【作者】 张方杰；

【导师】 胡燕京；

【作者基本信息】 青岛大学 ， 金融学， 2006， 硕士

【摘要】 2006年是中国加入WTO后金融业全面向外资金融机构开放的一年,国内金融领域的市场化程度将迈上一个新的台阶,金融同业的竞争更加激烈,这就要求国内金融企业运用营销理念,充分挖掘金融市场潜力,以使其在竞争中处于有利地位。 本文选择商业银行个人金融产品的市场营销作为研究对象,其目的在于:(1)对营销理论与金融产品营销的发展进行融合贯穿。(2)在市场营销理论基础上,探究商业银行这一服务性企业的产品营销特点。(3)比较国内外主要商业银行个人金融产品的结构特点,从国内商业银行所推出的主要金融产品间的差异性、商业银行个人客户的消费行为等角度揭示国内商业银行个人金融产品的营销现状及存在问题,提出相应的营销策略。 本文主要采取了横向比较与营销调研的方法来揭示问题并寻求解决方案,主要研究特色体现在以下三点:一是从实证角度对当前国内金融市场上个人金融产品的差异程度做出量化研究,并针对性地提出差异化营销策略;二是通过问卷调查获取数据对个人银行客户的消费行为进行了刻画,从消费心理学角度确认了客户群体状况在商业银行个人金融产品营销中的重要作用;三是将“关系营销”、“服务营销”、“整合营销”和“数据库营销”等先进的市场营销理念贯穿于整个研究过程中。 本研究所得到结论可以归结为以下几点: 1、境外商业银行的个人金融产品已经摆脱了传统的大规模批量生产,转向针对不同层次的客户提供个性化、多元化服务的阶段,形成了品种齐全、层次丰富的产品结构,产品的电子化和网络化程度高,附加值和知识含量高。国外商业银行尤为注重的是把个人金融产品的品牌建设与管理作为自身诚信经营的基础,在追求客户的品牌忠诚的同时也注重品牌对银行整体形象和服务质量的提升。 2、国内大部分商业银行的个人金融产品还停留在大规模批量生产阶段,产品结构比较简单,层次差别并不十分明显,产品类型主要局限于投资理财类和银行信用卡类,并且同一类别下的产品或服务从形式到功能存在着较大的同质性,缺乏为客户提供交叉式或者捆绑式服务,不能够满足消费者的多元化需求。国内商业银行对金融品牌的认识比较表面化,缺乏对品牌长期价值和全方位资产的维护,而追求短期行为和广告轰炸效应。更多还原

【Abstract】 As an acceptance of becoming member of WTO, In the year of 2006, Chinese financial market will open to foreign financial institution in an all-round way, and domestic banking will face more active market, more challenging and more drastic competition. This requires domestic financial enterprises put forward marketing strategy, and fully excavate the financial market potential in order to gain favorable position in the competition.This paper is to the research of customer banking marketing of commercial banks. Its purpose lies in: (1) Combining with marketing theory to introduce development of banking marketing. (2) On the basis of marketing theory to probe into the products marketing characteristic of commercial bank as service enterprise. (3) Comparing the structural characteristic of customer banking products between domestic and international main commercial bank, and in the aspect of difference among the main domestic commercial banks’ customer banking products and consumption behavior of customer to detect current marketing situation of domestic commercial bank’s customer banking products, and try to put forward the corresponding marketing tactics.This paper takes horizontal comparing and marketing survey methods to open out problems and seek solutions. The main research features embody in the following three points: Firstly, it studied empirically the difference intensity of customer banking products on present domestic financial market, and propose the differentia marketing tactics pointedly;Secondly, it obtained the data by the way of questionnaire investigation and portrayed the consumption behavior of bank customer, and confirmed the important function of the state of customer’s colony in the commercial banking products at consumption psychological angle;Thirdly, it run through advanced marketing concepts such as " relation marketing " , "service marketing " , " combine marketing " and " database marketing " in the course of whole research.The research’s conclusion can be come down to the following several points:(1) The customer banking products of external commercial banks have already got rid of traditional producing in batches on a large scale, turning to the stage offering the individualized, multiplex services to the customer of different estate. It has formed a complete and abundant variety structure, and has a high level of electronization, networklization, added value and knowledge content. What the foreign commercial bank particularly paid attention is to build and manage the brand of customer banking products, and take this as the foundation of one’s own sincere management. They also pay attention to the promotion of the overall image of the bank and service quality while keeping the customer’s brands loyalty.(2) The customer banking products of commercial banks in China still remain a stage of producing in batches on a large scale, so it has simpler product structures and unobvious products arrangement difference. For example, domestic products are mainly the types of financing and bank credit cards, and the products or service under the same classification has greater homogeneity from form to function. Consequently domestic products can’t offer crossing type or assorted type service for customer meeting their various demands. The domestic commercial banks’ understanding of banking product brand comes to the surface, so they lack the maintenance of long-term value turning to pursue expediency efforts such as the effects of extensive advertisement.(3) Bank customers’ demands on banking products’ function and service are different because of their different age, income and family’s structure, so for the domestic commercial banks, it is feasible to launch marketing strategy through carrying on subdividing market and confirming the target market to conduct products innovation. Traditional morals and ethical values are influencing the customers’ consumption motivation on customer banking products to a great extent. Bank customers demonstrate a characteristic when they choose banking product, which is they are apt to consult and imitate their family and living colony’s consumption habit.更多还原