工商银行河南省分行个人理财产品市场营销策略研究 本文是以在互联网金融影响下工商银行的个人理财产品的市场营销策略为 主要的研究方向。个人理财产品业务对所有的银行来说都是一个十分重要的发 展机会，几乎所有的银行经营者都会将如何提高个人理财产品的方法视为亟待 解决的问题，在互联网金融发展强劲的背景下，实体商业银行吸收其对外开放 兼容性及资源共享性优势，进行理财产品的营销再造，使省分行在个人理财产 品业务方面获得新突破，使客户和银行都能得到更好的收益，进而为商业银行 在互联网金融经济快速发展的新时代，实现稳步、健康、快速的发展提供可借 鉴方案，是本文研究的意义所在。 在河南省，有着很多与工商银行发展类似的银行，例如中国银行、中国建 设银行等，当然，其中还不乏有很多股份制银行，如招商银行等，这都给中国 工商银行河南省分行在当地的发展造成不小的发展压力。然而，从另一方面来 说，现在发展较为火热的互联网金融，其具有低门槛、灵活性高以及风险小等 优点，从多方面迎合了很多小众投资者的心理，吸引着大量的个人理财产品投 资者，这对所有的实体银行来说都是一个不小的冲击。因此，本文主要通过多 方面的数据对比和融合，对银行市场营销的相关理论综述、工商银行河南省分 行在个人理财产品营销现状及存在的问题进行分析，以及对其个人理财产品营 销宏观及微观的环境分析，找寻并罗列出最直接影响工商银行个人理财产品发 展的关键性因素，并通过对工商银行河南省分行进行 SWOT 分析，研究当前在互 联网背景下中国工商银行个人理财业务市场营销策略所面临优势、机遇、劣势、 威胁，进而找出改良营销策略的方向。最后，根据市场细分理论、4C+2R 理论、 7PS 理论制定行之有效的市场营销组合策略，并制定相应的保障策略实施的措 施，希望工商银行河南省分行的理财产品营销能够得到进一步优化与提升，使II 银行与客户都能获得更多的利益。 根据研究结果，工商银行河南省分行必须立足于以中、高端理财产品为主 要目标市场，以低端理财产品为次要目标市场，针对不同客户的实际需求，制 定行之有效的营销策略。一方面，要设计能够满足客户需求的营销策略，主要 是丰富产品线，满足顾客需求；合理控制客户的购买成本和兑付成本；优化与 客户线上和线下的沟通；为客户提供线上与线下的购买便利；构建与客户的合 作伙伴型关系。另一方面，要设计能够说服客户的营销策略，主要是合理确定 产品比重；大力开发互联网渠道，整合人工销售渠道；提高理财产品的收益率； 增强理财产品的宣传力度；加强以客户为导向的业务流程设计；加强员工服务 标准化和规范化建设；构建良好的线上线下营销环境。并且，通过积极收集信 息，加强网络银行建设；建立健全风险防控体系；加强企业文化建设保障营销 策略的实施。以此强化工商银行河南省分行理财产品的市场竞争力与市场营销 能力，在激烈竞争的大环境下，与客户携手，共同发展。 关键词： 市场营销策略，银行理财产品，互联网金融理财产品III Abstract Research on Marketing Strategy for Personal Financial Management Products of Industrial and Commercial Bank of China Henan Branch This article takes the marketing strategy of personal finance product of Industrial and Commercial Bank of China under the effect of Internet finance as the main study direction. The business of personal finance product is a very important development opportunity for all the banks. Basically, all the bank operators regard how to improve the sales of personal finance product as a problem which needs to be solved eagerly. Under the background of strong development of Internet finance, the physical commercial banks absorb its advantages of compatibility for opening to the outside world and the shareability of the resources to carry out marketing reforger of finance product to make the provincial branches obtain new breakthroughs in the aspect of personal finance product and make the clients and banks obtain more benefits. So that the referential schemes can be provided to the commercial banks at the new age with quickly developed Internet financial economy to achieve stable, healthy and quick development. This is the meaning of this study. In Henan Province, there are many banks with the similar development of Industrial and Commercial Bank of China, such as Bank of China and China Construction Bank, etc.; of course, there are also many stock-holding banks, such as China Merchants Bank, etc., which bring heavy development pressure to the development of Industrial and Commercial Bank of China Henan Branch. However, in other hand, the Internet finance which is popular now has the advantages of low doorsill, high flexibility and small risk, etc., which caters to the psychology of manyIV investors in small crowd. So that Internet finance attracts a large number of personal finance product investors, which is a huge impact for all physical banks. Therefore, via extensive data comparison and fusion, this article analyzed the relevant theoretical reviews of bank marketing, marketing situation and existing problems of Industrial and Commercial Bank of China Henan Branch in personal finance product, carried out macroscopic and microcosmic environment analysis to the marketing of personal finance product; via SWOT analysis of Industrial and Commercial Bank of China Henan Branch, analyzed the advantages, opportunities and threats faced by the marketing strategy of