浦发CNNZ支行个人理财产品营销策略研究

发布时间：2018-06-13 21:30

本文选题：浦发CNNZ支行 + 个人理财产品　；参考：《重庆大学》2015年硕士论文

【摘要】：近年来,我国商业银行个人理财产品迅猛发展,但随着以“余额宝”为代表的互联网金融的发展、外资银行的大量涌入,现有个人理财产品的市场竞争日益加剧,在此背景下,浦发银行CNNZ支行的个人理财产品销售出现下滑,市场份额被稀释,浦发CNNZ支行应采取何种营销策略,以保障本支行个人理财产品持续快速增长,成为本文研究的主要课题。首先,本文对市场营销和个人理财的相关理论和国内外研究成果进行了系统研究和全面梳理。其次,本文通过相关数据展现了浦发银行CNNZ支行的个人理财产品营销现状。之后,本文在市场营销4P、4C、4R、7Ps理论基础上,对浦发CNNZ支行个人理财产品营销进行了分析,在明确了本支行的优势、机遇、挑战后,重点分析了该支行在个人理财产品营销中存在的问题,并从4P(产品、渠道、促销、价格)+S(理财服务)R(银行信誉与风险控制)T(理财规划师团队)P(客户细分定位)营销策略角度,对浦发银行CNNZ支行个人理财产品营销提出,丰富个人理财产品、优化个人理财收益,创新渠道、形成网上营销和网点营销相结合的立体化营销体系,增加短信、微博、微信等宣传推广方式,提供个性化、有特色、全面的一揽子个人金融理财服务,加强个人理财产品的信息披露与风险控制,加强个人金融理财师团队建设,对个人理财客户进行细分定位,并提供差异化的产品和服务等具体建议。
[Abstract]:In recent years, the personal financial products of commercial banks in China have developed rapidly. However, with the development of Internet finance represented by Yu'e Bao and the influx of foreign banks, the market competition of the existing personal financial products is becoming increasingly fierce. The sales of personal financial products of CNNZ branch of Pudong Development Bank has declined and the market share has been diluted. What kind of marketing strategy should be adopted by CNNZ branch of Pudong Development Bank in order to ensure the sustained and rapid growth of personal financial products of this branch, which has become the main research topic of this paper. First of all, this paper systematically studies the relevant theories of marketing and personal finance and domestic and foreign research results. Secondly, this paper shows the marketing status of CNNZ branch of Pudong Development Bank through relevant data. Then, on the basis of the theory of marketing 4PX 4CX 4RN 7Ps, this paper analyzes the marketing of personal financial products of Pufa CNNZ branch. After defining the advantages, opportunities and challenges of this branch, This paper mainly analyzes the problems existing in the marketing of personal financial products, and from the point of view of 4P (product, channel, promotion, price) S (bank reputation and risk control) (bank reputation and risk control), To the marketing of personal financial products of CNNZ branch of Pudong Development Bank, enrich personal financial products, optimize the income of personal finance, innovate channels, form a three-dimensional marketing system combining online marketing with network marketing, increase short message, Weibo, WeChat and other propaganda and promotion methods to provide personalized, characteristic, comprehensive package of personal financial services, strengthen the information disclosure and risk control of personal financial products, and strengthen the team building of personal financial planner, To the personal financial customer subdivision positioning, and provide differentiated products and services and other specific recommendations.
【学位授予单位】：重庆大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2;F274

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