民生银行个人理财产品策略.docVIP

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 随着我国经济的高速发展，人们收入水平的显著提高，理财市场迅速成为人们新的需求点，加上银行近几年来的批发业务发展减缓和外资银行的步伐逼近，面临这样严峻的形势,各大商业银行都迅速地推出了各种各样的个人理财产品和本银行的专有品牌，个人理财业务得到迅速发展，成为目前我国银行业的一个新的焦点。虽然更 研究，让人理财业务得到快发展意见社会的关注。但对于具体某一银行甚至旗下的支行有针对性的个人理财产品营销策略的研究却过少。本文以民生银行为例，意图为其开展个人理财业务提供策略。 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