中国银行与花旗银行个人金融产品的比较

发布时间：2018-02-10 02:47

本文关键词： 中国银行花旗银行个人金融产品　出处：《首都经济贸易大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着金融全球化的发展，信息技术的广泛应用以及个人财富的迅速增加，很多发达国家的个人金融市场迅速崛起，商业银行纷纷把个人金融产品作为银行发展的重点，商业银行个人金融产品的发展也使其成为主要的利润来源。近年来，我国个人金融产品的发展也很迅速，但中国的商业银行受科技水平的限制及市场环境的影响，与外国商业银行的个人金融产品相比发展明显滞后。在这种情况下，本文研究国内外个人金融产品的比较有很大的意义。本文选择花旗银行和中国银行作为代表，，通过比较分析，找出了各自银行个人金融产品的优势，并提出了发展中国银行个人金融产品应采取的措施。本文由四部分构成。第一部分对个人金融产品的定义、个人金融产品的市场细分及市场定位理论及个人金融市场营销理论做了简要阐述；第二部分分别描述了中国银行和花旗银行个人金融产品的种类和特点；第三部分从市场定位和服务、品牌营销策略、产品创新及盈利能力四个方面对中国银行和花旗银行做了比较和分析，找出了各自的优点，以及中国银行需要做哪些改进；最后，本文从注重品牌的创建与管理、提供个性化服务、重视金融创新和注重人才培养四个方面总结了中国银行的改进方向。
[Abstract]:With the development of financial globalization, the wide application of information technology and the rapid increase of personal wealth, the personal financial markets in many developed countries have risen rapidly. Commercial banks have taken personal financial products as the focus of bank development. The development of commercial banks' personal financial products has also made them a major source of profit. In recent years, the development of personal financial products in China has also been very rapid, but the commercial banks in China are subject to the restrictions of scientific and technological level and the influence of the market environment. The development of personal financial products of foreign commercial banks is obviously lagging behind. In this case, it is of great significance to study the comparison of personal financial products at home and abroad. In this paper, Citibank and Bank of China are chosen as representatives. Through comparative analysis, this paper finds out the advantages of the personal financial products of their respective banks, and puts forward the measures to be taken in the development of the personal financial products of the banks of China. This paper is composed of four parts. The first part briefly expounds the definition of personal financial products, market segmentation and market positioning theory of personal financial products and personal financial marketing theory. The second part describes the types and characteristics of individual financial products of Bank of China and Citibank respectively. This paper compares and analyzes the four aspects of product innovation and profitability of Bank of China and Citibank, finds out their respective advantages, and what improvements the Bank of China needs to make. Finally, this paper focuses on the establishment and management of the brand. The improvement direction of Bank of China is summarized in four aspects: providing individualized service, paying attention to financial innovation and talent training.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.33;F831.2

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