联系我们

论文查询结果	返回搜索

论文编号：	8945
作者编号：	2120142790
上传时间：	2016/12/12 10:19:16
中文题目：	天津滨海农商银行高端个人理财业务营销策略研究
英文题目：	Research on Marketing Strategy of Tianjin Binhai Rural Commercial Bank''s High-end Personal Finance Business
指导老师：	李亚
中文关键字：	商业银行；高端个人理财；营销
英文关键字：	commercial bank; high-end personal finance; marketing
中文摘要：	近年来，我国经济迅速发展，信息技术日新月异，国民财富亦处于急速增加的时期。而我国人民对于理财的观念也正处于一个急剧转变的时期，越来越多的人认识到理财的重要性。针对这一需求，我国商业银行正在加快创新前进的步调，不断对自己的业务进行深入改革，而且将专门针对个人提供的专业金融业务当成是战略转型和改革创新的重点业务，所以会有更严峻的形式出现。特别是现阶段个人中高端客户已经成为了个人金融业务利润的主要来源，各大银行也开始重点发展和竞争这个客户群体。只要是能够获得更多客户，特别是中高端，就能够获得市场竞争力，抢占市场份额，所以积极开发中高端客户市场，根据这个群体客户的特征来设计理财产品和服务，进行更加精准、更加细致的营销规划和客户管理，其实对提高商业银行资产结构和经济效益两个不同方面，有非常重要的意义。但是从现阶段我国的商业银行具体的规划和设计来看，营销活动还相对初级，特别是和发达的成熟完善的西方银行对比，能够看出，我国现阶段理财业务存在很大的问题，会有客户没有足够忠诚度，在不同银行之间会有很频繁的变动，没有足够的综合贡献度，所以说商业银行应该转变观念，认识到不足才能够积极改革，促进发展。而且对于银行高端个人理财业务营销策略也要更加重视、研究和讨论。在市场经济环境下，银行需要搞懂重视其市场营销与管理工作，才能在日趋激烈的市场竞争中占据有利地位。其中，企业制定科学、合理、有效的营销策略，则是企业获取预期市场营销成效的关键所在。本文以市场营销和服务营销有关理论为基础，结合天津滨海农商银行的有关情况，采用文献研究法、问卷调查法、案例分析等方法，具体分析其市场营销策略有关问题。研究结果发现，尽管当前天津滨海农商银行关于高端个人理财业务方面的市场营销起步较晚，也取得了一定成效，但是依然存在以下几个问题，主要表现为：第一，产品设计单一，主要集中在消费信贷和储蓄理财，营销分散；第二，客户服务人性化缺失，服务针对性不强，服务产品较为单一；第三，缺乏专业的理财营销人员，缺乏营销导向的绩效考核机制。文章通过采用PEST环境分析、竞争对手分析，综合考察了天津滨海农商银行高端个人理财业务的内外营销环境，发现起步较晚的天津滨海农商银行可以进一步开拓新的市场领域。但另一方面，却面临越来越激烈的行业竞争局面，以及内部品牌知名度不高、缺乏专业理财营销团队等，这些可能会造成不利影响。为掌握准确的数据，需要对购买力强，收入稳定的高端个人客户群体进行调查，故文章运用问卷调查法进行了天津滨海农商银行高端个人理财客户的相关分析。因为高端个人客户群体在调查过程开始时难以进行准确的定位和区分，所以调查以在天津滨海农商银行办理过业务的个人客户为调查对象，从调查中对潜在的高端客户进行定位。就滨海农商行而言，高端个人理财业务目标客户包括优质大中型企业事业单位的高级管理人员、业绩优秀的民营企业家、科学教育方面的知名人士、高级专业技术人员、华侨华裔和在华工作的外籍人士等，他们都是在天津滨海农商银行拥有金融理财产品超过了两百万的管端客户和潜力客户。并且通过调查问卷，从理财产品了解途径、客户选择哪家银行的决策因素、客户选择何种理财产品的选择决策因素的相关数据，得出天津滨海农商银行高端个人理财客户的决策机制。笔者通过对国内外相关研究的探知，对高端个人理财业务及金融营销相关理论的理解，结合对滨海农商行高端个人理财业务的现状与问题的分析，以及对高端个人理财客户的分析，提出天津滨海农商银行高端个人理财业务关键成功要素，有如下几个方面：第一，分析品牌核心价值和目标个人客户群，确定品牌定位；第二，打造类型丰富、专属专业的高端个人理财业务产品；第三，通过进一步建设电子银行、财富管理中心、远程交易模式，建立多种专业化的服务渠道。综合内外营销环境分析结果，以及现阶段天津滨海农商银行高端个人理财业务营销策略存在问题，通过4Ps理论、现代投资组合理论、市场细分理论进行分析，给出了相关合理建议：第一，通过转变营销方式进行客户定位、促进潜力目标客户提升晋级、对不同客户群体进行分层次营销，达到对目标客户群体进行精准定位的目的。第二，通过合理的品牌定位，以及后续总行和分行统一的品牌管理，来进一步建设天津滨海农商银行高端个人理财业务的品牌。第三，打造一系列诸如全面的财富管理、专属客户经理、差别化的传统银行业务、周到的非金融服务、创新远程业务交易等具有特色的高端个人理财服务。第四，建立多样化的营销渠道、畅通的传播渠道、组织合理的营销活动，来扩大天津滨海农商银行的品牌影响力。第五，为了确保相关营销策略建议能够最终落到实处，从创建专业的研发团队、建立科学的培训体系及考核激励机制等方面制定契合的管理模式，提出保障措施。综上所述，本文主要是针对高端个人理财业务的特点，在品牌建设的基础之上，为商业银行高端个人理财业务提供一些合适的个性化的营销策略。最后，本文通过商业银行的具体实践，对天津滨海农商银行进行分析和研究，并根据结果提出相应的建议和意见。图8幅，表1个，参考文献38篇。
英文摘要：	In recent years, China's rapid economic development, information technology with each passing day, the national wealth is also in a period of rapid increase. And our people's concept of financial management is also in a period of rapid change, more and more people realize the importance of financial management. In response to this demand, China's commercial banks are accelerating the pace of innovation forward, and constantly on their own business in-depth reform, and will specifically for individuals to provide professional financial services as a strategic transformation and reform of the focus of business innovation, so there will be more severe. Especially at this stage of personal high-end customers have become the main source of personal financial business profits, the major banks have begun to focus on the development and competition of this customer base. As long as it is able to get more customers, especially in the high-end, will be able to gain market competitiveness, to seize market share, so the active development of high-end customer market, according