汇丰银行深圳分行个人理财产品营销策略研究

发布时间：2018-06-24 17:01

本文选题：银行 + 理财产品　；参考：《兰州大学》2013年硕士论文

【摘要】：随着全球经济一体化,中国的经济与国际的关系越来越密切,经济也得到了长足的发展。我国居民收入水平不断提高,受教育的程度也越来越高,自然人们对投资理财的意识也越来越强烈。面对高企的CPI,传统的定期存款及国债,已经明显无法满足居民对个人财富保值增值的需求。为了跑赢CPI,人们都希望通过各种投资渠道令自己的资产得到保值增值。对于大部分的投资者而言,在纷繁复杂的投资渠道中,购买银行的理财产品无疑是比较合适的选择。为了满足庞大的市场需求,近些年,各家银行不断推出众多的个人理财产品,发行数量每年都在增加。根据中国银监会统计数据显示,仅2012年发行的银行理财产品就总计有28,239款。如何从众多的理财产品中脱颖而出,得到投资者的青睐,是所有银行都非常关心的话题。作为较早进入深圳的外资银行,汇丰银行(中国)有限公司深圳分行(以下简称汇丰深圳)在个人理财业务方面无疑具有一定的优势,但由于政策限制及自身存在的问题,制约了其个人理财业务的进一步发展。本文采用案例分析、文献研究等研究方法,以汇丰深圳的个人理财产品营销为研究对象,针对个人理财产品销售现状及在营销过程中遇到的问题,例如在产品、收益、渠道及人员等方面存在的问题,分析产生该等问题背后的原因,并提出了相应的营销方案以供参考。银行销售的理财产品属于无形产品,有别于一般的有形产品,因此本文在一般有形产品营销所运用到的常规营销理论基础上,结合在个人理财产品营销中被广泛应用的生命周期理论,对汇丰深圳的市场定位、理财产品的设计、营销渠道、产品促销等策略进行分析,为汇丰深圳应对个人理财产品市场的机遇和挑战提供参考。在扩大销售的同时,如何进行有效的风险控制是不可忽视的重要环节。为了有效地控制理财产品营销过程中出现的道德风险、操作风险等系统和非系统风险,本文提出了建立完善的内部控制制度、内部监督和审查制度、投诉制度等风险控制方法。这些必要的措施使得汇丰深圳在充分发挥资源优势开展营销活动的同时,个人理财产品销售业务得以健康发展。
[Abstract]:With the global economic integration, China's economy and international relations are getting closer and closer, and the economy has also got considerable development. The income level of the residents in our country is increasing, and the degree of education is getting higher and higher, and the consciousness of investment and financial management is becoming stronger and stronger. In the face of high CPI, traditional time deposits and treasury bonds have obviously failed to meet the needs of residents to maintain and increase their personal wealth. In order to outperform CPI, people hope to maintain and increase their assets through various investment channels. For most investors, in the complex investment channels, the purchase of bank financial products is undoubtedly a more appropriate choice. In order to meet the huge market demand, in recent years, banks continue to launch a large number of personal financial products, the number of issues are increasing every year. A total of 28239 banking products were issued in 2012 alone, according to statistics from the China Banking Regulatory Commission. How to stand out from many financial products and get the favor of investors is a topic of great concern to all banks. As a foreign bank that entered Shenzhen earlier, the Shenzhen Branch of HSBC (China) Limited (hereinafter referred to as HSBC Shenzhen) undoubtedly has certain advantages in personal finance business, but due to policy constraints and its own problems, Restricted its personal finance business further development. In this paper, case analysis, literature research and other research methods are used to study the marketing of personal financial products in HSBC Shenzhen. The current situation of personal financial products and the problems encountered in the process of marketing, such as products, profits, etc., are discussed. The problems in channel and personnel are analyzed, the reasons behind these problems are analyzed, and the corresponding marketing schemes are put forward for reference. The financial products sold by banks are intangible products, which are different from the general tangible products. Therefore, this article is based on the general marketing theory used in the general tangible product marketing. Based on the life cycle theory, which is widely used in the marketing of personal financial products, this paper analyzes the market positioning, the design of financial products, the marketing channels, the promotion of products and so on. HSBC Shenzhen to deal with personal financial products market opportunities and challenges to provide reference. At the same time of expanding sales, how to carry out effective risk control is an important link that can not be ignored. In order to effectively control the systematic and non-systematic risks such as moral hazard, operational risk and so on in the marketing process of financial management products, this paper puts forward the establishment of perfect internal control system, internal supervision and examination system, complaint system and other risk control methods. These necessary measures enable HSBC Shenzhen to take full advantage of its resources to carry out its marketing activities, and at the same time, the sales business of personal wealth management products can develop healthily.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.33

【参考文献】