文档介绍：华中科技大学
硕士学位论文
中国银行湖北省分行个人金融业务营销研究
姓名:陈斐
申请学位级别:硕士
专业:工商管理
指导教师:陈君宁
20060425
摘要
当今社会的发展与进步离不开金融的支持与服务,对个人而言,也离不开银行
开展个人客户金融服务的支持。我国加入 WTO 后意味着我国金融业向全球化迈出了
关键的一步,也意味着个人金融业务将走向全球化和全能化。而面对金融市场的开
放这一新的形势,中国银行如何发挥自身优势,适时调整个人金融业务发展战略,
在竞争中不断发展壮大,是值得我们认真研究的课题。从今年年底,外资银行将逐
步进入所有本外币业务。因此,我国商业银行要与外资银行进行竞争,就必须确立
完整的战略目标,选准个人金融业务的市场定位。个人客户金融业务具有广阔的发
展前景和市场潜力。
本文第一章通过介绍我国银行业个人金融业务发展的背景,阐明了研究此课题
的意义,介绍了一此与之相关的基本概念。
第二章阐述了国外个人金融业务的发展状况和趋势及我国个金业务现状,并将
两者进行了对比分析,以期提供中行湖北省分行个金业务营销的目标和经验。
第三章进一步分析了中行湖北省分行在个金业务营销方面的具体情况,明确了
中行湖北省分行个金业务营销目前在观念、整体状况、客户结构、营销技术手段等
方面存在着的一系列问题。
第四、五章对中行湖北省分行在个人金融业务营销策略制定的总体思路及前文
分析中需要解决的主要问题及其对策进行了初步的研究和探讨。

关键词: 个人金融业务;市场营销;客户关系管理

I
Abstract
Nowadays, the society development and progress much depends on the financial
support and service. Similarly, the individual depends much on the individual financial
services provided by the bank. For financial industry in China, joining in the WTO
organization is a key step towards the globalization. As a result, globalization and
almightiness e the trends of individual financial services. Under the new situation of
more open financial market, it is worthy of studying on how to make use of its own
advantages and timely adjust the developing strategy of individual financial services to
gain the continuous growth in petition. From the end of this year, the foreign bank
will gradually be allowed to enter into all financial services in China. Therefore, Chinese
commercial banks have to set up their overall strategic goal and find out their accurate
market positioning in individual financial services which have a great market prospect and
potential.
The first chapter gives some background information of the development of
individual financial services in China, explains some basic concepts in this area and
clarifies the values of the study on this topic.
The second pares and analyzes the current situation and trends of the
individual financial