我国商业银行个人理财产品营销策略研究

摘要

商业银行的个人理财产品起源于瑞士，之后在美国、欧洲以及亚洲的日本、香港等经济发达国家和地区得到迅速的发展，现已成为世界各国银行的主要业务之一。在面临巨大的市场需求和机遇，各商业银行适时发挥潜力和优势，积极抢占个人理财市场份额，使个人理财产品的市场竞争日益激烈。在西方国家，个人理财产品以其批量大、风险低、业务范围广、经营收益稳定等优势在商业银行个人理财产品业务发展中占据很重要位置，己成为西方商业银行业务领域最重要的组成部分与利润增长点。在我国，个人理财产品尚处与发展阶段，要想占据银行业竞争的有力地位，就要在个人理财产品业务上抢得先机。因此，个人理财产品也逐渐成为我国商业银行竞争的主要领域之一。
本文将从商业银行个人理财产品营销策略的发展历程和现状出发，在深入分析个人理财产品营销策略存在的问题的基础上，找出了我国在金融体制方面效率低和金融市场不完善等方面的原因，并提出了一些旨在优化商业银行个人理财产品营销策略的建议。

关键词  商业银行；个人理财产品；营销策略
Abstract
Personal finance products of commercial banks first appeared in Switzerland, after a rapid promotion in the United States. Europe. Japan, Hong Kong and other developed countries and regions, has become one of the main business of the world's major banks. In front of the huge market demand and opportunities, commercial banks have to tap their own potential and strengths, to seize the personal finance market, causing an increasing competition in personal finance products. The personal products with its advantages of large volume, low-risk, wide range of business and stable income, has occupied an important position in the business development of western commercial banks and has become a main profit growth point. In our country, personal finance products are still in a developing stage, so if a man can seize the initiative in personal finance products business, he will be able to occupy a strong position in banks business competition. Therefore, personal finance products have gradually become one of the main competitive fields of China’s commercial banks.
    This article will begin with the development process and current situation of personal finance products , based on in-depth analysis of the problems of its marketing strategy, and find out the reasons causing low efficiency and imperfection in Chinese finance market. Finally, the article will propose some suggestions aiming at optimizing the marketing strategy of personal finance products in commercial banks.

Key words   commercial bank   personal finance product   marketing strategy

*若需了解更多与协助请咨询↓→[电脑QQ][手机QQ]【数据协助】