1、分类号：C939 F830 单位代码：10422密 级： 学 号：0746-0310003 硕 士 学 位 论 文Shandong University Masters Thesis论文题目：齐商银行个人理财产品市场营销策略研究 Study on Marketing Tactics of Personal Financial Products of The Qishang Bank 作 者专 业导 师合作导师2009年 9月 16日山东大学硕士学位论文原 创 性 声 明本人郑重声明：所呈交的学位论文，是本人在导师的指导下，独立进行研究所取得的成果。除文中已经注明引用的内容外，本论文不包含任何其
2、他个人或集体已经发表或撰写过的科研成果。对本文的研究作出重要贡献的个人和集体，均已在文中以明确方式标明。本声明的法律责任由本人承担。论文作者签名： 日 期： 关于学位论文使用授权的声明本人完全了解山东大学有关保留、使用学位论文的规定，同意学校保留或向国家有关部门或机构送交论文的复印件和电子版，允许论文被查阅和借阅；本人授权山东大学可以将本学位论文的全部或部分内容编入有关数据库进行检索，可以采用影印、缩印或其他复制手段保存论文和汇编本学位论文。(保密论文在解密后应遵守此规定)论文作者签名： 导师签名： 日 期： 78目 录摘 要1ABSTRACT3第1章 导 论51.1 选题背景和意义51.2
3、研究思路及框架61.3 研究方法81.4 本文创新点8第2章 相关理论综述102.1 市场营销的基本内涵102.2目标市场营销理论112.3营销组合策略理论142.4市场营销理论新发展16第3章 齐商银行个人理财产品综合分析173.1齐商银行个人理财产品概况173.1.1 银行个人理财产品概念173.1.2 淄博市经济金融环境183.1.3 齐商银行发展历程与现状193.1.4齐商银行个人理财产品发展情况203.2齐商银行个人理财产品市场营销现状调查233.2.1 调查问卷设计和回收状况233.2.2 营销现状调查总结233.2.3 存在的问题分析253.3齐商银行个人理财产品SWOT分析26
4、3.3.1优势263.3.2劣势283.3.3市场机会29第4章 齐商银行个人理财产品市场营销战略354.1 市场细分354.2 目标市场选择394.3 市场定位40第5章 齐商银行个人理财产品市场营销策略425.1产品策略425.1.1 新产品开发425.1.2产品质量控制465.1.3 产品服务完善475.1.4品牌整合485.2价格策略495.2.1定价策略495.2.2产品优惠515.3渠道策略515.3.1渠道条理化515.3.2营业网点升级525.3.3代理销售545.3.4跨区域营销555.3.5网络营销555.4促销策略565.4.1立体式服务565.4.2 公共关系开发575
5、.4.3 人员促销585.4.4 “反悔期” 设置595.4.5 广告设计605.4.6 激励促销61第6章 齐商银行个人理财产品营销保障措施636.1 人力资源开发与管理636.2 组织结构保障646.3计算机安全保障656.4营销公平竞争保障666.5 银行文化建设66结束语69附 录70参考文献74致 谢77CONTENTSAbstract(Chinese)6Abstract(English) 8Chapter 1 Introduction. 101.1 Background and meaning of subject-selection.101.2 Research methods
6、and frame of thesis111.3 Research methods131.4 Innovation points13Chapter 2 Relevant theories overview152.1 Basic connotations of marketing152.2 Theory of target-market marketing152.3 Theory of marketing mix tactics. 162.4 New development of marketing theories16Chapter 3 Comprehensive analysis of pe
7、rsonal financial products of the Qishang Bank193.1 Survey of personal financial products of the Qishang Bank 93.1.1 Concept of personal financial products193.1.2 Economic and financial environments of ZiBo city203.1.3 Development history and situation of the Qishang Bank213.1.4 Development of person
8、al financial products of the Qishang Bank223.2 Present situation survey of personal financial products marketing of the Qishang Bank243.2.1 Design of the questionnaires and recovering information.243.2.2 Survey summary253.2.3 Analysis of existing prombles263.3 SWOT analysis of personal financial pro
9、ducts of the Qishang Bank273.3.1 Strength273.3.2 Weakness293.3.3 Market opportunity303.3.4 Market threat33Chapter 4 Target-market marketing analysis of personal financial products of the Qishang Bank354.1 Market segmentation354.2 Target-market selection394.3 Market positioning40Chapter 5 Enactment o
10、f marketing tactics of personal financial products of the Qishang Bank425.1 Product tactic425.1.1 New product exploitation425.1.2 Product quality control465.1.3 Product service perfecting475.1.3 Trade conformity605.2 Price tactic485.2.1 Price making485.2.2 Product discount495.3 Channel tactic505.3.1
11、 Channel systematization505.3.2 Upgrade of business points505.3.3 Agent sale525.3.4 Cross-border marketing535.3.5 Web marketing545.4 Promotion tactic545.4.1 Solid service545.4.2 Exploitation of public relationships555.4.3 Personnel promotion565.4.4 Setting of “Going-Back Time” 575.4.5 Advertisement
12、designs585.4.6 Stimulating promotion59Chapter 6 Marketing assurance of personal financing products of the Qishang Bank626.1 Development and management of personnel626.2 Organization structure assurance636.3 Computer safe assurance636.4 Marketing fair competition assurance.646.5 Bank culture construc
13、tion65Conclusion67Appendix:Market questionnaire of personal financial products of the Qishang Bank68References72Acknowlegement74摘 要齐商银行地处齐国故里淄博，其前身是淄博市商业银行，2009年2月13日，经中国银监会批准，更名为“齐商银行”。截至2008年底，全行总资产291亿元，现有员工1,523人，在全国112家城市商业银行综合排名中位列第26名。齐商银行于2005年开始推出第一款个人理财产品，累计已推出86期，年理财金额已达到6.5亿元。在理财产品市场竞争日趋
14、激烈的大背景下，传统的、一成不变的营销模式己经难以适应当前发展的需要。针对齐商银行个人理财产品在市场营销方面缺乏一套完善的、系统的策略指导的问题，论文在研究经典营销理论的基础上，结合实际销售环节，对营销的内容和策略进行了系统地总结和创新，为齐商银行的营销管理工作提供了富有价值的应用指导。 首先，本文概述齐商银行所处的经济金融环境和个人理财产品发展情况，然后根据所回收的市场调查问卷，总结目前市场营销中存在的一些问题和原因，并对产品进行SWOT分析。其中，在市场机会分析中，指出我国宏观经济今后的最大变化是将出现十年通货紧缩局面，80%的商品价格会下跌，银行个人理财产品是居民理财的天然“避风港”。在
