xx银行个人理财产品营销策略分析研究

民生银行个人理财产品营销策略研究

摘要

随着我国经济的快速发展和人们收入水平的迅速增长,个人理财业务在我国有着越来越广阔的发展空间。虽然个人理财业务得到了社会广泛的关注和学者系统的探究，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产品营销策略的研究背景和研究意义，并指出国内外银行个人理财产品相关文献及研究综述。紧接着将围绕国内外的宏观和微观环境展开，对国内外的理财产品的营销环境和营销现状进行探究，并对民生银行的理财产品营销的动因及发展趋势进行分析。然后阐述个人理财产品的营销现状，分析现阶段国内外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，依据市场细分的结果，对民生银行个人理财产品进行市场选择和市场定位，提出该银行理财产品的营销策略选择。

最后提出结论和展望。

关键词：民生银行；个人理财产品；营销策略

Abstract

With the rapid development of our economy and people income level grows rapidly, the personal financial management business in China has more and more broad space for development. Although the personal finance business has been widespread concern in the community and academic system to explore, but for a specific banks even under the branch of the targeted personal finance product marketing strategy research is too little. In this paper, Minsheng Bank to Hohhot Branch as an example, the intention to develop the personal financial management business strategy.

In this paper, personal finance product marketing strategy research background and significance, and points out that the domestic and foreign bank personal financial products of related literature and research review. Then will be around at home and abroad, the macro and micro environment, to the domestic and foreign financial product marketing environment and marketing situation of inquiry, and the Minsheng Bank financial products marketing agent and trend analysis. Then the personal finance product marketing present situation, analyses the current domestic and foreign commercial bank financial products marketing advantages and disadvantages, draw lessons from other commercial banks personal finance product marketing strategy, on the basis of market segmentation results, the Minsheng Bank branch in Hohhot personal finance product market selection and market positioning, the branch of financial product marketing strategy selection.

Finally, the conclusion and prospect.

Keywords：Minsheng Bank; personal financial products; marketing strategy;

目录

绪论 (1)

1.1 选题的背景和研究意义 (1)

1.1.1 选题的背景 (1)

1.1.2 研究意义 (1)

1.2 论文结构及主要研究内容 (2)

1.2.1 论文结构 (2)

1.2.2 主要研究内容 (2)

第一章国内外个人理财研究现状 (3)

1.1 国外研究现状 (3)

1.2 国内研究现状 (4)

第二章个人理财业务在国内外的发展环境 (7)

2.1 个人理财业务在国外的发展环境 (7)

2.1.1 个人理财业务在国外的宏观发展环境（以美国为例） (7)

2.1.2 个人理财业务在国外的微观发展环境 (8)

2.2 个人理财业务在国内的发展环境 (10)

2.2.1 个人理财业务在国内的宏观发展环境 (10)

2.2.2 个人理财业务在国内的微观发展环境 (12)

第三章个人理财产品营销的动因及发展趋势 (13)

3.1民生银行个人理财产品营销的动因 (13)

3.1.1 个人理财产品市场 (13)

3.1.2 个人理财产品市场风险 (13)

3.2 民生银行个人理财产品营销的发展趋势 (14)

第四章个人理财业务在国内外的发展现状 (16)

4.1 个人理财业务在国外的发展现状 (16)

4.1.1 国外的个人理财市场的特点 (16)

4.1.2 个人理财业务在国外的发展现状 (17)

4.2 个人理财业务在国内的发展现状 (17)

4.2.1 国内个人理财业务的发展现状 (17)

4.2.2 民生银行个人理财业务的发展现状 (18)