光大银行五爱支行理财产品营销策略研究
发布时间：2018-11-11 15:26
【摘要】：随着国际金融危机和国内CPI居高不下,央行调控政策频出,在存款准备金率的调整,存贷款利率的调整和紧缩性房产政策不断出台的背景下,各商业银行理财产品作为主要投资方向,主打灵活与收益相结合,中短期、稳健类产品不断增加,纷纷推出了颇具特色的理财产品,既满足了广大客户的投资需求,同时也对银行理财产品营销策略提出了更高的要求。光大银行在激烈的竞争中,理财产品的设计、发行、营销策略和相关服务,既面临机遇,也面临挑战；既有艰辛创业的历程,又有开创局面的收获。作者通过对光大理财产品营销策略的进一步分析与研究,为今后理财产品营销提出了新的思路与对策,也为同行业提供了可资借鉴与交流的理财产品营销策略方法,以便更好地为广大客户提供优质服务,更好地满足广大客户对理财产品的需求,努力实现营销规模和理财收益最大化的“双赢”目标。 论文中描述了光大银行的理财产品介绍,对理财业务在支行未来发展等方面所起的积极作用。论文中介绍了光大银行在沈阳所设立的网点有13家,每家理财的销售数量均有所不同。光大银行五爱支行是2009年1月9日新成立的支行,仅仅两年的时间,对私储蓄存款截止到2011年6月3日,时点达到2亿元人民币,2011年上半年的理财销售量也已经超过2个亿。虽然取得了不小的销售成绩,可是距离已经成立多年的支行网点来说还是有着较大的差距。论文通过对五爱支行理财业务销量的分析,结合银行客户、环境、产品风险和产品结构等方面的调查与分析,运用了SWOT理论分析银行发展的内外环境形势、STP分析方法对客户细分,分析客户乃至家庭的生命周期理论,通过对客户的风险调查,将银行作为服务性行业的重要服务理念作为业务发展的外部指导环节,将银行理财产品的促销与宣传作为支行发展的重要环节,研究了光大银行五爱支行目前的理财营销环境,总结优势,改善劣势,制定新的理财营销策略。光大银行五爱支行通过对客户的分析,最终为客户量身设计理财产品,制定理财规划方案,运用科学有效的组合营销产品,同时配以专业的售后服务,最终为客户实现其人生的理财目标和财务规划要求,为光大银行沈阳五爱支行今后业务的发展起到了指导作用,具有很强的现实意义。
[Abstract]:With the international financial crisis and high domestic CPI, the central bank control policies frequently emerge, in the context of the adjustment of deposit reserve ratio, the adjustment of deposit and loan interest rate and the tightening of housing policy, As the main investment direction, the financial products of commercial banks combine flexibility with income. In the short and medium term, the steady products are increasing, and they have launched the characteristic financial products one after another, which meet the investment needs of the vast number of customers. At the same time, the bank financial products marketing strategy put forward higher requirements. In the fierce competition, Everbright Bank faces both opportunities and challenges in the design, distribution, marketing strategy and related services of financial products. Through the further analysis and research on the marketing strategy of Everbright's financial products, the author puts forward new ideas and countermeasures for the marketing of financial products in the future, and also provides the marketing strategies of financial products for reference and exchange in the same industry. In order to better provide customers with high quality services, better meet the needs of customers for financial products, strive to achieve the marketing scale and maximize the financial benefits of "win-win" goal. This paper describes the introduction of Everbright Bank's financial products, which plays an active role in the future development of the branch. The paper introduces that Everbright Bank has 13 branches in Shenyang. Everbright Bank Wuai Branch is a newly established branch of Everbright Bank on January 9, 2009. In only two years, private savings deposits reached 200 million yuan at the end of June 3, 2011, and the sales volume of financial management in the first half of 2011 has exceeded 200 million yuan. Although has achieved not small sales results, but has been established for many years of branches or there is a big gap. Through the analysis of the sales volume of financial management business of Wuai Branch, combined with the investigation and analysis of bank customers, environment, product risk and product structure, the paper applies SWOT theory to analyze the internal and external environmental situation of bank development. The STP analysis method divides the customer, analyzes the customer and even the family life cycle theory, through to the customer's risk investigation, regards the bank as the important service idea of the service industry as the external guiding link of the business development. This paper takes the promotion and propaganda of bank financial products as an important link in the development of bank, studies the current financial management marketing environment of Wuai Branch of Everbright Bank, summarizes its advantages, improves its disadvantages, and formulates new financial management marketing strategies. Through the analysis of customers, Everbright Bank's Wuai Branch ultimately designs financial management products for customers, formulates financial planning schemes, uses scientific and effective combination marketing products, and matches with professional after-sales service. Finally, it realizes the financial management goals and financial planning requirements for customers, and plays a guiding role in the future business development of Everbright Bank's Shenyang Wuai Branch, which has a strong practical significance.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F832.33
