浅析商业银行个人理财产品发展现状及其营销策略

发布时间：2018-05-24 06:32

本文选题：商业银行 + 理财产品　；参考：《商场现代化》2016年24期

【摘要】：随着我国经济的快速发展和居民收入水平的持续提高,居民手中持有的可支配的财富不断得到积累,对资产保值增值的需求日益旺盛,个人理财意识强烈,为我国商业银行开发理财产品提供了广阔的市场。且由于近年来存贷利差的不断缩窄给银行带来经营压力,促使银行将理财产品业务作为优化收益结构、拓宽中间业务创收渠道的重点,使得理财产品在发行数量和发行规模上屡创新高。然而随着理财产品业务的不断发展创新,商业银行理财产品营销运行中也出现许多问题,这给理财市场的未来持续发展带来了挑战。本文通过分析目前我国商业银行个人理财产品的发展现状及存在的问题,运用市场营销理论为商业银行理财产品的营销策略提供了相应的优化建议。从而有利于促进商业银行个人理财产品的发展与完善,提高其市场竞争力,同时对理财产品的营销规划也具有借鉴意义。
[Abstract]:With the rapid development of our economy and the continuous improvement of the income level of the residents, the disposable wealth held by the residents has been accumulated constantly, the demand for maintaining and increasing the value of assets has become increasingly exuberant, and the awareness of personal financial management is strong. For our commercial banks to develop financial products to provide a broad market. In recent years, the narrowing of deposit and loan interest rate has brought the operation pressure to the bank, which urges the bank to take the financial product business as the key point to optimize the income structure and widen the income channel of the intermediate business. So that financial products in the number and size of issuance repeatedly hit new heights. However, with the continuous development and innovation of the business of financial products, there are many problems in the marketing of financial products in commercial banks, which brings challenges to the sustainable development of the financial management market in the future. Based on the analysis of the current situation and problems of the personal financial products of commercial banks in China, this paper provides the corresponding optimization suggestions for the marketing strategies of the financial products of commercial banks by using the marketing theory. Therefore, it is helpful to promote the development and perfection of personal financial products of commercial banks, to improve their market competitiveness, and to use for reference the marketing planning of financial management products.
【作者单位】：中国农业大学烟台研究院;
【分类号】：F832.2

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