北京银行个人理财产品营销策略研究.docx

摘要

1996年我们见证了北京银行的诞生，正是在这个时代浪潮中，它敏锐地把握机遇，相继实现了引资、上市、跨区域等一系列发展突破，如今拥有近640家分支机构。在探索中小银行创新发展的经典模式方面，北京银行树立了典范。进入新时期，北京银行将会以“服务实体经济、防范金融风险、深化金融改革”为主要目标，随着利率市场化力度的不断增强，银行间的竞争无疑会愈加的严烈；同时，在此这一过程中，个人理财业务将会成为各大银行PK的核心，每家都在推陈出新，不断发展。而其中，个人理财可能是银行产业升级成功的核心要点。不过，在面临着不断增加的处罚款时，监管部门会提高自身科技化转型，强化高质量发展，坚持以党建和依法治国为核心，促进个人理财业务风险综合管控的机制。因此，各银行需要持续不停的加强个人理财业务，弥补自身的短板和痛点，加快转型，以提高自身银行的企业活力和市场竞争力。在这种背景下，并且基于北京银行的当前现状，我认为改进创新是必然的趋势。

关键词：北京银行；个人理财；营销策略；营销现状

ABSTRACT?

In1996,wewitnessedthebirthoftheBankofBeijing.ItisinthiswaveofTheTimesthatitgraspedtheopportunitiesandsuccessivelyachievedaseriesofdevelopmentbreakthroughssuchasattractingcapital,goingpublic,andcross-regionaldevelopment.Nowithasnearly640branches.BankofBeijinghassetagoodexampleinexploringtheclassicmodeofinnovationanddevelopmentofsmallandmedium-sizedbanks.Inthenewera,theBankofBeijingwilltakeservingtherealeconomy,preventingfinancialrisksanddeepeningfinancialreformasitsmaingoal.Withthecontinuousenhancementofinterestrateliberalization,thecompetitionamongbankswillundoubtedlybecomemoreandmorefierce.Atthesametime,inthisprocess,personalfinanceserviceswillbecomethecoreofthePKofmajorbanks,eachofwhichisinnovatingandconstantlydeveloping.Amongthem,personalfinancemaybethecorepointofthesuccessfulupgradingofthebankingindustry.However,inthefaceofincreasingfines,theregulatoryauthoritieswillimprovetheirowntechnologicaltransformation,strengthenhigh-qualitydevelopment,adheretothecoreofpartybuildingandtheruleoflaw,andpromotethecomprehensiveriskcontrolmechanismofpersonalfinancebusiness.Therefore,banksneedtocontinuouslystrengthentheirpersonalfinanceservices,makeupfortheirshortcomingsandpainpoints,andacceleratetheirtransformationtoimprovetheircorporatevitalityandmarketcompetitiveness.Inthiscontext,andbasedonthecurrent