近年来，我国经济发展水平不断提高，增长态势稳定，国民生产总值仅次于 美国跃居世界第二，人均可支配收入也在持续增加。随着居民闲余资金的增多， 其对资产保值增值的要求也更加强烈，传统的定期储蓄很明显已经不能满足人们 个人理财的需求，这就急需新的投资理财渠道来满足人们的要求，实现个人财富 的保值增值。自从加入 WTO，我国的金融业发展迅速，开放度越来越高，给传统 商业银行带来了快速转型的压力，于是银行的个人理财业务开始兴起，并以高速 发展。 农行苏州分行作为立足经济发展水平较高地区的商业性银行，个人理财业务 的销售业绩并不能与当地经济增长相适应，为了拓展农行苏州分行的个人理财业 务，笔者以相关营销学理论为基础，通过市场调查分析农行苏州分行个人理财销 售存在的问题，并提出相关的营销策略，为农行苏州分行个人理财产品的销售问 题提供有效的解决思路。 本文首先阐述了以农行苏州分行个人理财业务营销策略为主题进行研究的 目的和意义，以及国内外研究现状和发展趋势，然后再对农行苏州分行个人理财 业务营销的现状和问题深刻讨论，总结出农行苏州分行在发展个人理财营销时， 产品同质化严重，服务意识及服务质量相对较低，投资内容杂乱不成体系、产品 创新不够、销售不系统等问题，接着文章对苏州分行高端客户理财产品的需求进 行调查，并在此基础上进行了市场细分和目标市场的选择，最后提出符合农行苏 州分行发展需求的营销策略组合。 关键词：商业银行；个人理财；营销策略II RESEARCH ON MARKETING STRATEGY OPTIMIZATION OF PERSONALFINANCIAL MANAGEMENT BUSINESS OF SUZHOU BRANCH OF AGRICULTURALBANK OF CHINA Abstract In recent years, China has witnessed continuous improvement and steady growth of economic development. Currently, China’s gross national product (GNP) ranks second in the world following the United States, and the per capita disposable income continuously increases. As Chinese people have increasingly more spare money, there is more urgent demand for maintaining and increasing the value of their money. The traditional approach of fixed deposit obviously cannot meet their needs for personal wealth management. Therefore, new ways of investment and wealth management are in urgent need to meet their requirements for maintenance and increase of personal wealth. Since China’s accession to the WTO, China’s financial industry has seen rapid growth and higher degree of opening, which has brought pressure to traditional commercial banks for rapid transformation. As a result, those bank’s personal wealth management services have begun to rise and then develop at a high speed. Agricultural Bank of China Suzhou Branch is a commercial bank based in a region with high economic development level, yet its sales performance of personal wealth management services cannot catch up with the local economic growth. In order to expand the Branch’s personal wealth management business, the author, based on relevant marketing theories, analyzes the existing problems in the Branch’s sales of personal wealth management services through market research, and puts forward relevant marketing strategies to provide effective solutions to its problems in thisIII regard. First, this paper sets forth the purpose and significance of the research on the marketing strategy of personal wealth management services of the Branch, as well as the research status and development trend at home and abroad. Then, it discusses deeply the current situation and problems of marketing campaigns conducted by the Branch for its personal wealth management services. It concludes that the Branch has seriously homogeneous products, relatively low service awareness and service quality, messy and unsystematic investment products, insufficient product innovation and unsystematic sales strategies. Then this paper surveys the demand for high-end wealth management products of the Branch’s customers, and on this basis, identifies market segmentation and target market for the Branch. Finally it proposes a marketing strategy combination that meets the development needs of the Branch. Keywords: Commercial bank,Personal wealth management,Marketing strategyIV 目 录 中文摘要...................................................................................................... I Abstract......................................................................................................................II 第一章 绪论..............................................................................................................1 1.1 研究背景及意义............................................................................................1 1.1.1 研究背景................................................................................................1 1.1.2 研究意义................................................................................................2 1.2 国内外研究现状............................................................................................2 1.2.1 国外研究现状........................................................................................2 1.2.2 国内研究现状......................................................................................4 1.3 本文研究的内容与方法................................................................................5 1.3.1 研究内容与框架.....................................................................................5 1.3.2 研究方法.................................................................................................6 第二章 相关概念及理论基础..............................................................................7 2.1 个人理财产品概述.........................................................................................7 2.1.1 个人理财产品的概念............................................................................7 2.1.2 个人理财产品的分类............................................................................7 2.1.3 个人理财产品的发展历程....................................................................8 2.2 银行营销基本理论与策略............................................................................8 2.2.1 银行营销基本理论：“7P”理论、“4C”理论、“4R”理论........9 2.2.2 银行 STP 营销策略............................................................................10 第三章 农行苏州分行个人理财业务营销存在的问题.............................11 3.1 农行苏州分行简介.......................................................................................11V 3.2 农行苏州分行个人理财业务概况..............................................................11 3.2.1 农行苏州分行个人理财产品类型......................................................11 3.2.2 营销方式及实施效果..........................................................................14 3.3 农行苏州分行个人理财产品营销存在的问题..........................................16 3.3.1 营销观念滞后......................................................................................16 3.3.2 产品的同质化严重..............................................................................17 3.3.3 产品设计及定位方面存在的问题......................................................18 3.3.4 营销渠道单一......................................................................................19 第四章 农行苏州分行个人理财业务营销环境分析和市场选择..........21 4.1 营销环境分析...............................................................................................21 4.1.1 宏观环境分析......................................................................................21 4.1.2 微观环境分析......................................................................................24 4.2 农行苏州分行个人理财业务市场细分与选择..........................................27 4.2.1 苏州分行理财产品需求调查..............................................................27 4.2.2 农行苏州分行个人理财业务市场细分...............................................33 4.2.3 农行苏州分行个人理财业务目标市场选择.......................................35 第五章 农行苏州分行理财业务市场营销策略组合..................................37 5.1 客户差异化营销..........................................................................................37 5.1.1 理财产品差异化..................................................................................37 5.1.2 价格差异化..........................................................................................39 5.2 产品功能弹性化..........................................................................................40 5.2.1 增强理财产品的附加功能..................................................................40 5.2.2 加强个人理财产品的延伸功能..........................................................41 5.3 价值化营销..................................................................................................42 5.3.1 提升农行苏州分行个理产品的附加价值..........................................42VI 5.3.2 以创新为核心的企业文化建设...........................................................43 5.3.3 增强品牌影响力..................................................................................43 第六章 农行苏州分行个人理财业务营销策略组合的实施保障..........45 6.1 加强理财团队建设，提升理财经理专业度..............................................45 6.2 加强业务合规管理，严控理财销售流程..................................................46 6.3 加大现有科技投入，拓展电子管理平台..................................................46 第七章 结论..............................................................................................48