近年来国家经济的迅猛发展，人民生活水平的逐步提高也带来了个人财富 积累的增加，关注且主动理财的客户数也不断增加。同时自从财政部推行存贷 款利率的市场化以来，银行在开始聚焦于传统银行存贷差的问题同时，也开始 主动关注零售客户资产提升及价值挖掘，而理财业务不仅能为银行带来稳定的 中间业务收入，更能够通过优化客户资产配置的方式调整和优化银行传统的盈 利结构，因此，各大银行均对理财产品营销投入了更多精力。另一方面，给传 统银行业带来较大冲击的还有互联网金融的发展，随着市场环境的变化，营销 策略也需要进行调整和改进。对于银行业而言，如何改善现阶段的营销策略以 提升自身利润空间及市场竞争力是每个商业银行要面对和思考的问题。因此， 探讨ZY银行个人理财业务营销策略的优化将有着非常高的实践价值。 本文的研究对象为ZY银行理财产品的营销策略，从ZY银行现实情况出发， 以现代市场营销理论为基本遵循，深入分析ZY银行个人理财业务现状及优化方 向。首先，文章对ZY银行及其理财产品做了简要介绍后，具体分析ZY银行的 内外部营销环境，并重点指出了ZY银行目前的理财产品营销的优势、劣势、机 遇和未来的风险威胁。其次，在结合4Rs理论阐述了ZY银行个人理财产品营销 现状后，从关联、反应、关系、回报方面详细剖析了ZY银行个人理财产品营销 策略存在的线上渠道关联效果不理想、产品额度及种类供应不足、销售过程中 已出现客户流失、缺乏综合性组合化服务等问题，并结合问卷调查用户反馈结 果分析了问题存在的原因，包括大数据应用精准性不足、理财营销品牌度不够、 客户需求及定位不准确、营销观念陈旧、内控管理运转不力等。随后，针对问 题逐一从优化关联效果、提高反应速度、密切客户关系、共赢获得收益和回报 四个方面分别给出具体可行的营销改进政策建议。并在最后，从组织文化、管 理制度、信息技术、经费保障政策支持四个方面分别给出了保障政策措施。 本文在现代化市场营销理论的基础上，从实际出发提出了适合ZY银行理财 业务发展的综合营销方案。本文的研究结果将会对ZY银行理财产品的创新和营 销提供直接的指导和帮助，对当前形势下的同业也提供借鉴和思考，同时也检 验和丰富了自己所学习的相关营销管理理论。 关键词：个人理财，营销策略，4Rs营销策略 II Abstract Inrecentyears,therapiddevelopmentofthenationaleconomyandthegradual improvementofpeople'slivingstandardshavealsobroughtaboutanincreasein personalwealthaccumulation,andthenumberofcustomerswhopayattentiontoand activelymanagetheirfinanceshasalsoincreased.Atthesametime,sincethe MinistryofFinanceintroducedtheliberalizationofdepositandloaninterestrates, bankshavebeguntopayattentiontonotonlytheprofitsbydeposit-loangaps,but alsotheimprovementofretailcustomers'assetsandvaluemining.Financial managementbusinesscanbringstableintermediatebusinessincometobanks,and canadjustandoptimizethetraditionalprofitstructureofbanksbyoptimizingthe allocationofcustomers'assets.Therefore,majorbankshavedevotedmoreattention tothefinancialproductmarketing.Ontheotherhand,thedevelopmentofInternet finance,hasbroughtagreatimpactonthetraditionalbankingindustry.Then,withthe changeofmarketenvironment,thecorrespondingmarketingstrategyalsoneedstobe constantlyadjustedandimproved.Forthebankingindustry,howtoimprovethe marketingstrategyatthisstagetoimprovetheirprofitspaceandmarket competitivenessisaproblemthateverycommercialbankshouldfaceandthinkabout. Therefore,itisofgreatpracticalvaluetoexploretheoptimizationofmarketing strategyofZYbank'spersonalfinancialservices. ThispapertakesthemarketingstrategyofZYbank'sfinancialproductsasthe researchobject,startingfromtherealityofZYbankandonthebasisofmodern marketingtheory,analyzesthecurrentsituationandoptimizationdirectionofZY bank'spersonalfinancialservices.Firstofall,afterabriefintroductionofZYbank anditsfinancialproducts,thispaperanalyzestheinternalandexternalmarketing environmentofZYbank,andpointsouttheadvantages,disadvantages,opportunities andthreatsofZYbank'scurrentfinancialproductmarketing.Secondly,after expoundingthecurrentmarketingsituationofZYbank'spersonalfinancialproducts basedon4Rstheory,thispaperanalyzesindetailtheeffectofonlinechannel Association,thelackofproductlineandtypesupply,thelossofcustomers,andthe lackofcomprehensivecombinedservicesexistinginthemarketingstrategyofZY III bank'spersonalfinancialproductsfromtheaspectsofassociation,response, relationshipbinedwiththeresultsofquestionnairesurveyanduserfeedback, weanalysisofthecausesoftheproblems,includingthelackofaccuracyofbigdata application,lackoffinancialmarketingbrand,inaccuratecustomerdemandand positioning,pooroperationofinternalcontrolmanagement,etc.Then,inviewofthe problemsfoundabove,thepaperputsforwardfeasibleimprovementsuggestions fromfouraspects:optimizingassociationeffect,improvingresponsespeed,close customerrelationshipandwin-winreturn.Finally,theguaranteemeasuresaregiven fromfouraspects:organizationalculture,managementsystem,information technologyandfinancialsupport. Basedonthemodernmarketingtheory,thispaperputsforwardacomprehensive marketingplansuitableforthedevelopmentofZYbank'sfinancialmanagement business.Theresearchresultsofthispaperwillprovidedirectguidanceandhelpfor theinnovationandmarketingofZYbank'sfinancialproducts,andalsoprovide referenceandthinkingfortheindustryinthecurrentsituation.Atthesametime,it alsotestsandenrichestherelevantmarketingmanagementtheoriesthatwehave learned. Keywords：Financialproducts,marketingstrategies,4Rsmarketingstrategies IV 目录 第一章绪论...............................................................................................1 第一节研究背景与意义.....................................................................................1 一研究背景......................................................................................................................1 二研究意义......................................................................................................................2 第二节国内外研究现状.....................................................................................2 一国外研究现状..............................................................................................................2 二国内研究现状..............................................................................................................4 三国内外研究现状对比及述评......................................................................................6 第三节研究内容框架与方法.............................................................................6 一研究内容与框架..........................................................................................................6 三研究方法......................................................................................................................8 第四节论文创新与不足.....................................................................................8 一论文创新......................................................................................................................8 二论文不足......................................................................................................................9 第二章ZY银行个人理财产品营销环境分析......................................10 第一节ZY银行及个人理财产品简介.............................................................10 一ZY银行简介..............................................................................................................10 二ZY银行个人理财产品简介......................................................................................10 第二节宏观营销环境分析...............................................................................12 一经济环境分析............................................................................................................12 二社会文化环境分析....................................................................................................13 三政治法律环境分析....................................................................................................13 四技术环境分析............................................................................................................14 第三节微观营销环境分析...............................................................................14 一企业内部情况分析...........................................................................................