我国商业银行理财产品营销问题及策略.doc

毕 业 论 文（设 计） 题目： 我国商业银行理财产品营销问题及策略 （英文）：Our country commercial bank financial products marketing and Strategy 院 别： 经济与贸易学院 专 业： 金融学 姓 名： 刘新元 学 号： 2010204543*** 指导教师： 方芳 日 期： 2014-4-24 我国商业银行理财产品营销问题及策略 摘要 随着我国经济的增长，国民财富急剧增加。人们收入水平和可支配财产不断增加，对理财产品的需求越来越旺盛，使得理财产品业务成为商业银行业务重要的业绩增长点。特别是经历了2013年6月份的“银行钱荒”，银行理财产品以其高回报及稳定收益得到了广大客户的欢迎，实现了爆炸式增长。但是在快速发展的过程中，银行理财产品营销市场本身存在一些问题也逐渐地暴露了出来，形势如抓襟见肘。如产品服务人员素质偏低、产品缺乏分层设计、产品同质化现象严重，品牌产品缺失等等。本文从以上问题分析研究，得出商业银行在研发营销理财产品的过程中需不断地发现问题所在，加强理财营销人员专业素质的全方位提升，积极研发多元人性化产品，并借鉴国外先进的营销方式，实施更好的营销制度保障等结论。使符合客户理财投资获益的同时，更能促进商业银行理财产品营销业务的发展。 关键词：商业银行；理财产品；营销；问题；策略 Our country commercial?bank financial products?marketing?and strategy Abstract As Chinas economic growth , a sharp increase in national wealth . People disposable income levels and property increasing demand for financial products increasingly strong , making financial products business has become an important commercial banking business growth point . Especially after the June 2013 of bank money shortage financial products for its high returns and stable income by the majority of customers, achieved explosive growth. But in the process of rapid development, marketing of financial products , there are some problems in itself gradually exposed, caught lapel see the situation as the elbow . Products and services such as the low quality of personnel, lack of hierarchical design , product homogeneity serious lack of brand name products and so on. This paper analyzes the problem from the above study , results in the development of the commercial banks in the process of marketing financial products need to continue to see problems, strengthen all-round professional marketing staff to improve the quality of financial management , and actively develop diverse human products , and learn from foreign advanced marketing way , the implementation of better marketing