建行白山分行金融理财产品营销策略改进研究

发布时间：2018-05-21 17:11

本文选题：金融理财产品 + 商业银行　；参考：《吉林财经大学》2017年硕士论文

【摘要】：近年来,随着经济增速进一步放缓、人口老龄化严重,人口红利迅速消失等情况的出现,中国经济已经步入“新常态”。金融理财市场中,供需矛盾正日渐突出。一方面是居民个人财富的迅速增长导致金融理财需求持续扩大;一方面是金融理财市场中产品同质化严重且营销不足难以满足消费者多样化的金融理财需求。从开展业务之初,建行白山分行的金融理财业务的发展势头就很良好。但由于近年来利率市场化稳步推进,加之互联网金融的蓬勃兴起,金融理财产品市场的竞争越发激烈,建行白山分行金融理财的营销也受到了前所未有的冲击。如何尽快的走出困境,继续保持金融理财业务良好的发展势头成为摆在建行白山分行眼前的一大难题。对建行白山分行金融理财产品营销的研究,理论方面,有益于白山市金融理财市场的健康发展,充实了对于白山市金融理财产品营销的微观研究。现实方面,通过对建行白山分行金融理财产品营销进行深入研究,分析其中的不足,找到问题产生的原因,并有针对性的提出合理化建议,这对解决建行白山分行金融理财业务面临的冲击,并实现可持续发展具有现实的指导意义。文章首先对建行白山分行的发展情况进行了介绍,通过对其金融理财产品营销现状进行分析,找到其在营销中存在的金融理财营销考核机制存在缺陷、产品销售渠道利用不足、产品自身竞争差、营销效果不明显四个方面的问题。其次通过对四个方面问题的分析,找到了问题产生的原因。研究发现建行白山分行存在金融理财产品营销观念与营销手段较为传统、对金融理财市场目标客户的细分不足、金融理财产品缺乏创新、金融理财营销人才队伍建设亟待加强四个方面的不足。然后针对建行白山分行存在的不足,根据相关金融理财营销理论及实际调研,提出了改进建行白山分行金融理财产品营销的建议。主要包括以下几点:一是进行金融理财产品创新,提升产品竞争力;二是加强市场细分,满足多层次的客户需求;三是优化服务质量,提升客户体验;四是强化人才队伍建设,为可持续发展提供人才保证。通过研究得出结论:建行白山分行要想化解在金融理财市场中所面临的冲击,必须加强产品创新,通过进一步细分市场,增加促销力度,优化服务满足不同层次客户的多样化金融理财需求,同时重视人才队伍建设,从而促进建行白山分行金融理财业务的健康发展。但由于水平有限和客观条件限制,文章没有对建行白山分行整个金融理财产品营销流程进行全面研究,还存在一定不足,会在以后继续加以研究。
[Abstract]:In recent years, China's economy has entered a "new normal" with the economic growth rate slowing further, the population aging seriously and the population dividend rapidly disappearing. In the financial management market, the contradiction between supply and demand is becoming more and more prominent. On the one hand, the rapid growth of residents' personal wealth leads to the continuous expansion of financial needs; on the other hand, the product homogeneity and insufficient marketing in the financial market are difficult to meet the diversified financial needs of consumers. From the beginning of business, the development momentum of financial management business of Bai Shan Branch of CCB is very good. However, due to the steady progress of interest rate marketization in recent years and the booming of Internet finance, the competition of financial management products market is becoming more and more fierce, and the marketing of financial management in Bai Shan Branch of China Construction Bank has also been subjected to unprecedented impact. How to get out of the predicament as soon as possible and continue to maintain the good development momentum of financial management business has become a big problem in front of the Baishan Branch of CCB. In theory, it is beneficial to the healthy development of financial management market of Baishan City, and enriches the micro research on the marketing of financial management products in Baishan City. In reality, through the in-depth study on the marketing of financial management products in Baishan Branch of China Construction Bank, it analyzes the shortcomings, finds out the causes of the problems, and puts forward some reasonable suggestions. It is of practical significance to solve the impact on the financial management business of Bai Shan Branch of China Construction Bank and to realize the sustainable development. Firstly, the paper introduces the development of Baishan Branch of China Construction Bank, analyzes the present situation of its financial management products marketing, finds out the defects in the assessment mechanism of financial management and marketing, and the insufficient use of product sales channels. The product itself competes badly, the marketing effect is not obvious four aspects question. Secondly, through the analysis of four aspects of the problem, found out the causes of the problem. It is found that the Baishan Branch of CCB has traditional marketing concept and means of financial management products, insufficient segmentation of target customers in financial management market, and lack of innovation in financial management products. The construction of financial management and marketing talents should be strengthened in four aspects. Then, aiming at the deficiency of Bai Shan Branch of China Construction Bank, according to the related financial management marketing theory and actual investigation, the paper puts forward some suggestions to improve the financial management product marketing of Bai Shan Branch of China Construction Bank. It mainly includes the following points: first, innovation of financial management products to enhance product competitiveness; second, strengthening market segmentation to meet multi-level customer needs; third, optimizing service quality and enhancing customer experience; fourth, strengthening the construction of talent teams. Provide talent guarantee for sustainable development. Through the research, we can draw a conclusion: if we want to resolve the impact in the financial management market, we must strengthen the product innovation, further subdivide the market, and increase the promotion force. To optimize the service to meet the diverse financial needs of customers at different levels, and to attach importance to the construction of talent team, thereby promoting the healthy development of financial management business in Baishan Branch of China Construction Bank. However, due to the limited level and objective conditions, the article has not carried out a comprehensive study on the whole financial management product marketing process of the Baishan Branch of CCB, and there are still some deficiencies, which will continue to be studied in the future.
【学位授予单位】：吉林财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.2;F274

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