工商银行江西省分行个人理财营销策略研究.pdfVIP

要 近年来，中国经济迅速发展，广大富裕起来的社会阶层成为理财需求的主体。 新的经济形势下，商业银行个人理财业务也获得了快速发展，成为商业银行利润 增长的重要来源之一。新的历史时期，中国工商银行顺应发展 势，高度重视、 积极发展个人理财业务，在工行江西省分行新一轮机制改革的背景下，个人理财 业务成为推动其利润增长的重点。笔者将以此为背景，对工行江西省分行个人理 财的营销策略进行深入研究。 笔者首先讨论了个人金融理财业务在国内外的现状，包括个人理财业务在成 熟国家的发展 势以及现阶段国内各家商业银行个人金融业务的特点；然后，对 商业银行个人理财营销的理论基础进行了阐述，包括市场细分理论的应用、传统 金融学理论以及商业银行理财营销的策略；通过SWOT 分析，对工行江西省分行外 部环境中的机会、威胁和内部资源中优势、劣势进行剖析，全方位把握工行江西 省分行个人理财业务营销现状，并且结合工行江西省分行的实际情况，进行市场 细分，选择营销的目标市场，针对不同的目标市场提供不同的理财产品，实现差 异化市场营销策略，由此归纳出工行江西省分行个人理财业务的营销策略；最后， 在前文分析的基础上，从渠道建设、组织管理、客户关系管理、产品创新、营销 方式、人才建设等一系列方面对工行江西省分行个人理财营销的发展提出对策建 议，以期对工行江西省分行在激烈的市场竞争环境下，着眼持续健康发展，正确 定位市场，树立并巩固自身的竞争优势，不断提升核心竞争力提供有益的借鉴。 关键词：个人理财；营销策略；市场细分；SWOT 分析 1 Abstract With the Chinese economy steady expansion, the increasing number of rich population has constituted the majority among clients of personal financial planning service in commercial banks during the past few years. Under the latest financial innovation tide impact, the personal financial planning service of commercial banks has obtained so fast development that it has already been an important profit growth source of commercial banks. At this moment, the Industrial and Commercial Bank of China has analyzed the current situation, much focused on the development of personal financial service, especially, under the circumstance of the latest internal reform in ICBC Jiangxi Branch, personal financial planning service has become its new profit increasing point. Based on above, I am going to research deeply into its marketing strategies on personal financial planning service. Firstly, the present situation of personal financial Planning in commercial banks in the world would be discussed, including its development trend in developed countries and its civil business points at this stage. Secondly，th