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论文编号：	13360
作者编号：	2320190597
上传时间：	2022/6/13 10:21:30
中文题目：	招商银行财富管理业务营销策略及其实施研究
英文题目：	Research on Marketing Strategy and Implementation of Wealth Management Business of China Merchants Bank
指导老师：	李东进
中文关键字：	招商银行;财富管理业务;市场定位;营销策略
英文关键字：	China Merchants Bank; Wealth Management Business; Market Positioning; Marketing Strategy
中文摘要：	近年来招商银行财富管理业务面临的内外部营销环境正在发生新的转变。随着国内居民财富快速积累，其财富管理需求明显提升，并且呈现出高净值客群结构年轻化、产品配置多元化、需求综合化程度加深等新趋势。商业银行都开始大力发展财富管理业务，将其作为战略转型的关键业务，财富管理业务竞争日趋激烈。另外，互联网金融快速崛起对招商银行财富管理业务产生了重要影响，一方面带来金融科技的赋能效应，另一方面互联网金融巨头利用低成本策略快速抢占财富管理业务市场份额。招商银行作为财富管理业务标杆银行，在新环境下其营销策略的调整与优化势在必行。因此分析招商银行财富管理业务营销策略及其实施具有重要的现实意义。 本文首先通过文献研究，阐明选题意义并确定论文的研究思路和方法。其次是招商银行财富管理业务营销环境分析，详细阐述财富管理业务面临的外部环境和行业环境，总结商业银行财富管理业务的发展趋势。第三是招商银行财富管理业务现状及存在的问题分析，介绍招商银行财富管理业务的发展历程，从产品、服务、渠道、科技赋能等方面阐述招商银行财富管理业务现状，并针对性提出存在的问题。第四是招商银行财富管理业务市场细分与市场定位分析。第五是招商银行财富管理业务营销策略分析。第六是招商银行财富管理业务营销策略的实施保障。最后是本文的结论与展望。 根据以上研究，提出新环境下招商银行财富管理业务营销策略，主要为：在产品策略方面，需要优化产品渠道，优选重点产品，提高产品创设能力，优化增值服务体系，做好产品售后体系；在定价策略方面，针对中高端客群采用差异化定价，针对低端客群采用低成本策略；在渠道策略方面，打通财富管理、资产管理、投资银行三大模板链条；在人员策略方面，组建数字化中台，加强客户经理的数字化经营思维，加强岗位间交叉联动。同时从金融科技、人才培养、考核评价、风险控制等四个维度保障营销策略的实施。希望本文研究能为促进招商银行财富管理业务的发展提供有益的参考。
英文摘要：	In recent years, the internal and external marketing environment faced by China Merchants Bank's wealth management business is undergoing new changes. With the rapid accumulation of domestic residents' wealth, their demand for wealth management has increased significantly, and there are new trends such as rejuvenation of high-net-worth customer structure, diversification of product configuration, deepening of demand integration and so on. Commercial banks have begun to vigorously develop wealth management business as a key business of strategic transformation, and the competition of wealth management business is becoming increasingly fierce. In addition, the rapid rise of Internet finance has had an important impact on China Merchants Bank's wealth management business. On the one hand, it brings the enabling effect of financial technology. On the other hand, Internet financial giants use low-cost strategies to quickly seize the market share of wealth management business. As a benchmark Bank of wealth management business, China Merchants Bank is imperative to adjust and optimize its marketing strategy under the new environment. Therefore, it is of great practical significance to analyze the marketing strategy and implementation of China Merchants Bank's wealth management business. Firstly, through literature research, this paper analyzes the significance, research status, and puts forward the research ideas and methods of this paper. The second is the analysis of the marketing environment of wealth management business of China Merchants Bank, which elaborates the external environment and industry environment faced by wealth management business, and analyzes the development trend of wealth management business of commercial banks. The third is the analysis of the current situation and existing problems of China Merchants Bank's wealth management business, introduces the development process of China Merchants Bank's wealth management business, expounds the current situation of China Merchants Bank's wealth management business from the aspects of products, services, channels and scientific and technological empowerment, and puts forward the existing problems. The fourth is the analysis of the target market segmentation and market positioning of China Merchants Bank's wealth business. The fifth is the analysis of the marketing strategy of China Merchants Bank's wealth management business. The sixth is the implementation guarantee of the marketing strategy of China Merchants Bank's wealth management business. The last part is the conclusion and Prospect of this paper. Based on the above research, this paper puts forward the marketing strategy of China Merchants Bank's wealth management business under the new environment, specifically as follows: in terms of product strategy, it is necessary to optimize product channels, optimize key products, improve product creation ability, optimize value-added service system and do a good job in product after-sales system; In terms of pricing strategy, differentiated pricing is adopted for medium and high-end customers, and low-cost strategy is adopted for low-end customers; In terms of channel strategy, open up the three template chains of wealth management, asset management and investment banking; In terms of personnel strategy, establish a digital middle platform, strengthen the digital business thinking of customer managers, and strengthen the cross linkage between posts. At the same time, the implementation of marketing strategy is guaranteed from four dimensions: financial technology, talent training, assessment and evaluation, risk control and so on. I hope this study can provide a useful reference for promoting the development of wealth management business of China Merchants Bank.
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