中信银行个人理财业务营销策略研究

发布时间：2018-08-10 07:30

【摘要】：自加入WTO以来,我国商业银行间市场竞争极为激烈,各类新兴业务创新层出不穷。随着经济的快速发展,居民收入水平的整体提高,商业银行个人理财业务需求快速提升。目前,我国商业银行个人理财业务市场初步发展成为产品体系完善、业务创新迅速、市场竞争激烈的银行新兴业务之一。为满足客户不断增长的投资理财需求及提升银行利润的增长,研究商业银行个人理财业务中所遇到的营销问题,提出符合市场发展的营销策略,对商业银行个人理财市场的健康稳步发展具有较为重要的意义。本文以中信银行个人理财业务为案例,分析了国内外商业银行理财业务现状,研究中信银行在发展个人理财业务方面所具备的资源、能力及理财业务营销策略,并从微观层面暨可操作性的角度探讨其开展个人理财业务的市场营销实施策略。本文主要内容如下：首先,介绍我国商业银行银行个人理财业务的相关概念；第二,分析中信银行个人理财业务的发展现状；第三,以中信银行个人理财业务为分析案例,使用SWOT分析方法,根据其发展环境、自身的实力及特点,通过对外部环境中的机会、威胁和内部资源中优势、劣势的分析,全面把握中信银行个人理财业务发展现实,归纳出个人理财业务发展目标；第四,对中信银行个人理财业务进行市场细分,选择目标市场,进行产品竞争定位,提出差异化营销策略建议。最后,在产品策略,价格策略,渠道策略,促销策略四个方面对中信银行个人理财业务进行营销组合策略研究。本文通过对中信银行个人理财业务的产品特点、银行资源、营销环境等因素进行分析,从市场细分、产品定位、产品创新、广告宣传、交叉营销等方面有针对性地提出了可操作性较强的营销组合策略,为解决商业银行个人理财业务市场竞争策略及增强业务核心竞争力提供了有益途径。
[Abstract]:Since China's entry into WTO, the market competition between commercial banks in China is very fierce, and all kinds of new business innovation emerge endlessly. With the rapid development of economy and the overall improvement of residents' income, the demand for personal finance business of commercial banks is rising rapidly. At present, the personal finance business market of commercial banks in our country has developed into one of the new banking businesses with perfect product system, rapid business innovation and fierce market competition. In order to meet the customers' increasing demand for investment and finance and to promote the growth of bank profits, this paper studies the marketing problems encountered by commercial banks in their personal finance business, and puts forward marketing strategies in line with the development of the market. It is of great significance to the healthy and steady development of personal finance market of commercial banks. This paper takes CITIC Bank's personal finance business as an example, analyzes the present situation of domestic and foreign commercial banks' financial management business, studies the resources, abilities and marketing strategies of CITIC Bank's personal finance business. And from the micro-level and operational point of view to explore its personal finance business marketing implementation strategy. The main contents of this paper are as follows: first, introduce the relevant concepts of personal finance business of commercial banks in China; second, analyze the current situation of the development of personal finance business of CITIC Bank; third, Taking the personal finance business of CITIC Bank as an analysis case, using SWOT analysis method, according to its development environment, its own strength and characteristics, through the analysis of opportunities, threats and internal resources in the strengths and weaknesses in the external environment, Comprehensively grasp the development reality of personal finance business of CITIC Bank, sum up the development goal of personal finance business; fourth, segment the market of personal finance business of CITIC Bank, select the target market, and position the product competition. Put forward differentiation marketing strategy suggestion. Finally, the marketing combination strategy of Citic Bank's personal finance business is studied in four aspects: product strategy, price strategy, channel strategy and promotion strategy. By analyzing the product characteristics, bank resources, marketing environment and other factors of Citic Bank's personal finance business, this paper analyzes the market segmentation, product positioning, product innovation, advertising, etc. Cross-marketing and other aspects put forward a marketing combination strategy with strong maneuverability, which provides a useful way to solve the market competition strategy of commercial bank personal finance business and enhance the core competitiveness of business.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.2

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