商业银行个人理财产品的营销策略与风险管理研究分析 市场营销专业VIP免费

商业银行个人理财产品的营销策略及风险管理研究摘要：近年来，商业银行个人理财业务一直是比较热门的话题，本文通过对我国商业银行个人理财产品的营销策略和风险管理现状进行研究，发现在营销策略方面，商业银行存在个人理财业务的相关人员营销观念落后、产品定价不科学、品牌建设单薄等问题，提出商业银行在理财产品的设计和推广上要加强宣传力度创造市场需求，打造品牌效应，综合利用营销手段，充分利用信息化技术，提高理财产品和服务质量等对策；在风险管理方面，商业银行个人理财业务面临多种风险，还存在着个人理财产品的设计风险管理机制不健全，客户风险评估工作不到位，产品宣传中没有强调风险等问题，我们认为商业银行个人理财业务应该完善自身风险管理体系。商业银行唯有兼顾这两方面才能使个人理财业务健康地发展关键词：商业银行个人理财产品营销策略风险管理StudyontheMarketingStrategiesandRisksManagementofPersonalFinanceProductsinCommercialBanksAbstract：Inrecentyears,thepersonalfinancialbusinessofcommercialbankshasbeenahottopic.Inthispaper,westudythemarketingstrategyandriskmanagementinourcountrycommercialbanks’personalfinanceproducts.Firstly,wefindthattherearesomeproblemsinthemarketingstrategy,suchasthelagofmarketingidea,theunscientificproductpricingmanagement,theweakbrandbuilding.Sothecommercialbanksshouldcreatemarketdemands,buildbrand,usecomprehensivemarketingmethodsandmakefulluseofinformationtechnologytoimprovethepersonalfinancialproductsandservicequality.Secondly,wealsofindthattherearesomeproblemsintheriskmanagement,includingtheimperfectriskmanagementinthedesignofpersonalfinancialproductsandtheweaknessincustomerriskassessment.Thenthecommercialbanksshouldimproveitsriskmanagementsystem.Whencommercialbankshaveimprovedthetwoaspect,theywillwinahealthydevelopingpersonalfinancialbusiness.Keywords:commercialbank,personalfinanceproduct,marketingstrategy,riskmanagement目录一、绪论.....................................................................................................................................1（一）研究背景...................................................................................................................1（二）研究意义...................................................................................................................2（三）文献综述...................................................................................................................2二、商业银行个人理财产品营销与风险管理的理论分析...........................4（一）商业银行个人理财产品概念..............................................................................4（二）商业银行营销的含义和理论分析.....................................................................5（三）个人理财产品风险与理论分析........................................................................10三、我国商业银行个人理财产品营销与风险管理现状及分析...............11（一）我国商业银行个人理财业务营销现状..........................................................12（二）我国商业银行个人理财业务营销中存在的问题........................................13（三）我国商业银行理财产品风险管理现状..........................................................15四、商业银行个人理财业务的营销策略..............................................................16（一）加强宣传力度，创造市场需求........................................................................16（二）打造品牌效应，综合利用营销手段................................................................