摘要
近年来，随着经济增速进一步放缓、人口老龄化严重，人口红利迅速消失等
情况的出现，中国经济已经步入“新常态”。金融理财市场中，供需矛盾正日渐
突出。一方面是居民个人财富的迅速增长导致金融理财需求持续扩大；一方面是
金融理财市场中产品同质化严重且营销不足难以满足消费者多样化的金融理财
需求。从开展业务之初，建行白山分行的金融理财业务的发展势头就很良好。但
由于近年来利率市场化稳步推进，加之互联网金融的蓬勃兴起，金融理财产品市
场的竞争越发激烈，建行白山分行金融理财的营销也受到了前所未有的冲击。如
何尽快的走出困境，继续保持金融理财业务良好的发展势头成为摆在建行白山分
行眼前的一大难题。对建行白山分行金融理财产品营销的研究，理论方面，有益
于白山市金融理财市场的健康发展，充实了对于白山市金融理财产品营销的微观
研究。现实方面，通过对建行白山分行金融理财产品营销进行深入研究，分析其
中的不足，找到问题产生的原因，并有针对性的提出合理化建议，这对解决建行
白山分行金融理财业务面临的冲击，并实现可持续发展具有现实的指导意义

文章首先对建行白山分行的发展情况进行了介绍，通过对其金融理财产品营
销现状进行分析，找到其在营销中存在的金融理财营销考核机制存在缺陷、产品
销售渠道利用不足、产品自身竞争差、营销效果不明显四个方面的问题。其次通
过对四个方面问题的分析，找到了问题产生的原因。研究发现建行白山分行存在
金融理财产品营销观念与营销手段较为传统、对金融理财市场目标客户的细分不
足、金融理财产品缺乏创新、金融理财营销人才队伍建设亟待加强四个方面的不
足。然后针对建行白山分行存在的不足，根据相关金融理财营销理论及实际调研，
提出了改进建行白山分行金融理财产品营销的建议。主要包括以下几点：一是进
行金融理财产品创新，提升产品竞争力；二是加强市场细分，满足多层次的客户
需求；三是优化服务质量，提升客户体验；四是强化人才队伍建设，为可持续发
展提供人才保证

通过研究得出结论：建行白山分行要想化解在金融理财市场中所面临的冲
击，必须加强产品创新，通过进一步细分市场，增加促销力度，优化服务满足不
同层次客户的多样化金融理财需求，同时重视人才队伍建设，从而促进建行白山
分行金融理财业务的健康发展。但由于水平有限和客观条件限制，文章没有对建
行白山分行整个金融理财产品营销流程进行全面研究，还存在一定不足，会在以
后继续加以研究

关键词：金融理财产品；商业银行；营销II
Abstract
In recent years, with a further slowdown in economic growth, population aging is
serious, the emergence of demographic dividend is rapidly disappearing, and so on
and so forth, China&39;s economy has entered a new normal. In the financial services
market, supply and demand contradiction is increasingly outstanding. On the one
hand, the rapid growth of residents&39; personal wealth lead to financial services demand
continues to expand. On the one hand is serious product homogeneity in financial
services market and lack of marketing is hard to meet the demand of consumers,
diversified financial services. From the beginning of doing business, the bank of
construction, baishan of financial services business development momentum is very
good. But as a result of market-oriented interest rate steady progress in recent years,
together with the booming of Internet finance, financial services product market
competition is increasingly fierce, the construction bank baishan branch of financial
services marketing has also been an unprecedented impact. How as soon as possible
out of the woods, continue to maintain the good momentum of development of
financial services business to become a major dilemma facing the CCB baishan
branch. Baishan branch of CCB financial products marketing research, theory,
beneficial to the healthy development of baishan city financial services market,
enriched for baishan city financial services product marketing microcosmic research.
Reality, through to the construction bank baishan branch conduct the thorough
research to the financial services product marketing, analysis the insufficiency, find
the reasons of the problems, and put forward reasonable Suggestions targeted, to solve
the CCB baishan branch faces the impact of the financial services business, and
realize the sustainable development is of great realistic significance.
The article first introduces the development of baishan branch of CCB, through
analyzing the current situation of financial services product marketing, find its exist in
the marketing of financial services marketing assessment mechanism defects, product
sales channels through the insufficiency, the product competition, the marketing effect
is not obvious four aspects of the problem. Secondly based on the analysis of four
aspects, find out the reason of the problem. Studies have found that there are financial
services, construction bank of baishan branch has a traditional product marketing
concept and marketing, the target customers of financial services market segmentation
is insufficient, lack of financial products innovation, financial services marketing is of
great importance to strengthen the four aspects of the talent team construction. ThenIII
in view of the insufficiency in CCB baishan branch, according to the relevant
financial services marketing theory and practical research, proposed to improve the
CCB baishan branch financial services product marketing proposal. Mainly includes
the following points: one is to carry on the financial products innovation, improve
product competitiveness; The second is to strengthen market segmentation, meet the
multi-level needs of customers; Three is to optimize the service quality, improving
customer experience; Four is to strengthen talent team construction, and provide talent
guarantee for the sustainable development.
Through the study concluded that the construction bank baishan branch to
resolve facing the impact in the financial services market, we must strengthen product
innovation, through the further subdivided market, optimization services to meet
customers different levels of diversified financial services demand, at the same time
attaches great importance to the talent team construction, to promote the healthy
development of financial services business of CCB baishan branch. But due to the
limited level and objective conditions, the article not baishan branch of CCB to
undertake a comprehensive study on the whole process of financial services product
marketing, also some deficiencies, will continue to study in the future.
Key word：Financial services product；Commercial bank；MarketingIV
目 录
摘要I
ABSTRACT..........II
第 1 章 绪 论....1
1.1 研究背景........1
1.2 研究意义........2
1.2.1 理论意义........2
1.2.2 现实意义........2
1.3 国内外研究现状........2
1.3.1 国外相关研究2
1.3.2 国内相关研究4
1.4 研究思路与研究内容5
1.5 研究方法........5
1.6 本文的创新之处........6
第 2 章 相关理论概述..7
2.1 营销策略理论7
2.2 理财产品的概念界定7
2.3 金融理财业务的理论基础....8
2.3.
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