摘要
近年来，随着我国经济社会的持续发展和居民生活水平的不断提高，我国个
人理财业务得到了飞速发展。传统金融机构的理财产品、新兴互联网金融理财产
品层出不穷，个人理财市场空前繁荣，竞争日趋激烈。面对当前线上线下个人理
财市场的双重竞争局面，作为西北地区综合实力排名第一的城市商业银行——兰
州银行，亦不能独善其身，其个人理财业务的发展面临严峻的压力与考验。虽然
近几年，兰州银行个人理财业务的营业利润逐年增加，但由于其业务覆盖范围仅
限于甘肃省地区，且主要为营业网点的传统线下销售模式，人口规模较小，市场
空间有限，对于其个人理财业务的后续发展有一定的局限性。如何使兰州银行个
人理财业务跳出这一局限性便成为一个重要的问题

值得注意的是，随着微信这一社会化媒体的横空出世，一种新型的移动互联
平台应运而生，人们利用其移动终端就可以打破时间和空间的限制，将整个社会
紧密的联系在一起。其海量的用户资源和便捷高效的技术体验，正在逐步颠覆着
传统营销格局及营销方式。借助微信平台，越来越多的商业银行开始对个人理财
业务开展微信营销活动，面向微信客户进行理财产品的销售及客户关系的管理

如果能将兰州银行个人理财业务和微信平台有机的结合在一起，积极推进微信营
销策略，将有力的推动兰州银行个人理财业务抢占移动互联时代的个人理财市场
的战略制高点

本文选取兰州银行个人理财业务为具体的研究对象，通过微信营销调查问卷
分析，找出兰州银行个人理财业务在微信营销方面面临的问题。结合兰州银行自
身的特点与优势，运用 PEST 分析法、波特五力模型、SWOT 分析法对兰州银行个
人理财业务的微信营销进行宏观环境分析、竞争环境分析和内外部因素分析。同
时，依据 STP 和 4Ps 等市场营销学相关理论，为兰州银行提出切实可行的个人理
财微信营销策略及保障措施，从而推动兰州银行个人理财业务的持续发展，也希
望可以为银行业个人理财业务的发展提供一定的借鉴意义

关键词：兰州银行；个人理财；微信营销MBA 学位论文 作者：徐晓璇 兰州银行个人理财业务微信营销策略研究
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Abstract
In recent years, with the continuous development of China’s economy and
society and the improvement of people’s living standard, China’s personal finance
business has been developed rapidly, and varieties of personal finance products
have been emerged in large numbers. Traditional financial institutions, emerging
internet financial institutions are committed to the expansion of personal finance
business and personal finance products. Personal finance market is unprecedented
prosperity, leading to increasing competition. In the confrontation of the current
online and offline double competition situation of personal finance market, as the
first comprehensive strength city commercial bank in the Northwest of
China—Bank of Lanzhou, cannot avoid. Its growth of personal finance business is
facing severe pressure and test. Over the past few years, Bank of Lanzhou personal
finance business profits increased year by year, but its business coverage is limited
to Gansu Province, and the mainly business outlets are traditional offline sales
mode. Its population scale is insufficient and market space is limited, consequently,
there are some limitations for the subsequent development of personal finance
business. How to make Bank of Lanzhou personal finance business get rid of these
limitations has become an important issue.
Remarkably, with the emergence of social media—WeChat, a new mobile
internet platform arises, people use the mobile terminals to break the constraints of
time and space, so the whole society is closely linked. Its massive user resources
and convenient and efficient technical experience, gradually subvert the traditional
marketing pattern and marketing methods. With the help of WeChat platform,
more and more commercial banks begin to manage the marketing activities of
personal financial products in real time, and carry out the sale of financial products
and the management of customer relationship for WeChat customers. If Bank of
Lanzhou personal finance business and WeChat platform can organically combine,
and actively promote its WeChat marketing strategy, it will effectively push
forward Bank of Lanzhou personal finance business to seize the strategic vantageMBA 学位论文 作者：徐晓璇 兰州银行个人理财业务微信营销策略研究
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point of personal finance market in the era of mobile internet.
This thesis selected personal finance business of Bank of Lanzhou as a
specific object of research, and finds out the problems that will be faced by the
Bank of Lanzhou personal financial business in WeChat marketing. According to
the characteristics and advantages of Bank of Lanzhou itself, using the PEST
analysis, Potter five forces model, SWOT analysis methods analyzed personal
finance business of Bank of Lanzhou’s WeChat marketing environment at the
macro and micro level. At the same time, according to the relevant theories of STP
and 4Ps marketing, this thesis puts forward feasible personal financial WeChat
marketing strategies and safeguard measures for Bank of Lanzhou, promotes the
sustainable development of personal finance business of Bank of Lanzhou, it also
hopes to provide some references for the development of personal finance business
in the banking industry.
Key words: Bank of Lanzhou; personal finance; WeChat marketingMBA 学位论文 作者：徐晓璇 兰州银行个人理财业务微信营销策略研究
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目 录
中文摘要 .......... I
Abstract ......... II
第 1 章 绪论 ...... 1
1.1 研究背景与意义 .........1
1.1.1 研究背景..........1
1.1.2 研究意义..........2
1.2 研究问题与内容 .........3
1.2.1 研究问题..........3
1.2.2 研究内容..........4
1.3 研究方法与工具 .........6
1.3.1 研究方法..........6
1.3.2 研究工具..........7
1.4 论文技术线路图 .........7
第 2 章 基本概念与相关理论 .... 9
2.1 基本概念 ...9
2.1.1 个人理财..........9
2.1.2 微信营销.........10
2.2 相关理论简介 ..........12
2.2.1 PEST 分析 ........12
2.2.2 SWOT 分析 ........13
2.2.3 Porter 五力模型 ..13
2.2.4 STP 理论 .........15
2.2.5 4Ps 理论 .........16
第 3 章 兰州银行个人理财业务微信营销现状分析.......... 17
3.1 兰州银行现状 ..........17
3.2 兰州银行个人理财产品现状 ..........18MBA 学位论文 作者：徐晓璇 兰州银行个人理财业务微信营销策略研究
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3.2.1 兰州银行个人理财产品简介.....18
3.2.2 兰州银行理财产品现状分析.....19
3.3 兰州银行个人理财业务微信营销现状 ..22
3.3.1 兰州银行个人理财业务微信总体情况.........22
3.3.2 兰州银行个人理财业务微信营销特征.........23
3.3.3 兰州银行个人理财业务微信营销互动情况分析.25
3.4 兰州银行个人理财业务微信营销问题调查 ..........26
3.4.1 调研目的.........26
3.4.2 问卷设置和发放...26
3.4.3 问卷结构.........26
3.4.4 兰州银行个人理财业务微信营销存在的问题...28
第 4 章 兰州银行个人理财业务微信营销的内外部环境分析.. 37
4.1 兰州银行个人理财业务微信营销的宏观环境分析 ....37
4.1.1 政治环境分析.....37
4.1.2 经济环境分析.....38
4.1.3 社会环境分析.....39
4.1.4 技术环境分析.....41
4.2 兰州银行个人理财业务微信营销的竞争环境分析 ....42
4.2.1 供应商的议价能力.42
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