摘要
进入21世纪以来,一切都发生着巨变,信息的飞速发展使得效率和改变占据
我们的生活,同时,经济的发展、国民收入的快速增长和可支配收入的提高也直
接带来了金融资产的增加,这个质的提升使我国居民越来越关注自身的财务需求,
更希望用理财的方式珍惜自己的劳动成果,传统的储蓄方式己经无法满足广大居
民的财务需求,所以商业银行在不断满足国民个性化理财需求的同时,也促进了
多样化的个人理财业务飞速发展。在这种发展的趋势下,个人理财业务已然成为
中国商业银行增长速度最快、盈利能力最强、最有价值的关键性的战略核心业务
之一。目前我国的理财产品市场也在迅速发展中,无论是全国性商业银行上还是
区域性商业银行,都在大力推广理财业务,目前市场中理财产品数量多、种类全,
在给各家银行带来了较大利润增长的同时,也面临着巨大的压力

S银行在理财产品促销的过程中,整体促销策略虽然有一定优势,仍然需要改
进。本文首先介绍了文章的研究背景,梳理了研究目的,介绍了国内外先进的研
究理论,并确定了本文的研究思路,以发现问题、分析问题和解决问题为主线,
介绍了研宄方法。其次站在S银行的层面,介绍了分行的个人理财产品现状和业
务发展现状,包括现行的促销策略。然后通过问卷调查进行数据收集,通过实证
调查统计分析了解S银行个人理财产品在促销中存在的问题,S银行的理财产品的
客户认知度较差,而工作人员的综合素质和对客户的人文关怀、产品的认知度、
客户的年收入和风险承受能力是影响客户需求的主要因素。并从文章的调查结果
和分析来看,以此为出发点提出S银行的理财产品促销策略需要通过以下几方面来
改进:一是精准定位、细分市场,开展针对性促销,不仅可以根据客户的不同要
素细分市场,也可以通过客户信息数据库细分市场,细分市场后就要通过主题鲜
明的促销活动把握细分市场,达到促销活动目的;二是利用品牌优势,增强理财
产品认知度,通过一系列的促销活动,使S银行的理财产品认知度大大提升;三
是加强促销人员专业素质培养,提高服务水平,首先通过落实促销考核政策,提
升员工服务水平,同时重视专业素质,加强客户经理团队培训,然后通过各专业
联动,对人员全面营销进行管理,发挥组织职能,达到良好的促销效果;四是传
统与现代相结合,从客户关系管理的角度改善网点设计和战略化布局,同时丰富
互联网渠道理财产品,并加强互联网渠道的广告投放。最后对S分行理财产品改
进策略定制评价机制并不断进行修正,以保证改进策略的有效性

