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论文编号：	2767
作者编号：	2120082484
上传时间：	2010/11/29 21:27:35
中文题目：	农业银行天津分行个人金融产品的营销策略研究
英文题目：	The Research of Personal Financial Products Marketing Strategies of Agricultural Bank of China Tianjin Branch
指导老师：	刘建华
中文关键字：	农业银行天津分行 个人金融产品 市场营销策略
英文关键字：	Agricultural Bank of China Tianjin Branch personal financial product marketing strategy
中文摘要：	发达国家个人金融业务市场经过几十年的发展，已经步入成熟期，而国内商业银行在个人金融业务领域才刚刚起步，目前，四大国有商业银行在个人金融产品的营销方面是机遇与挑战并存。一方面，随着2006年年底我国商业银行全面对外开放，外资银行纷纷在天津等沿海城市抢滩设点，并将灵活多样的个人金融产品陆续推向中国市场，给在这方面本来就薄弱的四大国有商业银行带来了巨大的竞争压力。另外一方面，随着我国国民经济的快速增长，人民生活水平的不断提高，这又为国内商业银行在个人金融产品营销方面提供了广阔的发展空间。在前所未有的市场经济条件下，寻求农业银行天津分行个人金融产品的营销策略，并探索其营销策略的实施和保障具有十分重要的现实意义。 本文是农业银行天津分行个人金融产品的营销策略研究。首先阐述了研究的背景和意义，并介绍研究内容及方法；然后讲述了商业银行个人金融产品的含义和特点、STP理论、市场营销相关理论包括营销组合策略、服务营销及关系营销；接着介绍了国内外商业银行个人金融业务的发展现状以及天津商业银行个人金融业务的发展趋势；随后以中国农业银行天津分行为例，介绍了其个人金融业务的营销现状、指出了在营销方面存在的问题及原因，分析了农行天津分行个人金融业务的竞争环境，并对其进行了SWOT分析；根据相关理论，结合农行天津分行营销存在的问题及其发展环境，提出了相应的营销策略，包括产品策略、服务组合策略、促销组合策略及关系营销策略；最后提出要想提升农业银行天津分行的个人金融产品营销水平，就必须要在市场营销理念的指导下实行农行天津分行的流程再造、内部营销和提高信息技术水平，全面提升其个人金融产品的营销实力和盈利水平。
英文摘要：	The personal financial services of developed countries have been in a ripe period after decades development, meanwhile, commercial banks of our country Just start in this field. Currently, the four state-commercial banks face the opportunity and challenge in marketing field of personal financial services. On the one hand, our commercial banks completely open to the world in the end of 2006, foreign banks successively entered to Tianjin and other coastal cities, meanwhile put flexible financial products to China supermarket. These practices have brought great competence pressure to the four state- commercial banks. On the other hand, with the rapid growth of our national economy, the improvement of people's living standard , the popularity of financial knowledge and Development of information technique, strong consumer desire for personal financial interests, this in turn for the domestic commercial banks in the marketing of personal financial products provide a broad space for development. In an unprecedented market economy for the Agricultural Bank of China Tianjin Branch personal financial product marketing strategy, and explore the implementation of its marketing strategy and security is of great practical significance. This article is a personal financial product marketing strategy of Tianjin branch of the Agricultural Bank of. First, the study describes the background and significance, and introduces the research contents and methods; and commercial banks about the meaning of personal financial products and features, STP theory, the theory of marketing strategy, including the evolution of the marketing mix, service marketing and relationship marketing; then introduced personal financial status and business development of domestic and foreign commercial banks and personal financial business development trends of Tianjin Commercial Bank. Subsequently, taking Agricultural Bank of China Tianjin Branch for example, introduced its personal financial services marketing situation, pointed out the problems and reasons of personal financial services in marketing for Agricultural Bank of China Tianjin Branch, analyzed of the competitive environment in personal financial services of the Agricultural Bank of China Tianjin Branch and SWOT analysis; according to the relevant theory and the problems of marketing of Agricultural Bank of China Tianjin Branch and its development environment, the paper proposed the corresponding marketing strategy, including product mix strategy, service portfolio strategy and relationship marketing strategy; finally, in order to improve the personal financial product marketing level of the Agricultural Bank of China Tianjin Branch, we should achieve the process reengineering of the Agricultural Bank of China Tianjin Branch under the guidance of the concept of marketing, internal marketing, and improve the level of information technology, comprehensively enhance marketing strength and profitability of personal financial products of Agricultural Bank of China Tianjin Branch.
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