A商业银行个人理财产品的市场营销策略分析

发布时间：2018-05-21 00:18

本文选题：市场营销策略 + 行为金融学　；参考：《北京化工大学》2013年硕士论文

【摘要】：本研究从市场营销学和行为金融学相融合的角度出发，通过对国内个人理财服务中市场营销战略及策略的理论整理和实践总结，在对个人理财产品潜在客户群体投资目的、投资经验、风险偏好、收益偏好、投资行为偏好等要素进行统计、分析、归纳的基础上，以设计某个人理财产品并为其市场营销策略提出建议的方式，探索符合A商业银行运营管理模式、符合目标客户投资需求和心理特点的个人理财产品市场营销策略。最新的市场营销策略理论不仅单方面关注企业利益或消费者利益，而是强调长期客户关系和实现双方共赢的核心价值。与之相适应，金融营销的理念也从产品营销、品牌营销，发展到整合营销、服务营销。对于个人理财产品来说，一方面最大限度体现商业银行的优势，并借助行为金融学中对金融市场参与者决策行为特征的研究，，商业银行可以依托其突出的国有银行信誉和品牌、资产管理规模、财务管理能力、销售覆盖网络等方面的优势，通过客观合理的市场细分和目标市场选择，根据客户的投资目的、风险偏好、流动性偏好、收益偏好进行产品设计并依此制定市场营销策略。此外，还应该关注客户的成长性，通过产品设计和持续性服务建立长期稳定的客户关系。
[Abstract]:From the angle of the combination of marketing and behavioral finance, this study summarizes the marketing strategies and strategies in the domestic personal finance service, and aims to invest in the potential customer groups of personal finance products. On the basis of analyzing, analyzing and summarizing the factors such as investment experience, risk preference, income preference, investment behavior preference and so on, this paper designs a person's financial management product and puts forward some suggestions for his marketing strategy. This paper explores the marketing strategies of personal financial products which conform to the operation and management mode of A commercial bank and meet the investment needs and psychological characteristics of the target customers. The latest marketing strategy theory not only focuses on the interests of enterprises or consumers, but also emphasizes the core value of long-term customer relationship and the realization of win-win situation. Accordingly, the concept of financial marketing has developed from product marketing, brand marketing to integrated marketing and service marketing. For personal financial products, on the one hand, it can maximize the advantages of commercial banks, and with the help of behavioral finance to the financial market participants in decision-making behavior characteristics, commercial banks can rely on its outstanding state-owned banks reputation and brand. Assets management scale, financial management ability, sales coverage network and other advantages, through objective and reasonable market segmentation and target market selection, according to the customer's investment purpose, risk preference, liquidity preference, Revenue preference for product design and marketing strategy accordingly. In addition, we should pay attention to customer growth and establish long-term and stable customer relationship through product design and continuous service.
【学位授予单位】：北京化工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.33

【参考文献】