GF银行理财产品营销策略的制定与保障

发布时间：2018-07-02 13:33

本文选题：银行 + 理财产品　；参考：《东北大学》2014年硕士论文

【摘要】：随着我国经济的快速发展,居民的可支配收入大幅增加,理财意识逐步提升,如何理财成为了人们所关注的热点问题,银行个人理财业务迎来了春天。与此同时,各家银行,包括大型国有银行、股份制商业银行、外资银行甚至城商行都纷纷杀入个人理财业务市场,竞争强度逐渐提升。在严峻的市场形势下,GF银行要想保持在个人理财市场中的竞争优势,维持并提高自身的理财市场份额和利润所得,就必须调整自身的理财产品营销策略。本课题以理财市场为研究背景,以GF银行理财产品营销为研究对象,通过营销理论与GF银行实际营销情况相结合的方式,为GF银行制定了全面的、系统的营销策略和营销保障措施。首先,本文概述了商业银行理财产品的情况,包括银行理财产品的含义、种类、商业银行银行销售理财产品的利弊以及我国商业银行理财产品的历史沿革与发展现状·等。然后,本文对GF银行及其理财产品进行了介绍。再次,本文对与GF银行理财产品营销的内外部环境进行了分析。指出其在经济、社会和技术环境中面临的机会,以及在政治环境和市场环境中面临的威胁。并重点对于GF银行理财产品营销内部环境的分析,提出GF银行所具有的优势和劣势。GF银行要想在竞争加剧的情况下充分发挥其优势,必须重新进行营销定位,将目标市场定位于中端及以上的客户群体。GF银行应该利用自己的营销优势持续吸引和拓展中端客户群体形成稳定的客户源的同时,利用高品质的服务与他行争夺高端客户。在以上一系列分析的基础上,本文提出了适应GF银行自身的五个方面的理财产品营销策略,包括客户满意策略、产品策略、价格策略、渠道策略、促销策略,并提出了具体的营销措施。最后,本文提出了人力资源开发与管理、信息技术保障和理财产品营销中的风险管理三项市场营销的保障措施。希望本文,对GF银行理财产品市场营销工作有所启发,为GF银行提高市场占有率,持续健康发展起到一定帮助。同时,也希望能为广大居民理性理财寻找到更多渠道。
[Abstract]:With the rapid development of our country's economy, the disposable income of the residents has increased substantially, and the financial management consciousness has been gradually raised. How to manage the money has become a hot issue that people pay attention to, and the personal finance business of the bank has ushered in the spring. At the same time, various banks, including large state-owned banks, joint-stock commercial banks, foreign banks and even city commercial banks have one after another into the market of personal finance business, gradually increasing the intensity of competition. In order to maintain its competitive advantage in the personal finance market and to maintain and improve its financial market share and profit income, GF Bank must adjust its own marketing strategy of financial products under the severe market situation. This topic takes the financial management market as the research background, takes the GF bank financial management product marketing as the research object, through the marketing theory and the GF bank actual marketing situation unifies the way, has formulated the comprehensive for the GF bank. System marketing strategy and marketing guarantee measures. First of all, this paper summarizes the financial products of commercial banks, including the meaning, types, advantages and disadvantages of commercial banks selling financial products, as well as the history and development of the financial products of commercial banks in China. Then, this paper introduces GF Bank and its financial products. Thirdly, this paper analyzes the internal and external environment of financial product marketing with GF bank. It points out the opportunities it faces in the economic, social and technological environment, as well as the threats it faces in the political and market environment. This paper also focuses on the analysis of the internal environment of GF Bank's financial product marketing, and points out that if GF Bank wants to give full play to its advantages in the case of intensified competition, it must reposition its marketing position. The bank should make use of its marketing advantage to attract and expand the middle end customer group to form a stable customer source, and take advantage of high quality service to compete with other banks for high-end customers. On the basis of the above analysis, this paper puts forward the marketing strategies of financial products suitable for GF Bank in five aspects, including customer satisfaction strategy, product strategy, price strategy, channel strategy, promotion strategy, etc. And put forward specific marketing measures. At last, this paper puts forward three kinds of marketing guarantee measures: human resource development and management, information technology guarantee and risk management in the marketing of financial products. It is hoped that this paper will enlighten the marketing work of GF bank's financial management products and help GF bank to increase its market share and develop healthily. At the same time, we also hope to find more channels for rational financial management.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.2;F274

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