JS商业银行个人理财产品的营销策略研究

发布时间：2018-08-03 13:14

【摘要】：随着经济的增长、城乡居民收入的提高、个人财富积累的增加以及资本市场的发展和投资工具的增多,国内商业银行的个人理财业务已呈现出快速增长的态势。个人理财业务己经成为我国目前银行业的一个热点,JS商业银行理财业务尚处于起步阶段,在发展过程中,存在对理财产品重视不足、缺少主导品牌、产品品种单一、创新不够、市场细分不科学、专业理财人员匮乏、缺乏有效的产品促销手段、营销方法落后、营销渠道有限等问题。本文系统研究了目前我国商业银行个人理财产品营销策略的现状、存在的问题及成因、面临的新形势及新的监管要求,针对我国商业银行个人理财业务营销中存在的这些问题,在借鉴国外商业银行个人理财业务的成功经验基础之上,从产品策略、客户策略、渠道策略和人才策略这几个层面对JS商业银行个人理财营销策略进行研究。本文提出了重视个人理财业务、加快培养专业人才、加强理财产品的推广和品牌建设、调整营销策略等思路,提供了解决问题的建议和对策,具有一定的理论与实践意义。JS商业银行理财产品的快速发展满足了我国居民日益增长的财富管理的需求,并成为银行实施业务转型的重要手段：同时由于相应监管措施尚须完善,以及信息不透明、缺乏适当的风险定价评估机制,我们又不得不警惕其中潜藏的金融风险。通过对JS商业银行营销策略面临的环境特点以及内外部因素进行综合分析,剖析JS商业银行在理财产品营销策略中存在的问题,最后,本文提出了一些旨在优化JS商业银行个人理财产品营销策略的建议,为JS商业银行推出更多更好,具有创新性的理财产品提供服务。JS商业银行可以从产品创新、品牌建设、市场定位、分销渠道、优化服务、人员素质等方面来促进业务发展,不断完善和优化个人理财产品营销策略。
[Abstract]:With the economic growth, the increase of income of urban and rural residents, the increase of personal wealth accumulation, the development of capital market and the increase of investment tools, the personal finance business of domestic commercial banks has shown a rapid growth trend. Personal finance business has become a hot spot in China's banking industry. JS commercial bank financial management business is still in its infancy. In the process of development, there are insufficient attention to financial management products, lack of leading brands, single product varieties and insufficient innovation. The market segmentation is not scientific, the professional financial personnel is scarce, the effective product promotion means, the marketing method is backward, the marketing channel is limited and so on. This paper systematically studies the current situation, existing problems and causes, new situation and new regulatory requirements of the marketing strategy of personal financial products of commercial banks in China, aiming at these problems existing in the marketing of personal finance business of commercial banks in China. Based on the successful experience of foreign commercial banks' personal finance business, this paper studies JS commercial bank's personal finance marketing strategy from the aspects of product strategy, customer strategy, channel strategy and talent strategy. This paper puts forward some ideas, such as attaching importance to personal finance business, speeding up the training of professional talents, strengthening the promotion and brand construction of financial management products, adjusting marketing strategies, etc., and provides suggestions and countermeasures to solve the problems. The rapid development of JS commercial bank financial products meets the increasing needs of wealth management of Chinese residents. And it has become an important means for banks to implement business transformation: at the same time, due to the corresponding regulatory measures still need to be improved, information is not transparent, and lack of appropriate risk pricing mechanism, we have to guard against the hidden financial risks. Through the comprehensive analysis of the environmental characteristics and internal and external factors of JS commercial bank's marketing strategy, the problems existing in JS commercial bank's financial product marketing strategy are analyzed. Finally, This paper puts forward some suggestions aimed at optimizing the marketing strategy of JS commercial bank's personal financial management product, which can provide more and better, innovative financial products for JS commercial bank. JS commercial bank can provide service from product innovation and brand building. Market orientation, distribution channels, service optimization, personnel quality and other aspects to promote the development of business, constantly improve and optimize the marketing strategy of personal financial products.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.2

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