摘要
在我国金融体制改革进一步深入、经济的下行压力不断增大的背景下，产能
过剩行业经营状况愈发艰难、利率市场化改革进程加快，加之互联网金融的冲击
等因素的影响下，商业银行面临的巨大挑战，2015 年，国有四大银行利润增速近
乎零增长，为商业银行敲响了警钟，同时，银行业还面临着盈利能力大幅下降、
不良贷款增速加快、人力资源外流等问题。因此，充分深刻认识市场营销策略的
重要性，加大营销策略制定和实施的力度，改善当前营销策略中存在的问题已是
当务之急。近年来，随着个人金融业务占商业银行业务比重的不断上升，对个人
金融业务营销策略的研究就显得尤为重要

本文主要以 7P 营销理论为理论基础，基于 BC 银行沈阳分行个人金融业务现
状，对比沈阳地区银行同业个人金融业务情况，剖析 BC 银行沈阳分行个人金融
业务营销策略中存在的产品、价格、服务人员等方面的问题，深入挖掘这些问题
产生的原因，借鉴花旗、招商银行业个人金融业务营销实践中的成功案例和经
验，完善当前个人金融业务营销策略的不足，提出了建立长效营销策略，优化内
部管理结构，建立有效的人力资源机制等建议，为 BC 银行沈阳分行个人金融业
务下一步的营销与发展提供新的思路，使其能够更大程度的占有个人金融业务市
场份额，更有效地推动其可持续发展

关键词：7P营销理论；营销策略；个人金融业务Abstract
In a further downward pressure, the financial system reform of our country
economy increasing under the background of overcapacity industry business conditions
more difficult, the interest rate market to accelerate the reform process, coupled with the
impact of the financial impact of the Internet and other factors under the enormous
challenges faced by commercial banks in 2015, the four major state-owned banks profit
growth rate near zero growth. A wake-up call for the commercial banks at the same
time, the banking industry is facing a significant decline in profitability, non-performing
loan growth accelerated, the outflow of human resources and other issues. Therefore, it
is urgent to fully understand the importance of marketing strategy, increase the intensity
of marketing strategy formulation and implementation, and improve the current
marketing strategy. In recent years, with the personal financial business accounts for the
proportion of commercial banking business continues to rise, the study of personal
financial business marketing strategy is particularly important.
This paper takes the 7P marketing theory as the theoretical basis, the status of BC
bank Shenyang branch personal financial business based on the comparison of
Shenyang area banks personal financial business situation, analyzes the existing BC
bank Shenyang branch personal financial business marketing strategy in product, price,
service and other aspects of the problem, in-depth excavation of the causes of these
problems, learn from the successful the case and experience of Citigroup, China
Merchants Bank personal financial services industry in the marketing practice, improve
the deficiencies of the current marketing strategy of personal financial business, put
forward to establish a long-term marketing strategy, optimize the internal management
structure, establishing effective human resources mechanism, to provide new ideas for
the development and marketing of BC bank Shenyang branch personal financial
business under a further, the greater market share of personal financial services, more
effectively promote the Sustainable development.
Key words:7P marketing theory;Marketing strategy;Personal financial business目 录
第 1 章 绪论..........1
1.1 研究背景和意义.... 1
1.2 研究内容及思路.... 2
第 2 章 相关理论概述......4
2.1 营销策略组合........ 4
2.1.1 7P 营销策略理论的产生........ 4
2.1.2 7P 营销策略理论的核心........ 6
2.2 银行相关业务概述 6
2.2.1 个人金融业务 . 6
2.2.2 资产业务 ......... 7
2.2.3 负债业务 ......... 7
2.2.4 中间业务 ......... 7
2.3 二八定律.... 7
第 3章 BC 银行沈阳分行个人金融业务营销策略现状分析 ...9
3.1 BC 银行沈阳分行发展历史及概况.......... 9
3.2 BC 银行沈阳分行个金业务产品营销策略现状.. 9
3.3 BC 银行沈阳分行个金业务价格营销策略现状 11
3.3.1 商业银行个金业务价格的构成 ....... 12
3.3.2 资产业务实施低价策略 ....... 12
3.3.3 负债业务采用高价策略 ....... 15
3.3.4 中间业务采用市场通用的低价策略 ........... 15
3.4 BC 银行沈阳分行个金业务分销及促销策略现状........ 16
3.4.1 以营业网点为主进行分销 ... 16
3.4.2 促销策略偏于传统 ... 16
3.5 BC 银行沈阳分行个金业务的人员策略现状.... 17
3.6 BC 银行沈阳分行个金业务过程营销和有形展示策略现状.... 18
第 4 章 BC 银行沈阳分行个人金融业务营销策略存在问题及原因分析 .....194.1 当前营销策略存在的问题 ..........19
4.1.1 产品更新不及时 .......19
4.1.2 业务定价不合理 .......19
4.1.3 分销及促销策略较为落后 ...20
4.1.4 人员选拔和激励存在问题 ...21
4.1.5 客户体验不佳 ...........23
4.2 BC 银行沈阳分行个人金融业务营销策略问题产生的原因 ........
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