民生银行个人理财产品营销策略研究
发布时间：2019-03-06 21:10
【摘要】：近年来，，国内银行业竞争越来越激烈，个人理财业务因其批量大、风险低、业务范围广、经营收益稳定的特点，成为众多银行争夺的焦点和主战场。民生银行作为我国首家主要由非公有制企业入股的股份制商业银行，自20世纪90年代末以来，为推动个人理财业务的发展，进行了一系列探索，积累了许多成功的经验，但与业界先进同仁相比也存在诸多不足。能否采取合理的市场营销策略，做到知己知彼，扬长避短，对民生银行个人理财业务的发展具有极为重大的意义。 本文写作的目的，正是希望在国内理财行业面临激烈竞争的大背景下，通过对民生银行个人理财产品进行全面系统的分析研究，为个人理财产品的市场营销注入新的先进理念，针对营销中面临的问题与困境提出具体的解决方案，以改善民生银行个人理财产品市场营销策略，增强民生银行市场竞争力。 首先，本文对市场营销和个人理财的相关理论和国内外研究成果进行了系统研究和全面梳理，对市场营销的基础理论，国外商业银行个人理财理论的来源与发展，国内研究现状进行了整理与阐释。其次，本文以市场营销前沿理论为指导，对民生银行个人理财营销的基本状况、所面临的宏观环境、主要优势和不足等问题，进行了深入细致的分析和评估。研究表明：民生银行的个人理财产品营销在国内尽管有自己的相对优势，如经营管理体制较为灵活、与国际接轨程度相对较高、收益率在同业中居于前列，等等。但同时，也存在营销结构不合理、短期化产品比例过高、理财产品功能落后等不同程度的缺点和不足。如果放到国际视野下进行比较，和国际先进同行还存在不小的差距，亟待在理论上加以研究，在实践中加以改进。最后，本文针对民生银行市场营销策略中存在的主要问题，围绕如何加强理财产品开发、设计和创新；加强客户开发；提升服务品质；推动营销渠道建设，加大营销宣传；加强个人理财团队建设，培养专业化人才队伍等问题，提出了一系列改善民生银行个人理财产品营销的具体建议和措施。
[Abstract]:In recent years, the competition of domestic banking is more and more fierce, personal finance business has become the focus and main battlefield of many banks because of its large batch, low risk, wide scope of business and stable operating income. Minsheng Bank, as the first joint-stock commercial bank in China mainly owned by non-public-owned enterprises, has carried out a series of explorations and accumulated many successful experiences in order to promote the development of personal financial management business since the end of the 1990s. However, compared with advanced colleagues in the industry, there are also many deficiencies. It is of great significance for the development of personal financial management business of Minsheng Bank to adopt reasonable marketing strategy, to know oneself and to know others, to develop strengths and avoid weaknesses, and to develop personal finance business of Minsheng Bank. The purpose of this paper is to inject new advanced ideas into the marketing of personal financial products through a comprehensive and systematic analysis and research on the personal financial products of Minsheng Bank under the background of fierce competition in the domestic financial management industry. In order to improve the marketing strategy of personal financial products of Minsheng Bank and enhance the market competitiveness of Minsheng Bank, this paper puts forward concrete solutions to the problems and dilemmas in marketing. First of all, this article has carried on the systematic research and the overall comb to the marketing and the personal finance related theory and the domestic and foreign research achievement, to the marketing basic theory, the foreign commercial bank personal finance theory origin and the development, The status quo of domestic research has been sorted out and explained. Secondly, under the guidance of marketing frontier theory, this paper analyzes and evaluates the basic situation, macro-environment, main advantages and disadvantages of Minsheng bank personal finance marketing. The research shows that the marketing of personal financial products of Minsheng Bank has its own comparative advantages in China, such as the flexible management system, the relatively high degree of integration with the international standards, the rate of return in the forefront of the industry, and so on. But at the same time, there are some shortcomings such as unreasonable marketing structure, too high proportion of short-term products, backward function of financial products and so on. If put into the international field of view, there is still not a small gap with the international advanced peers, so it is urgent to study it in theory and improve it in practice. Finally, aiming at the main problems existing in the marketing strategy of Minsheng Bank, this paper focuses on how to strengthen the development, design and innovation of financial products, strengthen the development of customers, improve the service quality, promote the construction of marketing channels, and increase marketing publicity. This paper puts forward a series of concrete suggestions and measures to improve the marketing of personal financial products of Minsheng Bank, such as strengthening the construction of personal financial management team and training professional talents.
【学位授予单位】：中国地质大学（北京）
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.33
本文编号：2435898
[Abstract]:In recent years, the competition of domestic banking is more and more fierce, personal finance business has become the focus and main battlefield of many banks because of its large batch, low risk, wide scope of business and stable operating income. Minsheng Bank, as the first joint-stock commercial bank in China mainly owned by non-public-owned enterprises, has carried out a series of explorations and accumulated many successful experiences in order to promote the development of personal financial management business since the end of the 1990s. However, compared with advanced colleagues in the industry, there are also many deficiencies. It is of great significance for the development of personal financial management business of Minsheng Bank to adopt reasonable marketing strategy, to know oneself and to know others, to develop strengths and avoid weaknesses, and to develop personal finance business of Minsheng Bank. The purpose of this paper is to inject new advanced ideas into the marketing of personal financial products through a comprehensive and systematic analysis and research on the personal financial products of Minsheng Bank under the background of fierce competition in the domestic financial management industry. In order to improve the marketing strategy of personal financial products of Minsheng Bank and enhance the market competitiveness of Minsheng Bank, this paper puts forward concrete solutions to the problems and dilemmas in marketing. First of all, this article has carried on the systematic research and the overall comb to the marketing and the personal finance related theory and the domestic and foreign research achievement, to the marketing basic theory, the foreign commercial bank personal finance theory origin and the development, The status quo of domestic research has been sorted out and explained. Secondly, under the guidance of marketing frontier theory, this paper analyzes and evaluates the basic situation, macro-environment, main advantages and disadvantages of Minsheng bank personal finance marketing. The research shows that the marketing of personal financial products of Minsheng Bank has its own comparative advantages in China, such as the flexible management system, the relatively high degree of integration with the international standards, the rate of return in the forefront of the industry, and so on. But at the same time, there are some shortcomings such as unreasonable marketing structure, too high proportion of short-term products, backward function of financial products and so on. If put into the international field of view, there is still not a small gap with the international advanced peers, so it is urgent to study it in theory and improve it in practice. Finally, aiming at the main problems existing in the marketing strategy of Minsheng Bank, this paper focuses on how to strengthen the development, design and innovation of financial products, strengthen the development of customers, improve the service quality, promote the construction of marketing channels, and increase marketing publicity. This paper puts forward a series of concrete suggestions and measures to improve the marketing of personal financial products of Minsheng Bank, such as strengthening the construction of personal financial management team and training professional talents.
【学位授予单位】：中国地质大学（北京）
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.33
【引证文献】
相关硕士学位论文 前6条
1 刘军宝;中国民生银行奥运村支行客户营销策略选择研究[D];首都体育学院;2016年
2 温廷玉;中国银行海口龙珠支行个人理财业务发展研究[D];海南大学;2016年
3 秦彦超;A银行山东省分行互联网理财产品营销策略研究[D];大连海事大学;2016年
4 李宁莎;民生银行长春分行个人理财产品营销策略研究[D];南昌大学;2015年
5 史琳;浦发CNNZ支行个人理财产品营销策略研究[D];重庆大学;2015年
6 黄智鹤;吉林银行个人理财产品营销策略研究[D];吉林大学;2014年
本文编号：2435898
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