我国商业银行个人理财业务的营销策略研究

发布时间：2018-03-26 03:11

本文选题：个人理财业务　切入点：银行营销　出处：《首都经济贸易大学》2012年硕士论文

【摘要】：自20世纪70年代以来，在金融创新浪潮的冲击下，，西方商业银行的个人理财业务获得了快速发展，为商业银行带来了丰厚的利润。在我国近年来随着市场经济体制的逐步建立和完善，国民收入的迅速提高和居民投资意识的增强，我国商业银行也开始推出个人理财业务并得到迅速发展。目前，个人理财业务已经成为商业银行争夺优质客户和寻找新的利润增长点的重要手段。但我国商业银行在开展个人理财业务的过程中还面临着诸多问题，阻碍着个人理财业务的发展。本文将商业银行个人理财业务的有效营销作为商业银行发展个人理财业务和实现客户理财目标的最佳结合点，通过研究我国商业银行个人理财业务的营销策略，以促进我国商业银行个人理财业务的健康快速的发展。本文首先对个人理财业务营销做了概述，阐述了个人理财业务营销的基本知识，包括涵义、特点和重要意义等。其次，介绍了我国商业银行个人理财业务市场营销的现状，以及个人理财业务营销中存在的市场细分不充分、产品开发不到位、定价不够合理、营销队伍和营销体系方面的问题。然后，介绍花旗银行的个人理财业务的营销策略，找出其成功之处和值得借鉴所在。最后，从理财产品的市场细分、产品开发、定价、分销、促销等方面提出优化我国商业银行个人理财业务营销的策略和建议，并对相关的风险提出相对的防范措施。
[Abstract]:Since the 1970s, under the impact of the wave of financial innovation, the personal finance business of western commercial banks has been developing rapidly. In recent years, with the gradual establishment and improvement of the market economy system, the rapid increase of the national income and the enhancement of the residents' investment consciousness have brought huge profits to the commercial banks. Commercial banks in our country have also started to launch personal finance business and have developed rapidly. At present, Personal finance business has become an important means for commercial banks to compete for high quality customers and find new profit growth points. However, in the process of developing personal finance business, commercial banks in China are still facing many problems. This paper regards the effective marketing of personal finance business of commercial bank as the best combination point of developing personal finance business and realizing the target of customer finance. In order to promote the healthy and rapid development of personal finance business of commercial banks in China, this paper studies the marketing strategy of personal finance business of commercial banks in China. This paper first summarizes the marketing of personal finance business, expounds the basic knowledge of personal finance business marketing, including the meaning, characteristics and significance. Secondly, it introduces the current situation of personal finance business marketing of commercial banks in China. As well as the problems in marketing of personal finance business, such as insufficient market segmentation, inadequate product development, unreasonable pricing, marketing team and marketing system. Then, the marketing strategy of Citibank's personal finance business is introduced. Finally, from the aspects of market segmentation, product development, pricing, distribution, promotion and so on, the paper puts forward the strategies and suggestions to optimize the marketing of personal finance business of commercial banks in China. And puts forward the relative precaution measure to the related risk.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.2

【参考文献】