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时间:2019-02-09
《商业银行个人理财业务的发展及营销品牌策略选择——以光大银行为例》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
1、山东大学硕士学位论文3.3Homogenizationphenomenon--themainproblemofpersonalfinancingbusiness⋯⋯⋯.⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯184Acaseanalysisoffinacialbusinessbrandstrategy—·ChinaEverBrightBank⋯⋯⋯224.1ThestatusinquoofChinaEverBrightBank’Sfinancingbusinessproducts.224.1.1S
2、emi—MoneyMarketFund(MMF)products⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯..224.1.2Structuralfinancingproducts⋯⋯⋯⋯⋯.⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯.224.1.3Fixed—incomeassembledfinancingproducts⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯..234.2ThecharacteristicsofChinaEverBrightBank’Sfinancingproducts⋯⋯⋯⋯.234.3Theformationandpopularizationof
3、financingbrand...................................274.4Influenceofbrand—choicestrategyontheaccomplishmentofChinaEverBrightBankbusiness⋯⋯⋯..⋯.⋯⋯⋯⋯.⋯⋯⋯⋯⋯⋯.⋯..⋯.⋯.⋯⋯⋯⋯⋯⋯⋯⋯284.5Financingbusinesscomparedwithotherbanks.⋯.........⋯.........⋯⋯...⋯.⋯.⋯304.5.1Homogenizationtr
4、endoffinancingbusiness⋯⋯⋯.⋯⋯⋯⋯⋯⋯⋯⋯⋯.304.5.2Discussiontosolvetheproblem一-Homogenization⋯.⋯⋯⋯⋯⋯⋯⋯..314.6AnalysisofbrandstrategyforChinaEverBrightBank’Sfinancingbusiness324.6.1Theinteractionofmultimarketingmethods⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯324.6.2Continuouslybrandpropagandafor“Sunl
5、ightFinancing”⋯⋯⋯.325Thedifferentiationofdomesticcommercialbanks’financingbusinessandsomeproposalsforbrand-sgategychoice⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯..345.1Pluralismofservicesstrategy⋯⋯⋯⋯⋯.⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯..345.1.1ProvideVIPservicesforstrategiccustomers⋯⋯.⋯..⋯⋯⋯⋯⋯⋯..
6、⋯⋯345.1.2Providestandardandspecialservicesforcommoncustomers⋯⋯⋯..355.1.3Takecareofthedemandoffinacingproductsforpotentialcustomers355.2Thebroadeningofnewservicechannels.⋯⋯⋯⋯.⋯.⋯⋯⋯⋯⋯⋯⋯.⋯⋯⋯⋯⋯365.2.1Increasethefoundationandutilizationoffinancingframworks⋯⋯..365.2.2Imp
7、rovethetelephonebanksevices⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯365.2.3Paymoreattentiontopopularizationofintemetbanking⋯⋯⋯⋯⋯⋯.375.3Brandchoiceofpersonalfinancingbusiness.....⋯.........⋯.............⋯..⋯.⋯⋯.375.3.1Scientificallyfinancingmarketsegmentation⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯.37V山东大学硕士学位论文upmul
8、ti—classandseriesinnovationsystemforfinancing⋯⋯.⋯⋯⋯.⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯.⋯⋯⋯⋯⋯⋯⋯⋯⋯.⋯:;7multi—functionalandall-sidedservicesystem⋯⋯⋯⋯⋯⋯⋯⋯⋯38lishhighq
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