personal finance product of Industrial and Commercial Bank of China under Internet background to find out the direction of marketing strategy improvement. In the last, in accordance with market segmentation theory, 4C+2R theory and 7PS theory, this article formulated effective combined strategy of marketing, and formulated corresponding measures which will guarantee the implementation of the strategy. The author hopes that the finance product marketing of Industrial and Commercial Bank of China Henan Branch can be further optimized and improved to make the banks and clients gain more benefits. In accordance with the study results, Industrial and Commercial Bank of China Henan Branch has to regard the mid-end and high-end finance products as the main market and regard the low-end finance products as the secondary marketing to formulate effective marketing strategies in accordance with the actual demand of different clients. On one hand, there should be a marketing strategy which is able to meet the demand of the clients, which is main rich product lines, satisfaction of client demands; reasonable control of client purchasing cost and redemption cost; optimization of client online and offline communication; convenient online and offline purchase for clients; and establishment of partner relationship with the clients. On the other hand, there should be a marketing strategy which is able to persuade the client, which is mainly proper determination of product proportion; vigorousV development of Internet channels, integration of artificial sales channels; Improvement of finance product yield rate; enhancement of finance product publicity; strengthening of client-oriented business process design; strengthening of standardization and normalization construction of employee services; Establishment of good online and offline marketing environment. In addition, via active information collection, there should be enhancement on construction of network bank; establishment of complete risk prevention and control system; and strengthening of the implementation of enterprise cultural construction guarantee marketing strategy. So that the market competitiveness and marketing ability of Industrial and Commercial Bank of China Henan Branch finance product can be strengthened to achieve joint development with clients under fierce competition environment. Keywords: Marketing strategy, bank finance product, Internet finance productVI 目 录 第 1 章 绪论........................................................................................... 1 1.1 研究背景与意义............................................................................ 1 1.2 研究方法和内容............................................................................ 2 1.3 文献综述和理论基础.................................................................... 3 第 2 章 工商银行河南省分行个人理财产品营销的现状及问题分析... 8 2.1 河南省工商银行分行介绍............................................................ 8 2.2 河南省工商银行分行个人理财产品营销策略的现状................ 8 2.3 河南省分行个人理财产品营销策略存在的问题及原因分析.. 11 第 3 章 工商银行河南省分行个人理财产品营销环境分析 ............ 15 3.1 河南省分行个人理财产品宏观环境分析.................................. 15 3.2 河南省分行个人理财产品微观环境分析.................................. 17 3.3 河南省分行个人理财产品 SWOT 分析..................................... 19 第 4 章 工商银行河南省分行个人理财产品营销策略设计与 实施保障措施......................................................................... 28 4.1 河南省分行个人理财产品目标市场细分、选择与市场定位.. 28 4.2 河南省分行个人理财产品营销组合策略.................................. 32 4.3 河南省分行互联网金融优化个人理财产品营销策略的 实施保障措施.............................................................................. 43 结 论 ................................................................................................. 45