中国银行长春建设街支行个人理财业务市场营销策略研究

发布时间：2018-05-05 16:59

本文选题：中国银行 + 个人理财　；参考：《吉林大学》2015年硕士论文

【摘要】：伴随着社会经济的快速发展，个人及家庭的财富在急速增长，这使得银行业不得不改变其现有状态，将更多的目光从企业向个体转移，个人及家庭日渐成为银行理财产品的目标客户群体，而银行也将个人理财产品视为其发展壮大的必争市场。同时，随着中国加入WTO，之前的针对国内银行的种种保护机制不再有效，更多的国际化大银行进入中国市场，他们在各项业务领域不再受到诸多限制，进行人民币业务、零售银行业务将不受地域限制；而外资银行有着长期的资本市场经验，雄厚的资本实力以及国内银行最为缺乏的管理经验，这些势必给我国本土商业银行带来强烈的冲击。本文以中国银行长春建设街支行为研究对象，对个人理财业务市场营销策略进行探究。作为一家国有商业银行省级分行的直属支行，建设街支行需要充分发挥自身优势，，归纳分析出个人理财方面的成功经验和不足之处，同时发觉潜在的机会和可能的威胁，采取有效的营销策略和竞争手段，才能提升个人金融业务的发展效率和质量。而且通过有针对性的理财整体服务也能够进一步的提升客户的信赖度和忠诚度，更具有促进中国银行品牌传播的重要意义。本文共分四大章节，首先在第一章阐述了选题的背景，着重论述了个人理财业务发展的趋势及中行建设街支行个人理财业务营销策略研究的必要性。第二章是对中国银行建设街支行个人理财业务市场营销现状的分析，总结了当前的营销现状及存在的问题。第三章对中国银行建设街支行的个人理财业务市场营销环境，从宏观和微观两个层面进行了分析，并采用国际通行的SWOT分析方法，系统分析中国银行建设街支行对于个人理财营销的优势、劣势、机会和威胁。第四章结合中国银行建设街支行的实际情况对个人理财业务作出了相应的市场定位和营销组合策略选择，并提出营销策略实施的保障措施。
[Abstract]:With the rapid development of social economy, the wealth of individuals and families is growing rapidly, which makes the banking industry have to change its current state and shift more attention from enterprises to individuals. Individuals and families are increasingly becoming a target group for banks' wealth management products, which banks see as a must-have market for their growth. At the same time, with China's entry into the WTO, the previous protection mechanisms for domestic banks are no longer effective. More large international banks enter the Chinese market, and they are no longer subject to many restrictions in various areas of business and engage in RMB business. The retail banking business will not be restricted by the region, while the foreign banks have long-term capital market experience, strong capital strength and the most lacking management experience of domestic banks, which will inevitably bring a strong impact to the local commercial banks in China. Based on the research object of Changchun Construction Street Branch of Bank of China, this paper probes into the marketing strategy of personal finance business. As a branch directly affiliated to a provincial branch of a state-owned commercial bank, the construction street branch needs to give full play to its own advantages, sum up and analyze the successful experience and shortcomings in personal finance, and at the same time discover the potential opportunities and possible threats. The development efficiency and quality of personal financial business can be improved by adopting effective marketing strategy and competitive means. And through the targeted financial services can further enhance the trust and loyalty of customers, more important to promote the Bank of China brand communication. This paper is divided into four chapters. In the first chapter, the background of the topic is expounded, and the development trend of personal finance business and the necessity of the research on the marketing strategy of BOC Construction Street Branch are discussed. The second chapter is the analysis of the current situation of personal finance business marketing of Bank of China Construction Street Branch, summarizes the current marketing situation and existing problems. The third chapter analyzes the marketing environment of personal finance business of Bank of China Construction Street Branch from the macro and micro levels, and adopts the internationally accepted SWOT analysis method. This paper systematically analyzes the advantages, disadvantages, opportunities and threats of Bank of China Construction Street Branch for personal finance marketing. The fourth chapter combines the actual situation of Bank of China Construction Street Branch to make the corresponding market positioning and marketing combination strategy choice, and puts forward the safeguard measures of the implementation of the marketing strategy.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2;F274

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