首页 > 资料专栏 > 论文 > 财税论文 > 金融机构论文 > MBA毕业论文_吉林银行个人理财产品营销策略研究DOC

MBA毕业论文_吉林银行个人理财产品营销策略研究DOC

资料大小:735KB(压缩后)
文档格式:DOC
资料语言:中文版/英文版/日文版
解压密码:m448
更新时间:2021/8/15(发布于河北)

类型:金牌资料
积分:--
推荐:升级会员

   点此下载 ==>> 点击下载文档


文本描述
吉林银行个人理财产品营销策略研究 近几年来,随着我国经济快速发展,人们对投资理财观念和意识的逐步加 深。但由于大多数的居民相对比较保守且不具备专业的理论知识、缺乏投资经 验,所以人们将投资重点倾向于安全性较高的银行个人理财产品上,国内商业 银行个人理财产品凭借其专业性、风险相对较小及收益相对稳定受到了人们的 青睐,让更多的居民关注到银行个人理财产品。目前,金融市场上理财产品种 类不断丰富,各家商业银行个人理财产品的竞争也异常激烈。同时互联网金融 的迅猛崛起,快速地抢占了金融市场份额,强有力的冲击着商业银行个人理财 产品。 吉林银行作为吉林省城市商业银行,始终坚持创新金融产品、打造特色品 牌形象、拥有高效优质服务的省内一流商业银行,在个人理财产品营销方面具 有一定的竞争优势及良好的市场口碑,推出的个人理财产品安全性较高、收益 相对较稳定,受到了居民的认可和青睐。但是,在个人理财产品营销过程中依 然突显出一些问题有待解决,由于吉林银行发展个人理财业务相对较晚,推出 的理财产品较为单一,缺乏理财产品创新性;理财服务专业化程度不高,仅是 停留在传统理财咨询建议业务上,整体理财经理团队的能力有待提升;理财产 品定价上采取的“跟随策略”,不能针对理财产品本身的特点主动的调控价格; 缺乏合理的市场细分及明确的市场定位,客户关系管理不够科学等问题。 针对目前吉林银行个人理财产品营销过程中的不足,通过对吉林银行个人 理财产品的宏观环境、微观环境及 SWOT 分析,得出了吉林银行个人理财产品 具有收益较高、服务优质及服务网点广泛等优势。若以经济体制改革为契机, 另外结合居民对财富的日益需求,吉林银行充分发挥自身优势,并对产品进行 合理的市场细分,明确目标市场及市场定位,从个人理财产品设计、产品定价、 产品渠道及促销四个方面制定营销组合策略,推出创新理财产品、提供差异化II 特色服务;基于吉林银行市场细分,在理财产品定价方面实施差异化定价策略; 在促销方面利用媒体广告投放实现理财产品信息全方位传递,提升品牌知名度; 建设多渠道营销更好地扩大市场占有率。实现吉林银行的可持续发展战略,在 激烈的金融市场中抢占市场份额,发挥吉林银行有利优势,提升吉林银行核心 竞争力。为了保证吉林银行个人理财产品营销策略的有效实施,在实施保障中 提出了相应的建议,如需进一步加强营销风险管控、建设高素质的营销团队、 完善激励机制等。 关键词: 个人理财产品,营销策略,营销环境,市场细分III Abstract Research on the Marketing Strategy of Personal Financial Products of Bank of Jilin In recent years, with the rapid development of China's economy, people's investment and financial management concepts and awareness have gradually deepened. However, since most of the residents are relatively conservative and do not have professional theoretical knowledge and lack of investment experience, people will focus on the bank's personal wealth management products with higher security. Domestic commercial banks' personal wealth management products rely on their professionalism. Relatively small risks and relatively stable returns have been favored by people, allowing more residents to pay attention to personal banking products. At present, the types of wealth management products in the financial market are constantly enriched, and the competition for personal wealth management products of various commercial banks is also extremely fierce. At the same time, the rapid rise of Internet finance has quickly seized the share of the financial market, which has strongly impacted the personal wealth management products of commercial banks. As a city commercial bank in Jilin Province, Jilin Bank has always insisted on innovating financial products, creating a distinctive brand image, and providing first-class commercial banks with efficient and high-quality services. It has certain competitive advantages and good market reputation in the marketing of personal wealth management products. Personal wealth management products are highly secure and relatively stable, and are recognized and favored by residents. However, in the personal wealth management product marketing process, some problems still need to be resolved. Due to the relatively late development of personal wealth management business by Bank of Jilin, the wealth management products launched are relatively simple, lacking the innovation of wealth management products; the degree of specialization of wealth management services is not high, only It is to stay in the traditional financial advisory advice business, the overall financial managementIV team's ability needs to be improved; the following strategy adopted in the pricing of wealth management products can not actively regulate the price of the wealth management products themselves; lack of reasonable market segmentation and clear Market positioning, customer relationship management is not scientific enough. In view of the shortcomings in the marketing process of Jilin Bank's personal wealth management products, through the macro environment, micro environment and SWOT analysis of personal wealth management products, it is concluded that personal wealth management products have high returns, high service quality and extensive service outlets. Advantage. If the economic system reform is taken as an opportunity, and combined with the increasing demand of residents for wealth, Bank of Jilin will give full play to its advantages, and conduct reasonable market segmentation of products, clarify the target market and market positioning, from personal wealth management product design, product pricing, Product marketing and promotion in four aspects to develop marketing mix strategy, launch innovative wealth management products, provide differentiated features; based on Bank of Jilin market segmentation, implement differentiated pricing strategies in the pricing of wealth management products; use media advertising to promote financial management in promotion product information is transmitted in all directions to enhance brand awareness; building multi-channel marketing to better expand market share. Realize the sustainable development strategy of Bank of Jilin, seize market share in the fierce financial market, give play to the advantageous advantages of Bank of Jilin, and enhance the core competitiveness of Bank of Jilin. In order to ensure the effective Implementation of the marketing strategy of Jilin Bank's personal wealth management products, relevant suggestions have been put forward in the implementation of safeguards. If it is necessary to further strengthen marketing risk management and control, build a high-quality marketing team, and improve the incentive mechanism. Keywords: Personal Financial Products, Marketing Strategy, Marketing Environment, Market SegmentationV 目 录 第 1 章 绪论........................................................................................... 1 1.1 研究背景与意义 ............................................................................ 1 1.2 研究方法与内容 ............................................................................ 2 1.3 理论基础和文献综述 .................................................................... 4 第 2 章 吉林银行个人理财产品营销现状及问题分析....................... 7 2.1 吉林银行个人理财产品营销现状 ................................................ 7 2.2 吉林银行个人理财产品营销存在的问题.................................. 12 2.3 吉林银行个人理财产品营销问题分析...................................... 15 第 3 章 吉林银行个人理财产品营销环境分析................................. 18 3.1 吉林银行个人理财产品宏观环境分析...................................... 18 3.2 吉林银行个人理财产品微观环境分析...................................... 21 3.3 吉林银行个人理财产品 SWOT 分析......................................... 24 第 4 章 吉林银行个人理财产品营销策略制定实施与保障 ............ 30 4.1 个人理财产品 STP 分析 ............................................................. 30 4.2 个人理财产品营销组合策略制定 .............................................. 33 4.3 个人理财产品营销组合策略实施保障...................................... 38 结 论 ................................................................................................. 40