交通银行J分行个人金融业务营销策略研究

发布时间：2018-05-13 19:42

本文选题：交通银行J分行 + 个人金融业务　；参考：《南京大学》2014年硕士论文

【摘要】：近年来,我国银行业对外资全面的开放,让很多国内商业银行意识到公司类业务已经逐渐进入到了下降的周期,同时也了解到在西方一些商业银行主要是将个人业务作为战略发展的重点。在这种发展背景下,我国的商业银行顺应国际潮流将发展战略转向个人金融业务,进行深度的战略调整,制定出符合自身实际发展情况的个人金融业务营销战略,对于我国银行业,尤其是对于处在体制转型期的我国国有商业银行而言,显得格外的重要。论文作者作为交通银行员工,利用所学的知识、工作经验,结合各种研究方法,从以下方面对交通银行J分行的个人金融业务营销策略进行研究。首先,本文阐述了论文的研究背景、研究目的与意义、研究方法、技术路线以及主要内容等,并采用文献法对国内外该课题研究的基本情况进行了概括。其次,本文对相关的概念和理论进行了概述,主要对个人金融业务营销的内涵、市场营销理论的内涵、银行市场营销理论等进行了归纳总结。第三,本文运用访谈、问卷调查、观察等案例研究方法,对交通银行J分行的个人金融业务营销的现状进行分析,发现了交通银行J分行个人金融业务营销中存在的问题,主要有J分行客户结构不合理,整体层次较低,相关产品种类多,产品缺乏竞争力分行网点的布局不合理,分行营销渠道较少等。最后,本文提出了交通银行J分行个人金融业务的营销策略。J分行应该采用分层次营销策略,包括市场细分、选择重点客户、目标客户群类别的划分和营销策略、实施分层次服务策略等。同时,在分析将个人理财业务作为核心产品的原因的基础上,本文提出J分行应突出理财业务,强化产品组合创新的产品策略,并提出了J分行个人理财业务的具体做法和强化产品的组合创新的对策,以及如何优化网点布局及拓展营销渠道的措施。
[Abstract]:In recent years, the comprehensive opening of China's banking sector to foreign investment has made many domestic commercial banks realize that corporate business has gradually entered a period of decline. At the same time, we also know that some commercial banks in the West mainly focus on personal business as a strategic development. Under this development background, the commercial banks of our country conform to the international trend to turn the development strategy to the personal financial business, carry on the deep strategic adjustment, make out the marketing strategy of personal financial business which accords with their own actual development situation. It is especially important for our banking industry, especially for the state-owned commercial banks in the period of system transformation. As an employee of Bank of Communications, the author makes use of his knowledge, experience and various research methods to study the marketing strategy of personal financial business in J Branch of Bank of Communications from the following aspects. First of all, this paper describes the research background, research purpose and significance, research methods, technical routes and main content, and use the literature method to summarize the basic situation of the research at home and abroad. Secondly, this paper summarizes the related concepts and theories, mainly summarizes the connotation of personal financial business marketing, the connotation of marketing theory, the banking marketing theory and so on. Thirdly, this paper analyzes the current situation of personal financial business marketing in J Branch of Bank of Communications by using the methods of interview, questionnaire and observation, and finds out the problems existing in the marketing of personal financial business in J Branch of Bank of Communications. The main customer structure of J branch is unreasonable, the overall level is low, the related product types are many, the distribution of the product lacks the competitive branch network, the branch marketing channel is less and so on. Finally, this paper puts forward the marketing strategy of personal financial business of J Branch of Bank of Communications. J Branch should adopt hierarchical marketing strategy, including market segmentation, selection of key customers, classification of target customer groups and marketing strategy. Implement hierarchical service strategy and so on. At the same time, on the basis of analyzing the reason of taking personal finance business as the core product, this paper puts forward that J branch should emphasize the financial management business and strengthen the product strategy of product combination innovation. This paper also puts forward the concrete methods of personal finance business in J Branch, the countermeasures of strengthening the combination and innovation of products, and how to optimize the distribution of outlets and expand the marketing channels.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F832.33

【共引文献】