Z银行个人理财业务营销策略研究

发布时间：2018-04-12 13:16

本文选题：Z银行 + 个人理财业务　；参考：《河北科技大学》2017年硕士论文

【摘要】：自二十世纪九十年代中后期以来,个人理财业务在国际商业银行中逐渐发展起来,无论是规模还是品类均出现快速扩大的趋势。在该段时间内,国内银行储蓄卡的推广标志着我国商业银行业个人理财业务正式启动。从1999年开始,随着互联网技术的广泛应用,互联网金融的兴起,对传统银行个人理财业务营销带来的巨大冲击和挑战,同时也提出了更高的要求。目前,个人理财业务已经成为商业银行争夺优质客户和寻找新的利润增长点的重要手段。但Z银行在开展个人理财业务的过程中还面临着诸多问题,阻碍着个人理财业务的发展。本文将商业银行个人理财业务的有效营销作为Z银行发展个人理财业务和实现客户理财目标的结合点,通过研究国内外商业银行个人理财业务的营销策略,以促进Z银行个人理财业务的健康快速的发展。本文首先对个人理财业务营销、网络营销新兴理论进行了概述,着重研究了国内外个人理财业务营销文献,对相关研究成果进行了归纳和综述。在现有研究的基础上,分析了Z银行个人理财业务管理现状及存在的主要问题,有对客户细分不足、产品组合创新不足、客户维护不够细致以及渠道推广不够充分等,根据对现有问题的分析,得出Z银行个人理财业务营销策略,从客户评估策略、产品组合策略、沟通宣传策略以及渠道策略等几个方面提出了个人理财业务管理的对策,以促进Z银行个人理财业务健康快速发展。
[Abstract]:Since the middle and late 1990s, personal finance business has gradually developed in international commercial banks, both in terms of scale and category of rapid expansion trend.During this period, the promotion of domestic bank savings card marks the official start of personal finance business of commercial banking in China.Since 1999, with the wide application of Internet technology and the rise of Internet finance, it has brought great impact and challenge to the marketing of personal finance business of traditional banks, and at the same time put forward higher requirements.At present, personal finance business has become an important means for commercial banks to compete for high quality customers and seek new profit growth points.But Z Bank still faces many problems in the process of developing personal finance business, which hinders the development of personal finance business.In this paper, the effective marketing of personal finance business of commercial bank is regarded as the combination point of Z bank to develop personal finance business and realize the target of customer financial management, and by studying the marketing strategy of personal finance business of domestic and foreign commercial banks,In order to promote Z bank personal finance business healthy and rapid development.This paper first summarizes the new theories of personal finance business marketing, network marketing, focusing on the domestic and foreign personal finance business marketing literature, and summarizes the related research results.On the basis of existing research, this paper analyzes the current situation and main problems of personal finance business management in Z Bank, including insufficient customer segmentation, insufficient product combination innovation, inadequate customer maintenance and insufficient channel promotion, etc.According to the analysis of the existing problems, this paper draws the marketing strategy of personal finance business of Z bank, and puts forward the countermeasures of personal finance business management from the aspects of customer evaluation strategy, product combination strategy, communication strategy and channel strategy, etc.In order to promote Z bank personal finance business healthy and rapid development.
【学位授予单位】：河北科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F832.2

【参考文献】