包商银行个人理财业务营销策略研究

发布时间：2018-05-02 22:30

本文选题：包商银行 + 个人理财产品　；参考：《内蒙古大学》2013年硕士论文

【摘要】：个人理财产品有着市场容量大、风险低、业务范围广泛、经营收入稳定等特点,目前已逐渐成为各大商业银行收入和利润增长的重要来源。但是由于个人理财业务在近几年同业竞争较为激烈,且外资银行的国内理财业务的开展,国内商业银行在面对着双重压力。根据自身发展需求,国内商业银行纷纷推出各种形式的个人理财产品和专有品牌产品。就目前而言,个人理财业务已成为一个热门话题,中国的商业银行怎样有效的营销理财产品对于自身及客户均有着非常重要的意义。本文介绍了个人理财产品的相关概念,运用目标市场营销理论、产品组合理论、生命周期理论,结合瑞士、美国和日本等国外商业银行理财营销的成功经验,对包商银行个人金融产品营销策略现状进行分析。通过SW0T分析法,分析包商银行开展个人金融产品营销的内部优势、劣势以及外部环境的威胁、机会。最后,基于上述分析的基础,提出包商银行目前在个人理财产品营销上存在的问题,并提出了为包商银行开展个人理财产品针对性的优化策略和改进方案。最终得出包商银行理财产品采用市场细分策略、产品创新策略、服务创新策略、品牌策略、人才引进策略、宣传策略、网点转型策略等多种策略。这些分析可以给商业银行的个人理财产品营销提供一定的借鉴和参考,有利于促进包商银行金融产品的发展和完善,提高包商银行个人理财产品的市场竞争力。
[Abstract]:Personal financial products have the characteristics of large market capacity, low risk, wide range of business, stable operating income, etc. At present, they have gradually become an important source of income and profit growth of major commercial banks. However, the domestic commercial banks are facing the double pressure due to the fierce competition in the field of personal finance business in recent years, and the development of the domestic financial management business of the foreign banks. According to their own development needs, domestic commercial banks have introduced various forms of personal financial products and proprietary brand products. At present, personal finance business has become a hot topic, how the commercial banks in China how to effectively marketing financial products for themselves and customers have a very important significance. This paper introduces the related concepts of personal financial products, applies the target marketing theory, product combination theory, life cycle theory, and combines the successful experience of foreign commercial banks such as Switzerland, the United States and Japan. The current situation of individual financial product marketing strategy of contractor bank is analyzed. By means of SW0T analysis, this paper analyzes the internal advantages, disadvantages, threats and opportunities of the external environment of the private financial product marketing of the contractor bank. Finally, on the basis of the above analysis, this paper puts forward the problems existing in the marketing of personal financial products by the contractor bank, and puts forward the optimization strategy and improvement scheme for the contractor bank to carry out the personal financial products. Finally, the strategy of market segmentation, product innovation, service innovation, brand strategy, talent introduction strategy, propaganda strategy, network transformation strategy and so on are obtained. These analyses can provide certain reference and reference for the marketing of personal financial products of commercial banks, and help to promote the development and perfection of financial products of contractor banks and improve the market competitiveness of individual financial products of commercial banks.
【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.2;F274

【参考文献】