工商银行个人理财业务营销分析与策略-毕业论文

摘要

个人理财业务是商业银行市场竞争的重要内容，只有采取有效的营销策略才能够实现个人理财业务的更好市场拓展。本文研究以工商银行为例，对中国工商银行的个人理财业务的营销策略进行分析，结合市场调研，分析明确当前其营销策略存在的产品同质化较高、价格优势不大、渠道销售能力较差、促销效果不显著等主要问题，并从银行个人理财业务的创新匮乏、风险控制能力不足、营销渠道与其他银行基本一致，销售人员的专业素质存在缺陷等角度分析其成因，进而结合其市场环境，从提升个人理财业务的创新性、加强风险控制、拓展营销渠道和提升人员素质等角度，制定提升工商银行个人理财业务营销能力的相关策略等。

关键词：工商银行；个人理财业务；营销策略

Abstract

Personal Financial Services is a commercial bank market competition important content, only to take effective marketing strategy to be able to achieve better personal financial services market expansion. In this paper, in order to ICBC, for example, Industrial and Commercial Bank of China's personal finance business marketing strategy analysis, combined with market research, analysis of its current marketing strategy clearly exist product homogeneity is high, the price advantage is not, channel sales capacity than poor, promotional effect is not significant and other major issues, and from the bank personal finance business innovation scarcity, risk control capacity is insufficient, marketing channels and other banks are basically the same, the sales staff of professional quality defects such as angle analysis of its causes, and then combined with its market environment, from personal finance to enhance business innovation, strengthen risk control, expand marketing channels and improve the quality of personnel perspective, the development of improved ICBC personal financial services marketing capabilities related strategies.

Keywords: Industrial and Commercial Bank of China; personal financial services; marketing strategy

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1 绪论 (1)

2 工商银行个人理财业务营销策略现状 (1)

2.1工行个人理财业务产品策略 (2)

2.2工行个人理财业务价格策略 (2)

2.3工行个人理财业务渠道策略 (2)

2.4工行个人理财业务促销策略 (3)

3工商银行个人理财业务的营销策略存在的问题 (4)

3.1个人理财业务的产品同质化较高 (4)

3.2个人理财业务产品的价格优势不大 (4)

3.3个人理财业务产品的渠道销售能力较差 (4)

3.4个人理财产品的促销效果不显著 (5)

4工商银行个人理财业务营销策略存在缺陷的原因错误！未定义书签。

4.1缺乏产品创新意识与能力 ................................. 错误！未定义书签。

4.2风险控制能力不足、隐形消费较高导致价格居高不下错误！未定义书签。

4.3个人理财业务产品的营销渠道与其他银行基本一致错误！未定义书签。

4.4个人理财业务销售人员的专业素质存在缺陷 . 错误！未定义书签。

5优化工商银行个人理财业务营销策略的建议 (6)

5.1注重创新个人理财业务产品 (6)

5.2加强风险控制能力，降低隐形消费 (6)

5.3注重开拓新渠道，巩固传统渠道 (6)

5.4注重提升业务人员专业素质及销售能力 (6)

结论 (8)

参考文献 (9)