兴业银行个人理财业务营销问题研究ResearchonMarketingProblemsofIndustrialBank’sPersonalFinanceBusiness摘要高速发展的商业银行理财产品正在潜移默化的改变着人们的生活，个人理财业务的快速崛起成为了理财市场的主力军。商业银行中的市场营销决定着竞争力，提高竞争更是促进理财产品营销市场健康发展的重要动力。兴业银行是我国商业银行中的理财示范性银行。随着兴业银行个人理财业务规模增加，理财产品销售和代理类产品销售呈现全新的局面。个人理财产品业务具有灵活度高和风险较小等特点，服务针对性强、宣传力度大。但兴业银行个人理财业务营销方面依然存在个人理财产品设计同质化严重、创新不足、个人理财业务宣传效率低、从业人员配置不健全等问题。建议兴业银行个人理财业务要加大产品创新力度，改变同质化，强化兴业银行品牌概念，加强智能化促销，重视人才培养，引进不同人才，来不断优化营销策略。关键词：兴业银行；个人理财；营销；创新ResearchonMarketingProblemsofIndustrialBank’sPersonalFinanceBusinessAbstractThehigh-speeddevelopmentofthecommercialbankfinancialmanagementproductsgraduallychangingpeople'slife,personalfinancemanagementrisessharplybecamethemainforceoffinancialmarket,therearegoods,thereisboundtobemarketingdecidesthecompetitivenessofcommercialBanks,improvethecompetitionistopromotethehealthydevelopmentofthefinancialproductmarketingimportantmotivation.IndustrialBankisamodelbankoffinancialmanagementamongChina'scommercialbanks.WiththeincreaseofthescaleofpersonalfinancialmanagementbusinessofIndustrialBank,thesalesoffinancialproductsandagentproductspresentanewsituation.Personalfinanceproductbusinessischaracterizedbyhighflexibilityandlowrisk,withtargetedservicesandstrongpublicity.However,therearestillsomeproblemsinthemarketingofindustrialBank'spersonalfinancebusiness,suchasserioushomogeneityofpersonalfinanceproductdesign,lackofinnovation,lowpublicityefficiencyofpersonalfinancebusinessandimperfectemployeeallocation.ItissuggestedthatIndustrialBankshouldstrengthenproductinnovationinpersonalfinancebusiness,changehomogeneity,strengthenthebrandconceptofIndustrialBank,strengthenintelligentpromotion,payattentiontotalenttrainingandintroducedifferenttalents,soastoconstantlyoptimizemarketingstrategy.Keywords：IndustrialBank;PersonalFinanceManagement;Marketing;Innovation目录摘要................................................................IAbstract...............................................................II一、绪论................................................................1（一）研究背景......................................................1（二）研究目的与意义................................................1（三）研究思路与研究内容............................................2（四）研究方法与拟创新之处..........................................2二、理论基础与文献综述..................................................3（一）银行理财的定义................................................3（二）银行理财的产品类型............................................3（三）相关市场营销理论概述..........................................4（四）银行理财研究综述..............................................4三、兴业银行个人理财产品业务发展现状....................................6（一）商业银行个人理财产品发展历程..................................6（二）兴业银行个人理财产品业务发展现状..............................7（三）兴业银行个人理财产品的特点....................................8四、兴业银行个人理财业务营销存在的问题.......................
