí),伴隨著吉林省經(jīng)濟(jì)的逐漸企穩(wěn),越來(lái)越多的金融機(jī)構(gòu)競(jìng)相駐入,市場(chǎng)上的競(jìng)爭(zhēng)愈演愈烈,再加上P2P等移動(dòng)互聯(lián)產(chǎn)品、創(chuàng)新型金融模式的出現(xiàn),對(duì)銀行個(gè)人理財(cái)業(yè)務(wù)造成了較大的沖擊,也嚴(yán)重影響了交通銀行吉林省分行個(gè)人理財(cái)業(yè)務(wù)的發(fā)展。因此,我們亟需結(jié)合市場(chǎng)營(yíng)銷學(xué)的相關(guān)理論,探究如何依托地方經(jīng)濟(jì)的積極變化,從容應(yīng)對(duì)同業(yè)競(jìng)爭(zhēng),為今后交通銀行吉林省分行個(gè)人理財(cái)業(yè)務(wù)的發(fā)展提供借鑒和參考。本文通過(guò)對(duì)交通銀行吉林省分行的基本情況進(jìn)行調(diào)研,并結(jié)合個(gè)人客戶服務(wù)品牌體系和個(gè)人理財(cái)業(yè)務(wù)產(chǎn)品體系,介紹了交通銀行吉林省分行個(gè)人理財(cái)業(yè)務(wù)服務(wù)營(yíng)銷的整體情況,總結(jié)出其在業(yè)務(wù)發(fā)展中存在的一些問(wèn)題:客戶經(jīng)理營(yíng)銷能力不足、客戶經(jīng)理人員配置不夠、服務(wù)營(yíng)銷體系不完善、高凈值客戶維護(hù)不到位、服務(wù)標(biāo)準(zhǔn)制定過(guò)于死板等。針對(duì)上述問(wèn)題,作者對(duì)交通銀行吉林省分行個(gè)人理財(cái)業(yè)務(wù)的服務(wù)營(yíng)銷環(huán)境進(jìn)行了比較全面的分析:宏觀上,對(duì)交通銀行吉林省分行個(gè)人理財(cái)業(yè)務(wù)所處的政治法律環(huán)境、經(jīng)濟(jì)環(huán)境、社會(huì)環(huán)境、技術(shù)環(huán)境進(jìn)行了具體分析;微觀上,從企業(yè)內(nèi)部環(huán)境、客戶需求、競(jìng)爭(zhēng)者三個(gè)角度進(jìn)行了闡釋,并綜合運(yùn)用SWOT分析法深入剖析了交通銀行吉林省分行開展個(gè)人理財(cái)業(yè)務(wù)所具有的優(yōu)勢(shì)與劣勢(shì)、面臨的機(jī)會(huì)與威脅。最后,結(jié)合交通銀行吉林省分行個(gè)人理財(cái)業(yè)務(wù)發(fā)展的實(shí)際,提出STP策略和服務(wù)營(yíng)銷組合策略建議,并制定出組合策略的相關(guān)保障措施,以期對(duì)交通銀行吉林省分行個(gè)人理財(cái)業(yè)務(wù)的發(fā)展提供一些幫助。
[Abstract]:Since the reform and opening up, the national economy of our country has maintained rapid development, and the disposable income of the residents has continued to increase. The accumulation of wealth has increased the demand for diversified financial management beyond deposits. As one of the five largest state-owned commercial banks in China, Bank of Communications takes "building the best wealth management bank in China" as the enterprise vision. Bank of Communications Jilin Branch, as the first joint-stock commercial bank in Jilin Province, has won recognition and praise from customers for its excellent financial services. However, in recent years, due to the decline of macro economy, the increase of financial risk and the acceleration of the process of interest rate marketization, commercial banks in our country are facing unprecedented difficulties of development. With the gradual stabilization of the economy of Jilin Province, more and more financial institutions are competing in, the competition in the market is becoming more and more intense, coupled with the emergence of innovative financial models such as P2P and other mobile interconnected products. It has had a great impact on the personal finance business of the bank, and has also seriously affected the development of the personal finance business of the Jilin Branch of the Bank of Communications. Therefore, we urgently need to combine the relevant theories of marketing and marketing. To explore how to rely on the positive changes in the local economy to deal with competition in the same industry calmly, To provide reference and reference for the development of personal finance business of Bank of Communications Jilin Branch in the future. This paper investigates the basic situation of Jilin Branch of Bank of Communications. Combined with the brand system of personal customer service and the product system of personal finance business, the overall situation of personal financial services service marketing of Jilin Branch of Bank of Communications is introduced. Some problems in the business development are summarized: insufficient marketing ability of account managers, insufficient staffing of account managers, imperfect service marketing system, inadequate maintenance of high net worth customers, Aiming at the above problems, the author makes a comprehensive analysis of the service marketing environment of personal finance business in Jilin Branch of Bank of Communications. The political and legal environment, the economic environment, the social environment and the technical environment of the personal financial management business of the Jilin Branch of Bank of Communications are analyzed concretely, and microscopically, from the internal environment of the enterprise, the customer's demand, The competitor explains from three angles, and analyzes the advantages and disadvantages, opportunities and threats faced by Jilin Branch of Bank of Communications in developing personal finance business comprehensively by using SWOT analysis method. Combined with the development of personal finance business in Jilin Branch of Bank of Communications, this paper puts forward the suggestions of STP strategy and service marketing combination strategy, and formulates the relevant safeguard measures of the combination strategy. With a view to the Bank of Communications Jilin Branch personal finance business development to provide some help.
【學(xué)位授予單位】：吉林大學(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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