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本论文是由四个部分组成起来的。前几部分分别分析了个人理财产品营销的外部
环境、目标和价值导向，最后从各国银行个人理财产品的相关理论研究进行了综述
其次，概述了银行理财产品概念及分类、营销相关理论，为后文研究奠定了理论基础
第三，介绍了龙江银行 DQ 分行及其个人理财产品营销现状，设计并发放调查问卷对
龙江银行 DQ 分行个人理财产品营销问题进行了调查，在总结问卷调查基础上基于 4P
理论分析了龙江银行 DQ 分行个人理财产品营销问题及原因，包括个人理财产品趋同
化严重且资金使用效率低，理财产品定价不尽合理，理财产品分销渠道狭窄和促销推
广宣传力度不够等问题，并从 4P 角度提出了完善龙江银行 DQ 分行个人理财产品营销
问题对策建议，包括通过市场细分实施产品差异化，降低理财业务门槛并完善价格体
系，大力开拓产品分销渠道和丰富促销推广手段等对策。以期通过上述研究对龙江银
行 DQ 分行改革个人理财产品营销问题能够有所裨益
关键词：龙江银行 DQ 分行；个人理财产品；产品营销；4P 理论东北石油大学 MBA 学位论文
III
Longjiang Bank DQ Branch personal financial products marketing
strategy research
ABSTRACT
At present, with China&39;s comprehensive national strength enhancement, people&39;s
income level and family financial assets continue to rise, people living level increasing,
growing awareness of financial, personal finance products highlighted the growing market
demand. The rapid development of China&39;s major commercial banks financial services,
personal financial services has become a new focus of the banking sector. At present,
personal finance business has been widely concerned, but for the regional commercial
banks personal financial products marketing problems, has become a key factor affecting
the development of personal financial products. Therefore, it is particularly necessary to
analyze the problems and reasons of the personal financial products marketing of the Bank
of China DQ branch in Longjiang, and put forward some concrete suggestions.
The thesis is divided into four parts. First of all, the research background, purpose and
significance, and domestic and foreign banking personal financial products related
theoretical research are reviewed. Secondly, this paper summarizes the concept and
classification of bank financial products, marketing theory, laid the theoretical foundation
for the following research. Third, the Bank of Longjiang branch of DQ and personal finance
product marketing situation, design and questionnaire of Longjiang bank DQ branch
personal financial product marketing problems were investigated, based on the summary of
the questionnaire based on the theory of 4P analysis of Longjiang DQ branch of bank
personal finance product marketing problems and causes, including serious assimilation of
personal financial products the use of funds and low efficiency, high-end financial products
pricing is unreasonable, financial product distribution channels and narrow promotion
propaganda is not enough, and puts forward the improvement of the Bank of Longjiang
branch of DQ personal financial products marketing countermeasures and suggestions from
the point of view of 4P, including the implementation of product differentiation through
market segmentation, reduce financial services and improve the price threshold system,
vigorously develop the product distribution channels and rich promotion measure. Through
the above study on the Bank of Longjiang branch DQ reform of personal financial products
marketing can be beneficial.
Key Words: Longjiang Bank DQ Branch; personal finance product; product marketing;
4P目录
IV
目录
摘要... II
ABSTRACT..... II
第 1 章 绪 论..1
1.1 研究背景、目的及意义.......... 1
1.1.1 研究背景........... 1
1.1.2 研究目的及意义........... 1
1.2 国内外研究现状述评.. 2
1.2.1 国外研究现状... 2
1.2.2 国内研究现状... 3
1.2.3 研究现状评价... 3
1.3 研究方法及研究内容.. 4
1.3.1 研究方法........... 4
1.3.2 研究内容及论文框架... 4
第 2 章 相关理论概述..6
2.1 银行理财产品.. 6
2.1.1 银行理财产品概念及特征....... 6
2.1.2 银行理财产品分类....... 7
2.2 银行理财产品的理论依据...... 8
2.2.1 投资组合理论... 8
2.2.2 普惠金融（Inclusive Finance system） .......... 8
2.2.3 金融创新理论... 8
2.3 市场营销理论.. 9
第 3 章 龙江银行 DQ 分行个人理财产品营销现状及问题11
3.1 龙江银行 DQ 分行简介 ........ 11
3.2 龙江银行 DQ 分行个人理财产品基本情况12
3.2.1 个人理财产品种类..... 12
3.2.2 个人理财产品特点..... 13
3.3 龙江银行 DQ 分行个人理财产品营销现状14
3.3.1 个人理财产品营销现状........
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