I 摘要 近年来，我国居民的收入水平逐年增长，居民的理财意识也因为收入的增加不再满 足于传统的储蓄业务。各个商业银行针对我国居民的理财需求积极拓展银行理财业务， 为我国广大居民提供更多的理财产品与服务。这也要求各个商业银行要选择适合银行理 财产品营销的策略，这对于商业银行来说是至关重要的。理财产品营销策略的制定与实 施，决定了各商业银行的发展，也预示着各商业银行在理财市场未来的占有份额，只有 提高和改善营销策略的问题与不足，才能在未来的发展中创造出辉煌的成绩。本文通过 对国内外商业银行理财产品营销现状的研究，结合齐商银行的自身情况，制定和提出了 相关的营销策略和解决办法。 本文通过对 4P、4C、STP 等营销策略的研究，总结国内外商业银行的优秀经验， 根据齐商银行理财产品营销现状中存在的不足，为齐商银行的理财产品营销提出了相应 的解决办法。齐商银行现阶段所开发的理财产品形式还是相对单一,市场定位不明确，营 业网点较少，销售渠道较缺乏，还缺少专业的营销团队等等一系列问题。本文通过对齐 商银行的深入分析，结合齐商银行的具体情况，为其理财产品的营销提出相应的策略与 建议。齐商银行认识到目标市场对理财业务发展的重要性，运用 STP+4P+4C 的策略组 合，明确齐商银行的目标客户，建立与之相对应的营销渠道，设计客户需求的理财产品， 建立专业的理财服务团队，为客户提供个性化的、全方位的专业理财服务。为了使营销 策略有效地实施齐商银行还应建立配套的保障措施，如绩效考核的建立、员工的培训、 技术服务的支持、企业文化的营造等一系列的措施实施，都将帮助齐商银行理财产品健 康快速的发展下去。 本文旨在通过对理财产品销售水平的理论与实际操作的研究与探索，为齐商银行理 财产品的销售提供一套可以行之有效的营销策略与方法，为齐商银行理财业务未来的发 展贡献出自己的一份力量。 关键词，齐商银行，理财产品，营销策略ABSTRACT III ABSTRACT In recent years, the income level of Chinese residents has increased year by year, and the residents' financial consciousness is no longer satisfied with the traditional savings business because of the increase of income. Each commercial bank actively expands its financial management business in response to the financial needs of our residents, and provides more financial products and services for the vast majority of our residents. This also requires each commercial bank to choose a suitable strategy for the marketing of bank financial products, which is very important for commercial banks. The formulation and implementation of marketing strategies for financial products determine the development of commercial banks, and also indicate the future share of commercial banks in the financial market. Only by improving and improving the problems and shortcomings of marketing strategies, can we create brilliant achievements in the future development. Based on the study of the marketing status of financial products of commercial banks at home and abroad, and combined with the situation of Qishang Bank itself, this paper formulates and puts forward relevant marketing strategies and solutions. Based on the research of 4P, 4C, STP and other marketing strategies, this paper summarizes the excellent experience of commercial banks at home and abroad. According to the deficiencies in the current marketing situation of financial products of Qi Shang Bank, this paper puts forward corresponding solutions for the marketing of financial products of Qi Shang Bank. At the present stage, the financial products developed by Qishang Bank are relatively single in form, unclear market positioning, fewer business outlets, lack of sales channels, lack of professional marketing team and so on. Based on the in-depth analysis of Qishang Bank and the specific situation of Qishang Bank, this paper puts forward corresponding strategies and suggestions for the marketing of its financial products. Qishang Bank recognizes the importance of the target market to the development of financial management business. It uses the strategy combination of STP+4P+4C to identify the target customers of Qishang Bank, establish corresponding marketing channels, design financial products required by customers, and establish a professional financial management service team to provide customers with personalized and comprehensive professional financial management services. In order to effectively implement the marketing strategy, Qishang Bank should also set up a series of supporting measures, such as the establishment of performance西北大学硕士学位论文 IV appraisal, staff training, technical service support, corporate culture construction and so on, which will help Qishang Bank to develop its financial products healthily and rapidly. The purpose of this paper is to provide a set of effective marketing strategies and methods for the sale of financial products of Qishang Bank by researching and exploring the theory and practical operation of the sales level of financial products, and to contribute to the future development of financial services of Qishang Bank. Key words: Qishang bank, financial products, marketing strategy目录 V 目 录 摘要.................................................................................................................................I ABSTRACT......................................................................................................................III 目 录..................................................................................................................................V 第一章 导论.......................................................................................................................1 1.1 选题背景与研究意义..............................................................................................1 1.1.1 选题背景...........................................................................................................1 1.1.2 研究意义...........................................................................................................1 1.2 研究内容与框架结构..............................................................................................2 1.3 研究方法与论文创新之处......................................................................................3 1.3.1 研究方法...........................................................................................................3 1.3.2 论文创新之处...................................................................................................4 第二章 相关理论与文献综述...........................................................................................5 2.1 理财产品的概念和特点..........................................................................................5 2.1.1 