G银行湖墅支行个人中高端客户理财业务营销策略研究

发布时间：2019-03-29 18:52

【摘要】：近年来,随着商业银行创新步伐的加快和业务改革的深入,个人金融业务特别是个人中高端客户,成为了各商业银行激烈争夺的焦点,而个人理财业务自然成为金融机构争夺中高端客户的重要抓手。但是,总体而言,我国的商业银行理财业务营销仍停留在初级阶段,目前商业银行个人中高端客户忠诚度不高、银行间流动频繁、综合贡献度低等问题,需要我们切实转变观念,加快自身改革和发展,也就很有必要重新审视和探讨银行理财业务营销策略。笔者一直供职于一家大型国有商业银行基层支行,从事零售业务十五年,本文以G银行湖墅支行为研究样本,借鉴国外银行中高端客户理财业务的先进经验,并结合支行实际,通过明确市场细分、准确市场定位,运用大数据,设计营销组合策略,做好新目标客户的拓展和存量客户的深入挖掘,来解决中高端客户营销过程中的上述相关问题,以促进个人理财业务的发展,这对于我国商业银行理财业务朝着综合化方向迈进,有着十分重要的意义。
[Abstract]:In recent years, with the acceleration of the pace of innovation and the deepening of business reform in commercial banks, personal financial business, especially individual middle and high-end customers, has become the focus of fierce competition among commercial banks. And the personal finance business naturally becomes the financial institution to compete for the middle and high-end customer's important hand. However, in general, the financial management marketing of commercial banks in China is still in the initial stage. At present, the loyalty of individual middle and high-end customers of commercial banks is not high, inter-bank flows are frequent, and the degree of comprehensive contribution is low, and so on. It is necessary for us to change our ideas and speed up our own reform and development, so it is necessary to re-examine and explore the marketing strategy of bank financial management business. The author has been working at the grass-roots branch of a large state-owned commercial bank and engaged in retail business for 15 years. This paper takes G bank Hushu branch as a research sample, draws lessons from the advanced experience of high-end customers' financial management business in foreign banks, and combines the reality of the branch bank. Through clear market segmentation, accurate market positioning, using big data, design marketing mix strategy, do a good job in the expansion of new target customers and in-depth mining of stock customers, to solve the above-mentioned problems in the marketing process of middle and high-end customers. In order to promote the development of personal financial services, it is of great significance for China's commercial banks to step forward in the direction of integration.
【学位授予单位】：浙江工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2

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