摘要
I
中国农业银行 Z 分行发展个人理财业务营销策略研究
中文摘要
社会主义市场经济的飞速发展推动了我国经济实力的大幅提升，同时我国人均收
入水平也发生了翻天覆地的变化。收入的增加使得公众不再满足于简单的储蓄方式，
即通过将收入存入银行获取利息。公众希望能够有更加丰富的理财手段，能够自由选
择，获取更加丰厚的收益。我国的金融市场虽逐渐走向规范化、现代化的进程，但按
照分业经营的原则，银行、证券、保险三个行业尚未实行混业经营，这对银行业务发
展提出了更高的要求。我国商业银行应抓住这一历史机遇，深入调研理财市场的需求，
变化理财需求，以及推出适合公众的创新产品。本文正是基于以上考虑进行了本课题
的研究

本文选取了中国农业银行 Z 分行作为研究对象，对该分行的个人理财业务进行了
研究分析。发现 Z 分行在产品设计定位、市场细分、个人理财产品、促销方式、营销
团队建设等多方面存在着一些有待改进的地方。本文针对 Z 分行面临的这些问题，提
出了具有实际可操作性的解决方案。建议 Z 分行对客户需求进行细分，开发指向性明
确的创新产品和服务；打造优势品牌，丰富理财产品阵容；推出拳头产品，牢牢掌控
客户需求；进行多角度宣传，开拓营销渠道；革新服务理念和手段，建设高素质营销
人才队伍。本课题的研究结论和建议对 Z 分行制定理财产品发展计划，推动中国农业
银行 Z 分行的个人理财业务发展具有一定参考意义

关键字：中国农业银行；个人业务；理财产品
作 者：俞 卉
指导老师：陈作章英文摘要 中国农业银行 Z 支行发展个人理财业务营销策略研究
II
The research on marketing strategy of Z branch of
Agricultural Bank of China
Abstract
With the deepening of the reform, the income of the residents in our country also
showed a sustained rapid growth, and the personal assets of the residents also increased
sharply. Residents how to maintain or increase the value of the assets of more and more
attention, and through investment or financial planning is undoubtedly an important
means. People just cash balance in the bank to value or value, and now people gradually to
consult the bank for all affairs and finance related to obtain higher returns than
money. This will undoubtedly give the bank a wide range of its business to the financial
market in order to meet the needs of customers, more opportunities to create. At present,
China&39;s financial industry mainly used the separate operation mode, securities, insurance
and bank three market is still in a relatively fragmented state, the bank has not been able to
use the effective financial tools for customers to create a more diverse financial products,
so China&39;s commercial banks personal financial services is particularly important.The
research topic of this paper is put forward under this background.
In this paper, according to the current situation of personal financial business of
Agricultural Bank of China branch in China Z, analyzed it in product design and
positioning, market positioning and market segmentation, personal finance products
homogenization, product promotion and marketing team construction and other aspects of
existing problems and shortcomings. Then, to solve the problems, the design of the
marketing optimization strategy of personal financial products Chinese Agricultural Bank
Z branch, including customer market segmentation, to provide for their goods and services
needed for customers; the implementation of brand building, the rich financial products;
design of main products, carry out precision marketing; improve the propaganda strategy,
expand the pin set channel; set up new business philosophy and service means, cultivating
high-quality customer managers. Hope that through the study of this paper to the
Agricultural Bank of China branch of the Z decision to establish the correct financial
products marketing strategy, and the development of specific personal financial products
and systems to help.中国农业银行 Z 支行发展个人理财业务营销策略研究 英文摘要
III
Keywords：Agricultural Bank of China；Personal business；Financial products
Written by Yu Hui
Supervised by Chen Zuozhang目 录
第一章 引 言........1
1.1 选题的背景和意义......1
1.1.1 选题的背景1
1.1.2 研究的目的意义...2
1.2 国内外研究现状.........3
1.2.1 国外研究现状.......3
1.2.2 国内研究现状.......3
1.3 研究思路与结构安排.7
1.3.1 本文研究的方法...7
1.3.2 本文研究的具体思路.......7
1.3.3 本文研究技术路线...........8
第二章 相关概念界定与理论基础9
2.1 相关概念界定.9
2.1.1 国有商业银行.......9
2.1.2 个人理财业务.......9
2.1.3 个人理财产品.....10
2.1.4 个人理财产品分类.........10
2.1.5 市场营销策略.....10
2.2 理论基础.......10
2.2.1 市场营销策略相关理论.10
2.2.2 金融创新理论.....11
2.2.3 现代营销理论.....12
2.2.4 全面风险管理理论.........13
2.3 商业银行个人理财业务营销涵义...14
2.3.1 商业银行个人理财业务营销的内涵.....142.3.2 商业银行个人理财业务营销的特点.....14
2.3.3 我国商业银行个人理财业务营销的重要性.....15
2.4 国内外商业银行个人理财产品营销的发展16
2.4.1 国内商业银行个人理财业务营销的发展.........16
2.4.2 国外商业银行个人理财产品营销的发展..........16
2.4.3 国外商业银行个人理财产品营销及经验启示..19
第三章 农业银行 Z 分行个人理财业务发展现状概述. 20
3.1 农业银行 Z 分行概况...........
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