A银行宁夏分行私人银行业务营销策略研究

发布时间：2017-12-31 17:09

本文关键词：A银行宁夏分行私人银行业务营销策略研究　出处：《宁夏大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,随着中国经济的持续快速增长,居民个人财富的不断积累,国内私人银行业务快速发展,取得了傲人的成绩。当前,在国内银行业整体面临转型发展的宏观环境下,私人银行业务凭借轻资产、增长持续性好、回报稳定、风险资产占用低等优势已成为各家商业银行应对市场变革的战略转型业务之一,受到越来越多的关注。A银行作为国内率先推出私人银行业务的一家大型国有商业银行,近年来积极参与市场竞争,逐步加快私人银行业务发展,取得了良好的经营业绩。本论文以A银行宁夏分行私人银行业务为研究对象,以市场营销学相关理论知识为基础,采用文献研究法、定性分析法以及实地调研法对A银行宁夏分行私人银行业务营销现状及存在的问题进行了深入研究,并对其当前所面临的市场营销环境进行了全面分析;在此基础上,从客户细分、市场定位、产品与服务、价格、渠道及促销等方面对A银行宁夏分行私人银行业务营销工作提出了改进策略。
[Abstract]:In recent years, with the sustained and rapid economic growth China, the accumulation of personal wealth of the residents, the rapid development of the domestic private banking business, achieved impressive results. At present, in the domestic banking industry is facing the transformation and development of overall macroeconomic environment, the private banking business with light assets, sustained growth, stable returns, risk assets take advantage of low has become one of the commercial banks to cope with the market changes in the strategic transformation of business, has attracted more and more attention as.A Bank launched the first domestic private banking business of a large state-owned commercial banks in recent years, actively participate in market competition, gradually accelerate the development of private banking business, and achieved good operating results. This paper is based on the A the Ningxia branch of the Bank of the private banking business as the research object, based on marketing theory, using the method of literature research, qualitative analysis to The on-the-spot investigation and in-depth study of Ningxia branch of A bank private bank business marketing situation and existing problems, and on its facing the current marketing environment are analyzed; on this basis, from customer segmentation, market positioning, products and services, price, channel and promotion and other aspects of the improvement the strategy of Ningxia branch of A bank private bank business marketing work.

【学位授予单位】：宁夏大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.2;F274

【相似文献】