【摘要】：在蘭州市經(jīng)濟的穩(wěn)步發(fā)展,城鎮(zhèn)居民收入水平穩(wěn)步增長,居民對于資金升值需求不斷提高的背景下,個人理財市場獲得了發(fā)展。目前,由于各商業(yè)銀行紛紛推出各種理財產(chǎn)品,希望能夠占據(jù)一定的市場份額,加之互聯(lián)網(wǎng)第三方理財平臺的加入,使得市場競爭日益激烈。面對這樣的市場挑戰(zhàn),非常核心的問題就是營銷策略的設(shè)計和實施。就目前中行甘肅分行的個人理財存在的各種問題,本文需要對其個人理財營銷策略的環(huán)境、適合什么樣的營銷策略做出研究。論文的研究內(nèi)容共分為六個部分,前兩個部分為緒論和理論部分;第三部分為中行甘肅分行個人理財產(chǎn)品營銷現(xiàn)狀及問題分析,這是本文的提出問題部分,重點總結(jié)了當前營銷中存在的問題;第四部分為中行甘肅分行個人理財產(chǎn)品的營銷環(huán)境分析,該部分從宏觀環(huán)境和競爭環(huán)境層面進行了分析;第五部分為解決問題部分,提出了中行甘肅分行理財產(chǎn)品營銷策略的設(shè)計及保障內(nèi)容;最后一部分為結(jié)論與展望。目前,國內(nèi)學(xué)者對于商業(yè)銀行個人理財產(chǎn)品營銷的研究有很多,但很少是以蘭州市商業(yè)銀行為研究對象的。而由于各地宏觀環(huán)境、競爭環(huán)境、以及市場的差異,以其他地區(qū)商業(yè)銀行為研究對象的研究對蘭州市商業(yè)銀行的指導(dǎo)作用非常有限。在這樣的情況下,本文以中行甘肅分行為研究對象,能夠有效彌補研究的不足。本文通過對中行甘肅分行個人理財產(chǎn)品營銷現(xiàn)狀的分析,找出其中存在的問題,同時,結(jié)合對該行個人理財產(chǎn)品營銷環(huán)境的分析,提出了營銷策略以及保障措施。研究不僅對于中行甘肅分行,對于蘭州本地的其他商業(yè)銀行的個人理財產(chǎn)品營銷都能發(fā)揮一定的促進作用。
[Abstract]:With the steady development of Lanzhou's economy, the steady increase of urban residents' income level and the increasing demand for capital appreciation, the personal financial market has been developed. At present, due to the commercial banks have launched a variety of financial products, hoping to occupy a certain market share, coupled with the entry of the Internet third party financing platform, the market competition is becoming increasingly fierce. Facing this kind of market challenge, the very core problem is the design and implementation of marketing strategy. In view of the various problems existing in the personal finance of Bank of China Gansu Branch, this paper needs to study the environment of its personal finance marketing strategy and what kind of marketing strategy it is suitable for. The research content of the thesis is divided into six parts, the first two parts are the introduction and the theory part; the third part is the current situation and the problem analysis of the personal financial management product marketing of Bank of China Gansu Branch, which is the question part of this paper. The fourth part is the analysis of the marketing environment of Bank of China Gansu Branch personal finance products, which is analyzed from the macro environment and competition environment; the fifth part is to solve the problem. This paper puts forward the design and guarantee content of Bank of China Gansu Branch's financial management product marketing strategy, the last part is the conclusion and prospect. At present, domestic scholars have a lot of research on the marketing of commercial banks' personal financial products, but rarely take Lanzhou City Commercial Bank as the research object. However, due to the differences of macro environment, competitive environment and market, the research on commercial banks in other regions has a very limited guiding effect on Lanzhou commercial banks. In this case, this paper takes Bank of China Gansu Branch as the research object, can effectively make up for the lack of research. Based on the analysis of the current situation of the personal financial product marketing of Bank of China Gansu Branch, this paper finds out the existing problems, and at the same time, combined with the analysis of the marketing environment of the bank's personal financial management products, puts forward the marketing strategy and safeguard measures. The research can promote the marketing of personal financial products not only for Bank of China Gansu Branch but also for other commercial banks in Lanzhou.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F832.2

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