长沙银行个人理财业务营销策略优化研究

发布时间：2018-04-16 10:21

本文选题：长沙银行 + 营销策略　；参考：《中南大学》2013年硕士论文

【摘要】：随着利率市场化改革加速以及金融脱媒现象日益严重,银行依赖传统批发业务经营模式将难以为继,零售业务兴起,个人理财业务也将成为银行未来新利润增长点。各商业银行正积极加入个人理财业务竞争,广泛进行服务营销,力争获取在个人理财市场的有利地位。为此,本文以长沙银行为研究对象,分析其个人理财业务营销现状、问题及优化对策。本文从长沙银行个人理财业务现状入手,对其业务开展情况以及竞争优劣势进行了剖析；通过对长沙银行个人理财客户调研,分析客户的基本情况及理财偏好；然后深入剖析长沙银行现行营销策略,并指出目前存在主要的问题：市场细分欠精准、产品重复单一和渠道单一。在上述研究的基础上,结合客户关系管理理论,提出个人理财业务营销的优化策略：①找准单因素和组合多因素的市场细分优化策略；②创新产品组合和加强品牌建设的产品优化策略；③科学布局网点和渠道“双轨制”的渠道优化策略。最后,提出构建信息管理系统、建设专业人才队伍、扭转营销理念等保障措施。本文提出的优化策略对存在同样问题的商业银行有重要实践参考价值。
[Abstract]:With the acceleration of the reform of interest rate marketization and the increasingly serious phenomenon of financial disintermediation, it will be difficult for banks to rely on the traditional wholesale business operation mode, the rise of retail business, personal finance business will also become a new profit growth point of banks in the future.Each commercial bank is actively participating in the competition of personal finance business, carrying on the service marketing extensively, striving to obtain the advantageous position in the personal finance market.Therefore, this article takes Changsha Bank as the research object, analyzes its personal finance business marketing present situation, the question and the optimization countermeasure.This paper starts with the current situation of Changsha Bank's personal finance business, analyzes its business development and competitive advantages and disadvantages, analyzes the basic situation and financial preference of Changsha Bank's personal financial management customers through investigation and investigation of its personal financial clients.Then it analyzes the current marketing strategy of Changsha Bank, and points out the main problems at present: market segmentation is not accurate, product repetition is single and channel is single.On the basis of the above research, combined with the theory of customer relationship management, this paper puts forward the optimization strategy of marketing of personal finance business: 1: 1 to find out the single factor and the combination of multiple factors to optimize the market segmentation strategy;2 Product optimization strategy of innovating product combination and strengthening brand building. 3. Scientific distribution network and channel "dual track" channel optimization strategy.Finally, the paper puts forward some safeguard measures, such as constructing information management system, building professional talent team and reversing marketing idea.The optimization strategy proposed in this paper has important practical reference value for commercial banks with the same problems.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.2

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