摘要
纵观中行长安支行个人理财业务的整个发展过程,和过去相比其销售的理财产品种
类呈现出大幅增加的趋势,但是和国内同行业的产品相比较时仍然具有同质化的特征,
没有明显竞争优势,不能依照顾客的需求给他们提供其真正需要的理财产品。在个人理
财产品的定价上,中行长安支行基本上依靠向总行询价,由于其定价及报价的依赖性,
因此在客户提出产品在存续期间的收益率等特殊要求时,往往不能灵活地满足顾客的需
求,很多时候利润空间也很狭小。

由此,中行长安支行的个人理财产品若想在市场上独树一帜,首先必须具有独立的
定价权,并在此基础上针对客户实施差异化的营销战略,同时加强理财产品的风险管理
和市场营销理念的创新,建立一个科学有效的理财产品管理体系并且有效地利用市场资
源,在此基础上利用其销售渠道的优势在同业市场中充分实现其竞争优势。

市场需要培养,客户同样需耍培育,中行长安支行若能在未来使其理财产品不断优化,营销理
念不断创新,其个人理财业务一定会发展地越来越好,在同行业中脱颖而出。

【关键词】中国银行个人理财改进策略
【研究类型】应用研究
Abstract
Bank of China Chang'an Branch personal finance business development
process, its sales phase of the types of financial products has been a substantial
increase in the past, but there is a certain homogenization of products between
the domestic industry has not formed a clear competitive advantage, not
completelyrecommend appropriate financial products to customers in
accordance with the actual needs of the customers. Bank of China Chang'an
Branch lack of independent research and development capabilities in the pricing
of personal finance products, its pricing power depends largely on the inquiry to
the head office, and not independent due to its pricing and offer products in the
face of customers with special needs in the duration of benefits rate
requirements are often not flexible according to customer demand to meet the
customers, but the profit margins tend to be smaller.
Bank of China Chang'an Branch personal finance products if you want to
stand out in the market, it is necessary to implement differentiated marketing
strategy on the basis of pricing power, the establishment of financial
management and improve the scientific management system and marketing
system, strengthen risk management of financial products, innovation and
market marketing idea, place with good sales channels in the interbank market
competition based on segmenting customers take full advantage of market
resources.
The market needs nurturing, customers need to cultivate the same, I believe