交通银行支行个人理财业务营销现状及对策分析

【摘要】近年来市商业银行个人理财业务发展迅速，但真正就其营销分析较少。本文以市交通银行蛇口支行为案例，在对该支行深入调查和研究的基础上，用PEST方法，分析了该支行个人理财业务营销的宏观环境；运用五力模型，分析了其营销的微观环境，并在微观层面上对其竞争者进行了对比研究，结合商业银行市场营销理论，分析了深圳市交通银行蛇口支行个人理财产品营销现状，存在问题，希望找出有效对策，以期改进该支行个人理财业务的营销。
【关键词】支行；个人理财业务；营销对策
【Abstract】In recent years, the personal investment services which offered by the commerical bank has been developing rapidly, however the analysis on level of its marketing was real little. This article based on investigation of the Shekou branch of Bank of Communication, use PEST model to analyzed the personal investments services of the bank’s macro-economical environment; use Five Forces model to analyzed its micro -economical environment,and also compared with its rivals. The author will use the theories of marketing to analyzed its actualities and the problems, hoping to find out some countermeasures to enabling its market shares.
【Key words】Shekou branch; personal investment services; countermeasures

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