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1、摘 要随着社会经济的发展，百姓手中可支配的货币逐渐增多，人们渐渐有了投资的意识，人们希望能够为资金找到一个保值增值的途径。随着我国的金融体制改革不断深化，西方银行的经营理念不断渗透，使我国的银行个人投资理财业务获得了迅速发展的土壤。随着客户投资意识不断增强，投资经验不断丰富，对银行产品和服务的要求相应提高。我国商业银行个人理财业务起源于 20 世纪 90 年代中期，之后，个人理财业务在银行业蓬勃发展。各家商业银行均将个人理财业务作为吸引优质客户群体，扩大市场占有率的重要手段，推出各自的理财服务品牌，并利用各种理财产品来塑造理财业务形象，还在增值服务方面各出奇招，以期增强企业核心竞争力。面对波动
2、的投资市场，许多投资者在遭受损失后，也将投资目标转向银行理财产品，2012 年商业银行理财产品的发行、销售呈现快速增长态势。经历 20 年的发展，A 银行的个人投资理财业务迅速发展，资产管理规模不断增长，截止 2012 年上半年，A 银行机构数己达 760 个，个人金融资产规模突破 5000 亿元，个人储蓄规模达 3600 亿元，个人投资理财产品线不断丰富。虽然产品不断的丰富，资产管理规模不断增长，但面对客户多种多样的投资需求，看似品种繁多的个人投资理财产品，仍然难以满足客户日益增长的需求，客户的忠诚度相对不高。本文希望通过对个人投资理财产品的管理研究，运用管理学、市场营销学、经济学等相关理论
3、，对个人投资理财产品的管理进行研究，明确产品管理体系中存在的不足，提出理财产品全流程管理概念，将产品管理与营销管理、客户管理融合，提出理财产品之争其本质是客户资源之争的观点。在对 A 银行个人投资理财产品现状管理具体分析后，依据对 A 银行理财产品竞争力的评价情况，指出产品体系设计、销售渠道建设、客户关系管理中存在的问题，明确目前产品管理体系中存在的不足，同时提出有建设性的解决方案，为逐步提升个人投资理财产品的竞争力和对客户的吸引力、树立 A 银行个人投资理财产品的良好品牌形象提供参考。关键词：理财产品；市场营销 4R 理论；客户关系管理理论AbstractWith the developme
4、nt of society and economy, peoples disposable currency and the awareness of investment increases gradually. People want to find a way to preserve and increase the value of their money. As Chinas reform of the financial system is deepened and more and more the operating philosophy and practices of th
5、e west are adopted in China, the personal finance and investment business of the banks in China got a very solid foundation for rapid development. The enhanced awareness and enriched experience of the customers in investment are raising the expectation for better banking products and services.China
6、commercial banks personal financial services started in the late 1990s. Afterwards, personal financial services in the banking industry were booming. finance services was regarded as a significant means of attracting high-quality customer group and expanding its market share by all commercial banks
7、personal, they launch their own financial services brand and use a variety of financial products to shape the image of the financial services and styles of their own value-added services to enhance the core competitiveness. Facing the volatility of the investment market, many investors who suffered
8、a loss are turn to the financing products of banks. In 2012, the distribution and sales of financial products of the commercial banks increased rapidly. With the development of two decades, the personal investment and financing business and the scale of asset management have grown very fast. By the
9、end of the first half of 2012, the number of A banks institution had reached 760, the scale of personal financial assets had exceeded 500 billion RMB, and the scale of personal savings had reached 360 billion RMB. Though the personal investment and finance products are abundant, it still cannot meet
10、 the growing need of customers and the degree of the customers loyalty is not high relatively.With a thorough research and analysis of the personal investment product management, the theories of management, marketing, economics etc. are applied, we try to find shortcomings of product management syst
11、em, and put forward the concept of full process management of financing product which integrates product management, marketing management and customer management with the conclusion that the essence of financing product competition is the customer resources. After analyzing the current situation of
12、A banks financing products, based on the evaluation of competitive strength of A banks financing products, we will touch the problems of product system design, sales channels development and customer relationship management. Meanwhile, put forward some constructive solutions to enhance the competiti
13、veness of personal investment and financing products, to improve appeal towards clients, and to establish a good brand image of A banks personal investment and financing products. Keywords: Financial Products; Marketing 4R Theory; the Theory of Customer; Relationship Management目 录1 绪论.11.1 选题背景及研究意义.11.1.1 研究目的.11.1.2 研究意义.21.2 论文研究内容.21.3 论文研究方法及技术路线.31.3.1 论文研究方法.31.3.2 论文研究技术路线图.41.4 论文的预期成果.
