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论文编号：	12505
作者编号：	2320180509
上传时间：	2021/6/14 15:44:07
中文题目：	HF银行天津分行个人金融业务营销策略研究
英文题目：	Study on Marketing Strategies For HF Tianjin Branch Personal Financing Products
指导老师：	牛芳
中文关键字：	HF银行，个人金融业务，7P营销理论，客户需求
英文关键字：	HF Bank，Personal financial business,The Marketing Theory of 7Ps，Customer needs
中文摘要：	随着我国经济的飞速发展，我国人民的富裕程度越来越高，其收入水平和消费水平也随之提高。伴随人们受教育程度的不断提高，国民的视野也变得开阔，居民对自身财富保值、增值的意愿也更加强烈。金融市场的产品虽然丰富多样，但银行发行的各类理财产品更加稳妥有保障，无疑是大多数客户的选择。但银行的理财产品众多，各家银行各有优势，如何在众多竞争者中脱颖而出是所有银行都关心的问题。HF银行作为历史悠久的外资银行，在中国这片形势大好的金融市场上，如何利用自身独特的优势，坚守一席之地并得到更好的发展，是当前研究的重中之重。 HF银行作为最早一批进入天津的外资银行，其天津分行在个人金融业务方面具备一定的优势，但由于自身各方面问题的存在，限制了该银行的进一步发展。本文应用营销相关理论工具，以HF银行天津分行个人金融产品的营销情况为研究对象，阐述了HF银行的发展现状，并从账户、服务、理财产品三个方面详细介绍了HF银行天津分行个人业务情况。通过抽样调查的方式，面向HF银行天津分行的现存客户，随机发放调查问卷，收集客户的使用感受和意见反馈，进行统计、调查、分析，根据调查结果再结合内部现状，深入剖析该银行存在的问题，并分析问题背后的原因。 最后基于7P营销理论，结合HF银行自身的优劣势，分别从产品、渠道、价格、宣传、人员、服务过程和有形展示7个方面提出具体改进办法。具体改进方法为以满足客户需求为导向，通过专业的金融服务视角，为客户灵活的组合产品，拓展多元化的营销渠道，合理的加强宣传力度，提升营销人员的素质和专业技能，优化服务意识和服务水平，并将无形的服务予以有形的展示。本文旨在找到适合HF银行的营销策略，扬长避短，改进不足，体现自身优势，强化HF的特色，充分提升品牌口碑，达到使客户满意的效果，进而巩固、扩展个人金融业务市场，助力HF银行获得更好的发展。
英文摘要：	With the development of China's economy, Chinese people have become more and more wealthy, their income level and consumption level have also increased. With the continuous improvement of people's education level, national vision has also become wider, and residents have a stronger willingness to keep its value and?even?see?some appreciation. Although there are a variety of financial products in the financial market, various financial products issued by banks are more reliable and secure, which is undoubtedly the best choice of most customers. There are numerous financial products in different banks, and each bank has its own advantages. How to stand out from the numerous competitors is the concern of all banks. As a foreign bank with a long history, how to make use of its own unique advantages, stick to its place and get a better development in China's financial market is the top priority of current research. As one of the earliest foreign banks in Tianjin, HF Bank's Tianjin Branch has many advantages in personal financial business. However, as a result of the existence of various aspects of their own problems, limited the further development of the bank. This paper applies marketing related theoretical tools and takes the marketing of personal financial products of HF Bank Tianjin Branch as the research object, elaborates the development status of HF Bank Tianjin Branch, and introduces the personal business situation of HF Bank Tianjin Branch from three aspects of account, service and financial products in detail. Through the method of sampling survey, the questionnaire was randomly distributed to the existing customers of HF Bank Tianjin Branch to collect customers' feelings and feedback on the use of the questionnaire, conduct statistics, investigation and analysis. Based on the survey results and the internal status quo, the problems existing in the bank were deeply analyzed and the reasons behind the problems were analyzed. Finally, based on the Marketing Theory of 7Ps and combined with the strengths and weaknesses of HF Bank, this paper puts forward specific improvement measures from seven aspects: product, place, price, promotion, people, process and physical evidence. Specific improvement methods is to meet customer demand as the guide, through the perspective of professional financial services, to customers in a flexible combination of product, develop diversified marketing place, reasonable strengthening promotion, improve the quality and professional skills of marketing people, optimize service consciousness and service level, and the intangible service tangible display. This paper aims to find a marketing strategy suitable for HF Bank, to make full use of its strengths and avoid weaknesses, to improve its shortcomings, to reflect its own advantages, to strengthen HF characteristics, to fully enhance brand reputation, to achieve customer satisfaction, and to consolidate and expand the personal financial business market, and to help HF Bank achieve better development.
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