龙江银行齐齐哈尔分行个人理财业务营销策略分析(硕士)(论文34000字)
摘要：个人理财业务拥有风险低、批量大、经营业务范围广、收益稳定等优势，其创造的收益在商业银行的经营收入中占据着非常大的比重。尤其是在 2010 年我国加入 WTO之后，随着经济的快速发展、外资银行的大量涌入、居民理财意识的提高等，居民的个人理财需求日益强烈，这促使我国商业银行必须大力发展个人理财业务。然而，与国外的商业银行相比，我国商业银行的个人理财业务仍然处于起步阶段，需要有效的营销手段来加快个人理财业务的发展速度。本文主要分为六个部分，第一部分分析龙江银行齐齐哈尔分行个人理财业务现状和营销策略的研究意义和目的；国内外文献综述以及对国内外研究述评；研究路径及创新点以及研究内容。第二部分，主要分析商业银行理财业务营销管理的理论基础，主要有业务生命周期理论、营销策略理论、金融创新理论、现代营销理论、全面风险管理理论。第三部分主要分析龙江银行齐齐哈尔分行个人理财业务现状，主要包括龙江银行齐齐哈尔分行概况，龙江银行齐齐哈尔分行个人理财业务模式分析，龙江银行齐齐哈尔分行个人理财业务发展的现状分析。第四部分主要分析龙江银行齐齐哈尔分行个人理财业务发展状况及问题，主要包括发展状况，中外银行个人理财业务对比分析，发展中出现的问题以及问题的成因分析。第五部分主要分析龙江银行齐齐哈尔分行个人理财业务营销的SWOT分析，主要包括营销的基本特征与优势，劣势，机会，威胁。第六部分主要分析龙江银行齐齐哈尔分行个人理财营销对策，包括加强对理财产品营销的流程控制，提高银行理财产品创新设计，加快非网点渠道理财业务的发展，优化市场细分，创造企业品牌，适当对中低端客户需求产品做开发。本论文从个人理财业务的定义和相关理论出发，借鉴其他国外发达国家商业银行个人理财业务营销的成功经验，分析了龙江银行齐齐哈尔分行个人理财业务营销所处的宏观环境、行业环境和客户需求度进行了分析，总结出了目前其个人理财业务营销中存在的一系列问题，制定出了适合龙江银行齐齐哈尔分行个人理财业务的营销策略。
关键词：龙江银行齐齐哈尔分行；业务；个人理财；营销策略
Abstract：Abstract: personal financing business has low risk, big batch, wide range of business, the advantages of the stable income, it creates income in the income of commercial Banks occupy a very large proportion. Especially after China's accession to the WTO in 2010, with the rapid development of economy, the influx of foreign capital bank, the improvement of residents' awareness of financial management, etc., residents of personal finance demand increasingly intense, which prompted our country commercial bank must develop the personal finance business. However, compared with foreign commercial Banks, personal financial business of commercial Banks in China is still in its infancy, and need effective marketing means to speed up the development of personal finance business. This paper is divided into six parts, the first part analyses the longjiang bank qiqihar branch personal financial management business situation and the research significance and purpose of the marketing strategy; Literature review at home and abroad as well as to the domestic and foreign research review; Research way and the innovation points and research content. The second part, mainly analyzes the basic theory of commercial bank financing business marketing management, mainly business life cycle theory, marketing strategy theory, financial innovation theory, the modern marketing theory, comprehensive risk management theory. The third part mainly analyze the present situation of longjiang bank qiqihar branch personal financial business mainly includes the overview of longjiang bank qiqihar branch, bank of longjiang qiqihar branch personal financial business model analysis, longjiang bank individual financing business development present situation analysis of qiqihar branch. The fourth part mainly analyzes the longjiang bank individual financing business development situation and problems of qiqihar branch, mainly includes the development, the Chinese and foreign bank personal finance business analysis, developing the problems and the cause of the problem analysis. The fifth part mainly analyzes the longjiang bank qiqihar branch personal financial business marketing SWOT analysis, mainly includes the basic characteristics and advantages of marketing, disadvantage, opportunity and threat. The sixth part mainly analyzes the longjiang bank personal finance qiqihar branch marketing countermeasures, including strengthening the process control of the financial product marketing, improving bank financial products innovation design, speed up the development of the network channels of financing business, optimize the market segmentation, to create corporate brand, suitable for low-end customers demand product development. This paper starting from the definition and related theory of personal finance business, draw lessons from other developed countries abroad commercial bank personal financial business marketing success experience, analyzes the longjiang bank qiqihar branch personal financial business marketing macro environment, industry environment and customer demand are analyzed, and summarizes the present its a series of problems in the personal financial business marketing, develop the suitable for longjiang bank qiqihar branch personal financial business marketing strategy.
Key words: longjiang bank qiqihar branch; Business; Personal finance; The marketing strategy |