理财产品的概念...............................................................................................5 2.1.2 理财产品的特点...............................................................................................5 2.2 相关理论基础和方法..............................................................................................6 2.2.1 STP 分析............................................................................................................6 2.2.2 4P 营销组合...................................................................................................... 7 2.2.3 4C 营销组合......................................................................................................8 2.3 国内外研究文献综述..............................................................................................9 2.3.1 国外研究文献综述...........................................................................................9 2.3.2 国内研究文献综述.........................................................................................10 2.4 国内外商业银行理财产品营销现状.....................................................................12 2.4.1 国外商业银行理财产品营销现状.................................................................12 2.4.2 国内商业银行理财产品营销现状.................................................................12 第三章 齐商银行理财产品营销现状分析.....................................................................15 3.1 齐商银行理财产品营销现状................................................................................15 3.1.1 齐商银行简介.................................................................................................15西北大学硕士学位论文 VI 3.1.2 齐商银行理财产品相关介绍.........................................................................15 3.1.3 齐商银行理财业务发展历程和现状.............................................................17 3.2 齐商银行理财产品营销现状调查........................................................................18 3.2.1 问卷设计与回收状态.....................................................................................18 3.2.2 营销状况调查统计分析.................................................................................19 3.3 齐商银行理财产品营销存在的问题分析............................................................20 3.3.1 市场细化和目标定位不准确.........................................................................20 3.3.2 产品单一，同质化严重.................................................................................21 3.3.3 营销队伍不专业.............................................................................................21 3.3.4 理财业务管理体制不健全.............................................................................21 第四章 齐商银行理财产品营销策略的制定.................................................................22 4.1 STP 分析.................................................................................................................22 4.1.1 市场细分.........................................................................................................22 4.1.2 目标市场选择.................................................................................................23 4.1.3 市场定位.........................................................................................................24 4.2 4P 策略................................................................................................................... 25 4.2.1 产品策略.........................................................................................................25 4.2.2 价格策略.........................................................................................................30 4.2.3 渠道策略.........................................................................................................31 4.2.4 促销策略.........................................................................................................32 4.3 4C 策略...................................................................................................................33 4.3.1 消费者策略.....................................................................................................33 4.3.2 成本策略.........................................................................................................34 4.3.3 便利策略.........................................................................................................35 4.3.4 沟通策略.........................................................................................................35 第五章 齐商银行理财产品营销策略的实施保障措施.................................................37 5.1 强化绩效考核，激发员工积极性........................................................................37 5.2 员工培训教育保障.................................................................................................38 5.2.1 对银行管理人员的培训.................................................................................38 5.2.2 对理财产品销售人员的教育培训.................................................................38 5.2.3 对服务人员的培训.........................................................................................38 5.3 技术服务支持保障.................................................................................................39 5.3.1 改善客户服务中心.........................................................................................39目录 VII 5.3.2 数据集中平台的构建......................................................................................39 5.4 银行文化的营造....................................................................................................39 第六章 结论.....................................................................................................................41 6.1 结论........................................................................................................................41 6.2 有待进一步研究的问题........................................................................................41