现阶段，伴随着我国经济实力的增强，消费能力的大幅提升，人们投资的 需求越来越强烈，促使中国金融业步入大资管时代，造就了财富管理业务的广 阔市场。但是另一方面，资管新规的频出，竞争对手的增加，特别是网络金融 机构的加入，给传统银行业带来了巨大的挑战。伴随着我国商业银行正处于第 三次转型阶段，G银行Z分行财富管理业务营销策略也必须实时调整，以跟上转 型的步伐。 本文首先仔细分析了现阶段G银行财富管理业务所处的环境。其次，从7Ps 营销理论入手，通过翻阅和参考国内外学者针于财富管理业务和营销策略的相 关文献资料，对G银行Z分行财富管理业务营销现状细分为产品策略、价格策 略、渠道策略、促销策略、人员策略、有形展示策略和服务过程策略这七方面 进行现状分析，提出了营销中具有的不足之处：同质化严重，产品配比不均衡， 销售渠道不完善，产品推广欠缺，促销方案不系统，品牌建设不足等问题。再 次，运用STP理论，进行严格的市场调查，深入的数据分析，帮助进行市场细 分、选择和定位。最后，运用7Ps营销理论提出相应的产品、价格、渠道、促 销、人员、有形展示、服务过程这七个方面的营销策略优化和实施保障。 通过本文的研究，指出了G银行Z分行财富管理业务在营销策略方面存在 的不足，对市场重新定位，对财富管理业务营销策略优化提出了个人意见，为 上级领导提供一些具有参考价值的营销意见，从而进一步完善财富管理业务的 营销策略，以达到提升G银行Z分行财富管理业务业务的销量和在Z地区的市 场占有率，提高其业内竞争力，增加客户黏性，提升客户满意度，维护持续的 客户关系，为企业创造更大的利润。 关键词：财富管理业务营销策略7Ps理论STP理论 II Abstract Atthisstage,withtheenhancementofmycountry'seconomicstrengthand consumptionpower,people'sinvestmentneedsareincreasing,promptingChina's financialindustrytoentertheeraoflargeassetmanagement,creatingabroadmarket forwealthmanagementbusiness.Butontheotherhand,thefrequentintroductionof newregulationsonassetmanagementandtheincreaseincompetitors,especiallythe additionofonlinefinance,havepresentedarduouschallengestobanks.Asmy country'scommercialbanksareinthethirdtransformationstage,themarketing strategyofthewealthmanagementbusinessofBankZ'sZbranchmustalsobe adjustedinrealtimetokeepupwiththepaceoftransformation. ThisarticlefirstcarefullyanalyzestheenvironmentinwhichGBank'swealth managementbusinessiscurrentlylocated.Secondly,startingfromthe7Psmarketing theory,thecurrentstatusofthewealthmanagementbusinessmarketingofGBankZ branchissubdividedintoproductstrategy,pricestrategyandchannelstrategyby readingandreferringtotherelevantliteraturematerialsonwealthmanagement businessandmarketingstrategyofdomesticandforeignscholars,Salesstrategy, personnelstrategy,tangibledisplaystrategyandserviceprocessstrategywere analyzedinsevenaspects,andtheshortcomingsinmarketingwereputforward: serioushomogenization,unevenproductratio,imperfectsaleschannels,andlackof productpromotion,Thepromotionplanisnotsystematic,andthebrandbuildingis insufficient.Again,useSTPtheorytoconductrigorousmarketsurveysandin-depth dataanalysistohelpmarketsegmentation,selectionandpositioning.Finally,the7Ps marketingtheoryisusedtoproposemarketingstrategyoptimizationand implementationguaranteesinsevenaspects:product,price,channel,promotion, personnel,tangibledisplay,andserviceprocess. Throughtheresearchinthisarticle,Ipointedouttheshortcomingsofthemarketing strategyofthewealthmanagementbusinessofBankZbranch,andrepositionedthe III market,putforwardpersonalopinionsontheoptimizationofthemarketingstrategy ofthewealthmanagementbusiness,andprovidedsomevaluablemarketingadvice forsuperiorleadersInordertofurtherimprovethemarketingstrategyofthewealth managementbusiness,inordertoincreasethesalesvolumeandmarketshareofthe wealthmanagementbusinessoftheGBankZbranch,increaseitscompetitivenessin theindustry,increasecustomerstickiness,increasecustomersatisfaction,and maintainContinuouscustomerrelationshipscreategreaterprofitsfortheenterprise. Keywords:WealthManagementBusiness,marketingstrategy,7PStheory,STP theory IV 目录 目录...........................................................................................................IV 第一章绪论...............................................................................................1 第一节选题背景及研究意义..............................................................................1 一选题背景......................................................................................................................1 二意义..............................................................................................................................1 第二节研究的内容及方法..................................................................................2 一研究内容......................................................................................................................2 二研究方法......................................................................................................................3 第三节创新与不足..............................................................................................3 第二章G银行Z分行财富管理业务营销环境分析...............................5 第一节G银行Z分行介绍...................................................................................5 一G银行Z分行简介.......................................................................................................5 二G银行Z分行财富管理业务简介...............................................................................5 第二节宏观营销环境分析..................................................................................6 一政治法律环境分析......................................................................................................6 二经济环境分析..............................................................................................................7 三社会环境分析..............................................................................................................9 四技术环境分析..............................................................................................................9 第三节微观营销环境分析................................................................................10 一G银行Z分行的资源环境分析.................................................................................10 二G银行Z分行的能力环境分析.................................................................................11 第四节行业竞争环境分析................................................................................12 第三章G银行Z分行财富管理业务营销策略现状及存在的问题.....15 V 第一节G银行Z分行财富管理业务营销策略现状.........................................15 一产品策略....................................................................................................................15 二价格策略....................................................................................................................16 三人员策略....................................................................................................................16 四渠道策略....................................................................................................................17 五促销策略....................................................................................................................18 六服务过程策略............................................................................................................18 七有形展示策略............................................................................................................19 第二节G银行Z分行财富管理业务营销策略存在的问题.............................19 一产品策略问题............................................................................................................19 二渠道策略问题............................................................................................................20 三促销策略问题............................................................................................................20 四服务过程策略问题....................................................................................................21 第四章G银行Z分行财富管理业务消费者行为分析与目标市场定位22 第一节消费者行为调研方