商业银行理财产品营销管理研究

发布时间：2018-11-20 17:33

【摘要】：近年来,商业银行理财产品的发行规模和产品数量随着金融脱媒以及利率市场化进程的加快出现了突飞猛进的增长。一方面,银行理财产品以其收益率高于定期存款、风险相对较小的特点,迎合了大多数理财意识有显著提高的普通投资者的理财需求；另一方面,商业银行可通过发行理财产品节约表内贷款额度。加之,商业银行在客户资源和销售渠道方面拥有强大的优势,使得银行在通过发行和销售理财产品以减轻存贷比考核压力方面拥有得天独厚的条件。商业银行都各尽其能,积极运用多种营销策略,加强和保险公司、信托公司等机构的合作,发行新的理财产品,在理财产品市场上激烈地争抢客户和资金。总体来说,目前商业银行理财业务的发展表现为：理财产品数量和规模增长迅速；银信合作理财产品比重较大,但总体有所下降；理财产品期限结构短期化,短期理财产品受到客户的追捧；非保本类理财产品占比上升；银行理财产品平均收益率下滑明显。近年来,银行理财产品的快速发展离不开银行在产品策略、价格策略、渠道策略、促销策略以及品牌策略等方面的有效营销。但是一方面,银行面临的外部营销环境越来越复杂,外部监管和约束越来越严格；另一方面,商业银行业务转型和金融业态之间的竞争压力越来越大,加上投资者的需求越来越多样化、个性化,这些都对商业银行理财产品营销提出了更高的要求。本文运用SW0T分析方法,分析了我国商业银行在开展理财产品营销时自身的优势、劣势和外部环境中的机会、威胁,为商业银行结合自身的优势、劣势,抓住外部环境中的机遇,优化和完善理财产品营销管理指明了方向。商业银行在理财产品营销管理方面仍存在诸多问题,市场细分和目标定位不够准确；创新能力不足,产品同质化严重；理财产品营销渠道不够多样化；产品信息披露和风险揭示不充分；理财产品营销人员素质有待提高；理财产品售后服务不到位；未建立真正的品牌形象营销优势；处理客户投诉和投资者利益保护机制滞后等。这些问题不仅引发了市场对理财产品大规模发行潜在风险的担忧,同时也引起了监管机构的高度重视。为了加强对商业银行理财产品营销的管理,有效控制理财产品的潜在风险,商业银行可以从创新理财产品设计入手,加强银行理财产品营销的流程管理,拓展新型便捷的理财产品营销渠道,完善理财产品营销团队建设,实施全面品牌形象营销管理,建立客户投诉应对和投资者权益保护机制,不断提高理财产品风险管理能力,真正做到“卖者有责”和“将适合的产品卖给适合的客户”,充分维护客户的合法利益,促进商业银行理财业务的规范发展。
[Abstract]:In recent years, the size and quantity of financial products issued by commercial banks have increased by leaps and bounds along with the acceleration of the process of financial disintermediation and interest rate marketization. On the one hand, the financial products of the bank cater to the financial needs of the ordinary investors whose financial consciousness has been improved significantly because of the characteristics that the rate of return is higher than the time deposit and the risk is relatively small. On the other hand, commercial banks can issue financial products savings form loan quota. In addition, commercial banks have strong advantages in customer resources and sales channels, which makes banks have unique conditions in issuing and selling financial products to alleviate the pressure of deposit and loan ratio assessment. Commercial banks do their best to actively use a variety of marketing strategies to strengthen cooperation with insurance companies trust companies and other institutions to issue new financial products in the financial products market fierce competition for customers and funds. Generally speaking, the development of financial management business of commercial banks is as follows: the number and scale of financial products are increasing rapidly; The term structure of financial products is short-term, short-term financial products are popular with customers; the proportion of non-capital preservation products has risen; the average yield of bank financial products has fallen significantly. In recent years, the rapid development of bank financial products can not be separated from the effective marketing of product strategy, price strategy, channel strategy, promotion strategy and brand strategy. But on the one hand, the external marketing environment faced by banks is becoming more and more complex, and the external supervision and restriction are becoming more and more strict. On the other hand, the competition pressure between the business transformation of commercial banks and financial forms is increasing, and the demand of investors is becoming more and more diversified and individualized, all of which put forward higher requirements for the marketing of financial products of commercial banks. This paper uses SW0T analysis method to analyze the advantages, disadvantages and opportunities and threats in the external environment of our commercial banks when they carry out the marketing of financial products, so that the commercial banks can combine their own strengths and weaknesses and seize the opportunities in the external environment. Optimizing and perfecting the marketing management of financial management products has pointed out the direction. Commercial banks still have many problems in the marketing management of financial products, such as market segmentation and target orientation is not accurate, innovation ability is insufficient, product homogeneity is serious, marketing channels of financial products are not diversified enough; Product information disclosure and risk disclosure is not sufficient; financial product marketing personnel quality needs to be improved; financial product after-sales service is not in place; not establishing a real brand image marketing advantage; handling customer complaints and investor interest protection mechanism lag behind. These issues have not only raised concerns about the potential risks of large-scale offerings of wealth management products, but have also drawn high attention from regulators. In order to strengthen the management of the commercial bank's financial management product marketing and effectively control the potential risk of the financial management product, the commercial bank can start with the innovative financial management product design, and strengthen the flow management of the bank's financial management product marketing. Expand new and convenient marketing channels of financial products, perfect the construction of marketing team of financial management products, implement the overall brand image marketing management, establish the mechanism of responding to customer complaints and protecting the rights and interests of investors, and continuously improve the risk management ability of financial products. "the seller has the responsibility" and "sell the right product to the right customer", fully protect the legitimate interests of the customer, and promote the commercial bank financial management business standard development.
【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】：F832.2

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