民生银行呼和浩特分行个人理财业务营销优化策略研究

发布时间：2018-05-04 16:26

本文选题：财富管理 + 商业银行　；参考：《内蒙古大学》2015年硕士论文

【摘要】：20世纪70年代以来,在全球新经济浪潮蓬勃兴起的大背景下,随着信息技术的快速发展和金融自由化的进一步加深,世界范围内富裕阶层的规模都出现了明显的增长。在此背景下,专门针对个人的理财产品依靠其业务涵盖面广、目标客户群庞大、金融风险较低且回报稳定等特质在众多的金融产品中崭露头角,一跃成为商业银行的时代新宠。使得全球商业银行在着手调整经营策略时,都不同程度地将发展重心向中高端客户的个人理财业务倾斜。经过这些年的潜心开发,目前个人理财产品业已成为西方主要商业银行当之无愧的王牌产品,是银行收益的主要来源和利润的增长点。近年来国内的商业银行一直面临着传统批发业务发展速度减缓和外资银行进入市场的脚步日益逼近的双重压力,为了在将来的竞争中占有先机,各大银行都不约而同地推出了自己的个人金融服务产品。个人理财业务已成为中国银行业重点关注的焦点,而个人理财产品的营销的现实意义和重要性也凸显了出来。鉴于此,本文通过系统研究我国商业银行的主要个人理财产品营销策略,并从中找出存在的问题,结合当前商业银行所面临的新形势及监管层的新要求,在参考国外商业银行的个人理财产品营销策略的基础上,运用SWOT分析法,以笔者所在的民生银行呼和浩特分行的个人理财产品营销策略为例,深入剖析我国银行个人理财产品的营销策略,从中找出存在的问题和不足,并相应地提出自己的改进方案和意见,为我国银行进一步发展和完善个人理财产品的营销策略以及提升个人理财产品的竞争力上提供一些有益的参考。
[Abstract]:Since 1970s, with the rapid development of information technology and the deepening of financial liberalization, under the background of the global new economic wave, the scale of the rich class in the world has obviously increased. Under this background, the financial products which are specially aimed at individuals depend on their wide range of business coverage, large target customers, low financial risk and stable returns, and so on, which have emerged in the numerous financial products and become the new favorite of the commercial banks in the times. When the global commercial banks begin to adjust their management strategies, they all tend to focus on the personal finance business of the middle and high-end customers in varying degrees. After years of development, personal financial products have become a worthy trump card of major commercial banks in the West, and are the main source of income and profit growth point of banks. In recent years, domestic commercial banks have been faced with the double pressure of slow down of the traditional wholesale business development and the increasingly approaching pace of foreign banks entering the market. In order to take the lead in the future competition, All the major banks have launched their own personal financial services products. Personal finance business has become the focus of attention in China's banking industry, and the practical significance and importance of personal financial products marketing has also been highlighted. In view of this, this paper systematically studies the marketing strategies of the main personal financial products of commercial banks in China, and finds out the existing problems, combined with the new situation faced by the commercial banks and the new requirements of the regulatory level. On the basis of referring to the marketing strategy of personal financial products of foreign commercial banks, this paper applies SWOT analysis method to take the personal financial product marketing strategy of Hohhot Branch of Minsheng Bank as an example. Deeply analyze the marketing strategy of personal financial products of Chinese banks, find out the existing problems and shortcomings, and put forward their own improvement plans and suggestions accordingly. It provides some useful reference for Chinese banks to further develop and perfect the marketing strategy of personal financial products and to enhance the competitiveness of personal financial products.
【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F832.2

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