南昌S商业银行个人理财业务营销策略研究
发布时间：2019-04-10 16:48
【摘要】：21世纪以来,中国经济长期保持中高速增长,伴随着人民收入水平持续提升,居民财富不断积累,存款利率市场化改革不断推进,存款余额增速放缓,理财意识也逐步加强,仅仅通过传统储蓄获得利息的单一理财业务无法满足人们多元化的理财业务需求。因此,银行金融机构必须加快转型升级,不断创新金融服务,不断满足居民理财业务需求。个人理财业务具有较高收益和较低风险,已经得到人们越来越多的关注,进而促进了国内银行金融机构理财市场快速发展。然而,由于多方面的原因,南昌S商业银行的个人理财业务起步较晚,并没有得到很好的发展,依然处于起步阶段。本文结合本人工作实际,主要采用了理论分析与实践相结合、定性与定量相结合、规范分析和实证分析相结合、案例分析等分析方法,紧紧围绕南昌S商业银行个人理财业务营销策略进行研究。本文总共分五个部分:第一章为导论。主要介绍本文研究的现实背景、研究意义、相关文献综述以及研究内容与方法。第二章为个人理财业务概述及其相关理论。通过文献阅读,综合回顾了与商业银行个人理财业务相关的各种概念与理论。明确了个人理财业务、个人理财产品等概念,梳理了国内外金融机构个人理财业务发展历程,总结了个人理财营销理论发展情况,梳理了STP、4P等个人理财业务营销相关理论。第三章为南昌S商业银行个人理财业务营销情况分析。通过实地调研,回顾了南昌S商业银行发展历程,分析了南昌S商业银行发展现状。重点分析南昌S商业银行个人理财业务营销情况,采用问卷调查的方法,分析南昌S商业银行个人理财业务发展营销情况、存在的主要问题以及主要原因。分析发现:南昌S商业银行个人理财业务营销总体态势是好的,但是个人理财业务存在品种少、收益低、创新低、宣传手段单一和人才严重缺乏等问题,主要是因为银行重视程度不够、缺乏有效的客户关系管理系统支持和利率管制制约等。第四章为对南昌S商业银行发展个人理财业务进行SWOT分析。包括南昌S商业银行的优势、劣势、机会和威胁。第五章为南昌S商业银行个人理财业务营销策略。主要从产品策略、定价策略、渠道策略和促销策略四个方向提出对策。
[Abstract]:Since the 21st century, China's economy has maintained medium-and high-speed growth for a long time. With the continuous improvement of the people's income level, the accumulation of residents' wealth, the market-oriented reform of deposit interest rates has been continuously promoted, the growth rate of deposit balances has slowed down, and the awareness of financial management has The single financial management business which only obtains interest through the traditional savings can not meet the diversified demand of people's financial management business. Therefore, banks and financial institutions must accelerate the transformation and upgrade, constantly innovate financial services, constantly meet the needs of financial services. Personal finance business has been paid more and more attention because of its high income and low risk, which has promoted the rapid development of financial market of domestic banks and financial institutions. However, due to various reasons, Nanchang S Commercial Bank's personal finance business started relatively late, did not get a good development, is still in the initial stage. Based on my practical work, this paper mainly adopts the methods of combining theoretical analysis with practice, qualitative and quantitative analysis, normative analysis and empirical analysis, case analysis and so on. Closely around Nanchang S commercial bank personal finance business marketing strategy research. This paper is divided into five parts: the first chapter is the introduction. This paper mainly introduces the practical background, significance, literature review, research contents and methods. The second chapter is an overview of personal finance business and its related theories. Through literature reading, this paper reviews all kinds of concepts and theories related to the personal finance business of commercial banks. This paper clarifies the concepts of personal financial services, personal financial products, combs the development of personal financial services of domestic and foreign financial institutions, summarizes the development of personal financial marketing theory, and combs the marketing related theories of personal financial services such as STP,4P. The third chapter is Nanchang S commercial bank personal finance business marketing situation analysis. Through on-the-spot investigation, this paper reviews the development course of Nanchang S Commercial Bank, and analyzes the present situation of Nanchang S Commercial Bank. This paper mainly analyzes the marketing situation of Nanchang S commercial bank's personal financial management business, and analyzes the development and marketing situation of Nanchang S commercial bank's personal financial management business with the method of questionnaire survey, the main problems existing and the main reasons. It is found that the overall marketing situation of Nanchang S commercial bank's personal finance business is good, but there are few kinds of personal finance business, low income, new low, single propaganda means and serious lack of talents, and so on. It is mainly due to the lack of effective customer relationship management system support and interest rate regulation and so on. The fourth chapter is the development of Nanchang S commercial bank personal financial services SWOT analysis. Including Nanchang S Commercial Bank strengths, weaknesses, opportunities and threats. The fifth chapter is the marketing strategy of Nanchang S commercial bank personal finance business. Mainly from the product strategy, pricing strategy, channel strategy and promotion strategy four directions put forward countermeasures.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.2;F274
