精编WORD文档下载可编缉打印下载文档,远离加班熬夜浦发银行大连分行理财产品营销案例研究篇一:民生银行个人理财产品营销策略研究民生银行个人理财产品营销策略研究摘要随着我国经济的快速发展和人们收入水平的迅速增长,个人理财业务在我国有着越来越广阔的发展空间。虽然个人理财业务得到了社会广泛的关注和学者系统的探究,但对于具体某一银行甚至旗下的支行有针对性的个人理财产品营销策略的研究却过少。本文以民生银行为例,意图为其开展个人理财业务提供策略。本文首先提出个人理财产品营销策略的研究背景和研究意义,并指出国内外银行个人理财产品相关文献及研究综述。紧接着将围绕国内外的宏观和微观环境展开,对国内外的理财产品的营销环境和营销现状进行探究,并对民生银行的理财产品营销的动因及发展趋势进行分析。然后阐述个人理财产品的营销现状,分析现阶段国内外商业银行理财产品营销的优点及不足,借鉴其它商业银行个人理财产品的营销策略,依据市场细分的结果,对民生银行个人理财产品进行市场选择和市场定位,提出该银行理财产品的营销策略选择。最后提出结论和展望。关键词:民生银行;个人理财产品;营销策略Abstract精编WORD文档下载可编缉打印下载文档,远离加班熬夜Withtherapiddevelopmentofoureconomyandpeopleincomelevelgrowsrapidly,thepersonalfinancialmanagementbusinessinChinahasmoreandmorebroadspacefordevelopment.Althoughthepersonalfinancebusinesshasbeenwidespreadconcerninthecommunityandacademicsystemtoexplore,butforaspecificbanksevenunderthebranchofthetargetedpersonalfinanceproductmarketingstrategyresearchistoolittle.Inthispaper,MinshengBanktoHohhotBranchasanexample,theintentiontodevelopthepersonalfinancialmanagementbusinessstrategy.Inthispaper,personalfinanceproductmarketingstrategyresearchbackgroundandsignificance,andpointsoutthatthedomesticandforeignbankpersonalfinancialproductsofrelatedliteratureandresearchreview.Thenwillbearoundathomeandabroad,themacroandmicroenvironment,tothedomesticandforeignfinancialproductmarketingenvironmentandmarketingsituationofinquiry,andtheMinshengBankfinancialproductsmarketingagentandtrendanalysis.Thenthepersonalfinanceproductmarketingpresentsituation,analysesthecurrentdomesticandforeigncommercial精编WORD文档下载可编缉打印下载文档,远离加班熬夜bankfinancialproductsmarketingadvantagesanddisadvantages,drawlessonsfromothercommercialbankspersonalfinanceproductmarketingstrategy,onthebasisofmarketsegmentationresults,theMinshengBankbranchinHohhotpersonalfinanceproductmarketselectionandmarketpositioning,thebranchoffinancialproductmarketingstrategyselection.Finally,theconclusionandprospect.Keywords:MinshengBank;personalfinancialproducts;marketingstrategy;目录绪论.............................................................11.1选题的背景和研究意义.......................................11.1.1选题的背景............................................11.1.2研究意义..............................................11.2论文结构及主要研究内容.....................................2精编WORD文档下载可编缉打印下载文档,远离加班熬夜1.2.1论文结构..............................................21.2.2主要研究内容..........................................2第一章国内外个人理财研究现状.....................................31.1国外研究现状...............................................31.2国内研究现状................................................4第二章个人理财业务在国内外的发展环境..............................72.1个人理财业务在国外的发展环境...............................72.1.1个人理财业务在国外的宏观发展环境(以美国为例)........72.1.2个人理财业务在国外的微观发展环境......................82.2个人理财业务在国内的发展环境..............................102.2.1个人理财业务在国内的宏观发展环境.....................10精编WORD文档下载可编缉打印下载文档,远离加班熬夜2.2.2个人理财业务在国内的微观发展环境.....................12第三章个人理财产品营销的动因及发展趋势...........................133.1民生银行个人理财产品营销的动因..............................133.1.1个人理财产品市场......................................133.1.2个人理财产品市场风险..................................133.2民生银行个人理财产品营销的发展趋势.........................14第四章个人理财业务在国内外的发展现状.............................164.1个人理财业务在国外的发展现状..............................164.1.1国外的个人理财市场的特点..............................164.1.2个人理财业务在国外的发展现状..........................174.2个人理财业务在国内的发展现状..............................17精编WORD文档下载可编缉打印下载文档,远离加班熬夜4.2.1国内个人理财业务的发展现状............................174.2.2民生银行个人理财业务的发展现状........................184.2.3民生银行个人理财客户分析..............................20第五章民生银行个人理财产品营销策略...............................235.1民生银行个人理财产品市场SWOT分析..........................235.2民生银行个人理财产品市场细分...............................245.3民生银行个人理财产品市场定位..............................255.4民生银行个人理财产品营销策略选择..........................265.4.1产品..................................................265.4.2渠道..................................................26精编WORD文档下载可编缉打印下载文档,远离加班熬夜5.4.3价格..................................................275.4.4促销..................................................27结论............................................................29参考文献..........................................................30谢辞............................................................32篇二:公司理财产品失败案例目录第一章固定收益类...........................................................................................................................1一、债权违精编WORD文档下载可编缉打印下载文档,远离加班熬夜约...................................................................................................................................1(一)中国铁路物资.......................................................................................................................1(二)山西华昱...............................................................................................................................3(三)中钢股份...............................................................................................................................4(四)天浩稀贵.............................................................