光大银行兰州分行个人理财业务营销策略分析

发布时间：2018-03-31 15:42

本文选题：个人理财业务　切入点：4P营销理论　出处：《兰州大学》2014年硕士论文

【摘要】：近年来,我国个人金融市场发生着日新月异的巨大变革。伴随我国金融市场多层次的快速发展,做为一项重要的新兴业务,理财服务竞争更加激烈,各家商业银行间的产品体系更加多元。特别是时下,个人客户投资理财需求日益旺盛的情况下,各商业银行个人理财业务的发展对优化银行的经营结构、推动金融市场稳定发展起到了积极的作用。因此,对于我国个人理财业务市场营销中的问题进行研究,并提出符合我国商业银行个人理财业务发展的营销策略,对于推动银行个人理财业务甚至整个金融市场理财业务的稳定发展都将起到积极意义。光大银行兰州分行自成立以来,一直重视理财业务的发展,但该企业在发展中,竞争对手的强势策略,自身理财产品不健全,客户发展结构不合理,销售渠道效率低等问题逐步显现,已经严重制约了改企业理财服务的发展。因此,本文通过对光大银行兰州分行现状分析、对比指出其发展个人理财业务营销中存在的问题,并提出相应的对策,将对商业银行理财服务发展具有重要的现实意义。在研究的过程中本文收集了大量的数据来进行光大银行兰州分行与省内兄弟行和同业之间的对比,同时采用了SWOT分析法,通过与省内同行的对比总结出了光大银行兰州分行在发展个人理财业务营销方面的优势、劣势,并结合当前光大银行兰州分行所处的经济和金融环境,分析了发展个人理财业务营销的机会和威胁。根据分析,本位确立了光大银行兰州分行改进自身缺陷,改善理财服务发展的两大策略,STP战略支持和营销策略,并通过四大有效实施保障措施,即健全销售队伍约束激励机制、强化专业营销队伍建设、做好技术支撑工作,优化业务和管理系统和加强风险控制管理工作几项措施作为保障。来实现企业改进策略的实施。科学的营销策略对企业进一步发展,取得竞争优势至关重要,研究和探讨这些问题不仅对光大银行兰州分行的稳健发展具有重要意义,同时,也期望能为遇到相应问题的商业银行提供一些思路和参考。
[Abstract]:In recent years, the personal financial market of our country is changing with each passing day.With the rapid development of financial market in China, as an important new business, the competition of financial services is more fierce, and the product system among commercial banks is more diversified.Especially nowadays, with the increasing demand of individual clients' investment and financial management, the development of individual financial services of commercial banks has played a positive role in optimizing the management structure of banks and promoting the stable development of financial markets.Therefore, this paper studies the problems in the marketing of personal finance business in our country, and puts forward some marketing strategies which are in line with the development of personal finance business of commercial banks in our country.It will play a positive role in promoting the steady development of bank personal finance business and even the whole financial market.Since the establishment of Lanzhou Branch of Everbright Bank, it has always attached importance to the development of financial management business. However, in the development of the enterprise, the strong strategy of its competitors, its own financial management products are not perfect, and the structure of customer development is unreasonable.The problems of low efficiency of sales channels gradually appear, which has seriously restricted the development of financial services.Therefore, by analyzing the present situation of Lanzhou Branch of Everbright Bank, this paper points out the problems existing in the development of personal finance business marketing, and puts forward corresponding countermeasures, which will be of great practical significance to the development of financial services of commercial banks.In the course of the research, this paper collects a lot of data to carry out the comparison between the Lanzhou Branch of Everbright Bank and its brothers and peers in the province. At the same time, the SWOT analysis method is used.Through the comparison with counterparts in the province, this paper sums up the advantages and disadvantages of Lanzhou Branch of Everbright Bank in developing personal finance business marketing, and combines the current economic and financial environment of Lanzhou Branch of Everbright Bank.This paper analyzes the opportunities and threats of developing personal finance business marketing.According to the analysis, the standard has established two strategies of improving the defects of Lanzhou Branch of Everbright Bank, improving the development of financial services, namely, STP strategic support and marketing strategy, and through the four effective implementation of safeguard measures, that is, improve the incentive mechanism of sales force restraint.Strengthen the construction of professional marketing team, do a good job of technical support, optimize the business and management system and strengthen the risk control and management measures as a guarantee.To achieve the implementation of enterprise improvement strategy.Scientific marketing strategy is of great importance to the further development of enterprises and the gain of competitive advantage. To study and discuss these problems is not only of great significance to the steady development of Lanzhou Branch of Everbright Bank, but also of great significance to the steady development of Lanzhou Branch of Everbright Bank.Also expect to meet the corresponding problems of commercial banks to provide some ideas and references.
【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;F274

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