关键词:理财产品;商业银行;促销策略;影响因素
I Abstract
From twenty-first Century, everything is changing. With the rapid development of
information, efficiency and variation become more and more important to our lives.
And at the same time, the rapid growth of economic development, national income and
disposable income also lead to the increase of financial assets. So the Chinese residents
pay more and more attention to their financial needs. They hope they can buy some
financial products in a certain way to cherish their labor. The traditional way of
investment couldn^ meet their financial needs any more. So the commercial banks are
looking for some new methods to solve the problem. It’s also helpfUl to the rapid
development of diversified personal financial business. In this situation, personal
financial business has become one of the fastest growing, most profitable and most
valuable core business of Chinese commercial banks. At present, Chinese financial
market is developing rapidly. Both the national commercial banks and the regional
commercial banks are promoting the financial services. And the big number and varied
kinds of financial products in the market brings a lot of profit to the commercial banks,
but at the same time also a lot of great pressure.
In the promotion process of S bank’s financial products, although the overall
promotion strategy have certain advantages, but still need to improve. Firstly, the paper
reviews the research background and gives the purpose of the article, and then
introduces the domestic and abroad advanced research results and theories to determine
the train of thought and research methods. Secondly, from the aspect of S bank, this
paper introduces the current situation and development of the personal financial
products of the branch, including the current promotion strategy. Thirdly, the paper
collects data through the questionnaire survey. Then find out the problems of S bank’s
promotion strategy through empirical investigation and statistical analysis. The
customer recognition of S bank is poor, and the comprehensive quality of the staff, the
humanistic care to customers and the customer^ income and risk-bearing capacity are
the main factors that influence of customer^ demand. And the results from the survey
and analysis point out that the promotion strategy of S bank’s financial products needs
to be improved by the following aspects: first is to locate the market segmentation and
III research marketing strategy accurately, and to carry out targeted promotion. We can not
only according to the different elements, but also based on the customer information
database of market segments of customers. Through the theme of promotional activities
to grasp market segments and achieves promotion purposes. The second is to use the
brands to enhance the customer recognition greatly of financial products through a
series of promotional activities. The third is to strengthen the salesmen’s cultivation of
professional quality and improve the service level. The first thing is the implement of
promotion assessment policy, the improvement of service level, the importance of
professional quality, and the training of customer manager team. Therefore, we can
unite different departments as a comprehensive management to achieve a good
promotional effect. At last, S bank can combination of traditional and modem ways to
improve the network design and outlets strategic layout from the perspective of
customer relationship management, and enrich the financial products on the internet and
improve the internet advertisement investment. Finally, the evaluation mechanism of
the financial products improvement strategy of S branch is modified to ensure the
effectiveness of the improved strategy.
Keywords : The Financial Products Commercial Bank Promotion Strategy
Influential Factors
IV 目录
摘要 I
Abstract Ill
1.绪论1.1研宄内容 1
1.1.1研宄背景1.1.2研究g的1.2文献综述 3
1.2.1国外文献综述1.2.2国内文献综述1.2.3简要评述1.3研究思路、内容与方法1.3.1研究思路和主要内容1.3.2研究方法2.相关概念及基本理论2.1相关概念2.1.1商业银行理财产品2.1.2市场营销及商业银行营销2.1.3促销策略2.2基本理论2.2.1市场细分理论2.2.2市场定位策略理论2.2.3市场营销组合策略理论3.S银行个人理财产品现状和促销策略3.1S银行个人理财产品现状及销售情况3.1.1S银行个人理财产品现状3.1.2S银行个人理财产品销售情况3.2S银行个人理财产品现行促销策略V 3.2.1人员推销3.2.2广告促销
21
3.2.3公共关系
23
3.2.4营业推广
24
4.S银行个人理财产品认知度、客户满意度和需求影响因素调查分析
25
4.1问卷和设计与发放
25
4.2 S银行理财产品认知度的调查统计与分析
26
4.3 S银行理财产品促销的客户满意度调查统计与分析
27
4.3.1模型选取
27
4.3.2指标选取
27
4.3.2指标选取统计分析的过程和结果
28
4.4S银行理财产品需求影响因素实证分析研究
31
4.4.1模型选取
31
4.4.2假设条件与变量设定
32
4.4.3 0归结果
33
4.5问卷调查整体结论分析
34
5.S银行个人理财产品促销改进策略
37
5.1精准定位、细分市场,开展针对性促销
37
5.1.1根据不同要素细分市场
37
5.1.2通过客户信息数据库细分市场
38
5.1.3通过主题鲜明的促销活动把握细分市场
39
5.2利用品牌优势,增强理财产品认知度
40
5.3加强促销人员专业素质培养,提高服务水平
42
5.3.1落实促销考核政策,提升员工积极性
42
5.3.2重视专业素质,加强客户经理促销技巧培训
43
5.3.3专业联动,人员全面营销管理
43
5.4传统与现代相结合,加强网点建设和互联网渠道建设

44
5.4.1网点建设
44
5.4.2互联网渠道建设
45
6.S银行个人理财产品促销改进策略的效果评价
47
VI 6.1评价机制
47
6.1.1评价意义和原则
47
6.1.2评价流程
47
6.1.2评价指标体系
48
6.2修正与调整
49
参考文献 51
附件一 S分行理财产品促销满意度客户调查问卷
55
附件二S分行理财产品需求影响因素调查
56
57
攻读硕士学位期间科研成果
59
vn
lM^
1.绪论
本章内容主要对研究背景和目的进行评述,分析当代社会发展中个人理财产
品营销策略研究的重要性,和S银行对理财产品促销策略改进研究的紧迫性,对
相关的国内外文献做了回顾和分类总结,并进行综合评述,提出本文研究的实际
意义,同时也确定了文章思路和科学的研宄方法,为整个文章的研究做好铺垫

1.1研究内容
1.1.1研究背景
我国商业银行的个人理财业务,从第一款产品在2004年发行至今,已经成为
各家商业银行大力推进的主要业务,尤其是近年来,随着中国金融市场不断开放,
商业银行的竞争压力逐渐显现。受国家政策影响,商业银行的存贷息差不断缩小,
传统的资产负债类业务的盈利能力也在逐步下降,商业银行要在新世纪的形势下
不断发展、持续扩张、保持竞争力,就要接受新的挑战[1]。个人理财业务在金融创
新意识的推动下正在迅速发展,逐步成长为国内商业银行重点发展的核心业务

2005年9月29日,中国银监会发布文件首次从法律层面对商业银行个人理财
业务做出定义,“个人理财业务是指商业银行为个人客户提供财务分析、资产管理、
投资顾问等专业化的服务活动。”而按照管理方式和运作方式的不同,个人理财业
务又分为理财顾问服务和综合理财服务两类,是一种综合性特别强的金融服务

商业银行的个人理财产品就是由商业银行在对个人目标客户与潜在客户的财务状
况、风险偏好等方面进行系统的分
。。。以上简介无排版格式，详细内容请下载查看