【摘要】：在歐美國(guó)家已經(jīng)有近百年的歷史的“個(gè)人理財(cái)業(yè)務(wù)”,是各大商業(yè)銀行的主要利潤(rùn)來(lái)源之一。個(gè)人理財(cái)業(yè)務(wù)自上世紀(jì)70年代在美國(guó)盛行開(kāi)來(lái)以后,經(jīng)過(guò)不斷的發(fā)展,各個(gè)銀行在金融產(chǎn)品的個(gè)性化、差異化、專業(yè)化不斷挖掘,形成了較為成熟的模式與體系。近十幾年來(lái),個(gè)人理財(cái)業(yè)務(wù)在國(guó)內(nèi)也越來(lái)越火熱。特別是我國(guó)居民可支配收入的穩(wěn)步提高,為個(gè)人理財(cái)業(yè)務(wù)奠定了堅(jiān)實(shí)的基礎(chǔ)。目前,各大銀行是個(gè)人理財(cái)業(yè)務(wù)發(fā)展的過(guò)程中的主力軍,各家商業(yè)銀行紛紛開(kāi)辦了各種類型的個(gè)人理財(cái)業(yè)務(wù),并擁有眾多的理財(cái)客戶。CEB鄭州分行是最早開(kāi)設(shè)個(gè)人理財(cái)業(yè)務(wù)的分行之一。在CEB鄭州分行的各項(xiàng)業(yè)務(wù)中,對(duì)公業(yè)務(wù)和個(gè)人理財(cái)業(yè)務(wù)作為CEB的招牌業(yè)務(wù),都很受重視,其中對(duì)公業(yè)務(wù)發(fā)展迅速,個(gè)人理財(cái)業(yè)務(wù)雖然也得到了較好的發(fā)展,但仍顯不足。CEB鄭州分行的個(gè)人理財(cái)產(chǎn)品豐富。截止2015年8月,加上可供申購(gòu)贖回的12種開(kāi)放式理財(cái)產(chǎn)品,CEB的個(gè)在售個(gè)人理財(cái)產(chǎn)品多達(dá)50種,能夠最大限度地滿足不同類型客戶的理財(cái)需求。同時(shí),CEB鄭州分行也十分注重個(gè)人理財(cái)業(yè)務(wù)的營(yíng)銷宣傳,其“陽(yáng)光理財(cái)、值得信賴”的口號(hào)深入人心,吸引了一部分優(yōu)質(zhì)客戶。但是,CEB鄭州分行的個(gè)人理財(cái)業(yè)務(wù)雖然優(yōu)勢(shì)不少,但是也存在著不少問(wèn)題�？蛻羧后w方面,CEB鄭州分行雖然擁有穩(wěn)定的客戶群體,但在客戶結(jié)構(gòu)上高端客戶數(shù)量偏少,以中低端客戶居多。其次理財(cái)產(chǎn)品同質(zhì)化嚴(yán)重,營(yíng)業(yè)網(wǎng)點(diǎn)較少且布局不合理,促銷手段“老套,缺乏吸引力”等,最重要的還是創(chuàng)新不足,營(yíng)銷意識(shí)不強(qiáng),沒(méi)有專職的營(yíng)銷機(jī)構(gòu)。針對(duì)上述問(wèn)題和問(wèn)題產(chǎn)生的原因,CEB鄭州分行必須盡快加快理財(cái)產(chǎn)品的創(chuàng)新力度,擴(kuò)大理財(cái)產(chǎn)品組合的長(zhǎng)度和寬度,優(yōu)化渠道建設(shè),合理布局網(wǎng)點(diǎn),根據(jù)客戶需求實(shí)行差異化營(yíng)銷策略。
[Abstract]:Personal finance business, which has a history of nearly 100 years in Europe and America, is one of the main profit sources of commercial banks. Personal finance business has been popular in the United States since the 1970s, after the continuous development, each bank in the financial products of personalized, differentiated, professional constantly excavated, formed a more mature model and system. In the past ten years, personal finance business has become more and more popular in China. Especially, the steady increase of disposable income has laid a solid foundation for personal finance business. At present, the major banks are the main force in the process of the development of personal finance business. Each commercial bank has set up various types of personal finance business one after another. CEB Zhengzhou Branch is one of the earliest branches to open personal finance business. In the various business of CEB Zhengzhou Branch, the public business and personal finance business, as the signboard business of CEB, have been attached great importance to, among them, the public business has developed rapidly, and the personal finance business has also got better development. CEB Zhengzhou branch of personal financial products rich. As of August 2015, with 12 open wealth management products available for redemption, CEB has as many as 50 personal finance products on sale, which can meet the financial needs of different types of customers to the maximum extent. At the same time, CEB Zhengzhou Branch also attaches great importance to personal finance business marketing publicity, its "sunshine financing, trustworthy" slogan deeply rooted in the hearts of the people, attracted some high-quality customers. However, CEB Zhengzhou branch of personal finance business although a lot of advantages, but there are also many problems. In terms of customer group, CEB Zhengzhou Branch has a stable customer group, but the number of high-end customers in the structure of customers is small, most of them are middle and low end customers. Secondly, the homogenization of financial products is serious, the business network is less and the layout is unreasonable, the promotion means "clich 茅, lack of attraction", the most important thing is insufficient innovation, weak marketing consciousness, and no full-time marketing organization. In view of the above problems and the causes of these problems, CEB Zhengzhou Branch must speed up the innovation of financial management products as soon as possible, expand the length and width of the portfolio of financial products, optimize the channel construction, and distribute the network reasonably. Implement differentiated marketing strategy according to customer demand.
【學(xué)位授予單位】：鄭州大學(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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