商业银行个人理财产品营销策略研究

【作者】 王薇；

【导师】 阮明烽；

【作者基本信息】 浙江工业大学 ， 工商管理， 2015， 硕士

【副题名】以某银行浙江省分行为例

【摘要】 目前,随着我国经济的发展和居民收入水平的逐步提高,我国商业银行个人理财业务得到了迅猛发展。但由于我国个人理财市场的激烈竞争,产品同质化、服务平均化、业务程序繁琐等许多问题普遍存在,商业银行若想更好的推动理财产品业务的全面发展,还需要加大营销策略的构建和完善,通过正确运用各种市场营销策略才能不断开拓市场,保持竞争优势。可以说,营销策略是否完善已经成为当今商业银行个人理财业务能否得到全面发展的关键。针对当前我国商业银行个人理财业务普遍存在的现实问题,本文拟针对某银行浙江省分行个人理财产品营销管理为研究对象,以某银行浙江省分行个人理财产品营销策略为研究内容,通过文献资料、问卷调研、统计分析的方法,对该行的个人理财产品营销环境、营销模式、销售渠道等营销现状及营销特点进行分析,得出某银行浙江省分行在个人理财产品营销中存在的产品创新不足、市场定位不细、销售流程复杂、宣传模式单一、渠道运用不广等主要问题,其次通过结合SWOT分析和营销策略理论,提出要明确市场定位,做好客户细分,运用灵活的定价策略,信息化的分销渠道,进一步提升服务水平和风险管控能力等方面的意见和建议。本文在写作中注重将借鉴和创新相结合,本文的研究价值在于对此提供一个系统的管理思路,成果贴近实际,保证了研究的真实性和实用性,以期提高商业银行个人理财业务销售管理能力,更好地推动商业银行的全面建设,为商业银行在个人理财业务发展提供一些参考和借鉴。更多还原

【Abstract】 Currently, with the development of our economy and the gradual improvement of the residents’ income level, Chinese commercial banks’ personal finance business has been developing rapidly. However, due to the fierce competition of the personal finance market,many issues are widespread, such as product homogeneity, service average and the prevalence of complicated business processes.If the commercial banks are willing to promote the comprehensive development of financial products business better, they need to increase the marketing strategy building and improving as well. Besides, proper use of various marketing strategies is also necessary to develop new markets continuously and maintain a competitive advantage. It’s for sure that whether the marketing strategy is the complete is the key to the all-around-development of personal financial services.For the current reality of Chinese commercial banks’ personal financial services. Firstly, this paper explores the Zhejiang Branch of a bank’s personal financial product marketing strategy as the research object, using documents, questionnaire survey and statistical analysis to analyze this bank’s personal financial product marketing environment, marketing model, sales channels, marketing characteristics and marketing situation. As a conclusion, problems of this bank’s personal financial services are obvious, such as a lack of innovation, improper market positioning, the complication of the selling procedure, few ways of advertising, a lack of using various channels. Secondly, followed by SWOT analysis and marketing strategy combining theory, the author presents suggestions and other aspects by proposing to clear market positioning and make segmentation of the customers, using a flexible pricing strategy and informationalized technology distribution channels to further improve service levels and risk control ability etc.While writing this paper, the author pays attention to combining general theory and actual business. The result of the study is close to the reality, which guarantees the authenticity and practicability of this study. This also contributes to the improvement of commercial banks’ personal financial business’ sales management ability in order to promote the comprehensive construction of the whole industry. Meanwhile, this paper provides commercial banks of some reference on the development of personal finance business as well.更多还原