交通银行总行企业年金业务营销策略研究

发布时间：2018-04-15 11:32

本文选题：交通银行 + 企业年金业务　；参考：《南昌大学》2014年硕士论文

【摘要】：企业年金作为我国多层次养老保障体系的重要组成部分，近几年得到了快速发展。各商业银行等金融机构高度重视，企业年金业务市场竞争异常激烈。原先具有一定市场发言权的机构：比如：交通银行、招商银行、平安养老，，这几年发展极其困难，频频被工商银行、建设银行和国寿养老夺取客户。交通银行是全国第一批获得企业年金业务账户管理人和托管人资格的金融机构，但近年来年金业务发展遇到了巨大挑战。本文以交通银行总行企业年金业务为研究对象，首先对企业年金业务国内外相关理论及研究现状予以综述；其次，分析了交通银行总行企业年金业务营销管理现状；再次，对交通银行总行年金业务营销策略选择的SWOT进行分析，发现交通银行总行年金业务的优势、劣势、机会、威胁；最后，研究提出交通银行总行企业年金业务营销策略及其实施的保障措施。本文通过对交通银行总行企业年金业务营销策略的研究，对该行年金业务营销具有重要的现实意义，同时也可以为其他机构的年金业务营销提供借鉴。
[Abstract]:As an important part of the multi-level pension system in China, enterprise annuity has developed rapidly in recent years.Commercial banks and other financial institutions attach great importance to the enterprise annuity business market competition is extremely fierce.The institutions with certain market voice: bank of Communications, China Merchants Bank, Ping an Pension Fund, these years development is extremely difficult, frequently by the Industrial and Commercial Bank, Construction Bank and National Insurance to seize customers.The Bank of Communications is the first financial institution to obtain the qualification of manager and custodian of enterprise annuity business in China, but in recent years, the development of annuity business has met with great challenges.This article takes the enterprise annuity business of the head office of the Bank of Communications as the research object, first of all, summarizes the relevant theories and research status of the enterprise annuity business at home and abroad; secondly, analyzes the marketing management status of the enterprise annuity business of the head office of the Bank of Communications; thirdly,Based on the analysis of SWOT, the author finds out the advantages, disadvantages, opportunities and threats of the annuity business in the head office of Bank of Communications.This paper puts forward the marketing strategy of enterprise annuity business of Bank of Communications and the guarantee measures of its implementation.Through the research on the marketing strategy of the pension business in the head office of Bank of Communications, this paper has important practical significance for the annuity business marketing of the Bank of Communications, and can also provide reference for the annuity business marketing of other organizations.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.33;F842.6

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