本文编号：2325273
[Abstract]:With the international financial crisis and high domestic CPI, the central bank control policies frequently emerge, in the context of the adjustment of deposit reserve ratio, the adjustment of deposit and loan interest rate and the tightening of housing policy, As the main investment direction, the financial products of commercial banks combine flexibility with income. In the short and medium term, the steady products are increasing, and they have launched the characteristic financial products one after another, which meet the investment needs of the vast number of customers. At the same time, the bank financial products marketing strategy put forward higher requirements. In the fierce competition, Everbright Bank faces both opportunities and challenges in the design, distribution, marketing strategy and related services of financial products. Through the further analysis and research on the marketing strategy of Everbright's financial products, the author puts forward new ideas and countermeasures for the marketing of financial products in the future, and also provides the marketing strategies of financial products for reference and exchange in the same industry. In order to better provide customers with high quality services, better meet the needs of customers for financial products, strive to achieve the marketing scale and maximize the financial benefits of "win-win" goal. This paper describes the introduction of Everbright Bank's financial products, which plays an active role in the future development of the branch. The paper introduces that Everbright Bank has 13 branches in Shenyang. Everbright Bank Wuai Branch is a newly established branch of Everbright Bank on January 9, 2009. In only two years, private savings deposits reached 200 million yuan at the end of June 3, 2011, and the sales volume of financial management in the first half of 2011 has exceeded 200 million yuan. Although has achieved not small sales results, but has been established for many years of branches or there is a big gap. Through the analysis of the sales volume of financial management business of Wuai Branch, combined with the investigation and analysis of bank customers, environment, product risk and product structure, the paper applies SWOT theory to analyze the internal and external environmental situation of bank development. The STP analysis method divides the customer, analyzes the customer and even the family life cycle theory, through to the customer's risk investigation, regards the bank as the important service idea of the service industry as the external guiding link of the business development. This paper takes the promotion and propaganda of bank financial products as an important link in the development of bank, studies the current financial management marketing environment of Wuai Branch of Everbright Bank, summarizes its advantages, improves its disadvantages, and formulates new financial management marketing strategies. Through the analysis of customers, Everbright Bank's Wuai Branch ultimately designs financial management products for customers, formulates financial planning schemes, uses scientific and effective combination marketing products, and matches with professional after-sales service. Finally, it realizes the financial management goals and financial planning requirements for customers, and plays a guiding role in the future business development of Everbright Bank's Shenyang Wuai Branch, which has a strong practical significance.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F832.33
【参考文献】
相关期刊论文 前3条
1 杜宽旗;蒙肖莲;蔡淑琴;杨毓;;一种商业银行客户分割的多维方法——基于客户期望收益和态度的分割模型[J];商业研究;2006年13期
2 王珏;王瑞梅;;基于生命周期理论的个人理财策略分析[J];消费导刊;2007年09期
3 李江;魏敏;;基于理财客户个性特征的市场细分与差异性分析[J];广西金融研究;2006年10期
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