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MBA毕业论文_大银行南昌分行个人理财业务营销策略研究PDF

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国内商业银行应对日渐增加的投资需求和传统储蓄理财单一、利率低的现 状,纷纷推出各具特色的个人理财产品和相应的理财服务。不仅极大的满足了居 民的个人投资需求,还丰富了我国金融服务体系,促进金融行业的新的发展。近 些年个人理财业务的发展呈现多元化趋势,正从提供单一理财产品向家庭理财资 产配置的角度去转变,商业银行的个人理财业务营销方式由传统的线下营业网点 向线上的微博、微信等新的媒体营销渠道转移,理财产品的营销理念从传统“以产 品为中心”转向了“以客户为中心”,给各商业银行个人理财业务的发展带来了挑 战。种种变化凸显出当前经济环境下,金融业态的变化与互联网环境的影响,商 业银行不得不从营销理念上进行突破创新。同时,利率市场化、互联网金融以及 同业业务的快速发展,不仅给商业银行带来严峻的盈利压力,还带来了巨大的竞 争压力,而商业银行长期以来的粗放发展造成的客户结构不完善、个人理财业务 产品结构单一、业务风险管控水平低下等问题也越发突出,给商业银行的个人理 财业务的成长带来诸多挑战。 本文研究以光大银行南昌分行为案例,以其个人理财业务发展现状为背景, 结合个人工作实际情况,充分应用理论与实践结合的分析方法,针对光大银行南 昌分行个人理财业务发展现状、问题展开分析,并基于STP理论和4PS理论提出 可行性策略建议。文章共分为七个章节,第一章为绪论,主要对商业银行个人理 财业务发展的背景问题、本文研究意义,国内外研究现状等进行分析,为后文研 究奠定理论与实践基础;第二章为相关理论综述,重点对个人理财业务相关概念 进行整理归纳,并对STP理论、4P理论等进行介绍;第三章为光大银行南昌分 行个人理财业务营销现状分析,首先介绍了光大银行南昌分行个人理财业务发展 概况,然后对其理财业务营销情况展开调查,分析其存在问题及原因;第四章为 环境分析,分别采用PEST法、波特五里模型和SWOT分析法对光大银行南昌分 行个人理财业务发展的宏观环境、竞争环境和微观环境展开分析,为明确其个人 理财业务发展的市场定位、具体策略提供参考;第五章为光大银行南昌分行个人 理财业务营销策略,首选明确其市场定位,然后结合4Ps理论从产品策略、价格 策略、渠道策略和促销策略等方面提出建议;第六章为保障性建议,从员工素质 提升、科学绩效评价体系建设、强化客户关系管理系统建设和优化服务流程等方 面给出保障营销策略执行的保障性措施;第七章为本文研究结论和未来展望。 关键词:光大银行南昌分行;个人理财业务;SWOT分析;营销策略 2 Abstract In response to the increasing demand for investment and the low interest rate of traditional savings and finance, domestic commercial banks have launched various personal financial products and corresponding financial services. It not only greatly meets the individual investment needs of residents, but also enriches China's financial service system and promotes the new development of the financial industry. In recent years, the development of personal financial services has shown a trend of diversification. It is changing from providing a single financial product to the allocation of family financial assets. The marketing mode of commercial banks'personal financial services has shifted from the traditional offline business outlets to the online micro-blog, micro-letter and other new media marketing channels, and the marketing of financial products. The concept has changed from "product-centered" to "customer-centered", which has brought challenges to the development of individual financial services of commercial banks. Various changes highlight the current economic environment, changes in the state of the financial sector and the impact of the Internet environment, commercial banks have to break through the concept of marketing innovation. At the same time, the marketization of interest rate, the rapid development of Internet Finance and interbank business not only bring severe profit pressure to commercial banks, but also bring enormous competition pressure to various industries. The extensive development of commercial banks for a long time has resulted in imperfect customer structure, single product structure of personal financial services and business style. The low level of risk control and other issues are becoming increasingly prominent, bringing many challenges to the growth of personal financial services of commercial banks. Based on the case of Nanchang Branch of Everbright Bank and the current situation of its personal finance business, this