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论文编号：	11316
作者编号：	2320170735
上传时间：	2019/12/11 23:10:16
中文题目：	民生银行理财业务营销策略研究
英文题目：	Analysis on Marketing Strategy of MINSHENG Bank Financial Management
指导老师：	薛红志
中文关键字：	关键词：银行业；个人理财业务；互联网金融
英文关键字：	Key words：Banking; Personal finance business; Internet finance
中文摘要：	摘要 当前互联网金融对传统金融业，尤其是银行业构成了较大冲击。作为新型的网络理财产品，其相对于传统理财产品具有很多优势。资金流动更加快捷，资金升值空间大。满足不同人们对于理财多样化需求。理财业务模式不断发展，将会进一步改变人们传统的理财观念。我国国务院总理李克强在政府工作报告中指出“要重视促进互联网金融健康发展，完善我国金融领域的监管”。政府重视引导金融行业开放发展，引导更多互联网金融业务进行发展，创造多种类产品模式来降低业务发展成本，以此来吸引更多的客户群体。 在此背景下，本文选取民生银行作为研究对象，通过文献综述法、比较分析法、案例分析法等研究方法分析其个人理财业务的现状与问题。本文主要是将个人理财业务作为单一的研究对象进行深入细致的研究，通过对传统商业银行民生银行作为案例进行研究，了解网络新型理财背景下，在遭受新型金融理财产品的冲击，传统银行在困境中寻求转型，找到新的发展转型之路。本文主要是通过查阅国内外的大多互联网金融转型探索的相关实例，通过进行深入的研究，将传统商业银行个人理财业务转型所遇到的挑战和机遇等更为直观表现出来，希望通过研究为传统商业银行个人理财业务发展转型做出有效的发展建议。 经过系统的研究，本文得出的结论主要为银行业必须适应互联网时代的发展趋势来改变自己、适应新形势要求；民生银行个人理财业务在当前是存在一定的不足之处的，而改进这种不足正是其提升业务能力的一个切入点；有必要重视国内外同行现有经验，这些不一定能给出符合某个个案需求的答案，但为解决问题提供了方向，并对未来相关研究做了展望。 关键词：银行业；个人理财业务；互联网金融
英文摘要：	Abstract At present, Internet finance has a great impact on the traditional financial industry, especially the banking industry. As a new type of network financial products, it has many advantages over traditional financial products. Capital flows are faster and there is more room for capital appreciation. To meet the diverse needs of different people for financial management. The continuous development of financial management business model will further change people's traditional financial management concept. Li Keqiang, Premier of the State Council, pointed out in the government work report that "we should attach importance to promoting the healthy development of Internet Finance and improving the supervision in the financial field of our country". The government attaches great importance to guiding the open development of the financial industry, guiding more Internet financial business to develop, creating a variety of product models to reduce business development costs, in order to attract more customer groups. Under this background, this paper chooses Minsheng Bank as the research object, and analyses the current situation and problems of its personal finance business through literature review, comparative analysis, case analysis and other research methods. This paper mainly makes a thorough and meticulous study on the individual financial management business as a single object of study. Through the case study of Minsheng Bank, a traditional commercial bank, it understands that under the background of new network financial management, under the impact of new financial products, traditional banks seek transformation and find new development transformation in the predicament. Type road. This article is mainly through consulting many relevant eMinsheng amples of Internet financial transformation eMinshengploration at home and abroad, through in-depth research, the challenges and opportunities encountered in the transformation of traditional commercial banks'personal financial services are more intuitive, hoping to do transformation for the development of traditional commercial banks' personal financial services through research. Make effective development suggestions. After systematic research, the conclusion drawn in this paper is that the banking industry must adapt to the development trend of the Internet era to change itself and adapt to the new situation; Minsheng Bank's personal financial management business has certain deficiencies at present, and improving this deficiency is a cut-in to enhance its business ability; it is necessary to pay attention to it. The e Minsheng is ting e Minsheng perience of domestic and foreign counterparts may not necessarily give the answer that meets the needs of a case, but it provides three main directions for solving the problem, and makes a prospect for future related research. Key words：Banking; Personal finance business; Internet finance
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