H银行个人理财产品营销研究

发布时间：2018-04-04 23:07

本文选题：H银行　切入点：个人理财产品　出处：《南京农业大学》2013年硕士论文

【摘要】：改革开放以来,我国的经济快速发展,国民经济持续高速增长,居民收入稳步增加。经济状况的良好发展为理财产品的发展提供了良好的契机。在我国,理财产品的出现较晚,但近年来,股市、楼市的投资风险较大,这使得从国外引入的金融理财产品吸引了许多投资者的目光。据Wind资讯统计,截止2012年03月30日当周,60家银行共计发行理财产品431款。前十大银行发行理财产品264款,占总发行量61.25%。72家银行共计767款理财产品到期。到期的理财产品实际收益率均符合发行时的预期,且出现了2款久违的收益率超预期产品。另有654款产品暂未公布实际收益率信息,市场占比85.27%。基于以上的考虑,本文以“H银行个人理财产品营销研究”为题,力图以一个相对完整的框架和较为清晰的线索来组织现有文献的研究成果,在此基础上分析H银行理财产品的营销现状,对于H银行个人理财业务寻求市场定位、研发新型产品、制订营销策略、扩大市场份额,具有一定的实际应用意义。本文分别从内部要素和外部环境两个部分对H银行个人理财产品的营销状况进行分析,内部要素主要从发行数量及规模、个人理财业务种类、期限及收益率、分销渠道、促销手段、客户构成、客户理财状况等部分展开分析；外部环境从政治政策环境、经济环境、社会文化环境、技术环境四个方面对H银行个人理财产品营销的外部环境进行了解读。据此归纳总结了H银行个人理财产品营销现状当前所具有的优势和劣势以及其所面临的外界环境带来的机会和威胁,得到H银行个人理财产品营销现状的SWOT分析矩阵,并向H银行个人理财产品营销策略提出相应的建议。
[Abstract]:Since the reform and opening up, China's rapid economic development, economic growth, income increased steadily. The development of good economic situation provides a good opportunity for the development of financial products. In our country, financial products appeared relatively late, but in recent years, the stock market, property investment risk, which makes the the introduction of foreign financial products has attracted many investors. According to Wind information statistics, as of 2012 03 month 30 day week, 60 banks issued a total of 431 financial products. The top ten banks issued 264 financial products, the total amount of 61.25%.72 bank issued a total of 767 financial products expire expire. The actual rate of return financial products are in line with the issuance of the expected, and the emergence of 2 long yields than expected products. Another 654 products not yet released the actual rate of return information, the market accounted for 85.27%. of the consideration, This paper is titled as "the study of" personal finance product marketing H bank, this dissertation takes a relatively complete framework and a clear clue to the existing literature, analysis of the marketing status of H bank financial products on the basis of the personal financial business of H bank for the research and development of new products, market positioning, marketing strategy formulation. Expand the market share, has a certain practical significance. This paper from the personal finance product of H bank's marketing status of the two parts of internal factors and external environment analysis, internal factors mainly from the issue of quantity and scale, personal financial business types, duration and rate of return, distribution channels, promotions, customers, part customer financial situation analysis; the external environment from the political environment, economic environment, social and cultural environment, technological environment in four aspects of personal financial products of H bank The external marketing environment interpretation. Accordingly summarizes the personal financial product marketing situation of H bank currently has strengths and weaknesses and the external environment facing the opportunities and threats of SWOT personal financial products marketing status of bank H analysis matrix, and puts forward the corresponding proposal to the H bank personal finance product marketing strategy.

【学位授予单位】：南京农业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.2

【相似文献】