银行个人理财产品营销策略研究.docVIP

西 北 工 业 大 学 硕 士 学 位 论 文 （专业学位研究生） 题目： 作 者： 领 域： 指导教师： 摘 要 关键词： Abstract In recent years, the competition among banks is becoming more and more fierce. The focus of the competition is personal wealth management for its large quantities, low risk, wide range, stable income and so on. As China’s first private enterprise shares of joint-stock commercial bank, China Minsheng Bank(CMBC) has done a series of exploration and accumulated a lot of successful experience since 1990s to promote personal wealth management. While compared with many advanced bank in this field, there is still a long way to go. It is of great importance for the development of personal wealth management of CMBC to take suitable marketing management policy, know itself as well as its competitors, make use of its advantages and avoid disadvantages. Therefore, this thesis attempts to make a systematic overall analysis of personal wealth management in order to improve the marketing management policy and strengthen the market competition capacity of CMBC. This article research the breakthrough point, minsheng bank financing minsheng bank personal finance product marketing status quo are analyzed in detail, and on this basis of minsheng banking individual wealth management products in the process of marketing existence question has carried on the thorough analysis; Finally aiming at the existing problems of the targeted measures are put forward, to the peoples livelihood bank in personal finance products marketing to provide certain reference. Through the analysis found that minsheng bank financing products has the advantage of perfect management system, the independent director system to work, improve the system of branches, etc., the disadvantage is a decline in asset quality, new market development, the Internet and inadequate financial strategic layout, chances are people improve living quality, and increase the demand for money, people to change, to improve financ