招商银行兰州分行个人理财产品营销研究

发布时间：2018-01-12 17:29

本文关键词：招商银行兰州分行个人理财产品营销研究　出处：《兰州大学》2014年硕士论文　论文类型：学位论文

【摘要】：近几年来,随着我国改革开放不断深化,经济社会高速发展,我国已经成为仅次于美国的世界第二大经济体。居民生活水平有了显著提高,我国也成为世界上居民储蓄与储蓄率最高的国家。招商银行兰州分行虽然最早在兰州地区推出了第一款个人理财产品,但是随着其他商业银行先后开展个人理财业务以及“余额宝”、“微信理财通”等网络理财产品对招行兰州分行理财市场的冲击,个人理财市场的竞争愈演愈烈。本文以招商银行兰州分行为研究对象,收集了分行大量实际数据和资料,通过与同行业在个人理财产品的对比,分析了招行兰州分行个人理财产品的现状,找出了在个人理财产品营销中存在的问题及原因。针对这些问题,从风险控制、产品创新、完善销售渠道、细分理财市场和培养专业化理财人员提出了切实可行的营销策略。本文结合招行兰州分行内部环境与外部环境,对招行及其他商业银行在个人理财产品的营销策略都具有一定的借鉴和指导意义,可作为今后招行个人理财业务的有效开展业务、提升产品竞争力的参考。
[Abstract]:In recent years, with the deepening of China's reform and opening up and the rapid economic and social development, China has become the world's second largest economy after the United States. China has also become the world's highest savings and savings rate of the country. China Merchants Bank Lanzhou Branch although the first launched in Lanzhou area of personal financial products. However, with other commercial banks have launched personal finance business, as well as "Yu'e Bao", "WeChat Financial Communications" and other network financial products to China Mobile Lanzhou Branch financial market impact. The competition in the personal finance market is becoming increasingly fierce. This paper takes Lanzhou Branch of China Merchants Bank as the research object, collects a large number of actual data and data of the branch, and analyzes the current situation of personal financial products of Lanzhou Branch of China Merchants Bank through the comparison with the personal financial products in the same industry. To find out the problems and reasons in the marketing of personal financial products. In view of these problems, from the risk control, product innovation, improve sales channels. The paper puts forward feasible marketing strategies to subdivide financial market and train professional financial management personnel. This paper combined with the internal and external environment of Lanzhou Branch of China Merchants Bank and other commercial banks in personal financial products marketing strategies have a certain reference and guidance. It can be used as a reference for the effective development of personal finance business and the promotion of product competitiveness.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.2

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