基于生命周期理论的CQ银行个人理财产品营销策略研究

发布时间：2018-01-23 00:59

本文关键词： 生命周期理论商业银行个人理财营销　出处：《重庆理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：个人理财是推动经济发展、增加社会福利的重要手段。伴随着社会主义市场经济的持续发展和国民收入的不断增加，，个人理财需求越来越旺盛，个人理财业务也越来越受到商业银行的重视。各大银行不断推出个人理财产品，优化升级个人理财服务，以便在白热化的竞争中占据一席之地。在此背景下，CQ银行于近几年开始展开个人理财业务。想要在日益激烈的市场竞争中取胜，营销是企业经营的重要一环，关系到企业的生存发展；个人理财产品的营销是关系到银行形象、银行效益和银行发展战略的重要问题。而制定正确的营销战略，需要以先进的理论为指导。生命周期理论认为客户会根据一生的收支状况来统筹安排各个阶段的支出和储蓄，以使得整个生命过程的财务状况平衡稳定，获得一生效用的最大化。在国外，该理论已经在个人理财领域得到广泛的应用；在国内，生命周期理论也逐渐得到理财机构的重视。本文以CQ银行个人理财产品营销为研究对象，引入金融服务业基本分析框架生命周期理论，主要运用定性分析法，并结合举例论证法，来探索CQ银行的营销策略。文章首先对生命周期理论进行了回顾，并总结了营销基本理论；紧接着从实际出发，论述了CQ银行个人理财业务的现状和发展历程，着重分析了目前存在的问题。在理论和现实基础上，从客户分类、产品设计、具体营销等方面给出建议。最后，从理论运用、人才开发、组织建设和环境创建等方面给出了保障营销策略实施的举措。在金融市场日益繁荣的今天，本文的研究有利于个人理财者享受到更优质的理财服务，降低理财风险；有助于CQ银行认识到自身在个人理财业务中存在的不足，及时改进策略，建立良好的客户关系；也有利于健全商业银行的营销体系和营销机制，提高商业银行的竞争能力，促进金融业的良性发展。
[Abstract]:Personal finance is an important means to promote economic development and increase social welfare. With the sustainable development of socialist market economy and the increasing of national income, the demand for personal finance is more and more vigorous. Personal finance business is also more and more valued by commercial banks. Major banks continue to introduce personal financial products, optimize and upgrade personal financial services in order to occupy a place in the white-hot competition. CQ Bank in recent years began to personal finance business. To win in the increasingly fierce market competition, marketing is an important part of enterprise management, related to the survival and development of enterprises; The marketing of personal financial products is an important issue related to the image of the bank, the efficiency of the bank and the development strategy of the bank. Under the guidance of advanced theory, the life cycle theory holds that the client will arrange the expenditure and savings of each stage according to the income and expenditure status of the whole life, in order to make the financial situation of the whole life process balanced and stable. In foreign countries, the theory has been widely used in the field of personal finance; In our country, life cycle theory has been paid more and more attention by financial institutions. In this paper, CQ bank personal finance product marketing as the research object, the introduction of the financial services industry basic analysis framework life cycle theory. This paper mainly uses qualitative analysis method and case study method to explore the marketing strategy of CQ bank. Firstly, the article reviews the life cycle theory and summarizes the basic marketing theory. Then from the practical point of view, this paper discusses the current situation and development process of CQ bank's personal finance business, focusing on the analysis of the existing problems. On the basis of theory and reality, from customer classification, product design. Finally, the measures to ensure the implementation of marketing strategy are given from the aspects of theory application, talent development, organization construction and environment creation. In today's financial market prosperity, the study of this paper is conducive to personal wealth managers to enjoy better financial services, reduce financial risks; It is helpful for CQ bank to realize its shortcomings in personal finance business, improve its strategy in time, and establish good customer relationship. It also helps to perfect the marketing system and marketing mechanism of commercial banks, improve the competitiveness of commercial banks, and promote the benign development of the financial industry.
【学位授予单位】：重庆理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.33;F832.2;F274

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