工行重庆行个人理财业务营销策略研究.doc

毕业设计(论文) 题目： 摘要 当今社会，我国国民经济快速发展，居民个人财富不断积累，从客观上产生了个人理财需求。各大商业银行为提高竞争力，不断优化自身的个人理财产品服务，使其成为自身业务中的重要组成部分。在个人理财业务竞争如此激烈的年代，研究银行的个人理财业务的现状，找到营销过程中存在的问题并分析成因，以此预测未来的发展趋势并及时对营销策略进行合理的调整，能让该银行在瞬息万变的市场竞争中处于有利地位，从而更好地应对未来银行业个人理财业务的竞争。 本论文以工商银行重庆分行在渝中区的支行、网点的个人理财业务营销策略为研究对象，通过文献资料、实地调研并结合所学知识，对其个人理财业务发展现状进行调查研究，运用营销理论、波特五力模型等方法，发现其营销过程中存在的问题并对问题的成因进行分析，最终提出合理的个人理财业务营销策略。希望本文的研究能对提升工商银行重庆分行个人理财业务的服务质量和销售业绩，更有效地与同业之间进行竞争，提供一些有益的参考和帮助。 关键词：个人理财业务,营销策略,工行重庆分行 Abstract Todays society, the rapid development of Chinas national economy, the residents continue to accumulate personal wealth, resulting from an objective personal financial needs. Major commercial banks in order to improve competitiveness, and constantly optimize their personal financial products and services, making it their business in the important part. Personal Financial Services in such a highly competitive era, research status of the banks personal financial services, find marketing process and analyze the causes of the problems, in order to predict future trends and marketing strategies in a timely manner to make reasonable adjustments to make the Bank in a good position in a rapidly changing market competition, in order to better respond to competitive future of banking personal financial services. ???? In this paper, Industrial and Commercial Bank of China branch in Chongqing Yuzhong District of branches, outlets of personal financial services marketing strategy for the study, through literature, field research combined with the knowledge, conduct research of their personal financial status quo of business development, the use of marketing theory Porters five forces model and other methods, found that the causes of their problems in the marketing process and analyze the problem, and ultimately make reasonable personal financial business marketing strategy. I hope this research can enhance the quality of services and sales of I