民生银行长春分行个人理财产品营销策略分析-marketing strategy analysis of personal financial products in changchun branch of minsheng bank.docxVIP

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民生银行长春分行个人理财产品营销策略分析-marketing strategy analysis of personal financial products in changchun branch of minsheng bank.docx

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民生银行长春分行个人理财产品营销策略分析-marketing strategy analysis of personal financial products in changchun branch of minsheng bank

ABSTRACTWiththerapiddevelopmentofnationaleconomy，people’slivingstandardimprovescontinually，theresidents’incomeincreasessustainably，andpersonalwealthincreasesgradually.Theattentionofourcountryresidentsisnotonlytheproblemof“enoughtospend”，butistheproblemof“howtospend”.Inordertomakepersonalwealthtoachieveincrementandkeepvalue，thewillingtofinancinginvestmentofresidentsisincreasedyearbyyear.Thedemandaboutpersonalfinancialservicesforfinancialinstitutionisincreasedcontinually.Itpromptscommercialbankstoincreasethedevelopmentofpersonalfinancialproducts.However，theprofitofcommercialbanksfromthepersonalfinancialbusinessisrelativelylow.Butitjustshowsthatthepersonalfinancialmanagementbusinessisanewwayofbankprofits.Withtheimprovementoflawsandregulationsandpolicyaboutfinancialbusiness，thefinancialmarkethasenteredtheeraofbig，acontentionofahundredschoolsofthoughtandhundredboatscompetetowinbigera.Thefinancialinstitutionsuchasbanks，insurancecompanies，fundcompanies，andsecuritiescompanieshavelaunchedvariouskindsoffinancialproducts.Financialproductshavebecomethenewkeypointofcompetitionofdomesticfinancialinstitutions.EspeciallyafterDecember11，2006，ourcountryhasfullyopenthefinancialmarket.Theforeignfinancialinstitutionsgraduallyjoininourfinancialmarketcompetition.What’smore，theforeignfinancialinstitutionshavetherichexperienceintheareaofpersonalfinancialproducts.ItbringsthehugehugemarkettestforcommercialbanksinChina.ChinaMinshengBankisthefirstprivatejoint-stockcommercialbank.Itspersonalfinancebusinesshasexperiencedaprocessfromnonexistencetopassintoexistence，fromsmalltolarge.Ithasbecomealeaderinpersonalfinancialservicesinthefinancialindustry.Buttherearesomeproblemsintheproducts’marketingstrategy，suchasseriousproducthomogenizationphenomenon，singlemarketingchanneletc..Tobeabletogetmoremarketshareinfiercecompetition，itneedtodevelopamarketingstrategy，targetedtotakemeasures.Undertheabovebackground，theauthormainlyadopttheliteratureresearchmethod，caseanalysismethodandPESTanalysismethod.Onthebasisof