浦发银行郑州分行理财产品营销策略研究

发布时间：2018-04-24 00:28

本文选题：理财产品 + 营销　；参考：《西安理工大学》2017年硕士论文

【摘要】：本文研究的是浦发银行郑州分行理财产品策略的相关问题,研究的目的就是明白该银行理财产品的发展现状和存在的问题,同时明确该银行理财产品的营销环境,并根据提出的问题提出了适合浦发银行郑州分行的营销策略。本文的研究对于丰富该理论的内容具有一定理论意义,对于浦发银行郑州分行也有实际的参考意义。本文运用多种营销理论分析了浦发银行郑州分行理财产品的经营现状、存在的问题、影响因素以及营销环境,通过对该银行理财产品营销现状的分析,指出其在产品、价格、渠道、促销以及培训五个方面存在的问题,为后面建议的提出提供依据。运用STP策略找准浦发银行郑州分行理财产品的市场定位,然后运用7P营销理论对理财产品的营销从产品、价格、渠道、促销、过程、物质环境等方面提出营销策略,并为促进浦发银行郑州分行理财产品营销提出了建议,包括:完善理财产品的信息披露机制、创新理财产品和品牌、完善分销渠道、建设专业的营销团队、建立客户信息数据库等。本文在研究中,将多种营销理论联系浦发银行郑州分行的实际情况进行综合分析,全面地对浦发银行郑州分行理财产品的营销进行分析探讨,找出了存在的问题,提出了相应的营销策略,并提出了相关的确保营销策略实施的建议,这些策略和建议不仅对浦发银行郑州分行理财产品的营销有促进作用,对同行业其他产品的营销也具有积极的参考意义。
[Abstract]:The purpose of this study is to understand the current situation and existing problems of the bank's financial management products, and at the same time to clarify the marketing environment of the bank's financial products. According to the questions raised, the paper puts forward the marketing strategy suitable for the Zhengzhou Branch of Pudong Development Bank. The research of this paper has certain theoretical significance to enrich the content of this theory, also has the practical reference significance to the Pudong Development Bank Zhengzhou Branch. This paper analyzes the operating status, existing problems, influencing factors and marketing environment of financial management products in Zhengzhou Branch of Pudong Development Bank by using various marketing theories. Through the analysis of the current marketing situation of financial products in this bank, the author points out that the products and prices are in the market. Channels, promotion and training of five aspects of the problems, for the following suggestions to provide the basis. Using STP strategy to find out the market orientation of financial products in Zhengzhou Branch of Pudong Development Bank, and then applying 7P marketing theory to put forward marketing strategies from product, price, channel, promotion, process, material environment and so on. Suggestions are put forward to promote the marketing of financial products in Zhengzhou Branch of Pudong Development Bank, including: perfecting the information disclosure mechanism of financial management products, innovating financial products and brands, perfecting distribution channels, and building professional marketing teams. Establish customer information database, etc. In this paper, the author makes a comprehensive analysis of various marketing theories combined with the actual situation of Zhengzhou Branch of Pudong Development Bank, and comprehensively analyzes and discusses the marketing of financial products in Zhengzhou Branch of Pudong Development Bank, and finds out the existing problems. Put forward the corresponding marketing strategy, and put forward the relevant suggestions to ensure the implementation of the marketing strategy, these strategies and suggestions not only promote the marketing of the financial products of the Zhengzhou Branch of Pudong Development Bank. The marketing of other products in the same industry also has positive reference significance.
【学位授予单位】：西安理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.33;F274

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