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论文编号：	5977
作者编号：	2120112573
上传时间：	2013/12/9 14:18:45
中文题目：	渣打银行（中国）个人理财业务服务营销策略研究
英文题目：	Standard Chartered Bank (China) Personal Finance Business Services Marketing Strategy Research
指导老师：	李国林
中文关键字：	渣打银行（中国） 商业银行个人理财业务 服务营销策略
英文关键字：	Standard Chartered Bank (China) Commercial Bank Personal Financial Services Service Marketing Strategy
中文摘要：	随着我国经济的快速发展，国民生产总值和居民收入不断增加，积累在人们手中的资金日趋增多，高净值人群的数量也在不断膨胀。这便使我国居民的消费习惯及打理财务的方式发生了巨大转变。人们对商业银行的需求，已经不再是简单的日常储蓄业务所能满足的。而是转移到如何合理的进行资产有效的配置，实现资本的保值增值。另外，随着我国资本市场的迅速发展，利率市场化及金融国际化进程的快速推进，商业银行靠存贷利差获得的盈利空间逐渐减少。为了获取更多的利润增长空间，占领市场发展先机，大多数银行都将个人理财业务的发展作为新的利润增长来源，并将其作为银行谋求发展的战略重点。随着我国对外资银行条件的放宽，国际化大型商业银行不断进入中国市场。而随着我国经济的高速发展，国内股份制商业银行也如雨后春笋般不断诞生。这使得我国商业银行营销市场竞争日趋激烈。传统是商业银行强势的卖方市场坐销方式已经不能在适应激烈的金融市场环境。由于金融产品严重同质化特征，商业银行想获得更多的市场份额必须采取有客户吸引力及竞争力的营销手段。本文以研究商业银行个人理财业务的服务营销为目的，分析了我国目前的金融市场环境，列举了渣打银行在使用服务营销进行个人理财业务开展的成功案例，提出了应对策略，即树立“以客户需求为中心”的个人理财服务理念、实施差异化商业银行个人理财产品营销、加强商业银行个人理财产品创新力度、构建个人理财服务品牌等外部服务营销策略，及提高服务员工满意度，建立客户关系管理系统等内部服务营销策略。提出了完善我国商业银行个人理财业务服务营销策略的科学措施,具有一定的理论与实践意义。
英文摘要：	With China's rapid economic development, GDP and income increasing accumulation of capital in the hands of the people is increasing, the number of high net worth population is constantly expanding. This will make our people's consumption habits and the way to take care of financial undergone tremendous changes. People demand of commercial banks, is no longer a simple everyday savings business can be met. But shifts to how to reasonably effective allocation of assets to achieve capital preservation and appreciation. In addition, with the rapid development of China's capital market, interest rates and financial market internationalization process of the rapid advance of the commercial banks deposit interest received by diminishing profit margins. In order to obtain more profit growth, capture the market development opportunities, most banks will be the development of personal financial services as a new source of profit growth, and as a bank seeking to develop strategic focus. As China's relaxation of conditions for foreign banks, international large commercial banks continue to enter the Chinese market. With China's rapid economic development, the domestic joint-stock commercial banks have also mushroomed been born. This makes the marketing of commercial banks increasingly competitive market. Traditional commercial banks take off a strong seller's market approach has not adapted the intense financial market environment. As serious homogenization characteristics of financial products, commercial banks want to get more market share must take a customer attractive and competitive marketing tool. This paper studies the business of commercial banking personal financial services marketing for the purpose of analysis of China's current financial market environment, Standard Chartered Bank cited the use of personal financial services marketing for business development success stories presented coping strategies, "Customer-centric" concept of personal financial services, implementation of differentiated commercial bank personal financial product marketing, strengthening commercial bank personal finance product innovation, build personal financial services brand marketing strategies and other external services, improve service satisfaction, build customer relationship management system and other internal services marketing strategy. By improving the commercial banking business service marketing strategy personal finance scientific measures, has a certain theoretical and practical significance.
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