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论文编号：	13862
作者编号：	2320200479
上传时间：	2023/6/1 19:25:25
中文题目：	Z银行财富管理业务营销策略优化研究
英文题目：	Research on Marketing Strategy Optimization of Wealth Management Business of Z Bank
指导老师：	齐岳
中文关键字：	Z银行；财富管理业务；营销策略；市场定位；保障措施
英文关键字：	Z Bank；Wealth Management Business；Marketing Strategy；Market Positioning；Safeguard Measures
中文摘要：	随着中国经济的不断发展及结构转型，居民财富快速增长，金融投资需求上升，为商业银行开展财富管理业务提供了较大的机遇。但与此同时，全球政治经济环境不确定性因素增多、国内资管新规落地实施、各金融机构及互联网平台纷纷投入资源参与竞争，这些宏观及行业环境变化给商业银行带来很大挑战。商业银行必须迅速调整财富管理业务营销策略，构建更加多元化的产品体系，优化营销渠道，提高客户服务能力，从而保持自身竞争优势。 本文以Z银行作为案例企业，综合运用文献研究、案例分析、实地调查、比较分析等研究方法，对Z银行财富管理业务营销策略展开了研究。本文采用PEST方法、波特五力模型及SWOT分析法对Z银行财富管理业务营销环境进行分析，在此基础上，从Z银行财富管理业务现状入手，结合客户问卷调查与内部员工访谈结果，对Z银行在产品、定价、渠道、促销、人员、有形展示及服务过程等方面存在的问题进行了详细的分析，阐述了其营销策略优化的必要性。随后根据STP理论进行市场细分、目标市场选择及市场定位，并提出针对性的营销策略优化方案，主要包括：提升产品创新能力，改进代销产品准入机制，完善产品体系；实行差异化及浮动管理费定价策略，提升产品竞争力；合理布局线下网点，加强线上渠道协同；打造体系化的促销活动并提升促销精准度；完善培训体系、打通人员流动，提升人员服务能力；改善营业网点环境及服务人员礼仪要求；加强对客户的主动联系，完善售后服务体系，提升客户服务体验。最后，为确保优化方案的顺利实施，提出了保障措施。 本文以点带面，通过对Z银行在当前环境下的财富管理业务营销策略进行优化方案研究设计，对其找准自身问题、调整业务策略、走出发展困境，提供了理论及决策依据。同时，由于Z银行在财富管理行业具有较强影响力，本文的分析过程及结论对其他机构发展财富管理业务、优化营销策略具有一定的借鉴意义。
英文摘要：	With the continuous development and structural transformation of economy in China, the rapid growth of residents' wealth and rising demand for financial investment have provided commercial banks with greater opportunities to develop wealth management business. However, at the same time, The macro and industry environment changes such as the uncertainties in the global political and economic environment, the implementation of new regulations on domestic asset management industry, and the competition among financial institutions and Internet platforms, have brought great challenges to commercial banks. Commercial banks must quickly adjust their wealth management business marketing strategies, build a more diversified product system, optimize marketing channels and improve customer service capabilities in order to maintain their competitive advantages. This paper takes Z Bank as a case company and uses literature research, case study, field investigation, comparative analysis and other research methods to study the marketing strategy of wealth management business of Z Bank. This paper analyzes on wealth management business marketing environment of Z Bank by PEST method, Porter's five forces model and SWOT analysis. On this basis, starting from the current situation of wealth management business of Z Bank and combining the results of customer questionnaires and internal staff interviews, the problems of Z Bank in terms of products, pricing, channels, promotions, personnel, tangible displays and service processes are analyzed in detail, and the necessity of optimizing its marketing strategy is elaborated. Subsequently, according to STP theory, market segmentation, target market selection and market positioning were carried out, and targeted marketing strategy optimization plans were proposed, mainly including: enhancing product innovation capability, improving the access mechanism for agency products and perfecting the product system; implementing differentiated and floating management fee pricing strategies to enhance product competitiveness; rationalizing the layout of branches and strengthening online channel collaboration; creating systematic promotional activities and improve the precision of promotions; improve the training system, open up personnel mobility and enhance personnel service capabilities; improve the environment of branches and the etiquette requirements of service personnel; strengthen active contact with customers, improve the after-sales service system and enhance customer service experience. Finally, to ensure the smooth implementation of the optimization program, safeguard measures are proposed. In this paper, through the research and design of the optimization plan for wealth management business marketing strategy in the current environment of Z Bank, it provides a theoretical and decision-making basis to identify its own problems, adjust its business strategy, and get out of the development dilemma. At the same time, since Z Bank has a strong influence in the wealth management industry, the analysis process and conclusions of this paper have certain significance for other institutions to develop wealth management business and optimize their marketing strategies.
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