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论文编号：	10456
作者编号：	2120163141
上传时间：	2018/12/6 15:40:54
中文题目：	H银行青岛分行财富管理业务营销策略研究
英文题目：	Research on Marketing Strategy of Wealth Management in QingDao Branch of H-BANK
指导老师：	韩德昌
中文关键字：	H银行,财富管理,青岛,营销策略
英文关键字：	H Bank,Wealth management,Qingdao,Marketing Strategies
中文摘要：	中国的改革开放已经历了将近40年，所取得的成绩可以说是举世瞩目，不仅经济总量跃升世界前列，国民财富更是出现爆炸式的增长，随着财富的增长，财富管理业务应用而生。商业银行中，财富管理业务以成为最具盈利能力的核心业务之一。中国财富管理市场发展迅速，但客户需求变化、金融科技、监管升级和同业竞争正在重塑财富管理行业的格局和商业模式。在强监管背景下，国内商业银行以销售“刚兑”型理财产品的财富管理业务模式必将终结。根据麦肯锡全球财富管理数据池（Global Wealth Pool）统计，过去十年中国社会个人财富增速达15%，远远高于GDP 8% 的平均增速。毫无疑问，富裕客群将会成为中国财富管理市场的中坚力量。 自2004年开展个人理财业务以来，H银行扎实推进基础建设：设计盈系列理财产品，丰富大众客户投资选择；代理销售基金、保险、信托等产品，充实产品线，更好的进行财务规划；开通“7+N”增值服务，扩大金融服务外延；推出贵宾客户专属服务，以财富管理中心为媒介提供多元化财富管理服务。随着大资管、强监管的不断深入，财富管理业务面临着机会和挑战，在多年的发展中，H银行财富管理业务在强势发展的同时也存在亟待解决的问题，在产品差异化、营销策略、服务升级、人才培养、渠道搭建、私人银行业务等模块需要整合资源，实现持续发展。 本文以H银行青岛分行财富管理业务为研究对象，综合使用文献研究法、调研研究法，以及访谈、讨论、数据对比和理论推导等方法，通过PEST分析法、SWOT分析法、五力模型分析理论、STP理论分析四种环境分析工具与定位理论，结合品牌营销、7Ps营销理论、客户关系管理三种营销策略理论，对H银行青岛分行进行分析，根据H银行青岛分行的发展现状和存在问题，找到适合H银行青岛分行的营销策略，这包括：市场定位策略、产品与价格策略、渠道与促销策略、服务组合策略。最后通过客户关系保障、人力资源保障、标准化流程保障、风险管理保障来保障营销策略的实施。
英文摘要：	After nearly 40 years of reform and opening up, China has made remarkable achievements. Not only has its economic aggregate jumped to the top of the world, but also its national wealth has seen explosive growth. With the growth of wealth, wealth management services have been applied. Among commercial Banks, wealth management has become one of the most profitable core businesses. China's wealth management market is developing rapidly, but changes in customer demand, financial technology, regulatory upgrades and peer competition are reshaping the landscape and business model of the wealth management industry. In the context of strong regulation, the wealth management business model of domestic commercial Banks selling "Rigid payment" wealth management products is bound to come to an end.. According to Global Wealth Pool, the growth rate of personal Wealth in China has reached 15% in the past decade, far higher than the average growth rate of 8% of GDP. There is no doubt that wealthy customers will become the backbone of China's wealth management market. Since the launch of personal finance business in 2004, H bank has made solid progress in infrastructure construction: designed profit series of financial products to enrich the investment choices of mass customers; Acting as the sales agent for fund, insurance, trust and other products, enriching product lines and making better financial planning; Open "7+N" value-added services to expand the extension of financial services; Launch VIP customer exclusive services, wealth management center as the media to provide diversified wealth management services. With the deepening of the big tube, strong regulation, wealth management business is facing opportunities and challenges, in the years of development, H bank wealth management business in the development of a strong also exist problems to be solved at the same time, the product differentiation, the marketing strategy, upgrade services, personnel training, channel building, private banking and other modules need to integrate resources, realize sustainable development. Based on H bank Qingdao branch wealth management business as the research object, comprehensive use of literature study, research method, and interview and discussion, data contrast and the methods of theoretical derivation, through PEST analysis, SWOT analysis, five model analysis theory, STP theory to analyze four kinds of environment analysis tools and positioning theory, combining the theory of brand marketing, 7 ps marketing three marketing strategy, customer relationship management theory, to analyze H bank Qingdao branch, according to the H bank development present situation and existing problems of Qingdao branch, find H bank Qingdao branch of marketing strategy, which includes: Market positioning strategy, product and price strategy, channel and promotion strategy, service portfolio strategy. Finally, the implementation of marketing strategy is guaranteed through customer relationship guarantee, human resource guarantee, standardized process guarantee and risk management guarantee.
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