M银行厦门分行理财产品营销策略研究

Abstract

随着我国改革开放的持续深入，国民经济水平得到了稳步的提升。在居民收入增长的同时，理财意识也已经深入人心。人们希望剩余的闲置资金可以得到最好的利用，而银行业在竞争日益激烈的今天则希望增加自己的揽储能力，稳固自身的发展水平。为了实现“双赢”的目的，理财业务市场成为了银行业发展最迅速、产品创新速度最快的兵家必争之地。然而，随着我国实行利率市场化政策的推行，银行通过存贷利差获取的利润空间减小，在理财市场竞争日趋激烈同时还面临着各家机构理财产品相似、资金运营模式单一等诸多问题。如何采取合理的营销策略，并解决在营销中可能遇到的问题，使自己的理财产品在市场竞争中立于不败之地对于我国银行业、甚至是整个金融行业...

In our country, with the deepening of the reform and opening up, people’s living standard have been developed greatly. Because of the improving of the personal savings, people’s financial awareness has been enhanced. More and more people look forward to getting full use of their spare money, at the same time, commercial banks eager to improve their economical efficiency so that they can get the de...