民生銀行個(gè)人理財(cái)產(chǎn)品營(yíng)銷策略研究

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1、民生銀行個(gè)人理財(cái)產(chǎn)品營(yíng)銷策略研究摘要隨著我國(guó)經(jīng)濟(jì)的快速發(fā)展和人們收入水平的迅速增長(zhǎng),個(gè)人理財(cái)業(yè)務(wù)在我國(guó)有著越來越廣闊的發(fā)展空間。雖然個(gè)人理財(cái)業(yè)務(wù)得到了社會(huì)廣泛的關(guān)注和學(xué)者系統(tǒng)的探究，但對(duì)于具體某一銀行甚至旗下的支行有針對(duì)性的個(gè)人理財(cái)產(chǎn)品營(yíng)銷策略的研究卻過少。本文以民生銀行為例，意圖為其開展個(gè)人理財(cái)業(yè)務(wù)提供策略。本文首先提出個(gè)人理財(cái)產(chǎn)品營(yíng)銷策略的研究背景和研究意義，并指出國(guó)內(nèi)外銀行個(gè)人理財(cái)產(chǎn)品相關(guān)文獻(xiàn)及研究綜述。緊接著將圍繞國(guó)內(nèi)外的宏觀和微觀環(huán)境展開，對(duì)國(guó)內(nèi)外的理財(cái)產(chǎn)品的營(yíng)銷環(huán)境和營(yíng)銷現(xiàn)狀進(jìn)行探究，并對(duì)民生銀行的理財(cái)產(chǎn)品營(yíng)銷的動(dòng)因及發(fā)展趨勢(shì)進(jìn)行分析。然后闡述個(gè)人理財(cái)產(chǎn)品的營(yíng)銷現(xiàn)狀，分析

2、現(xiàn)階段國(guó)內(nèi)外商業(yè)銀行理財(cái)產(chǎn)品營(yíng)銷的優(yōu)點(diǎn)及不足，借鑒其它商業(yè)銀行個(gè)人理財(cái)產(chǎn)品的營(yíng)銷策略，依據(jù)市場(chǎng)細(xì)分的結(jié)果，對(duì)民生銀行個(gè)人理財(cái)產(chǎn)品進(jìn)行市場(chǎng)選擇和市場(chǎng)定位，提出該銀行理財(cái)產(chǎn)品的營(yíng)銷策略選擇。最后提出結(jié)論和展望。關(guān)鍵詞：民生銀行；個(gè)人理財(cái)產(chǎn)品；營(yíng)銷策略AbstractWiththerapiddevelopmentofoureconomyandpeopleincomelevelgrowsrapidly,thepersonalfinancialmanagementbusinessinChinahasmoreandmorebroadspacefordevelopment.Althoughthep

3、ersonalfinancebusinesshasbeenwidespreadconcerninthecommunityandacademicsystemtoexplore,butforaspecificbanksevenunderthebranchofthetargetedpersonalfinanceproductmarketingstrategyresearchistoolittle.Inthispaper,MinshengBanktoHohhotBranchasanexample,theintentiontodevelopthepersonalfinancialmanagem

4、entbusinessstrategy.Inthispaper,personalfinanceproductmarketingstrategyresearchbackgroundandsignificance,andpointsoutthatthedomesticandforeignbankpersonalfinancialproductsofrelatedliteratureandresearchreview.Thenwillbearoundathomeandabroad,themacroandmicroenvironment,tothedomesticandforeignfina

5、ncialproductmarketingenvironmentandmarketingsituationofinquiry,andtheMinshengBankfinancialproductsmarketingagentandtrendanalysis.Thenthepersonalfinanceproductmarketingpresentsituation,analysesthecurrentdomesticandforeigncommercialbankfinancialproductsmarketingadvantagesanddisadvantages,drawless

6、onsfromothercommercialbankspersonalfinanceproductmarketingstrategy,onthebasisofmarketsegmentationresults,theMinshengBankbranchinHohhotpersonalfinanceproductmarketselectionandmarketpositioning,thebranchoffinancialproductmarketingstrategyselection.Finally,theconclusionandprospect.Keywords：Minshen

7、gBank;personalfinancialproducts;marketingstrategy;目錄緒論11.1選題的背景和研究意義11.1.1選題的背景11.1.2研究意義11.2論文結(jié)構(gòu)及主要研究?jī)?nèi)容21.2.1論文結(jié)構(gòu)21.2.2主要研究?jī)?nèi)容2第一章國(guó)內(nèi)外個(gè)人理財(cái)研究現(xiàn)狀31.1國(guó)外研究現(xiàn)狀31.2國(guó)內(nèi)研究現(xiàn)狀4第二章個(gè)人理財(cái)業(yè)務(wù)在國(guó)內(nèi)外的發(fā)展環(huán)境72.1個(gè)人理財(cái)業(yè)務(wù)在國(guó)外的發(fā)展環(huán)境72.1.1個(gè)人理財(cái)業(yè)務(wù)在國(guó)外的宏觀發(fā)展環(huán)境（以美國(guó)為例）72.