paper analyzes the current situation and problems of the personal finance business of Nanchang Branch of Everbright Bank with the combination of theory and practice, and based on STP theory and 4PS theory. Put forward feasible strategies and suggestions. The article is divided into seven chapters, the first chapter is the introduction, mainly on the background of the development of personal financial services of commercial banks, the significance of this study, research status at home and abroad, etc. to lay a theoretical and practical foundation for the later study; the second chapter is a review of related theories, 3 focusing on the concept of personal financial services The third chapter is the analysis of the status quo of the personal finance business marketing of Nanchang Branch of Everbright Bank. First, it introduces the general situation of the personal finance business development of Nanchang Branch of Everbright Bank. Then it investigates the marketing situation of the personal finance business of Everbright Bank and analyzes the existing problems and reasons. In order to analyze the environment, PEST, Porter's Five-Mile Model and SWOT are used to analyze the macro-environment, competitive environment and micro-environment of the development of the personal finance business of Nanchang Branch of Guangda Bank, in order to clarify the market positioning and specific strategies of its personal finance business development. Personal financing business marketing strategy, the first choice is to clear its market positioning, and then combined with 4Ps theory from the product strategy, price strategy, channel strategy and promotion strategy and other aspects of the proposal; Chapter 6 is the guarantee of recommendations, from the quality of employees, scientific performance evaluation system, strengthen the construction of customer relationship management system and construction The seventh chapter is the conclusion and future prospect of this paper. Key words: Everbright Bank Nanchang branch; personal financial services; SWOT analysis; marketing strategy I 目 录 1 绪论 1 1.1 研究背景与研究意义 ······ 1 1.1.1 研究背景 ············· 1 1.1.2 研究意义 ············· 2 1.2 国内外研究现状 ············ 3 1.2.1 国外研究现状 ······· 3 1.2.2 国内研究现状 ······· 3 1.3 研究内容与方法 ············ 5 1.3.1 研究内容 ············· 5 1.3.2 研究方法 ············· 5 2 个人理财业务概述及其相关理论 6 2.1 个人理财业务概述 ········· 6 2.1.1 个人理财业务概念 · 6 2.1.2 个人理财产品的概念与分类 ······· 6 2.2 个人理财业务营销理论 ··· 7 2.2.1 STP 理论 ············· 7 2.2.2 4Ps 理论 ·············· 7 3 光大银行南昌分行个人理财业务分析············ 9 3.1 光大银行南昌分行基本情况 ··············· 9 3.2 光大银行南昌分行个人理财业务概况 ··· 9 3.2.1 个人理财产品结构分析 ············· 9 3.2.2 个人理财产品客户持有情况分析 · 12 3.2.3 个人理财产品市场销售情况分析 · 15 3.3 光大银行南昌分行个人理财业务营销现状 ··············· 17 3.3.1 调查开展情况 ······· 17 3.3.2 营销现状调查研究 · 17 3.3.3 个人理财业务营销存在问题的原因分析 ·········· 19 4 光大银行南昌分行个人理财业务营销环境分析 ················· 21 4.1 光大银行南昌分行理财业务宏观营销环境分析 ········· 21 4.1.1 政治法律环境 ······· 21 4.1.2 经济环境 ············· 21 4.1.3 社会环境 ············· 22 II 4.1.4 技术环境 ············· 22 4.2 光大银行南昌分行个人理财业务竞争环境分析 ········· 23 4.2.1 购买者议价能力 ···· 23 4.2.2 潜在进入者 ·········· 23 4.2.3 替代品 ················ 24 4.2.4 同业竞争者的竞争程度 ············· 24 4.3光大银行南昌分行个人理财业务SWOT分析 ············