S银行个人投资理财产品管理研究

发布时间：2018-04-22 02:08

本文选题：理财产品 + 市场营销4R理论　；参考：《山东理工大学》2013年硕士论文

【摘要】：随着社会经济的发展,百姓手中可支配的货币逐渐增多,人们渐渐有了投资的意识,人们希望能够为资金找到一个保值增值的途径。随着我国的金融体制改革不断深化,西方银行的经营理念不断渗透,使我国的银行个人投资理财业务获得了迅速发展的土壤。随着客户投资意识不断增强,投资经验不断丰富,对银行产品和服务的要求相应提高。我国商业银行个人理财业务起源于20世纪90年代中期,之后,个人理财业务在银行业蓬勃发展。各家商业银行均将个人理财业务作为吸引优质客户群体,扩大市场占有率的重要手段,推出各自的理财服务品牌,并利用各种理财产品来塑造理财业务形象,还在增值服务方面各出奇招,以期增强企业核心竞争力。面对波动的投资市场,许多投资者在遭受损失后,也将投资目标转向银行理财产品,2012年商业银行理财产品的发行、销售呈现快速增长态势。经历20年的发展,S银行的个人投资理财业务迅速发展,资产管理规模不断增长,截止2012年上半年,S银行机构数已达760个,个人金融资产规模突破5000亿元,个人储蓄规模达3600亿元,个人投资理财产品线不断丰富。虽然产品不断的丰富,资产管理规模不断增长,但面对客户多种多样的投资需求,看似品种繁多的个人投资理财产品,仍然难以满足客户日益增长的需求,客户的忠诚度相对不高。本文希望通过对个人投资理财产品的管理研究,运用管理学、市场营销学、经济学等相关理论,对个人投资理财产品的管理进行研究,明确产品管理体系中存在的不足,提出理财产品全流程管理概念,将产品管理与营销管理、客户管理融合,提出理财产品之争其本质是客户资源之争的观点。在对S银行个人投资理财产品现状管理具体分析后,依据对S银行理财产品竞争力的评价情况,指出产品体系设计、销售渠道建设、客户关系管理中存在的问题,明确目前产品管理体系中存在的不足,同时提出有建设性的解决方案,为逐步提升个人投资理财产品的竞争力和对客户的吸引力、树立S银行个人投资理财产品的良好品牌形象提供参考。
[Abstract]:With the development of social economy, people have more and more money at their disposal, and people gradually have the consciousness of investment. People hope to find a way to maintain and increase the value of capital. With the deepening of China's financial system reform and the continuous penetration of western bank management concepts, the personal investment and financing business of Chinese banks has gained rapid development. With the increasing customer investment consciousness and rich investment experience, the requirements for bank products and services are raised accordingly. The personal finance business of commercial banks in China originated in the middle of 1990's. After that, personal finance business flourished in the banking industry. Each commercial bank takes personal financing business as an important means to attract high quality customers, expand market share, launch their own financial management service brands, and use various financial products to shape the image of financial management business. Also in the value-added service each extraordinary move, with a view to enhancing the core competitiveness of enterprises. In the face of volatile investment markets, many investors have also shifted their investment targets to bank wealth management products after suffering losses. In 2012, the issuance of commercial banks financial management products, sales showed a rapid growth trend. After 20 years of development, the personal investment and financing business of S Bank has developed rapidly, and the scale of asset management has been continuously growing. As of the first half of 2012, the number of S banking institutions has reached 760, and the scale of personal financial assets has exceeded 500 billion yuan. Personal savings scale of 360 billion yuan, personal investment and wealth management products line is constantly rich. Although the products are constantly rich and the scale of asset management is growing, it is still difficult to meet the increasing demand of customers in the face of various investment needs of customers and seemingly a wide variety of personal investment and financial products. Customer loyalty is relatively low. This paper hopes to study the management of personal investment and financial products by using the relevant theories of management, marketing, economics and so on, so as to clarify the shortcomings of the product management system. This paper puts forward the concept of whole process management of financial management product, combines product management with marketing management and customer management, and points out that the essence of financial management product contention is the contention of customer resources. After analyzing the current situation management of S bank's personal investment financial products, according to the evaluation of S bank's financial products' competitiveness, the paper points out the problems existing in product system design, sales channel construction and customer relationship management. Clear the shortcomings of the current product management system, and propose constructive solutions to gradually enhance the competitiveness of personal investment and financial products and the attractiveness of customers, Set up S bank personal investment financial products good brand image to provide reference.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.33

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