个人理财业务作为商业银行利润的重要来源之一，因其低风险、低成本和高收益， 成为商业银行最重要的中间业务之一。在带来中间业务收入的同时，能够增加获客， 提升客户与商业银行之间的黏性，增强存款资金及客户综合资产沉淀，进而推动商业 银行零售业务的整体发展。当前经济环境背景下，个人理财业务市场机遇与挑战并存， 尤其是 2018 上半年资管新规出台后，个人理财业务进入了全新的转型发展期。A 银 行作为我国城市商业银行的典型代表，与同业相比，其个人理财业务在经历了多年的 快速发展之后因内外部因素叠加而出现了发展瓶颈期。为了实现 A 银行零售金融业务 的整体发展战略，提高其个人理财业务价值贡献，有必要对 A 银行个人理财业务的营 销进展情况及未来策略进行深入思考和研究。 本文以 A 银行理财业务营销策略为研究对象，首先对相关国内外文献资料进行了 梳理研究，明确了本文的研究内容和所选择理论工具——5R 营销策略组合理论；然 后在对 A 银行个人理财业务营销现状进行充分调研的基础上，笔者通过 SWOT 分析工 具，从内部优势、劣势以及外部所面临的机遇和威胁四大维度，对 A 银行个人理财业 务发展过程开展了深入分析，并对照 5R 理论框架的主要方面分析指出了目前 A 银行 在理财营销领域存在的问题；最后针对这些问题，本文同样运用 5R 理论框架针对性 地提出了营销策略优化方案，具体包括强化客户关联、加快市场反应、增强客户关系、 提升业务回报和提高客户感受等五大方面策略建议，希望能够为 A 银行个人理财业务 营销的实施开展提供新的规划参考。 本文认为，为了能够在行业竞争日益激烈的理财市场中有效提升市场份额，A 银 行应当基于自身实际情况，充分发挥自身的资源优势，围绕客户为中心，树立整合式 营销的战略思维，制定差异化的、具有该行特色的理财营销实施策略，以保障该行个 人理财业务的健康、持续发展。 关键词，商业银行；个人理财业务营销；5R 理论III Abstract As an important source of profit for commercial banks, personal financial management service has become one of the most important intermediary businesses of commercial banks because of its low risk, low cost and high return. While bringing in the intermediary business income, it can increase the number of customers, enhance the stickiness between customers and commercial banks and enhance the precipitation of customers' deposit funds and comprehensive assets, then promote the overall development of retail banking business. In the current economic environment, business opportunities and challenges coexist in personal financial service. After the first half year of 2018, when the new law of asset management has launched, the personal financial services business has entered a new period of transformation development. Bank A is a typical representative of China's urban commercial banks. Compared with the competitors, its personal financial business has experienced a rapid development for many years, and is now experiencing a bottleneck of development due to the superposition of internal and external factors. There is greater promotion space for its personal financial business marketing. In order to realize the overall development strategy of Bank A’s retail banking business and improve the overall value contribution of its personal financial business, it is necessary to think and study the marketing progress and future strategy of BankA’s personal financial management business. This paper takes Bank A's personal financial management business marketing strategy as the research object, explaining the relevant literature and concepts at first, determining the research direction and the theoretical tools-5R marketing strategy combination theory. Secondly, on the basis of full investigation of the current status of Bank A’s personal financial marketing, this paper makes an in-depth analysis of the advantages, disadvantages, opportunities and threats that the bank faces in the developing process of personal financial services by using SWOT analysis tools. Comparing the main aspects of the theoretical framework of 5R, it points out the problems existing in the field of personal financial management in Bank A. Finally, aiming at these problems, this paper applies 5R theoryIV framework to put forward a marketing strategy optimization plan. It includes five aspects: strengthening customer relationship, accelerating market reaction, enhancing customer relationship, enhancing business returns and improving customer feelings, hoping to provide new planning reference for Bank A's personal financial marketing implementation. In order to improve the marketing share in the increasingly competitive financial market, Bank A should make full use of its own resource advantages, taking the customer's demand as the core of its development, taking the market as the guidance. Only in this way can it ensure the healthy development of its personal financial services. Key words: Commercial Banks; Marketing of Personal Financial Management; 5R Marketing Theory目录 致谢 ................................................................... I 摘要 .................................................................. II Abstract ............................................................. III 第 1 章 绪论 ............................................................ 