交通银行西安GX支行个人理财业务营销策略研究

【作者】 高山；

【导师】 肖国强；

【作者基本信息】 西北大学 ， 工商管理（专业学位）， 2017， 硕士

【摘要】 近年来,随着商业银行营销模式逐步升级换代,也开始追求“以客户为中心”的营销理念,新兴发展的个人理财业务既能够培养客户忠诚度,也是银行面对利率变化后的一种增加收入的工具。如何在这个市场上抢占先机,如何提高营销效能是交通银行西安GX支行必须思考的问题,所以本文拟开展银行对个人理财业务员营销策略进行研究具有一定的现实意义。本文通过分析国内个人理财市场的需求以及对比国内外理财业务市场的发展情况,阐述个人理财产品相关的研究理论概述和银行营销的基本理论与策略,包括营销组合的4P理论、品牌营销理论、关系营销与CRM理论、互联网下自媒体营销、内容营销、体验营销等,深度挖掘营销理财市场的研究思路和创新点。然后在考察国内的个人理财市场发展状况的基础上,分析交通银行西安GX支行经营模式、业务概况、营销环境等,看清支行所处的内外部环境和行业前景;并通过SWOT分析法评估GX支行的优势和劣势、机会和威胁,从而针对当下新的经济环境下支行在个人理财业务上存在的一些问题设计营业网点营销模式。从GX支行本身的特点和优势,着重从市场细分、战略定位以及产品设计等方面来归纳支行个人理财业务的策略和目标,以及个人理财业务员营销策略的设计思路、依据和具体方案。最后为了保证个人理财策略的有效实施,本文着重设计目前营业网点厅堂一体化社群营销模式,在细分市场定位及品牌营销、内容营销、客户分层及精准化营销、基于互联网的营销手段创新、团队建设及专业化提升、公私联动营销等多个方面提出相应的建议和对策。基于全文分析得出结论:在业务拓展的过程中要不断的吸取先进的经验,改良自己的经营模式;真正实现客户细分以及加强专业理财人员的培养;实现全员行动,营业网点内外配合营销推广目标。本文主要是通过交通银行西安GX支行的整个理财市场的历史数据分析,再辅以原有营销理论指导下,推陈出新,设计目前以银行为平台,打造跨界营销,建立社交群体文化策略方案,以期支行能从容应对激烈的市场竞争,并树立自己独有的竞争优势提供有效的借鉴。此外,针对我国商业银行普遍存在的问题,本文中所提出了一些能够面对当下形式的营销策略,对于其他商业银行同样具有借鉴意义。更多还原

【Abstract】 In recent years,with the marketing mode of commercial banks gradually upgrade,also began to pursue the "customer centric" marketing idea,developing personal financial business and can cultivate customer loyalty,but also banks face interest rate changes after an increase in revenue tool.How to seize the opportunities in this market,how to improve marketing effectiveness is the Bank of Xi’an hi tech branch must think about the problem,so this paper intends to carry out the bank has certain practical significance to the personal financial business marketing strategy research.In this paper,through the analysis of domestic personal finance market demand and development of domestic financial services market,expounds the personal financial products related research overview and basic theory of bank marketing theory and strategy,including 4P marketing mix theory,brand marketing theory,relationship marketing theory and CRM,Internet marketing,content marketing,media experience marketing,the depth of mining research ideas and innovations of the marketing of financial market.Then the development condition in the study of personal financial market analysis,Bank of communications Xi’an branch GX business model,business situation and marketing environment,see the branch of the internal and external environment and the prospect of the industry;and through the SWOT analysis method to evaluate the advantages and disadvantages of the GX branch,opportunities and threats,to exist in the personal financial services on the new economic environment hi tech branch of the design problem of business outlets marketing mode.From the characteristics and advantages of GX branch itself,focusing on strategy and target market segmentation,strategic positioning and product design to summarize the personal financial business and personal financial services branch,member of marketing strategy design,basis and specific scheme.Finally,in order to ensure the effective implementation of personal financial strategy,this paper focuses on the design of the hall outlets integrated community marketing mode,in the market positioning and brand marketing,content marketing,precision marketing,and customer segmentation based on many aspects of Internet marketing innovation,team construction and professional promotion,public-private joint marketing and puts forward suggestions and the corresponding countermeasures.The paper draws the conclusion:Based on the analysis in the business development process to constantly absorb advanced experience,improve their management mode;realize customer segmentation and strengthen the training of professional financial personnel;to achieve full of action,with the marketing target and business outlets.This paper is mainly through the historical data of Bank of communications Xi’an branch GX the entire financial market analysis,supplemented by the original marketing theory,innovation,design the bank as a platform to build cross-border marketing,build social group culture strategies,in order to branch to take time for the fierce market competition,and establish their own unique competitive advantage effective reference.In addition,the problems existing in the personal financial services of the bank GX Xi’an branch are also common problems in China’s commercial banks.Therefore,the author puts forward the development strategy in this paper for the majority of commercial banks in China.更多还原