15、上述基础上，开始目标市场营销分析。市场细分之前，确立以家庭年收入为细分标准。在细分中，对目前银行业普遍默认的所谓“二八理论”，即“20%的客户占有80%的资源”，提出了质疑和否定。主张目前的收入结构是“三段论”，即“5%、35%、60%的人群分别占有25%、55%、20%的资源”。对应的客户市场也划分为高端、中端、低端三块。并选择中端市场、即家庭年收入5-100万元、约占比35%的客户群作为齐商银行的目标市场。在营销策略方面，本文充分考虑金融商品不同于其他商品的特点，提出了产品、价格、渠道、促销四个方面策略，并提出了二十多个项具有创新性内容的具体营销措施。包括：募集资金与大企业的具体项目相结合
16、，进行产品创新；产品与支付方式相结合的创新；以客户识别为重点，营销渠道条理化，把营销渠道条理化也做为渠道策略之一；发现市场中个人理财产品的专业代理商，进行代理销售；借用社会其他零售领域网点进行代理营销等。最后，提出了人力资源开发与管理、组织结构保障、计算机安全保障、营销公平竞争保障、银行文化建设五项市场营销的保障措施。希望本文，对齐商银行个人理财产品的具体市场营销工作有所启发，为齐商银行提高效率、增加赢利寻找到一些办法，为广大居民理性理财寻找到一些渠道。关键词：银行；理财产品；营销策略 ABSTRACTThe Qishang Bank lies in the zibo city of the
17、native place of Qi dynasty .Its former is the City Commercial Bank of ZiBo，which is renamed as the Qishang Bank，on Feburary 13,2009，approved by China Banking Regulatory Commission .At the end of 2008，the bank has the total assets of 29.1 billion yuan and 1523 employees, it lists 26 in the national l
18、ist of city commercial banks of over 112. The Qishang Bank issues its first personal financial product in 1995，and has issued totally 86 numbers，with yearly financing sums over 0.65 billion yuan. Under the general background of the intense market competition of personal financial products，the tradit
19、ional and unchangable marketing model is hard to be adapt to the need of development.Aimed at the problem of lackness of a set of integrated and systemic tactic guide for the Qishang Bank，the thesis is based on the classical marketing theories，and combines the actual sale taches, to systemically sum
20、 up and innovate the marketing contents and the marketing tactics of personal financial products,which provide valuable appliance guides for the market management work of the Qishang Bank.At first,the thesis summarizes the economic and financial environment of the Qishang Bank，and some information a
21、bout development of its personal financial products.Then,according to the recovering questionnaires，the thesis summarizes the existing problems and reasons of current marketing, and also analyzes the products by SWOT. Among the analysis of market opportunity,it is pointed that the biggest changes of
22、 the macroeconomy of our nation in future,is the situation of deflation of ten years ,and prices of eighty percent commodity will decline,so that the bank personal financial products are the natural “safe harbor” for peoples financing.Based on above-mentioned ,the thesis begins aim-market marketing
23、analysis.Before market segmentation,the thesis establishs the family yearly income as the segmentation criterion.In segmentation,the thesis provides the doubt and denial to the so-said “theory of two-eight”,i.e.“20 percent people occupy 80 percent resource”, and maitains that the current income stru
24、cture is “theory of three segments”, i.e.“5,35,60 percent people respectively occupy 25,55,20 percent resource”. The corresponding market is also subdivided into high，middle，low market.The thesis takes the group of those people , who have yearly earnings between 50 thousands and 1000 thousands and o
25、ccupy 35 percent rate,as the target-market. On the hand of marketing tactics, the thesis fully considers the characteristics of financial merchandise to ordinary merchandise,and provides four aspects of marketing tactics of product, price, channel, promotion, and also provides over twenty minor term
26、s of concrete marketing measures with innovative contents.Including:product innovation combining the collecting funds and concrete items of big enterprises,innovation combining products and paying methods,channel streakiness emphasing on the identification of clients,and taking the channel streakine
27、ss as one of the channel tactics,finding professinal sale agent of personal financial products in market and saling via them, marketing via networks of socitey retails etc.At last,the thesis provides five Marketing Assurances.Including development and management of personnel,organization structure assurance,computer safe assurance, fair marketing competition assurance,bank culture construction.It is
