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论文编号：	11184
作者编号：	2320170627
上传时间：	2019/12/8 21:48:48
中文题目：	B银行个人理财业务营销策略研究
英文题目：	Research on marketing strategy of B Bank''s personal finance services
指导老师：	牛建波
中文关键字：	银行；个人理财；营销策略；STP
英文关键字：	Bank; Personal Finance; Marketing Strategy; STP
中文摘要：	随着利率市场化进程的推进，金融脱媒现象和“互联网+”业务的发展，银行凭借利差收益维系利润的规模日益缩窄，对个人客户业务的分流产生了较大了影响。中国作为人口大国，随着国民经济的持续发展和居民收入水平的不断提升，我国居民对自身财富管理的理念也在不断增强。鉴于房地产价格走低和股票市场的价格波动给投资者带来的不确定影响因素，使个人投资者在理财收益方面越发关注资产稳定增值的重要性，追本溯源回归大众化的银行理财方式。银行的个人理财业务作为投资金额和风险相对较低的理财方式，产品的销售规模的逐年攀升，随着主流银行“大零售”理念的提出、理财子公司转型步伐的加快，个人理财业务依托银行零售业务的优势发展，成为商业银行业务发展领域的营销侧重。如何维系已有客户，进一步做好个人理财业务的市场拓展和客户服务，使个人理财更好的作为储蓄业务的有效补充，已成为影响银行整体发展质量的关键性因素。 个人理财业务作为银行的轻资产业务，已成为利率市场化趋势下银行新的盈利发展侧重。本文在参考和研究了国内外个人理财业务营销文献的基础上对相关内容进行了归纳和阐述，梳理了国内银行个人理财业务的发展历史和近年来个人理财产品的整体发展趋势，并以B银行为研究案例，展示了该银行在个人理财业务的整体发展现状，利用波特五力分析模型和SWOT分析等研究工具，从其所在的宏观和微观的环境进行分析，参考了行业内优秀同业的发展情况，提出B银行在个人理财业务的产品、价格、渠道和服务方面存在的一系列问题。同时根据市场细分原则对B银行的目标客户进行了定位和分类，在此基础上充分运用市场营销、服务营销、客户关系营销和4C等相关理论为B银行的业务发展提出了具有针对性的营销优化策略和保障措施，建议以产品销售导向转向客户为中心，丰富产品种类，拓展更多的销售渠道，增强产品的投研能力和定价方式，为客户提供更优质的理财业务和服务方案。 论文的研究主旨是为进一步提升B银行个人理财业务在市场竞争中的综合实力，对B银行自身的营销策略优化有一定的参考和实践意义，以助力B银行更好的实现整体自身发展的规划目标。
英文摘要：	During the development of interest rate-marketization, financial disintermediation and "Internet plus" business, the scale of bank's interest rate spread is now shrinking day by day, with a great impact on the diversion to individual customer business. Being a country with a large population, with continuous development of economy, rising of resident’s income, residents' concept on wealth management is also enhanced beyond measure. Due to the low real estate prices and the stock market price fluctuations bring uncertain factors to investors, investors are more and more concerned about returns on stable assets, backing to the roots of popular bank financing. Personal bank services in finance business have become a financial management with a relatively low investment amount and risk and its sales scale is increased year by year. With the introduction of the concept of "big retail" by mainstream Banks and accelerated transformation of financial management subsidiaries, personal finance business have become the focus of marketing in the business development field of commercial Banks relying on the advantages of retail business. How to maintain existing customers, further improve the market development and customer service of personal finance services, and make personal finance better as an effective supplement to savings services has become a key factor affecting the overall development quality of Banks. Personal finance business, as an asset-light business has become a new focus of profit development for Banks under the trend of interest rate liberalization. By referring and studying domestic and foreign literature about personal business marketing, this article summarized and expounded relevant problems, combs history and development trend of personal finance products in recent years. It takes Bank B as a case to show its overall development status quo of the bank in the personal finance business, by using the Porter Five Forces Analysis Model and SWOT Analysis to analyze macro and micro environment, it puts forward a series of problems in the products, prices, channels and services of personal finance services of Bank B's were proposed. At the same time, it positions and classifies targeted customers according to market segmentation principle and on this basis it puts forward targeted marketing optimization strategies and safeguards for Bank B referring the relevant theories of marketing, service marketing, customer relationship marketing and 4C. It is suggested to turn the sales orientation to customer as the center, add product category, expand more sales channels, strengthen product investment and research ability and pricing methods, and provide customers with better financial services and service programs. The main purpose of this article is to further enhance the comprehensive strength of Bank B’s personal finance services in the whole market competition. It has certain reference and practical significance to the optimization of B bank's marketing strategy, and help Bank B to better achieve its overall development planning goals.
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