YCWH银行个人金融业务营销策略研究

发布时间：2018-01-19 07:15

本文关键词： 银行个人金融业务营销策略　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：伴随着国内经济迅速发展,人们手中拥有的个人财富不断累积,购买力也不断的加强,为个人所提供的银行服务成为各家商业银行竞争的焦点,尤其是依靠信贷业务发展赢得高利润的道路已经变得曲折不堪,利差收入变窄也已是摆在眼前的事实。寻找一条个人金融业务营销的可行道路可谓是迫在眉睫。YCWH银行作为一家新兴的国有商业银行,最显著的特点是网点资源丰富,依托独特的网络优势,为个人金融业务的营销奠定了一定的基础。但是,YCWH银行成立较晚,业务营销多借鉴国内先进商业银行的营销经验,没有一套属于自己的战略营销方案,因此需要结合自身的具体情况制定营销发展策略,这样才能在激烈的同业竞争中立于不败之地。本文从个人金融业务概念、种类及特点的理论研究入手,详细分析了YCWH银行的主要个人金融业务特点及在个人金融业务营销发展中每项业务存在的具体问题,包括个人储蓄业务中思想重视程度不够,绩效考核不合理;个人信用卡业务中业务流程繁琐,营销方式单一;个人保险业务中产品缺乏创新性;个人理财业务中团队建设薄弱,专业人才匮乏;个人贵金属业务中产品种类单一;个人外汇业务中服务质量跟不上业务营销等。同时,通过分析YCWH银行个人金融业务营销面临的内外部环境状况,为营销策略的提出提供了真实可靠的环境依据。最后,在充分学习并了解“STP”理论及“4P”营销理论的基础上,提出了个人金融业务营销策略,即市场细分策略、目标市场定位策略、产品整合策略、营销方式升级策略、渠道建设策略、价格差异化策略,并详细对每项策略的具体实施进行说明。同时,为了保障各项策略有效的实施,还提出了六方面的保障措施,即私人银行业务方面、过程管控方面、风险控制方面、人力资源建设方面、支行运行模式方面、企业文化建设方面。通过策略的实施,实现解决YCWH银行个人金融业务营销发展中存在的问题、完善个人金融业务管理的目标;通过这些保障措施的实施,使得策略能够为个人金融业务的发展发挥更大的作用。希望通过本文的研究能够为YCWH银行个人金融业务的蓬勃发展提供借鉴。
[Abstract]:With the rapid development of domestic economy, the personal wealth in people's hands has been accumulated and the purchasing power has been constantly strengthened. The banking services provided to individuals have become the focus of competition among commercial banks. In particular, relying on the development of credit business to earn high profits has become a tortuous road. The narrowing of interest rate income is also a fact in front of our eyes. Looking for a feasible way of personal financial business marketing is urgent. YCWH bank as a new state-owned commercial bank. The most remarkable characteristic is that the network resource is abundant, relying on the unique network advantage, has laid a certain foundation for the personal financial business marketing, but YCWH bank was established later. Business marketing draws lessons from the marketing experience of domestic advanced commercial banks, there is not a set of their own strategic marketing plan, so we need to combine their own specific situation to formulate marketing development strategy. In this way, we can be in an invincible position in the fierce industry competition. This paper starts with the theoretical study of the concept, types and characteristics of personal financial business. This paper analyzes in detail the main characteristics of personal financial business of YCWH Bank and the specific problems existing in each business in the development of personal financial business marketing, including the degree of insufficient attention to personal savings business. The performance appraisal is unreasonable; In the personal credit card business, the business process is tedious, the marketing method is single; Lack of innovation in personal insurance business; In personal finance business, team building is weak, professional talents are scarce; Individual precious metal business product category is single; The service quality of personal foreign exchange business can not keep up with the business marketing. At the same time, through the analysis of the YCWH bank personal financial business marketing is facing the internal and external environment. Finally, on the basis of studying and understanding the theory of "STP" and "4p", the author puts forward the marketing strategy of personal financial business. That is, market segmentation strategy, target market positioning strategy, product integration strategy, marketing upgrade strategy, channel construction strategy, price differentiation strategy, and detailed implementation of each strategy. At the same time. In order to ensure the effective implementation of each strategy, it also puts forward six aspects of safeguards, namely, private banking business, process control, risk control, human resources construction, branch operation mode. In the aspect of enterprise culture construction, through the implementation of strategy, we can solve the problems existing in the development of personal financial business marketing of YCWH bank, and perfect the goal of personal financial business management. Through the implementation of these safeguards, the strategy can play a greater role in the development of personal financial business. It is hoped that the research in this paper can provide a reference for the vigorous development of personal financial business of YCWH bank.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.2;F274

【相似文献】