何文东的毕业论文 三稿doc.doc

摘 要 光大银行利用独特的优势，包容兼并，精心的打造了十分完整资产管理产品序列。从主动策略管理到指数投资及被动策略投资，从境内投资到境外投资，从债券、股票及基金等传统投资到对冲基金、私募股权等另类投资，阳光资产管理最大限度的满足了投资者多方位的投资需求。面对如此成熟而且稳固的客户群，光大银行针对不同类别的产品精心选取了银行（自主管理）、券商、基金公司等在内的众多不同的金融机构作为产品管理人，充分发挥各家之所长，使投资者能够充分享受到最专业的投资管理服务，确保管理质量。利用阳光理财产品与医保卡产品结合，利用阳光理财稳健收益，资金安全，以及产品多元化结合的性质，大力度投入老年人客户市场，让光大理财产品在激烈的竞争中占领更大的市场份额。 关键词：光大银行，理财产品，SWOT分析，创新营销 Abstract Using the unique advantages of China Everbright Bank, inclusive merger, carefully created a very complete sequence of asset management products. Strategic management from the active and passive index investing strategy to investment, from domestic investors to invest abroad, from bonds, stocks and other traditional investments to hedge funds, private equity and other alternative investments, asset management to maximize the suns position to meet the investors in Investment needs. Faced with such a mature and solid customer base, China Everbright Bank for different categories of products carefully selected banks (self-management), brokers, fund companies, including many different financial institutions as a product manager, give full play to each of the Long, so that investors can fully enjoy the most professional investment management services to ensure the quality of management. Use of financial products and sun products with health insurance card, sound financial management by the sun gains, capital safety, and product diversification with the nature of the elderly can make greater efforts into customer markets. Keywords: China Everbright Bank, financial products, SWOT analysis, innovative marketing 目录 1 绪 论 1 1.1题目背景及目的 1 1.2 国内外研究状况 1 1.2.1国内研究状况 1 1.2.2 国外研究状况 2 1.3课题研究的方法 2 1.4 论文构成及研究内容 4 2.营销工具分析 5 2.1 SWOT分析法 5 2.2基于SW0T分析制定的针对性营销策略 5 SO考虑优势和机会策略 5 WO考虑劣势和机会策略 6 WT考虑劣势和威胁策略 6 ST考虑优势与威胁策略 6 2.3产品策略 7 2.4品牌策略 8 2.5服务营销策略 9 3.光大银行营销策略分析 11 3.1光大银行营销策略SwOT分析 11 3.1.1优势分析(strength) 11 3.1.2劣势分析(weakless) 12 3.1.3机会分析(0pportunities) 13 4 光大银行创新营销分析 14 4.1业务创新 14 4.2产品创新 15 4.3 理财品牌创新 17 4.4 服务营销创新 19 结 论 21 参 考