温州银行个人理财产品的营销策略分析

      摘要

伴随国内金融业进一步的开放及信息技术更广泛应用，外资银行等金融机构及其他中大型企业跨行组建的理财公司加入了个人理财业务的竞争，因此对理财服务要求如专业化、个性化、多元化的等大大提高，对商业银行个人理财产品的营销提出了更高的挑战。如何因势利导、顺势而为、把握时机，改进个人理财产品的营销成为了商业银行个人理财业务竞争的核心命题。

    首先，本文对市场营销和个人理财的相关理论和国内外研究成果进行了系统研究，对市场营销的基础理论，个人理财的来源与发展，国内研究现状进行了阐释。其次，以市场营销前沿理论为指导，对温州银行个人理财营销的基本状况、所面临的宏观环境、主要优势和不足等问题，进行了深入细致的分析和评估。最后，本文针对温州银行市场营销策略中存在的主要问题，提出了一系列改善温州银行个人理财产品营销的具体建议和措施。

关键词：温州银行；个人理财产品；市场营销；产品开发

Abstract

With the domestic financial industry further open and the information technology is more widely used, foreign Banks and other financial institutions, such as medium enterprises formed an inter-bank financial company joined the personal financial management business competition, therefore on wealth management services such as professional, personalized, diversified, such as greatly improved, the commercial bank personal finance product marketing with a bigger challenge.How to improve the occasion, for those routes, timing, improve personal finance product marketing has become the core proposition of commercial bank personal financing business competition.

First, in this paper the related theory of marketing and personal finance and systemic research on the research results both at home and abroad, on the basis of marketing theory, the source of personal finance and development of the domestic research status.Second, take the market marketing frontier theory as the instruction, in wenzhou bank personal finance marketing basic situation, the facing problems such as the macro environment, main advantages and disadvantages, and has carried on the detailed analysis and evaluation.Finally, wenzhou bank market marketing strategy, the author of this paper, the main problems in put forward a series of improvement of wenzhou bank personal finance product marketing specific Suggestions and measures.

Key words: wenzhou bank， personal financing， marketing， product development

                            目录

 第一章 导论........................................................................................................................1

   1.1研究背景、目的及意义................................................................................................1

   1.1.1研究背景.....................................................................................................................1

   1.1.2研究的目的及意义.....................................................................................................1

   1.2研究方法与内容............................................................................................................1

1.2.1研究的方法..................................................................................................................1

   1.2.2研究的内容..................................................................................................................1

 第二章 国内外相关理论综述.........................................................................................2

   2.1国内外相关理论综述.....................................................................................................2

2.1.1货币需求动机理论......................................................................................................2

2.1.2投资组合理论..............................................................................................................2

   2.1.3家庭生命周期理论......................................................................................................2

   2.1.4客户细分理论..............................................................................................................2

   2.1.5市场细分理论..............................................................................................................2

   2.2国内外相关问题研究综述.............................................................................................2

   2.2.1以定性分析为主的研究..............................................................................................2

   2.2.2以定量分析为主的研究..............................................................................................3

 第三章 温州银行个人理财产品现状及环境分析.....................................................4

   3.1温州银行个人理财产品现状.........................................................................................4

   3.2温州银行宏观环境分析.................................................................................................4

3.2.1政治与法律环境分析..................................................................................................4

3.2.3社会文化环境分析......................................................................................................4 

3.2.4技术环境分析............................................................................................................. 4 

   3.3竞争环境分析..........................................................................................................4

   3.3.1行业内的互相竞争..................................................................................... ............... 4

3.3.2卖方的议价能力 ........................................................................................................4

3.3.3买方的议价能力..........................................................................................................5  

3.4需求环境分析.................................................................................................................5  

第四章 温州银行个人理财产品市场以及客户细分..................................................5

4.1市场细分.........................................................................................................................5

4.1.1市场细分标准的选择..................................................................................................5

4.1.2收入因素....................................................................................... ..............................6

4.1.3家庭生命周期因素..................................................................................................... 6

4.2客户细分.........................................................................................................................6 

第五章 基于细分结果的营销策略................. ................................................................6

5.1发挥自身优势，加快产品创新..................................................................................... 6

5.2拓展电子银行营销渠道，进一步完善直销银行业务..................................................7 

5.3.充分利用大数据，进行客户关系管理......................................................................... 7

5.4加强机构间的合作，推出复合型理财产品 ............................................. ..................7

5.5堆强品牌附加值，树立中高端客户服务形象..............................................................7 

结论.......................................................................................................................... 8

参考文献..................................................................................................................................8