目
录
目录
摘
要.....................I
英文摘要.....................III
1引言....................1
1.1研究背景和意义....................1
1.1.1研究背景..................1
1.1.2研究目的及意义...................1
1.2国内外研究现状....................2
1.2.1国外研究现状................2
1.2.2国内研究现状................3
1.3研究内容和方法....................5
1.3.1研究内容..................5
1.3.2研究方法..................6
1.4技术路线..................7
2商业银行零售理财业务概念界定和相关理论基础..........8
2.1商业银行零售理财业务概述.............8
2.1.1商业银行零售理财业务概念............8
2.1.2商业银行零售理财业务特点............8
2.1.3商业银行零售理财业务分类............9
2.2理论基础.......................10
2.2.14PS理论.................10
2.2.2SWOT分析法...............12
2.3本章小结.......................12
3中信银行XZ分行零售理财业务营销现状..............13
3.1中信银行XZ分行零售理财业务发展概述..............13
3.1.1中信集团及中信银行XZ分行简介............13
3.1.2中信银行XZ分行零售理财业务发展现状.............13
3.2中信银行XZ分行现有零售理财业务...............14
3.2.1零售自营理财业务....................14
3.2.2零售代销理财业务....................15
3.3零售理财业务目前营销策略.................15
3.3.1产品策略................15
3.3.2定价策略................17
3.3.3渠道策略................17
3.3.4促销策略................18
3.4本章小结.......................19
4中信银行XZ分行零售理财业务营销环境及目标市场分析.............20
I
东北农业大学工商管理硕士学位论文
4.1中信银行XZ分行零售理财业务的SWOT分析...........20
4.1.1优势分析................20
4.1.2劣势分析................21
4.1.3机会分析................23
4.1.4威胁分析................23
4.1.5矩阵分析................25
4.2中信银行XZ分行零售理财业务目标市场分析............26
4.2.1市场细分................26
4.2.2目标市场选择.....................26
4.2.3市场定位................27
4.3本章小结.......................27
5中信银行XZ分行零售理财业务营销优化及保障措施..............28
5.1营销组合策略......................28
5.1.1增长型策略（SO）...................28
5.1.2多种经营策略（ST）...............29
5.1.3扭转型策略（WO）.................30
5.1.4防御型策略（WT）..................32
5.2中信银行XZ分行零售理财业务营销策略的保障措施.......33
5.2.1建立优质营销团队....................33
5.2.2健全考核激励机制....................34
5.2.3加强银行内部金融科技应用.................34
5.2.4对营销资源进行合理分配..............35
5.3本章小结.......................35
6结论和展望...................37
6.1研究结论.......................37
6.2展望..................37
致
谢.........................38
参考文献.....................39
II
CONTENTS
CONTENTS
AbstractinChinese...................I
Abstract......................III
1.Introduction...................1
1.1Researchbackgroundandsignificance.............1
1.1.1Researchbackground....................1
1.1.2Researchpurposeandsignificance............1
1.2Researchstatusathomeandabroad.................2
1.2.1Researchstatusabroad..................2
1.2.2Domesticresearchstatus...................3
1.3Researchcontentsandmethods..................5
1.3.1Researchcontent.....................5
1.3.2Researchmethods...................6
1.4Technicalroute.................7
2.Definitionofretailwealthmanagementbusinessofcommercialbanksandrelevant
theoreticalbasis.................8
2.1Overviewofretailwealthmanagementbusinessofcommercialbanks.........8
2.1.1Conceptofretailwealthmanagementbusinessofcommercialbanks....8
2.1.2Characteristicsofretailfinancialmanagementbusinessofcommercialbanks...8
2.1.3Classificationofretailwealthmanagementbusinessofcommercialbanks........9
2.2Theoreticalbasis...................10
2.2.14Pstheory................10
2.2.2SWOTanalysis.....................12
2.3Summaryofthischapter....................12
3.CurrentsituationofretailwealthmanagementbusinessmarketingofChinaCITICBank
XZbranch..................13
3.1OverviewofretailwealthmanagementbusinessdevelopmentofChinaCITICBankXZ
branch......................13
3.1.1IntroductiontoCITICGroupandXZbranchofCITICBank........13
3.1.2DevelopmentstatusofretailwealthmanagementbusinessofChinaCITICBankXZ
branch..................13
3.2ExistingretailwealthmanagementbusinessofChinaCITICBankXZbranch.......14
3.2.1Retailselffinancingbusiness..................14
3.2.2Retailconsignmentfinancialmanagementbusiness.........15
3.3Currentmarketingstrategyofretailwealthmanagementbusiness.......15
3.3.1Productstrategy....................15
3.3.2Pricingstrategy.....................17
III