工行宝清支行个人理财业务营销策略研究

发布时间：2018-06-29 03:10

本文选题：工商银行 + 个人理财业务　；参考：《哈尔滨理工大学》2017年硕士论文

【摘要】：随着我国经济的持续增长,居民财富的不断增加,居民实现个人资产保值、增值的想法日益强烈,于是许多人将目光放在了个人理财产品上,这就使得我国商业银行个人理财业务得到了飞速的发展。2012年我国商业银行发行个人理财产品21251款,发行规模达到24.71万亿元人民币,较2011年增长了45.44%。个人理财产品也逐渐从低水平的同质产品竞争转变为创新能力的竞争。尤其是随着“余额宝”等互联网理财产品的崛起,使得传统商业银行更是面临着前所未有的机遇与挑战。正是因为看准了个人理财客户群体庞大,市场需求巨大,发展潜力无限,所以各家商业银行纷纷出招,试图通过丰富理财产品种类,提升发行速度,拓展发行渠道,争取在个人理财市场中占据一席之地。本文首先分析了中国工商银行个人理财业务现状,然后运用企业战略管理、市场营销的基本理论和方法,分析了工行宝清支行个人理财业务营销现状,并对工行宝清支行个人理财产品营销中存在的问题进行了研究。运用SWOT分析法,得出工行宝清支行个人理财业务目前所具有的优势、劣势、机会和威胁。针对所存在的问题,本文运用确定目标市场、市场细分的方法,设计了工行宝清支行个人理财产品营销组合策略,包括产品、客户价值管理、服务渠道创新和促销策略等。最后,对前面提到的营销策略提出如何进行营销风险控制。本文以工行宝清支行为研究对象,以探索切实可行的个人理财营销策略为目标,通过深入分析该行个人理财业务营销现状和存在的问题,在产品创新、客户管理策略、服务渠道创新和促销策略四个方面提出了改进工行宝清支行个人理财产品营销策略的建议。通过加强个人理财产品营销,深入开发宝清地区个人客户市场,培育优质个人客户群体,改变以利差收入为主的增长方式,改善业务结构,实现收入多元化,扩大市场份额、获得更大利润,增强市场竞争力。把完整的营销理论应用到实际工作当中,为确保工行宝清支行在金融业的大竞争中立于不败之地保驾护航。本文旨在运用企业战略管理、市场营销的基本理论和方法分析工行宝清支行个人理财业务现状以及在产品营销过程中存在的问题。通过确定目标市场、市场细分和定位,摸索出适合工行宝清支行现状的个人理财营销组合策略,为工行宝清支行拓展个人客户市场,培育优质个人客户群体提供具有可操作性,并且行之有效的营销建议。
[Abstract]:With the continuous growth of our economy and the increasing wealth of the residents, the idea of the residents to maintain the value of their personal assets and to increase their value has become increasingly strong, so many people have focused their attention on personal financial products. In 2012, 21251 items of personal financial products were issued by commercial banks in China, with the issuance scale reaching 24.71 trillion yuan, an increase of 45.44 yuan compared with 2011. Personal financial products are gradually changing from low-level homogeneous product competition to innovation ability competition. Especially with the rise of Internet financing products such as Yu'e Bao, traditional commercial banks are facing unprecedented opportunities and challenges. It is precisely because of the large number of personal financial management clients, the huge market demand, and the limitless development potential, commercial banks have made moves one after another to try to expand the distribution channels by enriching the variety of financial products, promoting the speed of issuance, and expanding the distribution channels. Strive for a place in the personal finance market. This paper first analyzes the current situation of ICBC's personal finance business, and then analyzes the current situation of ICBC's Baoqing Branch's personal finance business marketing by using the basic theories and methods of enterprise strategic management and marketing. The problems in the marketing of personal financial products of Baoqing Branch of ICBC are also studied. SWOT analysis method is used to obtain the advantages, disadvantages, opportunities and threats of Baoqing Branch of ICBC. Aiming at the existing problems, this paper uses the method of determining the target market and subdividing the market to design the marketing combination strategy of the personal financial products of Baoqing Branch of ICBC, including product, customer value management, service channel innovation and promotion strategy, etc. Finally, how to control the marketing risk is put forward to the marketing strategy mentioned above. This article takes the ICBC Baoqing branch behavior research object, in order to explore the feasible personal finance marketing strategy as the goal, through the thorough analysis bank personal finance service marketing present situation and the existence question, in the product innovation, the customer management strategy, Four aspects of service channel innovation and promotion strategy are put forward to improve ICBC Baoqing Branch personal Financial Product Marketing Strategy. By strengthening the marketing of personal financial products, deeply developing the market of individual customers in Baoqing, cultivating the group of high quality individual customers, changing the growth mode of interest income, improving the business structure, realizing the diversification of income and expanding the market share, Get bigger profit, enhance market competition ability. In order to ensure the ICBC Baoqing Branch to be in an invincible position in the great competition of the financial industry, the complete marketing theory is applied to the practical work. The purpose of this paper is to analyze the current situation of the personal finance business of Baoqing Branch of ICBC and the problems existing in the process of product marketing by using the basic theories and methods of enterprise strategic management and marketing. By determining the target market, market segmentation and positioning, the author tries to find out a combination strategy of personal financial management and marketing suitable for the current situation of Baoqing Branch of ICBC, which can provide maneuverability for ICBC Baoqing Branch to expand the individual customer market and cultivate high-quality individual customer group. And effective marketing advice.
【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】：2017
【分类号】：F832.2;F274

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