【作者】 孙静；

【导师】 孙健夫；

【作者基本信息】 河北大学 ， 工商管理硕士（专业学位）， 2023， 硕士

【摘要】 随着我国利率市场化进程的不断推进,商业银行探索多元化综合经营是大势所趋。再加之我国持续推行政策刺激居民消费,商业银行亟需通过发展以面广量大为特点的个人金融业务来夯实产业基础。同时,随着收入水平的增长,居民对个人金融的投资需求不断增加,推动个人金融业务迅速发展成为商业银行业务拓展的重要一环。深入研究个人金融业务在新形势下存在的问题和潜力,精心谋划相应的发展策略,对商业银行具有重要意义。L银行作为一家城市商业银行,整体发展较快。但是,随着其他城市商业银行的业务拓展,以及互联网金融对传统个人金融业务的冲击,L地区的个人金融业务竞争日趋激烈。同时由于各城市商业银行个人金融产品同质化较高,导致营销环境日益严峻。且L银行自身存在个人金融业务产品较单一,定价机制不够科学,客户管理系统不够完善等问题,需要不断优化改进。本文以L银行为研究对象,首先,利用营销管理相关理论,对其个人金融业务营销现状进行系统性分析,找出存在的问题;其次,运用SWOT分析法、PEST分析法对L银行个人金融产品的内外部营销环境进行分析;最后,运用7P营销理论针对L银行当前个人金融产品营销中存在的问题提出了营销组合优化策略,为L银行个人金融业务的可持续发展奠定基础,提高其个人金融业务的市场竞争力,为其他城市商业银行个人金融业务营销策略提供启示和借鉴。更多还原

【Abstract】 With the advancement of interest rate marketization,it is an irresistible trend for commercial banks to explore diversified comprehensive management.In addition,the continuous implementation of Chinese policy to stimulate people’s consumption,the commercial bank needs to develop the personal financial business with a wide range of features to strengthen the industrial foundation.At the same time,with the increase of income level,residents’ investment demand for personal finance is increasing,which promotes the rapid development of personal finance business into an important link in the expansion of commercial banks.It is of great significance for commercial banks to deeply study the problems and potential of personal finance business in the new situation and carefully plan corresponding development strategies.L Bank as a city commercial bank,the overall development is fast.However,with the business expansion of commercial banks in other cities and the impact of Internet finance on traditional personal financial services,the competition for personal financial services in Region L is becoming increasingly fierce.Meanwhile,due to the high homogeneity of individual financial products,the marketing environment becomes increasingly severe.In addition,L Bank has problems such as relatively simple personal financial business products,unscientific pricing mechanism and imperfect customer management system,which need to be improved constantly.This paper takes L Bank as the research object.Firstly,it systematically analyzes the marketing status quo of its personal financial business by using relevant theories of marketing management to find out the existing problems.Secondly,SWOT analysis and PEST analysis are used to analyze the internal and external marketing environment of personal financial products in L Bank.Finally,aiming at the problems existing in the current marketing of personal financial products of L bank,this paper uses the 7P marketing theory to put forward the optimization strategy of marketing mix,which lays the foundation for the sustainable development of personal financial business of L Bank and provides inspiration and reference for the marketing strategies of personal financial business of other city commercial banks.更多还原