农行XQ支行个人理财产品营销策略研究

发布时间：2018-03-28 22:08

本文选题：农行XQ支行　切入点：个人理财产品　出处：《河北经贸大学》2017年硕士论文

【摘要】：随着社会的不断发展以及金融创新的不断高涨,银行理财业务从上世纪70年代开始,发展速度明显加快,而我国商业理财产品虽然起步较晚,但是仍取得了跨越式发展,可以说,商业银行理财产品市场发展潜力巨大。而其中的个人理财业务不仅具有领域广、批量多、风险小、个性化、收益稳定、附加值高等特点,又可以带动商业银行其他零售业务的发展,因此,成为各家商业银行竞争的重点。同时伴随着互联网的发展,蚂蚁金融、京东金融以及p2p平台等推出了多样化的互联网理财,理财市场竞争更加激烈。而在这种激烈的竞争环境下,商业银行如要在个人理财产品市场获得发展,营销策略尤其重要。农行XQ支行依托农行理财产品体系,主要服务对象为石家庄高新区的居民及企业人员,在理财产品营销中存在着多种多样的问题阻碍着XQ支行个人理财产品业务的进一步发展,因此本文研究旨在存在的问题提出合理化的策略建议,改善XQ支行营销水平。本文运用了文献调查和理论与实际相结合的研究方法,对于文章的观点进行论证,使得XQ支行的理财产品营销策略建议具有专业性和可行性。本文首先对商业银行个人理财产品的相关理论概念、国内外个人理财产品营销现状进行了阐述。然后聚焦本文的研究对象,对农行XQ支行个人理财产品的发展现状进行了阐述,并利用SWOT模型从优势、劣势、机会、威胁四个方面对于农行XQ支行的个人理财产品营销进行分析,最后结合农行新区支行营销目前存在的问题,从产品策略、渠道策略、促销策略、公私联动策略、客户策略、人才策略六个方面进行了详细的论述,首先产品策略方面,要加强产品交叉营销、发挥品牌效应以及产品积分化销售提高销售水平;渠道方面,要优化传统物理网点,推动电子渠道的发展;促销策略方面,从人员促销和非人员促销两个方面进行了论述;公私联动策略方面,要不再拘泥于具体岗位以及具体客户类型,通过公司信息与个人信息的互相转化,实现企业与个人的联动营销,促进理财销售能力;客户策略方面,要重视客户的相关维护工作,重点从完善客户信息管理、提高客户服务质量、加强与客户的沟通交流以及提高客户满意度方面入手;人才策略方面,围绕加强个人理财客户经理的队伍建设、建立客户的激励机制、重视个人理财从业人员的培训以及构建科学的人员流动保障方案四个方面促进理财人员的稳定以及能力的提升,为新区支行理财业务的发展做好准备。本文立足XQ支行,努力做到切合农行XQ支行实际,希望对于XQ支行个人理财产品的发展起到一定的指导作用。
[Abstract]:With the continuous development of society and the rising of financial innovation, the development of banking financial management business has been accelerated obviously since the 1970s, but the commercial financial products of our country started relatively late, but still achieved leap-forward development. It can be said that the market of financial products of commercial banks has great development potential, and the personal finance business not only has the characteristics of wide field, many batches, small risks, individuation, stable income, high added value, etc. It can also drive the development of other retail businesses of commercial banks, so it has become the focus of competition among commercial banks. At the same time, with the development of the Internet, Ant Finance, JingDong Finance and P2P platforms have introduced diversified Internet financing. The competition in the financial management market is more intense. In this fierce competitive environment, if commercial banks are to develop in the market of personal financial products, marketing strategies are particularly important. The main service targets are residents and enterprise personnel of Shijiazhuang Hi-tech Zone. There are various problems in the marketing of financial products, which hinder the further development of the personal financial products business of XQ Branch. Therefore, this paper aims to put forward rational strategies and suggestions to improve the marketing level of XQ branch. This paper uses the research methods of literature survey and theory and practice to demonstrate the viewpoint of the article. So that the XQ branch of the financial management product marketing strategy recommendations are professional and feasible. First of all, the commercial bank personal financial products related to the theoretical concept, Then focusing on the research object of this paper, the paper expounds the current situation of the development of the personal financial products of Agricultural Bank XQ Branch, and uses SWOT model to analyze the advantages, disadvantages, opportunities, and so on. This paper analyzes the marketing of personal financial products of Agricultural Bank of China (XQ) branch in four aspects of threat. Finally, combining with the problems existing in the marketing of Agricultural Bank of China's new district branch, it includes product strategy, channel strategy, promotion strategy, public-private linkage strategy, customer strategy, etc. The six aspects of talent strategy are discussed in detail. First of all, in product strategy, we should strengthen product cross-marketing, exert brand effect and increase sales level by integrating product sales; in channel, we should optimize traditional physical network, Promote the development of electronic channels; the promotion strategy, from the personnel promotion and non-staff promotion two aspects; the public-private linkage strategy, we should no longer stick to specific posts and specific customer types, Through the mutual transformation of company information and personal information, we can realize the linkage marketing between enterprises and individuals, and promote the ability of financial management and sales. In terms of customer strategy, we should attach importance to the maintenance of customers, and focus on improving customer information management. Improve the quality of customer service, strengthen communication with customers and improve customer satisfaction. Pay attention to the training of personal finance practitioners and construct scientific personnel mobility guarantee scheme to promote the stability and ability of financial management personnel, and prepare for the development of financial management business of the new district subbranch. This paper is based on XQ branch. It is hoped that it will play a guiding role in the development of XQ branch's personal financial products.
【学位授予单位】：河北经贸大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F832.2

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