对渤海银行“家庭理财卡”的产品设计

发布时间：2018-11-18 10:22

【摘要】：随着我国社会经济的快速发展发展,个人收入水平及消费水平不断增加,尤其最近几年物价快速上涨,使得家庭收支问题越来越受到人们的关注,由于家庭的日常开销刚性上涨,因此家庭是社会通胀水平高企的直接受害方,由此所引发的其他问题,例如家庭收入归集问题,家庭开支的分担问题,家庭成员各阶段的用款需求,家庭储蓄金的保值增值等问题不断困扰着家庭成员。银行在家庭财务中扮演重要角色,如果银行能看到这些问题背后的商机,开发一款家庭理财产品,在解决家庭收支问题的同时,也为自身赚取更多的收益。本文将从渤海银行的角度出发,阐述家庭理财卡的基本概念、设计理念、创新之处,并结合渤海银行发展情况,分析开展家庭理财卡业务的条件现状。家庭理财产品市场需求是很大的,但是由于银行未能重视家庭理财这一概念,没有意识到这种需求,造成当前的市场空白。家庭理财卡的目标客户定位于中等收入和低收入阶层家庭,根据目标群体的理财消费特点、家庭收支情况进行统筹规划,对支出和理财提供建议指导,对理财产品的选择更加科学高效,使家庭成员在管理财富的道路上不再是摸着石头过河,而是有章可循。家庭理财卡的金融服务功能丰富多样,既包含传统的借记卡所有功能,又增加了为适应家庭日常生活所需要的新型功能,包括多账户关联、资金归集和支出控制、收支余额理财、收支统计分析、家庭服务优惠活动,这些功能的整合使家庭理财变得更加容易方便,本文对各项功能进行了详细的解释说明。家庭理财卡产品可以为发卡行带来丰厚的收益,主要包括年费、利息净收入、增值服务费、业务手续费。家庭理财卡产品的风险分为操作风险、市场风险、信用风险,发卡行为应对各类风险需要制定完备的内部控制机制。本文根据科特勒4Ps营销策略组合理论进行分析,即通过产品、价格、渠道、促销四个方面进行营销推广,通过对市场营销策略的综合运用,最终实现家庭理财卡的营销目标。
[Abstract]:With the rapid development of social economy in our country, the level of personal income and consumption has been increasing, especially in recent years, the price has been rising rapidly, which makes the problem of household income and expenditure get more and more attention. Families are the direct victims of high levels of social inflation because of the rigid rise in their daily expenses. Other problems, such as the problem of family income aggregation and the sharing of household expenses, have arisen. The demands of family members in different stages and the maintenance and increase of household savings have been puzzling family members. Banks play an important role in household finance, and if they can see the business opportunities behind these problems, they can develop a family wealth management product that not only solves the problems of household income and expenditure, but also makes more income for themselves. From the point of view of Bohai Bank, this paper expounds the basic concept, design idea and innovation of the family financial card, and analyzes the present condition of developing the family financial card business with the development of Bohai Bank. The market demand of family financial products is very great, but because banks fail to attach importance to the concept of family finance, they are not aware of this demand, resulting in the current market blank. The target customers of family financial management card are middle income and low income class families. According to the characteristics of the target group's financial management and consumption, the family income and expenditure are planned as a whole, and the expenditure and financial management are provided with advice and guidance. The choice of financial products is more scientific and efficient, so that family members in the management of wealth is no longer to touch the stone across the river, but to follow the rules. The financial service function of the family financial card is rich and diverse, including all the functions of the traditional debit card, and the new function to adapt to the daily life of the family, including the multi-account association, the collection of funds and the expenditure control. Balance of income and expenditure, income and expenditure statistics and analysis, family services preferential activities, the integration of these functions to make family finance easier and more convenient, this paper explains the various functions in detail. Family wealth management card products can bring huge income for card issuers, including annual fees, net interest income, value-added services, business fees. The risks of family financial card products can be divided into operational risk, market risk, credit risk, and the issuing bank needs to establish a complete internal control mechanism to deal with all kinds of risks. This paper analyzes the combination theory of Kotler 4Ps marketing strategy, that is, through the product, price, channel, promotion four aspects of marketing promotion, through the comprehensive use of marketing strategies, the ultimate realization of family financial card marketing objectives.
【学位授予单位】：河北金融学院
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2

【共引文献】