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

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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