建行（沈阳）TL支行个人理财产品营销策略研究

发布时间：2018-07-03 12:29

本文选题：个人理财业务 + 营销策略　；参考：《东北大学》2013年硕士论文

【摘要】：随着国内银行业对外开放程度的逐渐加深,外资银行开始从事人民币业务,本土商业银行的传统优势逐渐减弱,成本低、收益高理财业务俨然已经成为当前商业银行利润的主要来源。本研究对服务营销理论和关系营销理论进行了回顾,继而逐步分析了建行TL支行面临的政治法律环境、经济环境、社会文化环境、技术环境等外部环境和客户环境、竞争环境以及企业自身等内部环境,利用SWOT分析法总结出建行TL支行当前面临的机会与威胁以及自身的优势和劣势。在市场细分和定位基础上,提出了TL支行个人理财产品的营销策略,除了传统的产品策略、价格策略、渠道策略和促销策略,本研究还根据服务营销的7Ps理论和关系营销理论提出了人员策略、服务过程策略、有形展示策略和客户关系策略。最后,为了保证营销策略的实施,本研究还提出了建立适合营销策略的营销组织框架、强化风险控制措施、建立和完善理财人员的监控与激励机制以及完善售后管理体系等相关保障措施。
[Abstract]:With the opening of domestic banks to the outside world, foreign banks are beginning to engage in RMB business. The traditional advantages of local commercial banks are gradually weakened and their costs are low. High profit management business has become the main source of commercial bank profits. This study reviews the service marketing theory and the relationship marketing theory, and then analyzes the external and customer environment such as the political and legal environment, the economic environment, the social and cultural environment, the technological environment and so on, which the TL branch of CCB is facing. In the competitive environment and the internal environment of the enterprise itself, SWOT analysis method is used to summarize the opportunities and threats faced by the TL branch of CCB, as well as its own strengths and weaknesses. On the basis of market segmentation and positioning, this paper puts forward the marketing strategy of TL branch personal financial products, including traditional product strategy, price strategy, channel strategy and promotion strategy. According to the 7Ps theory of service marketing and the theory of relationship marketing, this study also puts forward the personnel strategy, service process strategy, tangible display strategy and customer relationship strategy. Finally, in order to ensure the implementation of marketing strategy, this study also proposed to establish a suitable marketing strategy marketing organizational framework, strengthen the risk control measures. Establish and perfect the supervision and incentive mechanism of wealth management personnel and improve the post-sales management system and other relevant safeguards.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.2

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