吉林银行个人理财产品营销策略研究

发布时间：2018-03-07 01:14

本文选题：个人理财产品　切入点：营销策略　出处：《吉林大学》2014年硕士论文　论文类型：学位论文

【摘要】：在欧美等发达国家，个人理财业务又称为财富管理业务，是目前发达国家商业银行中间业务收入的重要来源之一。个人理财业务是指商业银行为个人客户提供的财务分析、财务规划、投资顾问、资产管理等专业化服务活动。近年来，随着经济的发展和利率市场化改革的不断深入，私人财富日益增长并呈现出集中趋势，人们对于财富的态度、观念和处理方式与过去相比发生了很大的变化，老百姓对于理财的需求日益旺盛。个人理财业务因其批量大、风险低、业务范围广、经营收益稳定等特点，逐渐成为众多银行争夺的焦点和主战场。与此同时，银行服务思维方式逐渐从之前的“以产品为中心”向“以客户为中心”转变。自2008年开始发行个人理财产品以来，吉林银行尽管取得了一些成绩，，积累了一些经验，但在理财产品的营销策略选择及实施、客户细分、品牌体系建设等方面仍存在诸多不足之处。如何更好的塑造理财业务品牌，以创新的营销手段丰富品牌的内涵，进一步扩大品牌的知名度、美誉度和市场影响力，对吉林银行来说具有着非常深刻的意义。本文的写作目的，就是希望通过吉林银行个人理财产品营销现状，找出其中存在的问题并进行原因分析。结合STP战略、4R营销理论提出适合吉林银行个人理财产品营销拓展的战略性建议，并对战略的实施提出具体保障措施。以改善吉林银行个人理财产品营销策略，提升吉林银行市场竞争力。本文主要由四个部分构成：第一部分为绪论，主要对本文的研究背景、研究意义、研究内容以及研究方法进行阐述；第二部分为吉林银行个人理财产品营销现状、存在问题及原因分析，从个人理财产品基本情况、理财产品销售平台及营销渠道、理财产品的营销方案与人力资源配置三大方面进行了介绍，提出吉林银行个人理财产品在营销过程中存在的问题，并对问题的原因进行分析；第三部分提出吉林银行个人理财产品营销的实施策略建议，从市场细分、市场定位、选择目标市场三个步骤进行吉林银行个人理财产品STP战略分析，提出针对理财产品的营销理论选择，即4R营销理论。将吉林银行的个人理财产品营销策略与经典的4R营销理论相结合，提出个人理财产品的关联策略、反应策略、关系营销策略及回报策略；第四部分，提出了营销策略实施的保障措施，即进行个人理财业务的专营化组织架构改革、强化理财业务运营机制及制度建设、建立客户信息数据库、设立吉林银行长白山财富俱乐部。
[Abstract]:In developed countries such as Europe and America, personal finance business, also called wealth management business, is one of the important sources of income of commercial banks in developed countries. Financial planning, investment advisory, asset management and other professional service activities. In recent years, with the development of economy and the deepening of interest rate marketization reform, private wealth is increasing day by day and showing a trend of concentration. People's attitude, concept and treatment of wealth have changed greatly compared with the past. The people's demand for financial management is increasingly strong. Because of its large volume, low risk, wide scope of business and stable operating income, personal finance business has gradually become the focus and main battlefield of many banks. At the same time, The thinking mode of banking service has gradually changed from "product-centered" to "customer-centered". Since 2008, Jilin Bank has accumulated some experience despite its achievements in issuing personal financial products. However, there are still many deficiencies in the selection and implementation of marketing strategy, customer segmentation, brand system construction, etc. How to better shape the financial management business brand and enrich the connotation of the brand with innovative marketing means, Further expanding the brand's popularity, reputation and market influence, Jilin Bank has a very profound significance. The purpose of this paper is to pass Jilin Bank's marketing situation of personal financial products. Find out the existing problems and analyze the reasons. Combining with the STP strategy and 4R marketing theory, this paper puts forward some strategic suggestions suitable for Jilin Bank's personal finance product marketing expansion. In order to improve the marketing strategy of Jilin Bank's personal financial products and enhance the market competitiveness of Jilin Bank, this paper puts forward specific safeguard measures for the implementation of the strategy. This paper is composed of four parts: the first part is the introduction, mainly to the research background, research significance, research content and research methods; the second part is the current situation of Jilin bank personal finance product marketing. The existing problems and reasons are analyzed, including the basic situation of personal financial products, the sales platform and marketing channels of financial products, the marketing plan of financial products and the allocation of human resources. Put forward the Jilin Bank personal financial products in the process of marketing problems, and analyze the causes of the problem; the third part of the Jilin Bank personal financial products marketing implementation strategy recommendations, from the market segmentation, market positioning, Selecting three steps of target market to analyze the STP strategy of Jilin Bank's personal finance product, and putting forward the marketing theory choice for the financial management product. That is, 4R marketing theory. Combining Jilin Bank's personal finance product marketing strategy with the classical 4R marketing theory, this paper puts forward the correlation strategy, reaction strategy, relationship marketing strategy and return strategy of personal financial products. Part 4th, This paper puts forward the guarantee measures for the implementation of marketing strategy, that is, to reform the exclusive organization structure of personal finance business, to strengthen the operation mechanism and system construction of financial management business, to establish customer information database, and to set up Changbai Mountain Fortune Club of Jilin Bank.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.33

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