H银行法人理财业务营销策略研究

发布时间：2018-01-12 12:04

本文关键词：H银行法人理财业务营销策略研究　出处：《湖南师范大学》2015年硕士论文　论文类型：学位论文

【摘要】：近年来,随着我国经济稳步发展,理财业务展现了它蓬勃的生命力。个人理财业务已经被广大普通民众所接受,相关数据表明,自2009年以来,中国银行业理财产品规模翻了近12倍。2014年上半年银行理财产品余额达到12.65万亿元。但是相对于个人理财业务的快速发展,法人理财业务发展较为缓慢。纵观法人理财业务发展历史,中国的银行业从2006年后,各家商业银行才逐渐涉足法人理财这一业务,逐步推出各类法人理财业务品种,但是鲜有专门针对法人客户建立的产品体系。目前,随着法人单位对自身资金的增值需求不断提升,对银行法人理财产品的需求提出了客观的要求。银行在面对自身发展需求和外部市场环境发展变化的情况下,有必要加快法人理财产品的探索。H银行作为一家中部的城市商业银行,面对利率市场化、金融脱媒等市场现状,正在进行业务转型,而作为业务转型的其中一个环节,法人理财业务在营销策略上需进行必要的调整。本文首先通过文献分析从法人理财业务及营销策略两方面进行理论基础研究,从营销7PS理论中提取“品牌”这一营销策略重点。其次,通过结合H银行法人理财业务产品、近几年相关销售数据、现有的营销策略等各方面的现状,同时借鉴国内外法人理财业务重视保本理财研发、产品创新、CRM系统分析等营销经验,结合同业招商银行“资产管理策略”以及长沙银行“提高市场占有率”等各具特色的营销策略,提出符合自身业务发展的“品牌提升”策略。作者希望通过对H银行“品牌提升”策略概念的提出,能为H银行法人理财业务发展提出一个新的思路,作为H银行业务转型的一部分能起到一定示范作用;希望通营销策略的调整,法人理财业务销售量和法人业务综合贡献度逐步提升,最终法人和银行实现双赢。
[Abstract]:In recent years, with the steady development of China's economy, financial management business has shown its vigorous vitality. Personal finance business has been accepted by the general public, relevant data show that since 2009. In 2014, the balance of banking wealth management products reached 12.65 tillion yuan, but compared with the rapid development of personal finance business. The development of corporate financial management business is relatively slow. Looking at the development history of corporate financial management business, since 2006, the commercial banks of China have gradually stepped into the business of corporate financial management. Gradually introduce various types of corporate financial services, but there are few products specifically designed for corporate customers. At present, with the corporate unit of their own value added demand is constantly rising. It puts forward the objective request to the demand of the bank legal person financial management product. The bank is faced with its own development demand and the development of the external market environment. It is necessary to speed up the exploration of corporate financial products. H Bank as a central city commercial bank facing the interest rate marketization financial disintermediation and other market conditions is undergoing business transformation. As one of the links of business transformation, the corporate financial business needs to make necessary adjustments in marketing strategy. Firstly, this paper carries out theoretical research from two aspects of corporate financial management business and marketing strategy through literature analysis. From the marketing 7PS theory to extract the "brand" of this marketing strategy focus. Secondly, through the combination of H-bank corporate financial services products, in recent years related sales data, existing marketing strategies and other aspects of the status quo. At the same time draw lessons from domestic and foreign legal person financial management business attach importance to the development of financial management, product innovation CRM system analysis and other marketing experience. Combined with the interbank China Merchants Bank "asset management strategy" and Changsha Bank "increase market share" and other unique marketing strategies. This paper puts forward the strategy of "brand promotion" in line with the development of its own business. The author hopes to put forward the concept of "brand promotion" of H bank, which can provide a new way of thinking for the development of bank H bank's corporate financial management business. As part of the transformation of H-bank business, it can play a role in demonstration; It is hoped that through the adjustment of marketing strategy, the sales volume of corporate financial services and the comprehensive contribution of corporate business will be gradually enhanced, and finally the corporate and the bank will achieve a win-win situation.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2

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