A银行“财福宝”理财产品设计及推广

发布时间：2018-04-27 15:27

本文选题：商业银行 + 产品设计　；参考：《辽宁大学》2013年硕士论文

【摘要】：随着金融市场的迅猛的发展，各商业银行竞相推出各种各样的理财产品，个人理财产品日新月异，但是现有理财产品同质化严重，模仿性明显，同质性较强，且各商业银行将个人理财产品的目标顾客大都定位于中、高端客户，主要以高端客户为核心，普遍忽视中端客户和中低端客户。A银行作为A市人自己的银行，，目前致力于银行业务的拓展，尤其是个人理财产品的推出，设计一种具有广阔市场前景的新型个人理财产品成为A银行函待解决的问题。本文首先对国内主要商业银行的个人理财产品进行综述，对A银行现有理财业务进行详细分析，总结其特点并找出其中存在的问题和原因。然后在此基础上提出A银行“财福宝”个人理财产品模型，包括产品整体概念的定义,个人理财产品设计原则,“财福宝”产品设计,“财福宝”业务操作流程设计。并进一步对“财福宝”个人理财产品的推广进行多方面分析。包括建立并完善个人理财客户信息系统，完善个人理财产品分销渠道，维护好传统销售渠道，积极开展网上营销，加大网络宣传力度等途径。
[Abstract]:With the rapid development of financial market, commercial banks are competing to launch a variety of financial products, personal financial products change with each passing day, but the existing financial products homogenization is serious, imitation is obvious, homogeneity is strong. And commercial banks mostly target customers of personal financial products, high-end customers, mainly high-end customers as the core, generally ignore the middle end customers and low-end customers. At present, we are committed to the expansion of banking business, especially the introduction of personal financial products. Designing a new kind of personal financial products with broad market prospects has become a problem to be solved by Bank A. This paper first summarizes the personal financial products of major commercial banks in China, analyzes the existing financial management business of Bank A in detail, summarizes its characteristics and finds out the existing problems and reasons. On this basis, this paper puts forward the "Caifu Bao" personal finance product model of Bank A, including the definition of the overall concept of the product, the design principle of the personal financial product, the product design of the "Caifu Bao" and the business operation process design of the "Caifu Bao". And further to the "Caifu Bao" personal financial products promotion in many aspects. Including the establishment and improvement of personal finance customer information system, improve personal financial products distribution channels, maintain the traditional sales channels, actively carry out online marketing, increase the strength of network propaganda and so on.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.2

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