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论文编号：	8610
作者编号：	2220120532
上传时间：	2016/11/29 1:18:27
中文题目：	中国民生银行石家庄分行理财产品市场营销策略研究
英文题目：	Analysis on the Marketing Strategy of China Minsheng Bank Shijiazhuang branch Financial Products
指导老师：	周建
中文关键字：	商业银行；理财产品；营销策略；SWOT分析
英文关键字：	Commercial Banks; Bank financial products; Marketing strategy; SWOT analysis
中文摘要：	银行理财产品的出现是银行发展到一定阶段且随着国民经济的不断发展应运而生的。如今，越来越多的居民意识到，当财富积累到一定程度，适度的理财能够帮助居民实现保值增值优化投资结构的作用。与此同时，中国国内股份制银行正位于战略转型阶段，积极开展理财业务对于中国股份制银行的长期可持续发展具有不可比拟的作用。销售人员营销水准的提升即是应对各方竞争的有力方法，而且在应对未来利率市场开放的环境下也具有一定的竞争优势。然而在我国，各股份制商业银行在当前的理财营销中存在许多问题，在营销策略上仍有很大的改善及提升空间。本文以民生银行石家庄分行理财产品为例，研究我国商业银行理财产品营销策略。本文首先对银行理财产品的发展过程进行了系统性的梳理，分别介绍了国内外通用的银行营销理论，如“7P”、“4C”、“4R”、“STP”等理论，并对国内外商业银行理财产品营销业务的发展历史进行了梳理概括。其次，以市场营销前沿理论为指导，利用SWOT分析法，以民生银行石家庄针对其理财产品所开展的营销业务为分析对象，系统性的分析提炼了民生银行石家庄分行在开展理财产品营销过程中所面临的来自外部的机遇和威胁、其相对于竞争对手所具有的优势与劣势。在研究中，深入分析了民生银行石家庄分行针对个人理财产品所开展的营销活动的现状、其所面临的宏观和微观层面的外部环境状况、其所具有的主要竞争优势和劣势与不足等问题，并对这些进行了深入的分析评估。研究表明：民生银行石家庄分行理财产品具有营销管理链条短，机制灵活、管理先进，能借助同业合作及充分利用信息技术手段，渠道建设成本较低，风险管控能力较强等诸多特点，然而，民生银行所在理财产品营销活动中也具有如资产及客户群体规模小，市场产品细分不够细致，品牌知名度不高，缺少理财师队伍等诸多劣势与不足，其理财产品种类亟待丰富和完善。基于这些分析所得出的问题，本文进一步根据民生银行石家庄银行实际的运营情况，有针对性的提出了其优化营销策略的对策与建议。本文认为为了给客户提供更为综合而优质的理财产品服务，应针对股份制商业银行的特点细分客户市场，明确目标客户，强化理财产品设计的针对性；积极利用互联网金融，充分利用电子商务模式，大力发展网上营销；提高宣传效率，增加产品透明度，增进投资者教育；强化专业理财团队建设等措施。本文从商业银行银行理财产品市场营销的共性方面出发，以一家最具私人特色的股份制银行民生银行的其中一家分行——石家庄分行为蓝本进行分析探讨，并结合最新的市场发展形势，发现问题、分析问题、解决问题，最后得出有针对性的对策措施，具有较强的实用性及现实意义，并具有一定的新颖性。
英文摘要：	The emergence of financial product is bank at a certain stage of development and with the continuous development of national economy arises at the historic moment. Today, the more to more inhabitants realize when wealth accumulation to a certain degree, a moderate amount of money can help residents to realize the value of optimizing the investment structure. For in the strategic transformation of joint-stock Banks, develop the financing business of Banks has great significance to the sustainable development. Improve sales marketing is not only a powerful method to cope with competition is the inevitable choice of the future interest rate market opening. Authors for many years engaged in bank marketing management, has many years of experience, joint stock commercial Banks exist many problems in the current financial marketing, there is still a lot of improvement on the marketing strategy and promotion space. Therefore, this article in Minsheng bank financial management products, for example, studies our country commercial bank financial product marketing strategy. The article reviews the development of wealth management products "7p", "4c", "4r", "STP", such as bank marketing theory, and the development of the commercial bank personal finance product marketing at home and abroad. Secondly, based on the marketing front theory as a guide, using the method of SWOT, Minsheng bank financing products marketing selected in the study as an example, the analysis of the internal competitive advantage and disadvantage, opportunities and threats of the external environment facing, etc., have certain representations. The Minsheng bank personal finance marketing present situation, the facing problems such as macro micro environment, main advantages and disadvantages, carried on the thorough careful analysis and evaluation. Research has shown that Minsheng bank financing products marketing management chain short, advanced management, flexible mechanism, with the help of trade cooperation, and make full use of information technology means, channel construction cost is low, the strong ability of risk control, etc., but there are also small assets and customer groups, brand awareness is not high, the market product segmentation is not enough careful,, it is necessary to enrich and perfect the financial product categories such as lack of financial planner team. Aiming at these problems, combined with the actual situation, puts forward some Suggestions of optimizing marketing strategies. This article thinks that should according to the characteristics of the joint-stock commercial bank customer market segment, clear target customers, enhance the targeted financial product design, provide comprehensive financial services to the customers; Make full use of the electronic commerce mode, to develop the Internet marketing, positive use of the Internet financial; Improve the efficiency of publicity, increase product transparency, enhance investor education; Measures such as strengthening professional financial management team construction. To be studied in theory, in practice to improve.
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