联系我们

论文查询结果	返回搜索

论文编号：	15717
作者编号：	2320233781
上传时间：	2025/12/9 15:40:38
中文题目：	T银行自营个人理财业务服务营销策略及其实施研究
英文题目：	The Research on Service Marketing Strategy and Its Implementation of T Bank''s Self-operated Personal Wealth Management Business
指导老师：	刘建华
中文关键字：	T银行；自营个人理财业务；服务营销；营销策略
英文关键字：	T Bank；Self-operated Personal Wealth Management Business；Service Marketing；Marketing Tactics
中文摘要：	本论文以T银行自营个人理财业务服务营销策略及其实施为研究对象，聚焦资管新规全面落地后银行理财市场的深刻变革，旨在为区域性银行破解“同质化竞争”“服务能力不足”等困局提供系统性解决方案。当前，我国理财市场已完成净值化转型，居民财富管理需求呈现“多元化、专业化、场景化”特征，而区域性银行受限于投研能力与品牌影响力，在与国有大行、股份制银行及互联网平台的竞争中逐渐陷入被动。T银行作为天津地区重要的地方金融机构，其自营理财业务既面临京津冀协同发展带来的区域机遇，也承受着产品结构单一、客户黏性不足等现实挑战，因此对其服务营销策略的研究具有较强的理论与实践价值。 论文在梳理国内外商业银行理财业务、服务营销理论研究成果的基础上，构建了“理论-现状-问题-对策”的研究框架。明确了自营个人理财业务的定义，回顾了我国银行理财从“刚性兑付”到“净值化管理”的发展历程，重点解析了服务营销7PS理论在理财业务中的适配性，同时整合监管规定对服务流程、信息披露的具体要求，为实证分析提供理论支撑。 研究过程中，综合运用多种方法，通过PEST分析、借助SWOT分析，找出T银行的优势和劣势；基于客户问卷调研，精准识别出核心问题。针对上述问题，论文以7PS理论为框架设计优化方案。同时，从组织制度、信息系统、风险防控等方面配套保障措施。 研究结论显示，T银行需以“区域深耕、服务突围”为核心，通过产品差异化、服务专业化、渠道便捷化重塑竞争优势。未来可进一步探索AI智能投顾、绿色理财等创新领域，强化科技赋能与生态合作。本研究不仅为T银行提供了可落地的服务营销优化路径，其结论对同类区域性银行破解发展瓶颈、实现理财业务高质量发展具有重要借鉴意义。
英文摘要：	This thesis studies T Bank's self-operated personal wealth management service marketing amid post-new asset management regulations changes, aiming to solve regional banks' "homogeneous competition" and "inadequate services". China's wealth management market has completed net value transformation, with residents' demands growing diversified, professionalized and scenario-based. Limited by research capabilities and brand influence, regional banks lag behind larger banks and internet platforms. As a key Tianjin financial institution, T Bank faces opportunities from Beijing-Tianjin-Hebei integration and challenges like product singularity and weak customer loyalty, making this research valuable. Drawing on domestic and foreign studies, it uses a "theory-status-problems- solutions" framework, defining self-operated wealth management, reviewing its evolution from "rigid redemption" to "net value management", analyzing 7PS theory's applicability, and integrating regulatory requirements for theoretical support. Via PEST, SWOT analyses and customer surveys, it identifies T Bank's strengths, weaknesses and core issues. Guided by 7PS theory, it designs optimizations with measures in organization, information systems and risk control. The study concludes T Bank should focus on "regional deep cultivation and service breakthrough", building competitiveness through product differentiation, service professionalism and channel convenience. Future exploration in AI investment advisory and green wealth management is recommended. This provides actionable paths for T Bank and insights for similar regional banks.
查看全文：	预览  下载(下载需要进行登录)