Z银行周口分行个人理财业务营销研究

发布时间：2018-04-22 20:43

本文选题：商业银行 + 个人理财业务　；参考：《郑州大学》2015年硕士论文

【摘要】：随着中国经济的迅速腾飞,居民收入的增加和理财意识的增强,我国商业银行个人理财业务市场将迎来巨大的发展机遇。商业银行传统业务也很难使其利润有大幅的提升,因此商业银行逐渐识到个人理财业务的发展对拉动银行的利润增长的重要性。在此环境下,近年来我国银行个人理财业务市场发展迅速,理财产品极为丰富。银行个人理财业务在增加居民收入、完善融资渠道以及加快银行经营转型等多个方面,都发挥了重要作用。但我国商业银行在快速发展个人理财业务的过程中,也遇到了一些问题,尤其是不同地区经济发展水平和收入水平不均衡,对个人理财业务的发展有着重要影响。周口地区近年来经济发展呈现出强劲的势头,商业银行个人理财业务日渐成为银行业务发展的重心,在完善商业银行服务功能和加速金融创新上有关键作用。但作为传统农业区,周口地区商业银行个人理财业务发展仍存在很多问题。这些问题一些具有共性也具有周口地方个人理财业务营销问题自身特点,商业银行如何在这类城市开展个人理财业务的营销值得研究。本文以Z银行周口分行为例,查阅相关文献及资料信息,以历史统计数据为基础进行整理分析,结合Z银行周口分行个人理财业务营销的实际情况,以现代金融理论为依据,在充分借鉴发达国家和地区商业银行个人理财业务的成功营销经验上,提出促进其个人理财业务发展的营销措施和建议,使之成为Z银行周口分行提高利润增长点的重要业务之一。
[Abstract]:With the rapid development of Chinese economy, the increase of residents' income and the enhancement of financial management consciousness, the market of personal finance business of commercial banks in China will have a great opportunity to develop. The traditional business of commercial banks is also difficult to improve their profits, so commercial banks gradually realize the importance of the development of personal financial services to stimulate the growth of banks' profits. In this environment, our country bank personal finance business market develops rapidly in recent years, the wealth management product is extremely rich. Personal financial business of banks plays an important role in increasing residents' income, perfecting financing channels and speeding up the transformation of bank management. However, in the process of rapid development of personal finance business, commercial banks in China also encounter some problems, especially the imbalance of economic development and income level in different regions, which has an important impact on the development of personal finance business. In recent years, the economic development in Zhoukou area has shown a strong momentum. The personal finance business of commercial banks has gradually become the focus of the development of banking business, which plays a key role in perfecting the service function of commercial banks and accelerating financial innovation. However, as a traditional agricultural area, there are still many problems in the development of personal finance business of commercial banks in Zhoukou area. Some of these problems have the characteristics of Zhoukou local personal finance business marketing problems, commercial banks in such cities how to carry out personal finance business marketing is worth studying. This paper takes Zhoukou Branch of Z Bank as an example, looks up relevant literature and information, analyzes it on the basis of historical statistical data, combines the actual situation of personal financing business marketing of Zhoukou Branch of Z Bank, and takes the modern financial theory as the basis. Based on the successful marketing experience of commercial banks in developed countries and regions, this paper puts forward some marketing measures and suggestions to promote the development of personal finance business. Make it become Z Bank Zhoukou Branch to increase profit growth point of one of the important business.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2

【参考文献】