中行甘肃分行个人理财产品营销策略研究

发布时间：2018-08-29 15:07

【摘要】：在兰州市经济的稳步发展,城镇居民收入水平稳步增长,居民对于资金升值需求不断提高的背景下,个人理财市场获得了发展。目前,由于各商业银行纷纷推出各种理财产品,希望能够占据一定的市场份额,加之互联网第三方理财平台的加入,使得市场竞争日益激烈。面对这样的市场挑战,非常核心的问题就是营销策略的设计和实施。就目前中行甘肃分行的个人理财存在的各种问题,本文需要对其个人理财营销策略的环境、适合什么样的营销策略做出研究。论文的研究内容共分为六个部分,前两个部分为绪论和理论部分;第三部分为中行甘肃分行个人理财产品营销现状及问题分析,这是本文的提出问题部分,重点总结了当前营销中存在的问题;第四部分为中行甘肃分行个人理财产品的营销环境分析,该部分从宏观环境和竞争环境层面进行了分析;第五部分为解决问题部分,提出了中行甘肃分行理财产品营销策略的设计及保障内容;最后一部分为结论与展望。目前,国内学者对于商业银行个人理财产品营销的研究有很多,但很少是以兰州市商业银行为研究对象的。而由于各地宏观环境、竞争环境、以及市场的差异,以其他地区商业银行为研究对象的研究对兰州市商业银行的指导作用非常有限。在这样的情况下,本文以中行甘肃分行为研究对象,能够有效弥补研究的不足。本文通过对中行甘肃分行个人理财产品营销现状的分析,找出其中存在的问题,同时,结合对该行个人理财产品营销环境的分析,提出了营销策略以及保障措施。研究不仅对于中行甘肃分行,对于兰州本地的其他商业银行的个人理财产品营销都能发挥一定的促进作用。
[Abstract]:With the steady development of Lanzhou's economy, the steady increase of urban residents' income level and the increasing demand for capital appreciation, the personal financial market has been developed. At present, due to the commercial banks have launched a variety of financial products, hoping to occupy a certain market share, coupled with the entry of the Internet third party financing platform, the market competition is becoming increasingly fierce. Facing this kind of market challenge, the very core problem is the design and implementation of marketing strategy. In view of the various problems existing in the personal finance of Bank of China Gansu Branch, this paper needs to study the environment of its personal finance marketing strategy and what kind of marketing strategy it is suitable for. The research content of the thesis is divided into six parts, the first two parts are the introduction and the theory part; the third part is the current situation and the problem analysis of the personal financial management product marketing of Bank of China Gansu Branch, which is the question part of this paper. The fourth part is the analysis of the marketing environment of Bank of China Gansu Branch personal finance products, which is analyzed from the macro environment and competition environment; the fifth part is to solve the problem. This paper puts forward the design and guarantee content of Bank of China Gansu Branch's financial management product marketing strategy, the last part is the conclusion and prospect. At present, domestic scholars have a lot of research on the marketing of commercial banks' personal financial products, but rarely take Lanzhou City Commercial Bank as the research object. However, due to the differences of macro environment, competitive environment and market, the research on commercial banks in other regions has a very limited guiding effect on Lanzhou commercial banks. In this case, this paper takes Bank of China Gansu Branch as the research object, can effectively make up for the lack of research. Based on the analysis of the current situation of the personal financial product marketing of Bank of China Gansu Branch, this paper finds out the existing problems, and at the same time, combined with the analysis of the marketing environment of the bank's personal financial management products, puts forward the marketing strategy and safeguard measures. The research can promote the marketing of personal financial products not only for Bank of China Gansu Branch but also for other commercial banks in Lanzhou.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F832.2

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