文本描述
I 摘要 随着我国经济的健康快速发展,居民收入大幅度提高,但面对通货膨胀率的 社会环境,人们急切的想要一个可以使得其资产保值甚至增值的办法。近些年来, 各商业银行不断进行个人理财产品创新以满足居民对个人资产管理的需求,营销 方式也更加灵活多样。邮政储蓄银行从2017年开始发展个人理财业务,并取得 不错成绩,但随着余额宝及P2P等多类型的三方公司理财产品的出现,邮政储 蓄银行不仅要与同行竞争,还需要与互联网金融进行竞争。因此,在机遇和挑战 并存的环境下,本文对邮政储蓄银行H分行个人理财产品营销策略进行了研究。 首先,笔者对本课题的研究背景和意义进行了详细的阐述,通过文献检索法 对国内外关于银行个人理财业务营销的文献进行了梳理。对个人理财的概念、个 人理财业务的内容及特点进行了分析。结合全文对投资组合理论、生命周期理论、 PEST理论和4P理论进行了详细分析。笔者基于采集的数据资料,对邮政储蓄 银行H分行的基本情况进行了分析。结合4P理论对邮政储蓄银行H分行个人理 财产品类型、经营现状、营销策略和营销模式进行了深入研究。通过结合PEST 理论对邮政储蓄银行H分行个人理财产品营销的外部优势和劣势环境,以及邮 政储蓄银行H分行的企业文化、企业资源和企业实力进行的详细分析。本文从 个人理财产品体系问题、营销方式问题、营销管理问题出发,对邮政储蓄银行H 分行个人理财产品营销存在的问题进行了深入研究和分析。最后,针对存在的问 题,从健全邮政储蓄银行H分行个人理财产品体系、完善个人理财产品营销方 式和加强个人理财产品营销管理3方面,提出了优化邮政储蓄银行H分行个人 理财产品营销的建议。 关键词:邮政储蓄银行,个人理财业务,营销策略 论文类型:应用研究 选题来源:自选课题 ABSTRACT III ABSTRACT WiththehealthyandrapiddevelopmentofChina'seconomy,theincomeof residentshasgreatlyincreased.However,inthefaceofthesocialenvironmentof inflationrate,peopleareeagertofindawaytopreserveorevenincreasethevalueof theirassets.Inrecentyears,variouscommercialbankshavecontinuouslyinnovated personalfinancialproductstomeettheneedsofresidentsforpersonalasset management,andtheirmarketingmethodshavebecomemoreflexibleanddiversified. PostalSavingsBankstartedtodeveloppersonalfinancialservicesin2017and achievedgoodresults.However,withtheemergenceofvarioustypesoftripartite corporatefinancialproductssuchasYu'eBaoandP2P,PostalSavingsBanknotonly hastocompetewithitspeers,butalsoneedstocompetewithInternetfinance. Therefore,undertheenvironmentofbothopportunitiesandchallenges,thispaper studiesthemarketingstrategyofpersonalfinancialproductsofhbranchofpostal savingsbank. Firstofall,theauthorelaboratedtheresearchbackgroundandsignificanceof thistopicindetail,andcombedthedomesticandforeignliteratureonbankpersonal financialmanagementmarketingthroughliteratureretrievalmethod.Theconceptof personalfinancialmanagement,thecontentandcharacteristicsofpersonalfinancial managementbusinessareanalyzedbinedwiththefulltext,theinvestment portfoliotheory,lifecycletheory,PESTtheoryand4Ptheoryareanalyzedindetail. Basedonthecollecteddata,theauthoranalyzedthebasicsituationofhbranchof postalsavingsbank.Basedonthe4Ptheory,thispapermakesanin-depthstudyon thetypesofpersonalfinancialproducts,operatingstatus,marketingstrategiesand marketingmodesofHBranchofPostalSavingsBank.BasedonPESTtheory,this papermakesadetailedanalysisoftheexternaladvantagesanddisadvantagesof personalfinancialproductmarketingofHbranchofPostalSavingsBank,aswellas thecorporateculture,corporateresourcesandcorporatestrengthofHbranchofPostal SavingsBank.Startingfromtheproblemsofpersonalfinancialproductsystem, marketingmethodsandmarketingmanagement,thispapermakesanin-depthstudy andanalysisoftheproblemsexistinginthemarketingofpersonalfinancialproducts ofhbranchofpostalsavingsbank.Finally,aimingattheexistingproblems,thispaper putsforwardsomesuggestionsonoptimizingthemarketingofpersonalfinancial productsofhbranchofpostalsavingsbankfromthreeaspects:perfectingthe ABSTRACT IV personalfinancialproductsystemofhbranchofpostalsavingsbank,perfectingthe marketingmethodsofpersonalfinancialproductsandstrengtheningthemarketing managementofpersonalfinancialproducts. KEYWORDS:PostalSavingsBank,PersonalFinancialServices,Marketing Strategy DissertationType:AppliedResearch SubjectSource:Self-selectedtopi 目录 V 目录 第一章绪论..................................................................................................................1 第一节研究背景与意义..........................................................................................1 一、研究背景.......................................................................................................1 二、研究意义.......................................................................................................2 第二节国内外文献综述..........................................................................................2 一、国外文献综述...............................................................................................2 二、国内文献综述...............................................................................................3 三、国内外文献述评...........................................................................................4 第三节研究内容、方法及创新..............................................................................4 一、研究内容.......................................................................................................4 二、研究方法.......................................................................................................6 三、本文可能存在的创新之处...........................................................................6 第二章个人理财概述及理论基础..............................................................................7 第一节个人理财业务概述......................................................................................7 一、个人理财的概念...........................................................................................7 二、个人理财业务的内容...................................................................................7 三、个人理财业务的特点...................................................................................8 第二节个人理财营销的理论基础..........................................................................9 一、投资组合理论...............................................................................................9 二、生命周期理财理论.......................................................................................9 三、PEST分析理论...............................................................................................9 四、4P理论........................................................................................................10 第三章邮政储蓄银行H分行个人理财产品现状...................................................11 第一节邮政储蓄银行H分行简介.......................................................................11 一、H分行基本情况..........................................................................................11 二、H分行个人理财业务组织构架..................................................................11 第二节邮政储蓄银行H分行个人理财产品发展现状.......................................12 一、H分行个人理财产品类型..........................................................................12 二、H分行个人理财产品经营现状..................................................................13 第三节邮政储蓄银行H分行个人理财产品营销现状.......................................14 一、H分行个人理财产品营销策略..................................................................14 二、H分行个人理财产品营销模式..................................................................16 第四章邮政储蓄银行H分行个人理财产品营销环境...........................................19 第一节邮政储蓄银行H分行个人理财产品营销的外部环境.........................19 一、外部优势环境.............................................................................................19 二、外部劣势环境.............................................................................................21 第二节邮政储蓄银行H分行个人理财产品营销的内部环境.........................22 一、企业文化................................................................................