建设银行辽源分行理财产品市场推广状况调查分析与营销建议

发布时间：2019-02-17 08:25

【摘要】：理财产品作为重要的现代金融产品，以其突出的盈利能力和在竞争优质客户、强化客户关系管理等方面的独特优势，成为当前银行业竞相投入资源、争夺最为激烈的业务领域之一。相比国外成熟的居民理财意识及丰富多样的理财产品市场，我国的居民理财水平还处在相对初期的阶段，金融机构的理财产品、服务手段还需要提高及丰富。尽管近年来建设银行在理财产品创新、营销渠道开发、服务意识提升等方面做出很多努力，整体社会形象及金融服务水平得到社会各界的良好赞誉，但近乎白热化的同业竞争，使如何将丰富多样的理财产品在第一时间得到更多客户的认可，成为摆在建设银行面前的一大创新性课题。本文结合外部市场环境和建设银行辽源分行理财产品营销现状，主要分析了客户群体特征、客户行为取向以及影响客户行为的因素，并对比分析了辽源市主要同业银行理财产品的种类、期限、收益水平，同时，调查分析了同业银行业务规模、盈利能力、渠道建设、客户维护手段等相关指标。通过以上分析和调查，得出的研究结果表明：银行人民币理财产品无论在种类、期限、收益水平等各个方面都表现出严重的同质化趋势；银行在代销信托计划获取更大利润的同时，，更应该加强自主研发产品的能力，不断丰富产品种类；银行的业务规模代表了相对的资源优势和实力，把握住经营重点、注重产品结构、运用好经营策略才能收到预期的效果；渠道建设不仅要重视数量，更要重视质量，认真分析投入产出，要确保各个渠道畅通完备、功能齐全；在产品同质化、业务规模相当、渠道建设不分彼此的情况下，如何经营和维护好客户是推动银行业可持续发展的关键。因此，在客户的管理模式和维护客户的方式上，要切实转变经营理念，真正做到“以客户为中心”，确保各种经营客户的措施落到实处，不断提高自身能力和水平，以促进银行核心竞争力的提升。为此，建设银行辽源分行应努力提升理财产品的核心价值，进行有效的市场细分和服务定位，加强销售渠道管理和营销方式创新，不断改进服务措施以提升客户满意度，以提高员工营销技能为核心组建高水平营销团队。
[Abstract]:As an important modern financial product, financial products, with its outstanding profitability and unique advantages in competing for high quality customers and strengthening customer relationship management, have become the current banking industry competing for resources. Competition for one of the most intense areas of business. Compared with the mature awareness of financial management and the rich and diversified financial product market, the level of financial management in our country is still in a relatively early stage, and the financial products and service means of financial institutions need to be improved and enriched. In recent years, China Construction Bank has made a lot of efforts in financial product innovation, marketing channel development, service awareness promotion and so on. The overall social image and the level of financial services have been praised by all sectors of the society, but the competition between the same industry is almost intense. How to get more customers' approval of rich and diversified financial products in the first time has become an innovative issue in front of China Construction Bank. Based on the external market environment and the current situation of financial product marketing in Liaoyuan Branch of China Construction Bank, this paper mainly analyzes the characteristics of customer group, the orientation of customer behavior and the factors affecting customer behavior. At the same time, the paper makes a comparative analysis of the financial products of the main interbank banks in Liaoyuan City, such as the types, the duration and the income level. At the same time, the paper investigates and analyzes the relevant indexes such as the scale of the interbank banking business, the profitability, the channel construction and the means of customer maintenance. Through the above analysis and investigation, the research results show that: the bank RMB financial products show a serious trend of homogeneity in all aspects, such as types, duration, income level; The bank should strengthen its own R & D capability and enrich the variety of products while making more profits from the trust plan. The business scale of the bank represents the relative resource superiority and strength, grasps the management key point, pays attention to the product structure, the good use management strategy can receive the anticipated effect; The channel construction should pay attention not only to quantity, but also to quality, to analyze the input and output seriously, to ensure that every channel is smooth and complete, and the function is complete. How to manage and maintain the customers is the key to promote the sustainable development of the banking industry under the condition that the product is homogenized the business scale is the same and the channel construction is not different from each other. Therefore, in the management mode of customers and the way to maintain customers, we should change the management concept, truly "take the customer as the center", ensure that all kinds of measures to manage customers are implemented, and constantly improve their own ability and level. To promote the core competitiveness of banks. Therefore, Liaoyuan Branch of China Construction Bank should strive to enhance the core value of financial products, carry out effective market segmentation and service positioning, strengthen the management of sales channels and innovation of marketing methods, and continuously improve service measures to enhance customer satisfaction. To improve staff marketing skills as the core to set up a high level of marketing team.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.2

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