民生银行杭州分行个人理财业务营销策略研究

发布时间：2018-02-09 18:39

本文关键词： 商业银行个人理财营销策略　出处：《哈尔滨理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：在商业银行众多的对公对私业务之中,个人理财一直是属于金字塔顶尖的存在。近些年来,国内居民的财富日益积累和增加,导致了人们对银行个人理财业务的需求越来越多样化。商业银行想要得到更多的客户群和利润,其业务向个人理财方向转变,毋庸置疑地成为一种趋势。随着经济的飞速发展,个人理财在我国发展很快,进步明显。在民生银行率先推出个人理财业务之后,很多商业银行相继推出了个人理财业务,推动了个人理财业务在我国的快速发展。目前,我国的个人理财业务已经在北京、广州、上海等一线城市取得很大成功。民生银行杭州分行作为区域性商业银行,自成立以来取得了长足的发展和进步,目前也逐步开展了各项个人理财业务,因此,找出适合商业银行个人理财业务发展对策的重要性不言而喻。本文在研究过程中将民生银行杭州分行作为蓝本,并充分利用个人理财以及战略管理等相关理论,对民生银行杭州分行的内外部发展环境进行分析,进而对银行所面临的机遇、威胁、优势和劣势进行深入的研究,同时将银行进行的个人理财业务的SWOT分析作为依据,提出了银行营销策略,主要包括： (1)对中外银行的个人理财现状及存在问题、机遇、威胁及未来形势做出了一系列剖析,在此基础上,根据国外先进的银行有关该业务的实施策略,对国内银行个人理财存在的不足及应学习的方面做出了明确的指示。(2)通过运用SWOT分析对该行的个人理财业务进行了深入研究。对中外银行的个人理财状况、不足、威胁及未来形势做出了一系列剖析,在此基础上,提出了相应的战略方案。 (3)制定了一系列民生银行杭州分行发展个人理财业务对策。提出了民生杭州分行个人理财业务改进的营销组合策略,包括产品策略、服务策略、促销策略、渠道策略以及人才策略等。
[Abstract]:Among the numerous private to public businesses of commercial banks, personal finance has always been at the top of the pyramid. In recent years, the wealth of domestic residents has accumulated and increased day by day. Commercial banks want to get more customers and profits, their business to the direction of personal finance has undoubtedly become a trend. With the rapid development of the economy, Personal finance has developed rapidly in our country and has made remarkable progress. After Minsheng Bank took the lead in launching personal finance business, many commercial banks have launched personal finance business one after another, which has promoted the rapid development of personal finance business in our country. At present, China's personal finance business has achieved great success in Beijing, Guangzhou, Shanghai and other first-tier cities. As a regional commercial bank, Minsheng Bank Hangzhou Branch has made great progress since its establishment. At present, the personal finance business has been developed gradually, therefore, the importance of finding out suitable personal finance business development countermeasures for commercial banks is self-evident. In the course of the research, this paper takes the Hangzhou Branch of Minsheng Bank as a blueprint. And make full use of relevant theories, such as personal finance and strategic management, to analyze the internal and external development environment of Minsheng Bank Hangzhou Branch, and then make a deep study of the opportunities, threats, strengths and weaknesses faced by banks. At the same time, based on the SWOT analysis of personal finance business carried out by banks, this paper puts forward bank marketing strategies, including: 1) making a series of analysis on the present situation, problems, opportunities, threats and future situation of personal finance of Chinese and foreign banks. On this basis, according to the foreign advanced banks about the implementation of the business strategy, This paper makes a clear instruction on the deficiency of personal finance in domestic banks and the aspects that should be learned. (2) through the use of SWOT analysis, the author makes a deep study on the personal finance business of the bank, and makes a deep research on the situation of personal finance of Chinese and foreign banks. On the basis of a series of analyses of the threat and the future situation, This paper puts forward the corresponding strategic plan. (3) it formulates a series of countermeasures for the development of personal finance business in Hangzhou branch of Minsheng Bank, and puts forward the marketing mix strategy of personal finance business improvement of people's livelihood Hangzhou Branch, including product strategy, service strategy, etc. Promotion strategy, channel strategy and talent strategy.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F832.2

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