中图分类号：F27密级：公开
UDC：本校编号：
工商管理硕士(MBA)学位论文
论文题目：X 银行上海分行“阳光金”系列理财
产品营销策略优化研究
研究生姓名：杨栋勋学号：2719119
学校指导教师姓名：张继英职称：教授
论文提交日期：2021年10月1日论文答辩日期：2021年12月11日
工商管理硕士(MBA)学位论文
X 银行上海分行“阳光金”系列理财产品
营销策略优化研究
Research on Optimization of Marketing Strategy of "Sunshine
Gold"Series of Financial Products of Bank X Shanghai Branch
作者姓名：杨栋勋
研究方向：市场营销
学号：2719119
导师姓名：张继英
完成日期：2021年9月30日
兰州交通大学
Lanzhou Jiaotong University
兰州交通大学工商管理硕士(MBA)学位论文
摘要
随着近年来现行存款利率不断下调，人们已不满足定期存款和国债等传统理财方式
的收益回报，越来越多的居民将目光投向银行的理财产品上，个人理财业务得到空前的
发展，金融机构纷纷涉足理财市场使得以传统信贷经营为主的商业银行之间的威胁和竞
争加剧。2018年中国人民银行等部门联合出台的《关于规范金融机构资产管理业务的指
导意见》明确要求金融机构在销售理财产品时不能再承诺保本保收益，理财产品净值化
转型已成必由之路且时间紧迫。长期以来投资者习惯了预期收益型理财产品而对净值型
理财产品接受程度低，因此“阳光金”系列产品作为X 银行上海分行的主打净值型理财
产品的推出对该行净值化转型和发展极具重要性。
本文以“阳光金”系列产品的营销为研究对象，通过实地调研、运用案例分析和对
比分析等方法，并结合PEST、STP、7PS 和家庭生命周期理论对“阳光金”系列产品营
销现状及过程进行了全面分析，发现营销现状较为混乱，产品存在同质化严重、种类单
一、价格统一、营销渠道单一且薄弱、促销方案创新不足、理财专业人才缺乏、服务有
待提升、风险把控不足、市场定位不明，及对投资者有关净值型理财产品知识培训不够
等问题，以上问题的存在均增加了上海分行“阳光金”系列产品在日益竞争激烈的理财
市场上的营销难度。
针对存在问题，本文主要根据7PS 理论从七个方面提出营销策略优化建议，主要包
括：强化产品创新，从单一到组合，推进创意产品开发；采用差异化定价、优惠定价、
组合定价方式；加快线下网点布局，优化电子营销渠道；加大促销力度和方式；加强员
工专业培训和团队建设，完善培养制度、考核机制和内部监督管理体系；持续提升顾客
服务体验；改善营销环境，提升客户的满意度。通过以上建议助力上海分行“阳光金”
系列净值型理财产品的成功营销。同时建议重点从内部体制改革和加强风险把控两个方
面采取措施，以保障“阳光金”系列产品营销策略优化建议的有效实施。
希望本文的研究对投资者提高净值型理财产品的认识及产品选择具有一定的促进
和指导作用；对上海分行等商业银行在净值型理财产品营销方面提供一定的理论参考，
助力上海分行顺利转型并提高市场竞争力；同时也希望对资管行业的健康发展具有一定
促进作用。
关键词：净值型理财产品；STP；7PS；营销策略
论文类型：应用研究
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X 银行上海分行“阳光金”系列理财产品营销策略优化研究
Abstract
With the continuous reduction of the current deposit interest rate in recent years,people
are no longer satisfied with the income returns of traditional financial management methods
such as time deposits and treasury bonds.Institutions have stepped into the wealth
management market,which has intensified the threats and competition among commercial
banks,which are dominated by traditional credit operations.In 2018,the Central Bank and
other departments jointly issued the "Guiding Opinions on Regulating the Asset Management
Business of Financial Institutions",which clearly requires financial institutions to no longer
promise to guarantee principal and return when selling wealth management products.The net
value transformation of wealth management products has become the only way and time is
urgent.For a long time Investors are accustomed to expected income-based wealth
management products and have low acceptance of net-worth wealth management products.
Therefore,the "Sunshine Gold"series products,as the main net-worth wealth management
products of Bank X Shanghai Branch,are extremely important for the bank's net worth
transformation and development.
This article takes the marketing of the "Sunshine Gold"series of products as the research
object,through field research,application of case analysis and comparative analysis and other
methods,combined with PEST,STP,7PS and family life cycle theory,to the "Sunshine
Gold"series of product marketing status and process Through a comprehensive analysis,it
was found that the current marketing situation is rather chaotic,with serious homogeneity of
products,single types,uniform prices,single and weak marketing channels,insufficient
innovation in promotion plans,lack of financial management professionals,services to be
improved,insufficient risk control,and market Unclear positioning and insufficient
knowledge training for investors on net-worth wealth management products.The existence of
the above problems has increased the difficulty of marketing the “Sunshine Gold ”series
products of the Shanghai branch in the increasingly competitive wealth management market.
In response to existing problems,this article mainly proposes marketing strategy
optimization suggestions from seven aspects based on the 7PS theory,including:
strengthening product innovation,from single to combination,and promoting creative product
development;adopting differentiated pricing,preferential pricing,and combined pricing;
speeding up the line Layout of outlets,optimize electronic marketing channels;increase
promotion efforts and methods;strengthen professional training and team building for
employees,improve training systems,assessment mechanisms and internal supervision and
management systems;continue to improve customer service experience;improve marketing
environment and enhance customer satisfaction Spend.Through the above suggestions,the
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兰州交通大学工商管理硕士(MBA)学位论文
Shanghai branch will help the successful marketing of the "Sunshine Gold"series of net
wealth management products.At the same time,it is suggested that measures should be taken
mainly from the two aspects of internal system reform and strengthening of risk control to
ensure the effective implementation of the "Sunshine Gold"series of product marketing
strategy optimization recommendations.
It is hoped that the research in this article will promote and guide investors to improve
the understanding of net-worth wealth management products and product selection;provide a
certain theoretical reference for commercial banks such as Shanghai branch in the marketing
of net-worth wealth management products,and help Shanghai branch to smoothly transform
and improve.Improve market competitiveness;at the same time,it also hopes to have a
certain role in promoting the healthy development of the asset management industry.
Key Words：Net Value Financial Products;STP;7PS;Marketing Strategy
Thesis Type：Applied research
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