本文编号：2455960
[Abstract]:Since the 21st century, China's economy has maintained medium-and high-speed growth for a long time. With the continuous improvement of the people's income level, the accumulation of residents' wealth, the market-oriented reform of deposit interest rates has been continuously promoted, the growth rate of deposit balances has slowed down, and the awareness of financial management has The single financial management business which only obtains interest through the traditional savings can not meet the diversified demand of people's financial management business. Therefore, banks and financial institutions must accelerate the transformation and upgrade, constantly innovate financial services, constantly meet the needs of financial services. Personal finance business has been paid more and more attention because of its high income and low risk, which has promoted the rapid development of financial market of domestic banks and financial institutions. However, due to various reasons, Nanchang S Commercial Bank's personal finance business started relatively late, did not get a good development, is still in the initial stage. Based on my practical work, this paper mainly adopts the methods of combining theoretical analysis with practice, qualitative and quantitative analysis, normative analysis and empirical analysis, case analysis and so on. Closely around Nanchang S commercial bank personal finance business marketing strategy research. This paper is divided into five parts: the first chapter is the introduction. This paper mainly introduces the practical background, significance, literature review, research contents and methods. The second chapter is an overview of personal finance business and its related theories. Through literature reading, this paper reviews all kinds of concepts and theories related to the personal finance business of commercial banks. This paper clarifies the concepts of personal financial services, personal financial products, combs the development of personal financial services of domestic and foreign financial institutions, summarizes the development of personal financial marketing theory, and combs the marketing related theories of personal financial services such as STP,4P. The third chapter is Nanchang S commercial bank personal finance business marketing situation analysis. Through on-the-spot investigation, this paper reviews the development course of Nanchang S Commercial Bank, and analyzes the present situation of Nanchang S Commercial Bank. This paper mainly analyzes the marketing situation of Nanchang S commercial bank's personal financial management business, and analyzes the development and marketing situation of Nanchang S commercial bank's personal financial management business with the method of questionnaire survey, the main problems existing and the main reasons. It is found that the overall marketing situation of Nanchang S commercial bank's personal finance business is good, but there are few kinds of personal finance business, low income, new low, single propaganda means and serious lack of talents, and so on. It is mainly due to the lack of effective customer relationship management system support and interest rate regulation and so on. The fourth chapter is the development of Nanchang S commercial bank personal financial services SWOT analysis. Including Nanchang S Commercial Bank strengths, weaknesses, opportunities and threats. The fifth chapter is the marketing strategy of Nanchang S commercial bank personal finance business. Mainly from the product strategy, pricing strategy, channel strategy and promotion strategy four directions put forward countermeasures.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.2;F274
【引证文献】
相关硕士学位论文 前1条
1 张航;中国银行Z分行个人理财业务营销策略研究[D];河北金融学院;2018年
，本文编号：2455960
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