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论文编号：	1006
作者编号：	2120072005
上传时间：	2009/5/26 0:50:27
中文题目：	我国商业银行个人理财产品服务营
英文题目：	Research on Personal Finance P
指导老师：	韩德昌 教授
中文关键字：	商业银行 个人理财产品 服务营销
英文关键字：	Commercial Bank Personal Fi
中文摘要：	商业银行的个人理财产品最早出现在瑞士，之后在美国、欧洲以及亚洲的日本、香港等经济发达国家和地区获得了迅速的推广，现已成为世界各大银行的一项主要业务。在巨大的市场需求和机遇面前，各商业银行纷纷挖掘自身潜力和优势，积极抢占个人理财市场，使个人理财产品的市场竞争日趋激烈。在西方国家，个人理财产品以其批量大、风险低、业务范围广、经营收益稳定等优势在商业银行业务发展中占据重要位置，己经成为西方商业银行业务领域最重要的组成部分与利润增长点。在我国，个人理财产品尚处在起步阶段，在居民个人存款已占存款总量六成以上的今天，谁能在个人理财产品业务上抢得先机，谁就能占据银行业竞争的有力地位。因此，个人理财产品也逐渐成为我国商业银行竞争的主要领域之一。 本文的第一章为导论，论述了本文的研究背景、研究意义、研究内容及研究框架等；第二章为相关理论回顾，总结了商业银行服务市场营销的理论研究现状，为本文打下了坚实的理论基础；第三章尝试从分析国内外商业银行个人理财产品服务营销的现状入手，通过对国内外的发展现状进行比较，分析各自的优势劣势，找出我国商业银行个人理财产品服务营销与国外的差距；第四章以服务营销的7P理论为指导，系统分析我国商业银行个人理财产品服务营销过程中出现的问题及不足，并深层次分析其原因；第五章提出我国商业银行在个人理财产品的服务营销中应注重增强产品创新能力、采用差异化定价策略、拓展直接分销渠道、重视人员推销策略、强化内部营销管理、加强信息沟通效果、设计高效率的理财程序等一系列适合我国国情的策略建议；第六章为本文的结论。
英文摘要：	Commercial bank’s personal financial product first appeared in Switzerland, and then developed rapidly in the United States, Europe, Asia and other developed countries and regions, and has now become the major business in world's major banks. With the huge market demand and opportunities, the commercial banks are digging their own potential and to actively seize the personal finance market, so that personal financial product market competition becomes increasingly fierce. In Western countries, personal financial products occupy an important position for its large volume, low-risk, business scope broad, operating income steady and other advantages, and has become the most important component of the profit growth. In China, the personal financial product still in the initial stage, personal deposits accounted for more than 60% in total, who get a head start in the personal financial product business will be able to occupy the strong status of competition in the banking sector. Therefore, the personal financial products is becoming one of the main areas of competition among China's commercial banks. This paper analyzes the domestic and foreign service marketing status quo of personal finance products in commercial banks, to find out the gap between home and abroad, and analyzes problems and lack of commercial banks in China with the Service Marketing Theory 7P, and make some suggestions that China's commercial banks should focus on enhancing product innovation, using different pricing strategies, expanding the direct distribution channels, strengthening internal marketing management, strengthening the effect of information communication, designing efficient financial management procedures.
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