1 1.1 研究背景.......................................................... 1 1.1.1 城市商业银行发展 .............................................. 1 1.1.2 个人理财业务发展 .............................................. 2 1.2 研究意义.......................................................... 4 1.2.1 理论意义 ...................................................... 4 1.2.2 实践意义 ...................................................... 5 1.3 个人理财业务营销相关文献研究与评述................................ 5 1.3.1 国外文献研究情况 .............................................. 6 1.3.2 国内文献研究情况 .............................................. 8 1.3.3 评述总结及借鉴 ............................................... 10 1.4 研究内容与研究方法............................................... 11 1.4.1 研究内容 ..................................................... 11 1.4.2 研究方法 ..................................................... 12 1.4.3 本文技术路线 ................................................. 12 1.5 本文创新点....................................................... 14 第 2 章 理论基础 ....................................................... 15 2.1 营销策略组合理论概述 ............................................ 15 2.2 5R 营销理论分析.................................................. 17 2.2.1 5R 营销理论主要内容 .......................................... 17 2.2.2 本文选择 5R 理论的考虑 ....................................... 18 第 3 章 A 银行个人理财业务经营环境分析 ................................ 20 3.1 A 银行企业概况................................................... 20 3.2 A 银行个人理财业务环境因素分析——SWOT 分析模型 .................. 22 3.2.1 优势 ......................................................... 22 3.2.2 劣势 ......................................................... 233.2.3 机遇 ......................................................... 23 3.2.4 威胁 ......................................................... 24 3.2.5 分析结论 ..................................................... 25 第 4 章 A 银行个人理财业务营销策略现状及存在的问题 .................... 26 4.1 业绩现状分析..................................................... 26 4.1.1 已建立较完备的业务基础 ....................................... 26 4.1.2 出现发展瓶颈期 ............................................... 32 4.2 5R 理论框架分析存在的问题........................................ 35 4.2.1 关联方面，新户获取困难 ....................................... 36 4.2.2 反应方面，市场反应滞后 ....................................... 36 4.2.3 关系方面，客户流失明显 ....................................... 37 4.2.4 回报方面，营销回报下滑 ....................................... 38 4.2.5 感受方面，客户体验较低 ....................................... 38 4.3 问题总结......................................................... 39 第 5 章 A 银行个人理财业务营销策略优化方案 ............................. 40 5.1 关联策略......................................................... 40 5.1.1 建立需求采集机制洞察客需 ..................................... 41 5.1.2 推出智能投顾打造专业理财 ..................................... 42 5.2 反应策略......................................................... 43 5.2.1 引入商业智能加强精准营销 ..................................... 43 5.2.2 开展事件营销加快市场反应 ..................................... 46 5.3 关系策略......................................................... 46 5.3.1 多维客户分层奠定关系营销基础 ................................. 47 5.3.2 关系营销核心建设-差异化理财服务体系 .......................... 48 5.4 回报策略......................................................... 49 5.4.1 优化内外部产品定价策略提升直接收入 ........................... 50 5.4.2 跨业务产品组合营销提升间接收入 ............................... 51 5.5 感受策略......................................................... 51 5.5.1 拓宽销售渠道功能提高便捷性 ................................... 52 5.5.2 优化品牌体系建设增强品牌影响力 ............................... 53第 6 章 A 银行个人理财业务营销策略优化方案的配套保障与实施计划 ........ 55 6.1 配套保障建设..................................................... 55 6.1.1 组织架构 ..................................................... 55 6.1.2 队伍建设 ..................................................... 56 6.1.3 财务及考核 ................................................... 56 6.1.4 科技投入 ..................................................... 57 6.2 实施时间计划..................................................... 57 第 7 章 结论与展望 .................................................... 59 7.1 基本结论......................................................... 59 7.2 不足与展望....................................................... 59