扬州市商业银行个人理财产品营销策略研究

Research on Marketing Strategies for Personal Finance Productsin Commercial Banks of Yangzhou

近年来商业银行个人理财业务发展迅猛,但相关的经营机制和营销体系尚不健全,这些缺陷制约了理财业务的健康发展。文章在问卷调查的基础上对扬州商业银行个人理财产品营销的现状进行分析,针对个性品牌产品、产品营销对象、营销渠道、营销人员及服务质量等方面存在的问题提出了相应的策略。

Personal financing business in Commercial Banks is developing rapidly in recent years, but the manage- ment and marketing system is not yet perfect, which restricts the healthy development of the financial services. Based on questionnaires, this paper analyses the present situation of marketing personal finance products in Commercial Banks of Yangzhou and presents corresponding strategies to solve problems related to individual brand name prod- ucts, customers, sales channels, salesmen and quality of service.