交通银行吉林省分行个人理财业务服务营销策略研究

发布时间：2018-03-07 11:28

本文选题：个人理财业务　切入点：营销环境　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：改革开放以来,我国国民经济保持快速发展,居民可支配收入持续增加。财富的积累使人们对存款外的多样化理财的需求愈加强烈,也为银行个人理财业务的发展带来了新机遇。交通银行作为我国五大国有商业银行之一,以“建设中国最佳财富管理银行”为企业愿景,一直致力于为客户的财富保值增值。交通银行吉林省分行作为吉林省首家股份制商业银行,也以优质的金融服务赢得了广大客户的认可和好评,在个人理财业务上取得了较好的成绩。然而,最近几年,由于宏观经济下行、金融风险加大、利率市场化进程加快,我国商业银行面临着前所未有的发展困境。与此同时,伴随着吉林省经济的逐渐企稳,越来越多的金融机构竞相驻入,市场上的竞争愈演愈烈,再加上P2P等移动互联产品、创新型金融模式的出现,对银行个人理财业务造成了较大的冲击,也严重影响了交通银行吉林省分行个人理财业务的发展。因此,我们亟需结合市场营销学的相关理论,探究如何依托地方经济的积极变化,从容应对同业竞争,为今后交通银行吉林省分行个人理财业务的发展提供借鉴和参考。本文通过对交通银行吉林省分行的基本情况进行调研,并结合个人客户服务品牌体系和个人理财业务产品体系,介绍了交通银行吉林省分行个人理财业务服务营销的整体情况,总结出其在业务发展中存在的一些问题:客户经理营销能力不足、客户经理人员配置不够、服务营销体系不完善、高净值客户维护不到位、服务标准制定过于死板等。针对上述问题,作者对交通银行吉林省分行个人理财业务的服务营销环境进行了比较全面的分析:宏观上,对交通银行吉林省分行个人理财业务所处的政治法律环境、经济环境、社会环境、技术环境进行了具体分析;微观上,从企业内部环境、客户需求、竞争者三个角度进行了阐释,并综合运用SWOT分析法深入剖析了交通银行吉林省分行开展个人理财业务所具有的优势与劣势、面临的机会与威胁。最后,结合交通银行吉林省分行个人理财业务发展的实际,提出STP策略和服务营销组合策略建议,并制定出组合策略的相关保障措施,以期对交通银行吉林省分行个人理财业务的发展提供一些帮助。
[Abstract]:Since the reform and opening up, the national economy of our country has maintained rapid development, and the disposable income of the residents has continued to increase. The accumulation of wealth has increased the demand for diversified financial management beyond deposits. As one of the five largest state-owned commercial banks in China, Bank of Communications takes "building the best wealth management bank in China" as the enterprise vision. Bank of Communications Jilin Branch, as the first joint-stock commercial bank in Jilin Province, has won recognition and praise from customers for its excellent financial services. However, in recent years, due to the decline of macro economy, the increase of financial risk and the acceleration of the process of interest rate marketization, commercial banks in our country are facing unprecedented difficulties of development. With the gradual stabilization of the economy of Jilin Province, more and more financial institutions are competing in, the competition in the market is becoming more and more intense, coupled with the emergence of innovative financial models such as P2P and other mobile interconnected products. It has had a great impact on the personal finance business of the bank, and has also seriously affected the development of the personal finance business of the Jilin Branch of the Bank of Communications. Therefore, we urgently need to combine the relevant theories of marketing and marketing. To explore how to rely on the positive changes in the local economy to deal with competition in the same industry calmly, To provide reference and reference for the development of personal finance business of Bank of Communications Jilin Branch in the future. This paper investigates the basic situation of Jilin Branch of Bank of Communications. Combined with the brand system of personal customer service and the product system of personal finance business, the overall situation of personal financial services service marketing of Jilin Branch of Bank of Communications is introduced. Some problems in the business development are summarized: insufficient marketing ability of account managers, insufficient staffing of account managers, imperfect service marketing system, inadequate maintenance of high net worth customers, Aiming at the above problems, the author makes a comprehensive analysis of the service marketing environment of personal finance business in Jilin Branch of Bank of Communications. The political and legal environment, the economic environment, the social environment and the technical environment of the personal financial management business of the Jilin Branch of Bank of Communications are analyzed concretely, and microscopically, from the internal environment of the enterprise, the customer's demand, The competitor explains from three angles, and analyzes the advantages and disadvantages, opportunities and threats faced by Jilin Branch of Bank of Communications in developing personal finance business comprehensively by using SWOT analysis method. Combined with the development of personal finance business in Jilin Branch of Bank of Communications, this paper puts forward the suggestions of STP strategy and service marketing combination strategy, and formulates the relevant safeguard measures of the combination strategy. With a view to the Bank of Communications Jilin Branch personal finance business development to provide some help.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.2;F274

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