渤海银行个人理财产品营销策略研究

发布时间：2018-03-21 08:34

本文选题：渤海银行　切入点：理财产品　出处：《天津师范大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着我国经济的进一步发展,国民收入的不断增加,越来越多的人实现了一定程度的财富积累。现在“理财”一词不只是富人才会关注的词汇,而是逐步向大众化发展,一方面是因为通货膨胀的加剧使得存在银行的储蓄存款越来越达不到人们保值增值的目标,另一方面是人们金融知识的不断积累,更加倾向于对自己的财富选择更加优化的管理方式。面对人们理财意识的增加,商业银行凭借自身长期积累的信誉以及分布广泛的网点,纷纷推出理财产品抢占市场份额,并且成为理财产品的主要销售主体。其中渤海银行是众多商业银行中比较年轻的银行,在理财产品的设计开发方面较小型的商业银行有一定的优势,但是与一些基础比较雄厚的商业银行比仍然有很大的差距。与此同时,随着科技的发展,互联网金融应运而生,支付宝、余额宝、现金宝等一系列“宝”的诞生吸收了居民不少的资金,进一步瓜分了渤海银行理财产品的市场份额。为了帮助渤海银行进一步了解市场中来自行业内外的竞争,进一步确定下一步的营销策略,一方面,本文基于渤海银行理财产品的发展现状,从宏观环境、竞争环境以及需求环境三个角度综合分析了渤海银行理财产品的营销环境,发现了来自国家经济环境、宏观政策以及人们消费观念带来的机遇,同时也进一步认识到来自其他商业银行在产品安全性以及收益率等方面的优势以及来自替代产品如互联网金融产品的强势冲击。另一方面,本文从市场细分以及客户细分两个角度,对消费者进行分类,进一步了解客户的需求并且挖掘渤海银行的优势。其中市场细分是对潜在市场进行细分,主要从收入因素、家庭生命周期因素、行为及心理因素进行分析；客户细分是对已有客户,通过了解客户购买频率、购买金额,运用RFM分析方法对客户进行分类。最后,本文基于对渤海银行理财产品的一系列分析帮助渤海银行了解到自身的优势、劣势、机遇以及威胁,进一步从产品创新、渠道创新、客户管理创新、加强合作、增加品牌附加值等角度提出了相应的营销对策,并且希望能够对渤海银行理财产品的开发设计方面有一定的借鉴意义,希望渤海银行理财产品越做越好。
[Abstract]:With the further development of our economy and the increasing national income, more and more people have realized a certain degree of wealth accumulation. On the one hand, because of the increase in inflation, the savings deposits that exist in banks are increasingly unable to achieve the goal of maintaining and increasing the value of their value. On the other hand, the continuous accumulation of people's financial knowledge, In the face of the increase in people's awareness of financial management, commercial banks, with their long accumulated reputation and widely distributed outlets, have launched financial products to seize market share. Bohai Bank is a relatively young bank among many commercial banks, and it has some advantages over small commercial banks in the design and development of financial products. But there is still a big gap with some commercial banks with a relatively strong foundation. At the same time, with the development of science and technology, Internet finance came into being, Alipay, Yu'e Bao, The birth of a series of "treasure", such as cash treasure, absorbed a lot of residents' funds and further divided the market share of Bohai Bank's wealth management products. In order to help Bohai Bank further understand the competition in the market from inside and outside the industry and further determine the next marketing strategy, on the one hand, based on the current situation of the development of the financial products of Bohai Bank, from the macro environment, This paper comprehensively analyzes the marketing environment of the financial management products of Bohai Bank from the three angles of competitive environment and demand environment, and finds out the opportunities brought by the national economic environment, macro policy and people's consumption concept. At the same time, it is also further recognized that the advantages of other commercial banks in terms of product safety and returns, as well as the strong impact from alternative products such as Internet financial products. In this paper, consumers are classified from market segmentation and customer segmentation to further understand customer needs and tap the advantages of Bohai Bank. Market segmentation is a subdivision of potential markets, mainly from income factors. The analysis of family life cycle factors, behavior and psychological factors; customer segmentation is to the existing customers, through the understanding of customer purchase frequency, purchase amount, the use of RFM analysis method to classify customers. Finally, based on a series of analysis of the financial products of Bohai Bank, this paper helps Bohai Bank to understand its own strengths, weaknesses, opportunities and threats, further from product innovation, channel innovation, customer management innovation, strengthening cooperation. The author puts forward the corresponding marketing countermeasures from the angle of increasing brand added value, and hopes that it can be used for reference in the development and design of the financial management products of Bohai Bank, and hope that the financial products of Bohai Bank will be better and better.
【学位授予单位】：天津师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2

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