哈尔滨银行个人理财业务营销策略研究

发布时间：2018-04-04 19:31

本文选题：哈尔滨银行　切入点：个人理财　出处：《哈尔滨理工大学》2015年硕士论文

【摘要】：改革开放三十年来,我国经济始终保持着持续、稳步的增长趋势。伴随着我国经济的增长,居民收入水平和购买能力逐渐提高。个人理财现已成为商业银行的重要金融业务之一,并将成为我国商业银行业务领域最重要的组成部分与利润增长点。面对当今社会个人理财业务同质化竞争激烈的现状,哈尔滨银行应主动探索可持续发展的路径。云技术、大数据、“互联网+”金融时代的到来为个人理财业务提供了更加广阔的空间,也带来了更加严峻的考验。本文从个人理财业务发展的态势出发,运用SWOT分析法,系统分析了哈尔滨银行个人理财业务所具有的优势和劣势、所面临的机遇和挑战。通过梳理哈尔滨银行个人理财业务发展中存在的问题,指出其供给与需求之间存在不平衡、个人理财业务的服务水平不高、理财产品销售中存在风险隐患。通过分析哈尔滨银行个人理财市场和目标客户的细分现状,提出哈尔滨银行在个人理财市场细分中应建立以网点为基础的营销体系、实施三分营销的服务模式、实施三位一体的维护体系。同时,提出哈尔滨银行个人理财业务应从至少从产品、客户管理、差异化营销等方面进行营销管理。最后,强调哈尔滨银行在个人理财业务营销保障措施,可以从机制保障、体制保障、人力保障和风险保障四个方面进行实施。
[Abstract]:Thirty years of reform and opening up, China's economy has maintained a sustained, steady growth trend. Along with China's economic growth, improve the level of income and purchasing power gradually. Personal finance has become one of the important financial business of commercial banks, and will become the business of commercial banks in China the most important areas and profit growth point. Facing the situation of fierce competition in the homogenization of personal financial services to society, the Bank of Harbin should take the initiative to explore the path of sustainable development. The big data cloud technology, "Internet plus" financial era and provide a broader space for personal financial services, it also brings a more severe test. This article from the personal financial business the development trend of the use of SWOT analysis, systematic analysis of the personal financial business of the Bank of Harbin has the advantages and disadvantages, the opportunities and challenges. There is a sort of personal financial business development bank of Harbin issues, the author pointed out that there is a balance between the supply and demand of personal financial services, the service level is not high, there are potential risks of financial product sales. Through the analysis of the current situation of Harbin subdivision bank personal financial market and target customers, the Bank of Harbin should establish a network based the marketing system in the personal financial market segmentation, the implementation of three marketing service mode, the implementation of three-in-one maintenance system. At the same time, put forward the personal finance business of Bank of Harbin should be at least from the product, customer management, differentiated marketing and other aspects of marketing management. Finally, on the Bank of Harbin in the safeguard measures of personal financial services marketing, from the mechanism security, system security, human security and risk protection in four aspects of the implementation.

【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2

【参考文献】