Nanjing University of Aeronautics and Astronautics
The Graduate School
College of economics and administration
Research on the Marketing Strategy of personal
financial products of N branch of China
Merchants Bank
A Thesis in
Business Administration
By Zhangrui
Advised by Gujinhong
Submitted in Fulfillment
of the Requirements
for the Degree of
Master of Business Administration
March, 2018
承诺书
本人声明所呈交的硕士学位论文是本人在导师指导下进行
的研究工作及取得的研究成果。除了文中特别加以标注和致谢
的地方外，论文中不包含其他人已经发表或撰写过的研究成果，
也不包含为获得南京航空航天大学或其他教育机构的学位或证
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南京航空航天大学硕士学位论文
i
摘 要
虽然我国个人理财业务起步比较晚，但发展十分迅速。近年来我国国民人均可
支配收入稳步增长，国民对投资理财的需求也相应增多，个人理财业务对于银行整
体发展的重要性不言而喻。各大商业银行在金融市场竞争白热化的宏观背景下，各
自实施了一系列针对个人理财业务的营销举措。同时我国个人理财产品营销在发展
的过程中还存在着诸多问题，如产品同质化现象严重、营销渠道单一等，还存在很
大的上升与完善的空间
本文在梳理国内外文献和营销相关知识的基础上，立足我国股份制银行理财产
品的发展现状，对我国股份制银行理财业务在营销过程中存在的诸多问题进行整体
研究。在此基础上以招商银行N分行作为研究对象，运用SWOT分析等方法对招商
银行N分行个人理财业务的发展现状和内外部环境展开深入剖析。通过定性分析和
大量的数据分析研究，发现N分行在个人理财产品营销中资产配置不足、产品定价
较高、宣传手段落后、客户管理信息系统时效性不高等问题，大众客户群体的理财
需求并未得到较好的满足。最后，针对这些问题，本文提出以实施目标市场战略（STP）
为前提，充分对客户进行分层，选择重点营销的客户群体，集中优势资源开展理财
产品的营销。同时运用4Ps营销理论，从产品设计创新、差异化定价、拓展营销渠
道、强化品牌营销等方面深入优化产品的营销策略，同时从加强银行内部协作、优
化考核机制、调整人员结构、集中优势资源等实施保障策略，保证营销优化设计方
案的实施
关键词：招商银行，个人理财产品，营销策略，目标市场战略，定价策略
招商银行N分行个人理财产品营销策略研究
ii
Abstract
Although China's personal financial services started relatively late, its development
has been very rapid.In recent years, the per capita disposable income of our country has
steadily risen, and the demand of the people for investment and financial management has
also increased correspondingly.It goes without saying the importance of personal financial
services for the overall development of the bank.Under the macro-economic background
of intense competition in the financial market, major commercial banks have implemented
a series of marketing measures aimed at personal wealth management businesses.At the
same time, there are still many problems in the development of personal financial product
marketing in our country, such as serious product homogeneity, single marketing channels,
where is still much room for improvement and improvement.
On the basis of sorting out the domestic and foreign literature and marketing related
knowledge, and the current situation of the development of wealth management products
in China's joint-stock banks, this paper makes a deep analysis on the related problems of
the marketing strategy of China's joint-stock bank financial management business based
on the current situation of the development of China's joint-stock banking financial
products, and the N branch of China Merchants Bank Research object, the use of
qualitative and quantitative analysis, SWOT analysis and other methods, the N branch of
China Merchants Bank financial products development status and internal and external
environment for a detailed study found that personal financial product marketing in the
allocation of assets, product pricing, The group's financial needs have not been better meet,
propaganda means backward, customer management information system timeliness is not
high and so on. Finally, in view of these problems, this paper puts forward the
implementation of the target market strategy (STP) as a prerequisite, fully customer
stratification, select the focus of marketing customer groups, focus on resources to carry
out financial marketing products. At the same time from the use of 4Ps marketing theory,
from product design innovation, differentiation pricing, expand marketing channels, and
strengthen brand marketing and other aspects of in-depth optimization of product
marketing strategies, and from strengthening the internal collaboration, optimize the
assessment mechanism, adjust the staff structure, focus on resources Implement the。。。。。。