X银行济宁分行个人理财产品市场推广研究

发布时间：2018-03-04 08:19

本文选题：商业银行　切入点：个人理财产品　出处：《山东大学》2012年硕士论文　论文类型：学位论文

【摘要】：随着经济的发展与社会的进步,人们的收入水平不断稳步的提升,对于手中个人资产也开始要求实现保值增值,对专业理财业务的需求不断增加。于是,各大商业银行个人理财产品层出不穷,市场竞争也日益加剧。在此背景下,X银行济宁分行的个人理财业务面临着严峻的挑战。本文通过研究,拟重点围绕X银行济宁分行个人理财产品制定一套适合济宁区域、操作性强的推广方案,对于其更迅速的开拓市场、提高竞争力具有重要意义。本文从X银行济宁分行个人理财产品的实际情况入手,分析其现有的推广策略,从中发现存在的问题,进而综合运用文献研究法、比较研究、案例研究等方法,提出科学、客观、可行的X银行济宁分行个人理财产品推广方案,并对推广方案的实施所需的配套措施进行了分析与总结,这也是本论文的创新之处。本文总共分为6章,第一章介绍了个人理财产品推广方案的研究背景和研究意义,提出论文的研究的思路和研究框架。第2章对相关的理论进行了综述。第3章主要分析和研究了X银行济宁分行个人理财产品的推广现状。第4章运用相关理论进行分析与研究,针对存在的主要问题提出解决问题的方法与措施,最终设计出客观的、科学的推广方案。第5章探讨了保证推广方案顺利、有效实施所需要的配套措施。第6章是研究结论与展望。
[Abstract]:With the development of economy and the progress of society, people's income level is rising steadily. The personal assets in their hands are also required to maintain and increase their value, and the demand for professional financial management business is increasing. Individual financial products of each major commercial bank emerge one after another, and the market competition is becoming more and more intense. Under this background, the personal finance business of Jining Branch of X Bank is facing severe challenges. Focusing on the personal finance products of Jining Branch of X Bank, it is of great significance to make a set of popularizing scheme suitable for Jining area and to develop market more quickly and to improve the competitiveness of Jining Branch. This paper starts with the actual situation of personal finance products in Jining Branch of X Bank, analyzes its existing promotion strategy, finds out the existing problems, and then puts forward the scientific method by using the methods of literature research, comparative study, case study and so on. The objective and feasible personal financial product promotion scheme of Jining Branch of X Bank is analyzed and summarized, which is the innovation of this paper. This paper is divided into six chapters. The first chapter introduces the research background and significance of personal finance product promotion. Chapter 2 summarizes the relevant theories. Chapter 3 mainly analyzes and studies the promotion of personal financial products in Jining branch of X Bank. Chapter 4 applies relevant theories. For analysis and research, The methods and measures to solve the problems are put forward, and an objective and scientific extension scheme is designed. Chapter 5 discusses how to ensure the promotion scheme is smooth. Chapter 6 is the conclusion and prospect of the research.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.2

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