to the characteristics of this group of customers to design financial products and services, more accurate, more Meticulous marketing planning and customer management, in fact, to improve the commercial bank asset structure and economic benefits of two different aspects, there is a very important significance. However, from the specific planning and design of commercial banks in China at this stage, marketing activities are still relatively junior, especially in comparison with the well-developed western banks, we can see that China's current financial management business is a big problem, There are not enough loyalty customers, there will be frequent changes between different banks, there is not enough comprehensive contribution, so that commercial banks should change their concepts, to recognize the lack of positive reform can promote development. But also for the bank's high-end personal financial business marketing strategy should pay more attention to, research and discussion. In the market economy environment, the banks need to understand and pay attention to their marketing and management work, in an increasingly fierce competition in the market to occupy a favorable position. Among them, the enterprise to develop scientific, reasonable and effective marketing strategy, it is the enterprise to obtain the expected marketing effectiveness of the key. Based on the theories of marketing and service marketing, this thesis analyzes the problems of the marketing strategy of Tianjin Binhai Rural Commercial Bank by literature research, questionnaires, case analysis and so on. The results show that, although the current Tianjin Binhai Rural Commercial Bank on the high-end personal finance business marketing started late, but also achieved some success, but there are still the following questions, mainly as follows: First, the product design single, Third, the lack of professional financial marketing staff, the lack of performance-oriented marketing-oriented assessment mechanism. Second, the lack of customer service, Through the use of PEST environment analysis and competitor analysis, this thesis investigates the internal and external marketing environment of Tianjin Binhai Rural Commercial Bank's high-end personal financing business, and finds that Tianjin Binhai Commercial Bank, which is a late start, can further develop new market areas. But on the other hand, it is facing more and more intense competition in the industry situation, as well as internal brand awareness is not high, the lack of professional financial marketing team, which may adversely affect. In order to master the accurate data, we need to investigate the high-end individual customer groups with strong purchasing power and stable income. Therefore, this thesis uses the questionnaire survey method to analyze the high-end personal finance customers of Tianjin Binhai Rural Commercial Bank. Because high-end individual customer groups are difficult to pinpoint and differentiate at the beginning of the survey process, the survey focused on potential high-end customers from individual clients surveyed at Tianjin Binhai Rural Commercial Bank. As far as Binhai Rural Commercial Bank is concerned, high-end personal financing business target customers include senior managers of high-quality large and medium-sized enterprises and institutions, outstanding private entrepreneurs, scientific education, senior professional and technical personnel, overseas