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山东企业年金产品市场发展空间巨大，要获得优势的市场份额，必须依赖于营销
策略的优化。市场调研通过市场访谈和调查问卷两种方式，总结出现行山东农行企业
年金产品存在的主要问题，通过山东企业年金市场调研，获得两个启示：一是山东省
银行业企业年金市场整体规模的扩大，必须通过银行业整体营销水平的提高，将目前
市场潜在的需求转化成实际需求。二是山东农行要想在企业年金市场中获得优势市场
地位，必须进行营销策略优化
山东农行企业年金产品现行营销策略存在相对被动的特征。大量的潜在客户需求
没有被满足，大量的潜在客户以及其需求并没有被满足；企业年金产品结构过于单一，
客户选择性比较少，没有考虑到不同风险喜好用户对于投资收益的差异化需求；渠道
依赖性较强，推广乏力，价格无竞争优势。因此山东农行现阶段的主要任务是优化产
品，提供能够满足不同客户群体的不同收益需求。只要策略合理，产品得当，那么山
东农行就会在企业年金市场占有一定的地位
山东农行企业年金产品策略优化，要紧紧围绕 4P 展开。在产品设计上，需要设
计普通员工产品，企业高管产品以及股权激励产品和集合型产品；在产品定价上，按
照客户对于风险的承受能力，设计高风险高收益型产品、中风险中收益和低风险低收
益型产品；在渠道策略上，不仅要合理的利用山东农行自有的客户经理渠道开发现有
的存量客户，还有利用行业资源；在促销方面，借鉴国外发达国家经验，联合政府以
及整个行业企业，制定政策，共同培育市场，将整个市场做大做强，从而分享整个市
场的红利
通过文章的研究，我们得出结论，企业年金产品作为新兴业务品种，是银行是未
来利润的增长点；作为蓝海市场的年金产品，发展空间巨大；通过合理的策略研究优
化，山东农行必会获得优势市场地位
关键词：企业年金；市场细分；营销策略山东农业银行企业年金产品营销策略研究
I
ABSTRACT
This thesis introduces the concept of enterprise annuity .Enterprise annuity products
as the second pillar of society and social insurance an important supplement.
It summarizes the main problems of the market :Low market demand, single Product,
Less customer choice,.Potential customers can not meet the demand.The thesis analyzes
the situation of the industry and looks for solutions. Through the management theory and
marketing theory, to seek to optimize the product strategy. Through the breakdown of the
market, to find the market needs and provide specialized annuity product solutions. Market
staff can do the accurate marketing and standardized marketing.
This thesis is based on 4P theory, STP theory, BCG matrix theory and SWOT analysis
agricultural annuity products.Based on the situation of Shandong market and Market
segments, it designs products and Builds the annuity product system. Final goal of the
thesis is to Serves Shandong Agricultural Bank of annuity products marketing.
Through the study of the status of the industry, compared with the differences
between domestic and foreign enterprises annuity products, subdivided out different
enterprise annuity market groups, according to the characteristics of different market
groups, design different products, in line with the status of enterprises in Shandong
enterprises pension development strategy. Mainly in the product design, the need to
consider the revenue determinism, cost-setting and hybrid products; customer stratification,
to design ordinary employee products, corporate executives products, equity incentive
products and collection products; in product pricing , In accordance with the customer&39;s
ability to withstand the risk, the design of high-risk high-yield products; risk in the
low-risk and low-yield products. In the channel strategy, not only to rational use of
Shandong Agricultural Bank&39;s own customer manager channel to develop existing stock
customers, as well as the use of industry resources; in the promotion of foreign developed
countries experience, the joint government and the entire industry and enterprises to
develop policies , To cultivate the market, the whole market bigger and stronger, so as to
share the dividend of the entire market.
The paper is characterized by the combination of Shandong Agricultural Bank of the
actual situation, market segments. By building annuity product system, designing specific
products，the thesis provides the annuity solution of Shandong Agricultural Bank.
KEYWORDS: Enterprise annuity;Market segmentation;Marketing strategy山东农业银行企业年金产品营销策略研究目 录
第一章 绪论. 1
第一节 选题背景....1
第二节 研究意义....3
第三节 研究框架和论点....3
一、研究框架........3
二、研究论点........4
第四节 文章可能的创新与不足....4
一、可能的创新....4
二、存在的不足....4
第二章 理论基础.....5
第一节 4P 理论.......5
第二节 STP 理论....5
第三节 BCG 矩阵理论.......6
第四节 SWOT 分析........... 7
一、优势分析........8
二、劣势分析........8
三、机会分析........8
四、威胁分析........8
第三章 山东企业年金产品拓展空间调研及启示.9
第一节 调研方法与维度....9
第二节 调研群体与内容....9
一、企业年金市场调研群体........9
二、企业年金市场调查问卷设计..........10
第三节 调研结论与启示..17
第四章 山东农行企业年金产品现行营销策略分析...... 18
第一节 产品策略分析......18目 录一、对于国有大中型等企业，如电力、石化、通信等行业，可以实施 DB 型
计划......19
二、对各类中小型企业，可以采取 DC 型企业年金计划......20
三、DB+DC 的模式，需要借鉴发达国家一些企业的经验... 20
第二节 价格策略分析......21
第三节 渠道策略分析.......
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