工商银行长春市分行个人理财业务营销策略研究

发布时间：2018-09-19 08:18

【摘要】：随着我国社会经济的快速发展，居民生活水平不断提高，个人可支配收入迅速增长。在个人财富不断积累的同时，人们开始更多地关注自身的财务状况，客观上产生了个人理财需求，进而催生了商业银行的个人理财业务。工商银行作为国内最早推出个人理财业务的商业银行之一，已经初步形成了具有一定影响力的个人理财业务品牌。为进一步推动工商银行长春市分行的个人理财业务向精细化、专业化发展，为适应新形势下个人理财业务发展需要，开展个人理财业务是增强工商银行长春市分行个人金融业务核心竞争力，培育优良客户群体的重要手段，是个人金融业务新的经济效益增长点。面对日益严峻的竞争局面，工商银行长春市分行势必还需加大个人理财业务的发展步伐，尽快地在个人理财业务市场上占据一席之地。本文简要介绍了工商银行长春市分行个人理财业务发展的现状，对该分行个人理财业务发展中存在的问题进行了分析，在此基础上提出了关于工商银行长春市分行个人理财业务发展的对策和建议。并结合本人在实际工作中的经验，，提出了优化工行长春市分行个人理财业务营销策略的建议。本文正文由四个部分组成，第一部分对工行长春市分行面临的个人理财业务发展状况进行分析介绍，确定本文的研究方向。第二部分结合工作实际，对工商银行长春市分行个人理财业务发展和营销的现状及营销策略中存在的问题和原因进行分析。工商银行长春市分行个人理财业务过去几年得到迅速发展，规模持续扩大，投资方向多元化、产品组合化，发行期趋向中期化，产品创新日益增多，这些为工商银行长春分行个人理财业务的发展奠定了良好基础，但是同时，也存在业务服务门槛偏高、理财产品缺乏个性、个人理财业务宣传不到位、商业银行的政策体制、运作不规范、产品同质化严重、开发设计机制不够健全等问题。第三部分采用SWOT分析方法重点分析了长春市工行理财营销在长春市理财市场占有的优势、存在的劣势、发展的机会和潜在的威胁。客户忠诚度的培养匮乏、缺乏高素质的综合理财人员和产品服务分层简单是工商银行长春市分行在个人理财营销方面存在的主要问题。银行品牌、营业网点覆盖率高、资金清算快捷、技术行业领先等是工商银行长春分行的主要竞争优势；机制不灵活、理财产品品牌确实、创新能力差、市场细分不严格是工商银行长春分行的主要竞争劣势；长春市经济快速发展、人口结构变化和社会财富积累、业务手段的信息化等是工商银行长春分行个人理财业务发展的潜在机会；投资市场不成熟、金融改革有待深化、外资商业银行的激烈竞争是工商银行长春分行发展的外部威胁。第四部分按照4P-4C-4R营销理论进行市场细分，将长春市工行的各项理财产品重新组合，并对相应的理财计划及其营销策略进行优化，针对个人理财产品设计、个人理财产品定价机制、产品渠道和促销策略等四个方面为工商银行长春市分行提出相应的建议。
[Abstract]:With the rapid development of China's social economy, the living standard of the residents is constantly improving, and the personal disposable income is rapidly increasing. While the personal wealth is constantly accumulating, people begin to pay more attention to their own financial situation, which objectively generates personal financial needs, and then gives birth to the personal financial services of commercial banks. One of the earliest commercial banks to launch personal financial services has initially formed an influential brand of personal financial services. To further promote the fine and professional development of personal financial services of ICBC Changchun Branch, to meet the needs of the development of personal financial services under the new situation, the personal financial services are: It is an important means for ICBC Changchun Branch to enhance the core competitiveness of personal financial business and cultivate good customer groups, which is a new economic growth point of personal financial business.In the face of increasingly severe competition situation, ICBC Changchun Branch is bound to increase the pace of personal financial business development, as soon as possible in the personal financial business. Occupy a place in the market.
This paper briefly introduces the present situation of the development of personal financial services of ICBC Changchun Branch, analyzes the problems existing in the development of personal financial services of ICBC Changchun Branch, and puts forward some countermeasures and suggestions on the development of personal financial services of ICBC Changchun Branch. The suggestions for optimizing the marketing strategy of personal finance business in Changchun branch of ICBC are put forward.
The main body of this paper consists of four parts. The first part analyzes and introduces the development of personal financial services faced by ICBC Changchun Branch, and determines the direction of this study. The second part combines the actual work of the ICBC Changchun Branch personal financial services development and marketing status and marketing strategies of the existing problems and the original. Because of the analysis, the personal finance business of ICBC Changchun Branch has developed rapidly in the past few years, the scale has been expanding, the investment direction has been diversified, the product mix has been changed, the issuing period tends to be medium-term, and the product innovation has been increasing day by day. All these have laid a good foundation for the development of the personal finance business of ICBC Changchun Branch, but at the same time, they have also laid a good foundation for the development of There are some problems such as high threshold of business service, lack of individuality of financial products, inadequate propaganda of personal financial services, non-standard policy system of commercial banks, serious homogeneity of products, inadequate development and design mechanism and so on. The third part focuses on the analysis of Changchun ICBC financial marketing in Changchun financial market by SWOT analysis method. Some advantages, disadvantages, opportunities for development and potential threats. Lack of customer loyalty, lack of high-quality comprehensive financial personnel and product service stratification are the main problems in personal financial marketing of ICBC Changchun Branch. Industry leading is the main competitive advantage of ICBC Changchun Branch; the main competitive disadvantage of ICBC Changchun Branch is that the mechanism is not flexible, the brand of financial products is true, the innovation ability is poor, and the market segmentation is not strict; the rapid economic development of Changchun City, the change of population structure and the accumulation of social wealth, and the informatization of business means are industrial and commercial. The potential opportunities for the development of the personal financial services of the Changchun Branch of the Bank of China; the immature investment market and the deepening of the financial reform are the external threats to the development of the Changchun Branch of ICBC. The fourth part is to subdivide the market according to the 4P-4C-4R marketing theory and reassemble the financial products of the ICBC of Changchun. It also optimizes the corresponding financial planning and marketing strategies, and puts forward corresponding suggestions for the Changchun Branch of ICBC from four aspects: the design of personal financial products, the pricing mechanism of personal financial products, product channels and promotion strategies.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.33

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