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MBA畢業論文_資管新規背景下X銀行理財產品營銷策略優化研究DOC

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2018 年我國頒布了《關于規范金融機構資產管理業務的指導意見》(簡稱“資 管新規”),這新規的頒布引起了整個金融界的震撼,該新規的主要目的在于規范整 個金融市場的和諧穩定,統一同類資產產品管理中的監管新標準,并在一定程度上 對金融市場的風險進行有效的把控。這一政策重點強調了能夠將更多的資金流入到 實體性的經濟,從而支撐我國整個國民經濟的發展,促進整個經濟的平穩過渡。在 目前資管新規的發展背景之下,給我國傳統的商業銀行的被動負債業務以及存款業 務的發展邏輯帶來了一定程度的沖擊,商業銀行應當極力的適應目前資管新規的發 展背景,努力的在我國目前資管新規發展態勢之下,迎接目前新金融時代的發展到 來。在資管新規的背景之下,商業銀行應當采取新的發展措施,以獲得在目前新政 策背景之下的持續性長遠性的發展舉措。X 銀行作為商業銀行的一員,在資管新規 的背景下也高度重視對理財產品市場的開拓,但從理財產品市場開發效果看,理財 產品及理財服務的市場開發受到限制。如何針對X銀行理財產品的開發的實際需求, 細化市場推廣方案,這是 X 銀行理財產品亟待處理的問題。 本文研究以 X 銀行理財產品的開發為主要研究對象,首先,充分的研究某銀行 理財產品的市場環境,在市場環境方面對我國理財產品的現狀進行全方位分析,然 后依次分析了某銀行的外部環境和內部環境,形成了對某銀行理財產品開發的內外 部環境的整體性認識;接下來重點分析某銀行理財產品開發的現狀以及對現狀的調 查,通過對開發的現狀以及開發情況方面的調查充分意識到某銀行理財產品目前開 發的具體情景;然后,針對某銀行理財產品的開發設計,在設計上面重點對某銀行 理財產品的市場細分、市場定位和市場開發進行了三大類的全方面研究;最后結合 4P 營銷理論,針對某銀行理財產品的推廣進行全方位的分析,以期對銀行的理財產 品從開發到推廣,形成一套的研究結論,從而提高 X 銀行的市場競爭力,促進 X 銀 行實現更好更快的發展。 關鍵詞:X 銀行;資管新規;理財產品;市場開發;市場推廣I ABSTRACT In 2018, China promulgated the guiding opinions on standardizing the Asset Management Business of Financial institutions (referred to as the New regulations on Capital Management). The promulgation of this new rules aroused the shock of the entire financial community. The main purpose of the new regulation is to standardize the harmony and stability of the whole financial market, unify the new regulatory standards in the management of similar assets and products, and effectively control the risks of the financial market to a certain extent. In order to guide more funds to the real economy, support the adjustment and upgrading of the whole economic structure, so as to promote the continuous development of the whole economy and society. With the liberalization of Internet finance and financial policy, the development of financial market is entering fast. Financial deepening has brought great impact to the development logic of traditional passive debt and deposit bank in China's banking industry, and banks have made great efforts to manage their assets. It is not only to comply with the vigorous development of China's capital management market and meet the objective requirements of the era of large capital management, but also to speed up the expansion of the inevitable choice. In the era of new rules of capital management, promoting the development of financial management business is an important strategic measure for commercial banks to achieve sustainable and long-term development. In recent years, the asset management business with financial management business as the core has developed into a large number of domestic enterprises at present. The focus of the asset management layout of commercial banks has made good achievements. The comprehensive and rich series of financial products of commercial banks has become a leader in the industry, and commercial banks are also constantly promoting the development of financial management business. And achieved good results. X Bank, as a member of commercial banks, also attaches great importance to the development of personal financial products market under the background of the new regulations on capital management, but from the perspective of the market development effect of personal financial products, The market development of financial products and financial services is restricted. How to refine the marketing scheme according to the actual demand of the development of the personal financial product project of Bank X is an urgent problem to be dealt with in the personal financial product project of Bank X.II In this paper, the development of personal financial products project of Bank X is taken as the main research object. First of all, the market environment of personal financial products project of a bank is fully studied. In the aspect of market environment, this paper analyzes the present situation of personal financial products in China in an all-round way, and then analyzes the external environment and internal environment of a bank in turn. The formation of a bank personal financial product project development of the internal and external environment of the overall understanding; Then it focuses on the analysis of the current situation of the development of personal financial products project in a bank and the investigation of the status quo. Through the investigation of the current situation and development situation of the development, we fully realize that the personal financial product project of a bank is at present. Then, aiming at the development and design of a bank's personal financial product project, this paper focuses on the market segmentation, market positioning and market development of a bank's personal financial product project. Finally, combined with 4p marketing theory, this paper makes an all-round analysis of the promotion of a bank's personal financial product project, in order to form a set of research conclusions from the development to the promotion of the bank's personal financial product project. So as to improve the market competitiveness of X Bank, promote X Bank to achieve better and faster development. KEYWORDS: X Bank; personal wealth management product project; market development; marketing1 目 錄 第一章 緒論.....................................................................................................1 第一節 研究背景與意義.............................................................................................. 1 一、研究背景......................................................................................................... 1 二、研究意義......................................................................................................... 1 第二節 國內外研究現狀.............................................................................................. 