H银行省分行金融理财产品营销策略研究

发布时间：2018-01-02 04:11

本文关键词：H银行省分行金融理财产品营销策略研究　出处：《南昌大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着我国经济的快速发展,商业金融银行也获得了广泛的发展,已成为我国银行业的一支重要力量。但是随着全球经济的不稳定和内部管理因素的影响,使商业金融银行在日常运行过程当中面临多种风险,其中商业金融银行金融理财产品营销就是经常的问题,因此有效的商业金融银行金融理财产品营销策略对保证银行的快速发展具有重要的作用。本文主要采用定性、定量与SWOT分析的研究方法：在分析H银行省分行金融理财产品业务发展现状时,采取定性与定量研究相结合的方法；在分析H银行省分行金融理财产品业务战略时,采用SWOT分析方法,对H银行省分行的优势、劣势、机会与威胁进行综合分析；从产品策略、价格策略、促销策略和渠道策略等方面提出相应的营销策略建议,并提出一些风险防范的措施。本文将已有文献资料和具体市场调查资料相结合,将一般理论与H银行省分行实际业务相结合,探讨金融理财产品业务营销策略发展的客观规律。本次研究主要包括以下内容：第1部分,绪论,主要介绍了本论文的选题背景及意义,并对国内外金融理财营销方面的已有文献进行了梳理和归纳,确定研究体系及方法。第2部分,对影响金融理财产品营销的三个理论(经济回报、需求、忠诚度)进行理论基础的归纳,进一步对H银行省分行营销特色理念进行阐述。第3部分,对金融理财产品营销策略的发展和一般理论进行梳理,主要包括金融理财产品的概念与内容、金融理财产品的发展过程、金融理财产品的内涵与特点以及金融理财产品的营销组合策略理论。并进一步介绍了营销策略对金融理财产品业务发展的影响。第4部分,在分析H银行省分行金融理财产品发展和营销的现状基础上,运用SWOT分析法重点分析了营销策略中存在的问题和原因。第5部分,根据金融理财产品的营销组合策略理论,结合SWOT分析,从战略层面、营销策略和风险控制三个方面提出了优化H银行省分行金融理财产品营销策略的建议。第6部分通过加强队伍建设和加强制度建设,为金融理财产品的营销提供保障措施。第7部分,结论。回顾全文研究,总结主要观点。
[Abstract]:With the rapid development of China's economy, commercial and financial banks have also been widely developed, which has become an important force in China's banking industry, but with the instability of the global economy and the impact of internal management factors. Commercial financial banks are faced with many kinds of risks in the course of daily operation, among which, the marketing of financial management products of commercial financial banks is a frequent problem. Therefore, the effective marketing strategy of financial products of commercial financial banks plays an important role in ensuring the rapid development of banks. Quantitative and SWOT analysis methods: in the analysis of the current situation of financial management product business of H bank branch, the method of combining qualitative and quantitative research is adopted; In the analysis of H bank branch financial management product business strategy, the SWOT analysis method is used to analyze the strengths, weaknesses, opportunities and threats of H bank branch. From the product strategy, the price strategy, the promotion strategy and the channel strategy and so on, puts forward the corresponding marketing strategy suggestion, and puts forward some risk prevention measures. Combining the general theory with the actual business of H Bank Branch, this paper discusses the objective law of the development of financial management products business marketing strategy. This research mainly includes the following contents: part 1, introduction. This paper mainly introduces the background and significance of the topic, and domestic and foreign financial management and marketing literature has been combed and summarized, to determine the research system and methods. Part 2. Three theories (economic return, demand, loyalty) which affect the marketing of financial management products are summarized, and the marketing characteristics of H bank provincial branch are further expounded. Part 3. The development and general theory of financial management product marketing strategy is combed, including the concept and content of financial management product, the development process of financial financial product. The connotation and characteristics of financial management products and the marketing combination strategy theory of financial management products. And further introduced the impact of marketing strategies on the development of financial financial products business. Part 4. Based on the analysis of the current situation of the development and marketing of financial management products in H Bank Branch, this paper focuses on the analysis of the problems and reasons in the marketing strategy by using the SWOT analysis method. Part 5. According to the marketing mix strategy theory of financial management products, combined with SWOT analysis, from the strategic level. Three aspects of marketing strategy and risk control are put forward to optimize the marketing strategy of financial management products of the provincial branch of H Bank. Part 6 through strengthening the team building and strengthening the system construction. Part 7, conclusion. Review the full text research and summarize the main points.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2;F274

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