建设银行漳州分行个人金融产品营销策略研究

发布时间：2018-05-08 03:29

本文选题：建行漳州分行 + 个人金融产品　；参考：《华侨大学》2013年硕士论文

【摘要】：自20世纪70年代以来，随着居民闲暇资金比重上升，投资理财观念加强，并在全球金融创新浪潮的强烈冲击下，全球范围内的商业银行个人金融产品业务快速发展并逐渐成为银行关键的利润驱动点。对此，中国建设银行漳州分行必须顺势而为，借鉴国内外银行相关经验，针对自身不足研究制定科学合理的个人金融产品营销策略。本文在对建设银行漳州分行个人金融产品营销现状调研分析的基础上，进一步从STP营销战略、营销组合策略、营销支持系统三个层面运用相关学科的研究成果，结合发达国家在商业银行个人金融业务领域方面先进成功的经验深入探讨其存在的问题，并运用STP营销战略理论、4Ps营销策略组合理论、SWOT分析法、波士顿矩阵分析法等先进的营销理念提出完善优化的对策。本文认为建行漳州分行可采取W O扭转型战略为指导方向，重点发展有前景的个人业务，从客户职务及社会地位因素对现有的市场细分方式进行补充，对目标市场采取差异性营销策略，，加强产品市场定位；建立良性循环的产品开发体系，结合客户需求和客户类别两因素形成合理产品定价机制，整合拓展产品分销渠道，加强优化产品促销策略；从加强部门间联动及营销主体人员成长通道两方面来完善营销组织模式，通过完善考核激励和培训机制来构建有效的人力资源体系，以加强诚信及交易风险管理为重点实施合理营销风险管理制度，从设备运营维护、人员管理机制、数据信息处理三个角度加强信息技术系统的服务能力，希望能够通过实施一系列措施推动建设银行漳州分行个人金融业务的可持续发展。
[Abstract]:Since the 1970s, with the increase of the proportion of leisure funds, the concept of investment and financial management has been strengthened, and under the strong impact of the wave of global financial innovation, The commercial bank's personal financial product business has developed rapidly and become the key profit driving point of the bank. Therefore, Zhangzhou Branch of China Construction Bank must conform to the trend, draw lessons from the relevant experience of domestic and foreign banks, and formulate scientific and reasonable marketing strategies for personal financial products in view of its own shortcomings. Based on the investigation and analysis of the current situation of personal financial product marketing in Zhangzhou Branch of China Construction Bank, this paper further applies the research results of related disciplines from the three levels of STP marketing strategy, marketing combination strategy and marketing support system. Combined with the advanced successful experience of commercial banks in the field of personal financial business in developed countries, this paper probes into the existing problems, and applies the STP marketing strategy theory / 4Ps marketing strategy combination theory to SWOT analysis. Boston matrix analysis and other advanced marketing ideas to improve the optimization of countermeasures. This paper holds that Zhangzhou Branch of China Construction Bank can take the "O" strategy as the guiding direction, focus on the development of prospective personal business, and supplement the existing market segmentation methods from the factors of customer position and social status. Adopting different marketing strategies to target market, strengthening product market positioning, establishing a benign product development system, combining customer demand and customer category to form a reasonable product pricing mechanism, integrating and expanding product distribution channels. Strengthening and optimizing product promotion strategy, perfecting marketing organization mode from two aspects of strengthening interdepartmental linkage and growth channel of marketing subject personnel, and constructing effective human resource system through perfecting examination incentive and training mechanism. To strengthen the integrity and transaction risk management as the emphasis of the implementation of reasonable marketing risk management system, from the equipment operation and maintenance, personnel management mechanism, data and information processing to strengthen the service capacity of the information technology system, We hope to implement a series of measures to promote the sustainable development of personal financial business in Zhangzhou Branch of China Construction Bank.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.2

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