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题名 中国银行甘肃省分行个人理财业务发展策略研究
姓名 张旭华
院系 管理学院
专业 工商管理
学位名称 管理学硕士
外文题名 The bank of China, gansu province individual financing business development strategy research
第一导师姓名 王浩权
关键词 商业银行;个人理财业务;理财产品;营销策略
外文关键词 Commercial bank;personal financial business;financial products;marketing strategy
学科 管理学
摘要 目前中行甘肃省分行竞争力的提升需要不断的推出差异化、多样化的个人理财产品。中国银行甘肃省分行个人理财业务的发展需要有力的营销战略和优势理财产品的支持,中行甘肃省分行个人理财业务的发展将会对中行甘肃省分行的品牌形象及市场竞争力起到积极关键的作用。本文运用了演绎分析法、归纳分析法、调査研究法、比较分析法,大量阅读和分析文献资料及中行甘肃分行各种文件,结合中行甘肃省分行个人理财业务的发展现状进行总结和思考,系统研究了中行甘肃分行个人理财业务的发 展问题。 本文以商业银行个人理财业务的理论为依据,通过对中国银行甘肃省分行个人理财业务的整体发展情况及其当地同业的比较分析,分析了中行甘肃分行个人理财业务的优势与存在的主要问题。针对其优势与不足,制定相应的产品营销策略,根据当地经济发展状况和人均收入等因素进行市场细分,加强与第三方机构合作和理财品牌的建设,注重产品设计的创新,转变理财服务理念和技术支撑工作,重视理财人才培养,改革传统营业网点,发展综合、完善、高效的运营网点;采用灵活多样的促销策略,抓好严格谨慎的风险控制和专业培训,真正实现客户与银行双赢。 总之,本人通过商业银行个人理财业务的发展历程及相关经验,运用所学的知识,对中国银行甘肃省分行个人理财业务进行了分析。对中国银行甘肃省分行个人理财业务的发展现状及存在问题,通过借鉴国内外的一些成功经验,结合中国银行甘肃省分行个人理财业务发展的实际情况,提出相应的发展策略。对文中不足的地方,敬请各位老师批评指正,在今后的学习和工作中,我会进一步理论联系实际的进行学习与研究。
外文摘要 Gansu Branch of Bank of China currently enhancing the competitiveness of the need to constantly launch differentiation, diversification of personal financial products. Development of personal financial services Gansu Branch of Bank of China needs strong support marketing strategies and advantages of financial products, development of Gansu Branch of Bank of China will be on the personal financial services brand image and market competitiveness of Gansu Branch of Bank of China has played a positive critical effect. This paper uses a deductive analysis, inductive analysis, survey research, comparative analysis, a lot of reading and analyzing literature and BOC Gansu Branch various documents, combined with current development branch of Bank of China in Gansu Province summarize Personal Financial Services and thinking, systematic study of the Gansu Branch of Bank of China issued Personal Financial Services Development issues. In this paper, the theory of commercial banks based on personal financial services, through comparative analysis of the overall development of Gansu Branch of Bank of China, Personal Financial Services and its local peers, analyzes the main problems advantage of Gansu Branch of Bank of China Personal Financial Services and presence. For its strengths and weaknesses, develop appropriate product marketing strategy, market segmentation based on local economic development and per capita income and other factors, to strengthen cooperation with third-party financial institutions and brand building, focusing on product design and innovation, changing the concept of financial services and technical support work, attention to financial personnel training, reform the traditional outlets, the development of integrated, sound and efficient operational outlets; adopt flexible marketing strategy, carefully grasp the strict risk control and professional training, the real customers and banks win. In short, I experience through the development process and commercial banking personal financial services, the use of knowledge learned, Gansu Branch of Bank of China Personal Financial Services analyzed. Status and Problems of Development Bank of China, Gansu Branch of personal financial services, by drawing on some successful experience of foreign countries, combined with the actual situation of the Bank of China branch in Gansu Province personal finance business development, the corresponding development strategies. Shortage of places in the text, I ...
研究领域 金融与投资管理