兴业银行长春分行“现宝”理财产品营销策略研究

发布时间：2018-02-26 09:20

本文关键词： 银行业理财产品营销策略　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着全球经济快速发展、利率逐渐的市场化,中国金融业的竞争也愈演愈烈,传统意义上的存贷款业务及结算业务已经无法保障客户资源,四大国有银行也纷纷出现了客户流失严重等问题,在这种竞争形势下,各大商业银行纷纷研发具有市场竞争力的理财产品来吸引客户,提高金融资产的同时,增加客户的保有量,因此做好理财产品的营销策略分析也是各大商业银行争夺客户的重要手段。兴业银行成立二十多年以来,注重特色经营和差异化发展,其中个人理财产品的配置,赢得了众多客户信赖。兴业银行长春分行作为总行的分支机构,通过长达五年的市场布局组合营销,理财产品年销量在省内名列前茅,在行业内也树立了良好的品牌形象。“现宝”系列理财产品,是兴业银行的核心理财产品之一,与兴业银行其他众多理财产品相比,是一款安全性好,灵活性强的理财产品,虽说该产品具备一定的市场竞争力,但是由于“现宝”理财产品的销量平平,销售的规模难以达到增加中间业务收入的目的,销售策略的实施也欠缺保障,因此需要更科学有效的营销策略来推动销量。本文以兴业银行“现宝”理财产品作为研究对象,通过收集大量数据,阐述了该产品营销的现状和存在的问题,接着客观细致的分析了这些现象产生的原因,通过着眼于该产品自身的实力及其与竞争对手的比较,以宏观和微观的角度进行环境分析,并针对兴业银行“现宝”理财产品目前的销售情况从市场细分、选择目标市场、市场定位三个方面进行STP分析,发现该产品与长春地区其他金融机构相比,有着定价机制不稳定、销售时间受限制、营销策略不合理等诸多问题,因此,本文将营销管理的相关原理与与银行营销的实际相结合,提出了“现宝”理财产品的一系列改进措施,比如产品创新策略以形成差异化的理财产品,产品的评价策略可以保证产品的持续供应,并运用产品定价策略和活动宣传营销策略来提高客户的忠诚度和满意度,同时实现差别化、多渠道等营销策略,可以精准的确定目标客户,以实现销售的多元化,提高产品的销售机会,扩大产品的销售渠道。本文通过兴业银行“现宝”理财产品数据的收集和分析,并结合相应的图表,以营销策略理论为分析基础,客观的设计了该产品的营销策略,并充分考虑了该理财产品策略实施的保障。为了这些改进措施的完美实施,本文同时从产品的信用风险管理、市场风险管理、法律风险管理等诸多方面进行论证,并制定出营销约束激励机制,培养优质的营销团队等保障措施给予了充分的保障的同时,以确保措施的顺利实施。该策略不但可以提高产品的核心竞争力,增加产品销量,使得兴业银行“现宝”理财产品营销现状得以改进,还可以提高兴业银行的行业竞争力,为兴业银行获得市场份额提供助力。
[Abstract]:With the rapid development of the global economy, the market interest rates gradually, China financial industry competition, the traditional deposit and loan business and settlement business has been unable to guarantee the customer resources, the four major state-owned banks have problems with serious loss of customers, in this kind of competition situation, the major commercial banks have developed with the market competitiveness of the financial products to attract customers, improve the financial assets at the same time, increase customer retention, so do the analysis of the marketing strategy of financial products is the major commercial banks to compete for customers as an important means. Since the bank was founded in more than 20 years, focus on the characteristics of the development and management differences, which individual financial product configuration, win the trust of many customers. Changchun Industrial Bank branch as a branch of the head office, the layout of the market marketing mix for five years, the annual sales of financial products Is among the best in the province, in the industry to establish a good brand image. "The treasure" series of financial products, is one of the core industrial bank financial products, compared with many other industrial bank financial products, is a good safety, strong flexibility of financial products, although the products have a certain market competitiveness. But because the "treasure" of financial products sales were flat, the size of sales to achieve the increase in intermediate business income to implement the sales strategy is also a lack of protection, therefore need to be more scientific and effective marketing strategy to promote sales. The Industrial Bank "treasure financial products as the research object, by collecting large amounts of data, this the status of the product marketing and the existing problems, then the objective and careful analysis of the causes of these phenomena, by focusing on the products of its own strength and competition The opponent, in the perspective of macro and micro environment analysis, and according to the sales of Industrial Bank "treasure financial products from the current market segmentation, target market selection, market positioning three aspects of STP analysis, found that other financial institutions with the Changchun region compared with the pricing mechanism is not stable, sales time is limited, many problems, such as unreasonable marketing strategy so that the actual principle of marketing management and bank marketing combination, put forward" the treasure of financial products, a series of improvement measures, such as product innovation strategy to form differentiated financial products, product evaluation strategy can ensure the sustained the supply of products, and the use of the product pricing strategy and promotional marketing strategies to improve customer loyalty and satisfaction, at the same time to achieve differentiation, multi channel marketing strategy, can accurate The target customers, to achieve sales diversification, improve product sales opportunities, expand product sales channels. The collection and analysis of the Industrial Bank "treasure financial products data, combined with the corresponding chart, with marketing theory as the basis for the analysis, the objective design of the product and marketing strategy. Give full consideration to the implementation of the strategy of ensuring financial products. In order to perfect the improvement measures, at the same time, from the credit risk management products, market risk management, risk management and other aspects of legal argumentation, and formulate marketing incentive mechanism, cultivating high-quality marketing team and other security measures to give adequate protection at the same time, to ensure smooth implementation measures. This strategy can not only improve the core competitiveness of products, increase product sales, which makes the Industrial Bank" is the treasure financial products business The current situation can be improved and the industry competitiveness of Xingye Bank can be improved and the market share of Xingye Bank is provided.

【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.2;F274

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