华夏银行太原分行个人理财产品营销策略研究

发布时间：2018-05-28 03:02

本文选题：商业银行 + 理财产品　；参考：《西北大学》2013年硕士论文

【摘要】：我国金融体系改革不断深入,银行业的竞争越来越激烈,那么如何保持自身的利润空间是越来越多银行思考的一个关键问题。另外,随着我国人民生活水平的提高,银行存款也越来越多,人们就开始关注自己资产升值的问题,所以,人们与银行接触的机会和次数越来越多,这种关系与银行理财的相关性逐渐变得密切。在这种理财需求旺盛的大好形势之下,银行业务纷纷将经营的重点逐渐转化为大力发展个人理财业务和非利息收入的金融产品上,这将是银行获取利润的新途径,同样也是国内银行业新的竞争关键点。我国商业银行在实施个人理财业务的营销活动过程中,应结合我国特有的经济和政治环境,制定出一套适合于当前实际情况的市场营销策略,对于个人理财业务在商业银行中的发展起到了非常大的积极作用。本文以华夏银行太原分行个人理财产品为研究对象,首先探讨了本论文的选题背景及意义,对国内外关于个人理财营销方面的文献进行了梳理和归纳,回顾了市场营销的相关理论,然后对华夏银行太原分行个人理财产品发展情况进行介绍,从促销策略——产品策略——价格策略——渠道策略四个方面对营销现状进行了分析,指出了营销过程中存在的问题,即营销理论落后、个人理财产品的市场定位不准、缺少数据库对客户的详细信息进行记录、网点相对较少、产品促销缺少有效手段。在此基础上,从宏观环境、需求环境、竞争环境对分行的环境进行了分析,介绍了华夏银行太原分行个人理财产品的市场定位,并设计了产品营销组合策略,包括产品策略、价格策略、渠道策略和促销策略实施的成功经验。最后,提出了分行个人理财产品营销策略的实施过程,并针对实施过程中可能出现的障碍,提出了实施的保障措施,包括人力资源保障、组织保障、制度保障与文化保障。希望通过本文的研究,对华夏银行太原分行个人理财产品制定具体的相关产品与制度提出初步方案有一定的借鉴与指导意义。
[Abstract]:With the deepening of China's financial system reform and the increasingly fierce competition in the banking sector, how to maintain its profit margin is a key issue for more and more banks to think about. In addition, with the improvement of our people's living standards and the increasing number of bank deposits, people begin to pay attention to the appreciation of their assets. Therefore, people have more and more opportunities and times of contact with banks. This kind of relation and bank finances the correlation becomes close gradually. In this excellent situation of high demand for financial management, the focus of banking business has gradually been transformed into financial products that vigorously develop personal financial business and non-interest income. This will be a new way for banks to obtain profits. Also is the domestic banking new competition key point. In the process of carrying out the marketing activities of personal finance business, the commercial banks of our country should combine the unique economic and political environment of our country and work out a set of marketing strategies suitable for the current actual situation. Personal finance business in the development of commercial banks have played a very positive role. This paper takes the personal financial products of Taiyuan Branch of Huaxia Bank as the research object. Firstly, it discusses the background and significance of this thesis, and summarizes the literature on personal finance marketing at home and abroad. This paper reviews the relevant theories of marketing, then introduces the development of personal finance products in Taiyuan Branch of Huaxia Bank, and analyzes the current situation of marketing from four aspects: promotion strategy-product strategy-price strategy-channel strategy. This paper points out the problems existing in the process of marketing, that is, the backward marketing theory, the inaccurate positioning of personal financial products, the lack of database to record the detailed information of customers, the relatively small number of outlets and the lack of effective means for product promotion. On this basis, this paper analyzes the environment of the branch from the macro environment, the demand environment and the competition environment, introduces the market orientation of the personal financial products of Taiyuan Branch of Huaxia Bank, and designs the product marketing combination strategy, including the product strategy. Successful experience in price strategy, channel strategy and promotion strategy implementation. Finally, the paper puts forward the implementation process of the marketing strategy of personal financial products in the branch, and puts forward the safeguard measures, including human resource guarantee, organization guarantee, system guarantee and cultural guarantee, in view of the possible obstacles in the implementation process. It is hoped that through the study of this paper, it will have some reference and guiding significance for the establishment of specific relevant products and systems for the personal finance products of Taiyuan Branch of Huaxia Bank.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.2

【参考文献】