Chinese and work in China Of expatriates, etc. They are all in the Tianjin Binhai Rural Commercial Bank has a financial financial products more than two million of the pipe end customers and potential customers. The decision-making mechanism of Tianjin Binhai Rural Commercial Bank's high-end personal finance customers is obtained through the questionnaire, the way of financial product understanding, the decision-making factors of customer's choice and the decision-making factors of customer's choice of wealth management products. Based on the analysis of the current situation and problems of the high-end personal finance business of Binhai Rural Commercial Bank and the analysis of the high-end personal financial customers, the author puts forward some suggestions on the development of high-end personal finance business and Tianjin's financial management theory, such as the research of domestic and foreign research, First, the analysis of brand core values and objectives of individual customer base, to determine brand positioning; second, to create rich types, exclusive professional high-end personal financial products business products, the company's core business, ; Third, through the further construction of electronic banking, wealth management center, remote trading model, the establishment of a variety of specialized service channels. This thesis analyzes the marketing strategy of Tianjin Binhai Rural Commercial Bank and analyzes the marketing strategy of Tianjin Binhai Rural Commercial Bank by analyzing 4Ps theory, modern portfolio theory and market segmentation theory, and gives some reasonable suggestions: First, Through the transformation of marketing methods for customer positioning, promote the potential target customers to upgrade, different customer groups at different levels of marketing, to achieve the target customer groups for accurate positioning purposes. Second, through a reasonable brand positioning, and follow-up of the head office and branch unified brand management, to further build the Tianjin Binhai Rural Commercial Bank high-end personal financial business brand. Third, to create a series of high-end personal financial services such as comprehensive wealth management, exclusive account manager, differentiated traditional banking, thoughtful non-financial services, innovative remote business transactions and other characteristics. Fourth, the establishment of a variety of marketing channels, unblocked channels of communication, organize a reasonable marketing activities, to expand the Tianjin Binhai Rural Commercial Bank brand influence. Fifth, in order to ensure that the relevant marketing strategy recommendations can eventually be implemented, from the creation of professional group of research and development, the establishment of a scientific training system and assessment incentive mechanism to develop appropriate management model, the proposed safeguards. In summary, this article is mainly for the characteristics of high-end personal financial services business, on the basis of brand building, commercial banks for high-end personal finance business to provide some appropriate personalized marketing strategy. Finally, this thesis analyzes and studies Tianjin Binhai Rural Commercial Bank through the concrete practice of commercial bank, and puts forward the corresponding suggestions and opinions according to the result. Figure 8, table 1, 38 references.
查看全文：	预览  下载(下载需要进行登录)