民生银行人理财产品营销策略.doc

内蒙古财经大学本科毕业论文 民生银行个人理财业务营销策略研究 作 者 殷悦 系 别 市场营销系 专 业 市场营销 年 级 2009级 学 号 902065540 指导教师 宋继承 导师职称 内 容 提 要 随着经济的高速发展，加银行来的批发业务发展减缓和外资银行的步伐逼近，各商业银行都地推出了的个人理财和专有品牌， 本文首先提出个人理财业务的发展规模及趋势。然后阐述民生银行个人理财产品的发展现状，分析现阶段国内商业银行理财产品营销的优点及不足，借鉴其它商业银行个人理财产品的营销策略，进行市场分析。通过市场细分、市场定位以及SWOT分析提出该银行理财产品的营销策略选择。 关键词：民生银行；个人理财产品；营销策略 Abstract With the rapid development of Chinas economy, people income level increased significantly, financial market quickly become the new demand point, together with the bank in recent years, the wholesale business of slow development and the pace of foreign Banks approaching, faced with such serious situation, each big commercial Banks were quickly launched a variety of personal finance products and proprietary brand of this bank, personal finance business to get rapid development, become a new focus at present, Chinas banking industry. Although more research, let a person get quick financial business development views on the social attention. But for a specific bank or its branch bank personal finance product marketing strategy of targeted research. Intention to minsheng bank as an example, this paper provides the personal finance business strategy. This paper put forward the personal finance business development scale. Then in this paper, the minsheng bank personal finance product development present situation, the analysis of the present stage the advantages and disadvantages of domestic commercial bank financial product marketing, draw lessons from other commercial bank personal finance product marketing strategies, market analysis. Through market segmentation, market positioning and SWOT analysis, put forward the bank financial product marketing strategy choice 民生银行个人理财业务营销策略研究 个人理财业务的发展规模与趋势 ㈠个人理财业务的发展规模 2011年银行理财市场继续呈现急剧扩的发展态势。与往年相比，2011年以来，银行理财产品的特点在“”和“”： 银行产品发行速度快，一批产品发售结束，，形成了滚动之势。产品的投资期限短，一些产品的投资期甚至只有两三天的时间；不仅如此