我国商业银行个人理财服务的市场营销策略研究

【作者】 朱欢；

【导师】 陈磊；

【作者基本信息】 东北财经大学 ， 金融学， 2003， 硕士

【摘要】 本文以中资商业银行已经开展和即将开展的个人理财业务为研究对象，系统分析了我国商业银行开展个人理财业务所面临的市场环境、开展过程中出现的问题以及与国外商业银行同类业务的差距，旨在阐明我国商业银行面对市场机遇和挑战所应采取的营销措施。 本文由四部分组成： 第一部分，介绍了个人理财服务的概况，包括商业银行个人理财的概念、对银行业个人理财业务的分类以及我国商业银行开展个人理财服务的必要性。 第二部分，考察了我国商业银行个人理财服务的市场环境，包括宏观市场环境和市场需求状况分析。 第三部分，通过对中外商业银行开展个人理财服务的对比分析，得到中资商业银行的不足以及国外商业银行在开展这一业务中的先进做法。其中大连地区的发展状况是本文作者通过调研获得的结果。 第四部分，提出了我国商业银行开展个人理财服务应采取的策略，主要是将营销管理的相关理论与我国商业银行的个人理财服务实践相结合，提出了有针对性的营销策略。分别提出了个人理财服务的发展战略、差别化竞争战略、市场细分策略；并为适应商业银行的行业特殊性，提出了独特的营销组合策略；最后，借鉴国外先进做法，提出了我国建立客户信息管理系统的设想。更多还原

【Abstract】 The thesis, with the personal finance services of Chinese commercial banks as the research topic, opens out the discuss with market environment in the face of Chinese commercial banks, problems during the developing process, and contrasts with the same operations in foreign commercial banks. It’s aim is, through systematical analysis, expounding how Chinese commercial banks take measures when facing the market opportunities and challenges.There are four parts in this thesis:The first part is a general introduction of personal finance services, including the concepts and sorts of personal finance services, and the necessity for Chinese commercial banks developing personal finance services.The second part reviews the market environment of personal finance services, including macro market environment and analysis on market demands.The third part, on the basis of investigating the situations (especially in Dalian area), summarizes the advanced operation of foreign commercial banks and the shortage of Chinese commercial banks by contrasting analysis.The forth part puts forward the strategy of developing personal finance services for Chinese commercial banks. This part combines the relevant theory of marketing management with the practice of the personal finance services of Chinese commercial bank, and raises the corresponding marketing strategy, which includes the developing strategy, difference competing strategy and market segmentation strategy. At last, on purpose of delivering better personal finance services, the thesis brings about a tentative plan of setting up a system of client information management.更多还原