2 一、國外研究現狀................................................................................................. 2 二、國內研究現狀................................................................................................. 3 三、研究評述......................................................................................................... 6 第三節 研究內容和方法.............................................................................................. 6 一、研究內容......................................................................................................... 6 二、研究方法......................................................................................................... 7 第四節 論文的創新之處.............................................................................................. 7 第二章 銀行理財產品營銷的理論基礎.........................................................8 第一節 市場營銷相關理論.......................................................................................... 8 一、4P 理論概述.................................................................................................... 8 二、營銷戰略理論................................................................................................. 9 第二節 資管新規概述................................................................................................ 9 一、資管新規出臺背景......................................................................................... 9 二、資管新規的概要........................................................................................... 10 三、資管新規的意義........................................................................................... 10 四、資管新規背景下的理財產品概述............................................................... 11 第三章 資管新規對我國商業銀行理財產品的影響...................................12 第一節 我國商業銀行理財產品的現狀.................................................................... 12 一、我國商業銀行理財產品的數量和規模不斷增長....................................... 12 二、中小銀行紛紛參與理財產品的發展........................................................... 12 三、客戶的主要青睞于中短期理財產品和非保本理財產品........................... 13 第二節 資管新規對理財產品的影響........................................................................ 14 一、保本理財逐步消失....................................................................................... 14 二、投資周期拉長............................................................................................... 142 三、客戶門檻提高............................................................................................... 15 四、產品轉型凈值化........................................................................................... 15 五、業務經營規范化........................................................................................... 16 第三節 資管新規對理財業務的整體影響................................................................ 16 第四章 X 銀行理財產品市場營銷現狀和問題調查分析.........................18 第一節 X 銀行個人理財產品市場營銷現狀............................................................ 18 一、X 銀行個人理財產品的概述....................................................................... 18 二、X 銀行個人理財產品種類........................................................................... 18 三、X 銀行個人理財產品價格定位................................................................... 19 四、X 銀行個人理財產品渠道路徑................................................................... 19 五、X 銀行個人理財產品促銷選擇................................................................... 20 第二節 X 銀行個人理財產品市場營銷存在問題的調查分析................................ 21 一、問卷設計及發放........................................................................................... 21 二、個人理財產品種類問題的調查分析........................................................... 21 三、個人理財價格定位問題的調查分析........................................................... 23 四、個人理財渠道路徑問題的調查分析........................................................... 25 五、個人理財促銷選擇問題的調查分析........................................................... 26 第五章 資管新規背景下 X 銀行理財產品營銷策略優化..........................29 第一節 市場定位........................................................................................................ 29 第二節 產品策略........................................................................................................ 30 一、創新化產品形象........................................................................................... 30 二、提升產品質量和服務................................................................................... 30 第三節 價格策略........................................................................................................ 30 一、精準的市場定價........................................................................................... 30 二、差別定價和組合定價................................................................................... 31 第四節 渠道策略........................................................................................................ 31 一、完善分銷渠道............................................................................................... 31 二、利用傳媒進行宣傳....................................................................................... 32 第五節 促銷策略........................................................................................................ 32 一、提升促銷服務............................................................................................... 32 二、采用多種途徑促銷....................................................................................... 32 第六節 服務營銷策略................................................................................................ 333 第六章 結論與建議.......................................................................................34 第一節 結論................................................................................................................ 34 第二節 建議................................................................................................................ 34
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