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MBA论文_中国工商银行AQ分行个人理财业务营销策略研究

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文本描述
School code :10378Security:
Classification:
Research on the Marketing Strategy of
Personal Financial Services in
Industrial and Commercial Bank of
China AQ Branch
Student ID:3201523604
Name:Yu Qian
Degree category: Master
The professional name:Business Administration
Research direction :Marketing Management
Tutor’s name:Zhang Ying
November, 2017
学位论文独创性声明
本人郑重声明:本人所呈交的学位论文,是在导师的指导下,独立进行研究
所取得的成果。除文中已经注明引用的内容外,本论文不含任何其他个人或集体
己经发表或撰写的作品,也不包含为获得安徽财经大学或其他教育机构的学位或
证书所使用过的材料。对本文的研究做出重要贡献的个人和集体,均己在文中标
明并表示了谢意。
本声明的法律后果由本人承担。
论文作者(签名h
4
落>>丨?年匕月丨(曰
学位论文使用授权书
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作者签名&顆名??
柯t
PM
年L月丨
I
曰摘 要
随着经济的发展,国内居民收入大幅度增加,客户对银行理财业务需求不断提升
个人理财业务是银行业重要的中间业务收入来源,随着金融监管力度的加大和金融利
率下调政策的出台,银行通过存贷差获取高额收益的时代已经过去,亟须通过发展中
间业务增加其营利。国内银行同业间在个人理财业务方面的竞争加剧,新的理财形势
和问题不断涌现,商业银行需要更多针对性的营销策略指导其个人理财业务开展。因
此,本文对工商银行AQ分行个人理财业务营销策略展开研究,更有针对性地解决理
财业务营销相关问题,推动商业银行盈利能力的不断提升
本文充分运用服务营销组合理论、差异化营销理论和风险管理理论,通过文献分
析、调查分析以及案例分析的方法,对国内外个人理财业务先进理论经验进行论述分
析,结合中国工商银行 AQ分行个人理财业务现状进行研究,对其营销环境进行SWOT
分析。通过对中国工商银行AQ分行个人理财业务现状、营销环境 、产品体系等的分
析,提出其业务发展中存在的问题:高端客户市场潜力挖掘不够、产品和服务同质化、
理财人员素质有待提高、宣传促销力度不大。在分析研究的基础上找到相应的问题解
决方案,提出针对性的建议:多元化产品服务,挖掘高端客户市场潜力;优化产品和
服务,提升市场竞争力;加强营销团队建设;利用多渠道分层促销,精准营销目标客
户。以此促进工行AQ分行个人理财业务的市场竞争力,创造更好的经济效益
关键词:个人理财;理财产品;营销策略
I
ABSTRACT
With the development of the economy, the domestic residents' income has increased
greatly, and the demand for the bank's financial management business has been improved.
Personal financial business is an important intermediate income source of the banking
industry. With the increase of financial supervision and the introduction of the policy of
financial interest rate reduction, the era of bank's high gain through deposit and loan is over
and it is urgent to increase its profit. The personal financial business competition among
domestic banking industry is intensified, the new financial situation and problems continue
to emerge. Commercial banks need more targeted marketing strategies to guide them to
carry out their personal financial business. Therefore, this paper studies the marketing
strategy of AQ branch of ICBC and solves the problem of marketing of financial
management business, and promotes the profitability of commercial banks. This is
conductive to effectively enhance the market competitiveness of its financial products, and
promote the marketing efficiency and operational efficiency.
This paper makes full use of the theory of service marketing combination theory,
differentiated marketing theory and risk management theory. Through the analysis of
literature ,investigation and cases, this paper studies the advanced theoretical experience
of domestic and international personal financial business, the status of the AQ branch of
Industrial and Commercial Bank of China, and its marketing environment with SWOT
analysis. Through the analysis, this paper puts forward the problems in the development of
its business, such as the lack of finding out the potential of high potential customer market,
the homogenization of products and services, the quality of financial management
personnel and the lack of marketing efforts. In order to promote ICBC AQ branch personal
financial management market competitiveness, and create better economic benefits, this
paper gives out some suggestions of marketing strategy, such as strengthening the
marketing team building; the use of multi-channel, the use of layered promotions and
accurate marketing target customers.
KEY WORDS : Personal financial business;Financial products ;Marketing strategy。