CEB郑州分行个人理财业务营销策略研究

发布时间：2018-10-15 12:12

【摘要】：在欧美国家已经有近百年的历史的“个人理财业务”,是各大商业银行的主要利润来源之一。个人理财业务自上世纪70年代在美国盛行开来以后,经过不断的发展,各个银行在金融产品的个性化、差异化、专业化不断挖掘,形成了较为成熟的模式与体系。近十几年来,个人理财业务在国内也越来越火热。特别是我国居民可支配收入的稳步提高,为个人理财业务奠定了坚实的基础。目前,各大银行是个人理财业务发展的过程中的主力军,各家商业银行纷纷开办了各种类型的个人理财业务,并拥有众多的理财客户。CEB郑州分行是最早开设个人理财业务的分行之一。在CEB郑州分行的各项业务中,对公业务和个人理财业务作为CEB的招牌业务,都很受重视,其中对公业务发展迅速,个人理财业务虽然也得到了较好的发展,但仍显不足。CEB郑州分行的个人理财产品丰富。截止2015年8月,加上可供申购赎回的12种开放式理财产品,CEB的个在售个人理财产品多达50种,能够最大限度地满足不同类型客户的理财需求。同时,CEB郑州分行也十分注重个人理财业务的营销宣传,其“阳光理财、值得信赖”的口号深入人心,吸引了一部分优质客户。但是,CEB郑州分行的个人理财业务虽然优势不少,但是也存在着不少问题。客户群体方面,CEB郑州分行虽然拥有稳定的客户群体,但在客户结构上高端客户数量偏少,以中低端客户居多。其次理财产品同质化严重,营业网点较少且布局不合理,促销手段“老套,缺乏吸引力”等,最重要的还是创新不足,营销意识不强,没有专职的营销机构。针对上述问题和问题产生的原因,CEB郑州分行必须尽快加快理财产品的创新力度,扩大理财产品组合的长度和宽度,优化渠道建设,合理布局网点,根据客户需求实行差异化营销策略。
[Abstract]:Personal finance business, which has a history of nearly 100 years in Europe and America, is one of the main profit sources of commercial banks. Personal finance business has been popular in the United States since the 1970s, after the continuous development, each bank in the financial products of personalized, differentiated, professional constantly excavated, formed a more mature model and system. In the past ten years, personal finance business has become more and more popular in China. Especially, the steady increase of disposable income has laid a solid foundation for personal finance business. At present, the major banks are the main force in the process of the development of personal finance business. Each commercial bank has set up various types of personal finance business one after another. CEB Zhengzhou Branch is one of the earliest branches to open personal finance business. In the various business of CEB Zhengzhou Branch, the public business and personal finance business, as the signboard business of CEB, have been attached great importance to, among them, the public business has developed rapidly, and the personal finance business has also got better development. CEB Zhengzhou branch of personal financial products rich. As of August 2015, with 12 open wealth management products available for redemption, CEB has as many as 50 personal finance products on sale, which can meet the financial needs of different types of customers to the maximum extent. At the same time, CEB Zhengzhou Branch also attaches great importance to personal finance business marketing publicity, its "sunshine financing, trustworthy" slogan deeply rooted in the hearts of the people, attracted some high-quality customers. However, CEB Zhengzhou branch of personal finance business although a lot of advantages, but there are also many problems. In terms of customer group, CEB Zhengzhou Branch has a stable customer group, but the number of high-end customers in the structure of customers is small, most of them are middle and low end customers. Secondly, the homogenization of financial products is serious, the business network is less and the layout is unreasonable, the promotion means "clich 茅, lack of attraction", the most important thing is insufficient innovation, weak marketing consciousness, and no full-time marketing organization. In view of the above problems and the causes of these problems, CEB Zhengzhou Branch must speed up the innovation of financial management products as soon as possible, expand the length and width of the portfolio of financial products, optimize the channel construction, and distribute the network reasonably. Implement differentiated marketing strategy according to customer demand.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.2;F274

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