商业银行个人理财产品营销策略分析摘要：我国加入世界贸易组织之后，包括商业银行改革在内的金融改革不断深化，商业银行金融营销也进入到了管理决策者的视野，其中商业银行的个人理财产品的营销成为金融营销的重要载体。银行理财产品的营销是不同银行特色的重要体现，而且具有重要的意义。一方面个人理财产品的营销有利于银行扩大知名度，提升自身的管理以及营销水平；另一方面，个人理财产品的影响使得银行开始贯彻“以人为本”的服务模式，为更好的个性化、专业化服务客户打下基础。 从本文的结构安排来看，研究首先介绍了个人理财产品的经济背景以及发展动因，进一步对我国商业银行个人理财产品的业务进行简要介绍；其次，研究对我国商业银行理财业务的现状进行分析，包括理财种类、理财产品以及理财渠道越来越多，客户关系管理被更多重视等；再次，研究探讨了我国个人理财产品营销中的具体问题，包括信息不透明、监管力度不够、个人理财产品市场细分不明确以及产品同质化严重等；最后，研究为商业银行个人理财产品的营销提供对策。关键词：商业银行；个人理财产品；营销策略Abstract：After China's accession to WTO, financial reform, including commercial banks reform, is deepening, and the financial marketing of commercial banks have also entered into a management decision maker’s vision, in which commercial banks personal financial product marketing has become an important carrier of financial marketing. Marketing of financial products is not only an important manifestation of the characteristics of different banks, but also is of great significance. On one hand, personal financial product marketing will enable the bank expand awareness and enhance their management and marketing skills ; on the other hand , the impact of personal financial products makes banks implement "people-oriented " approach , for better personalized, professional customer service basis. when seeing from a structural point of view of this paper, the study first introduced the background of personal financial products and the developm...
