I
摘要
目前，在我国银行业，四大国有商业银行原来的政策性区分已经被打破，整
个金融界更加市场化，而且，招商银行、交通银行、中信实业银行和浦发银行等
各大商业银行也逐渐参与到金融市场的竞争中，并显示出巨大的竞争力。在这种
背景下，个人理财，特别是高端个人理财业务逐渐成为各家银行关注的焦点，农
行沈阳支行在 2007 年年初就展开了个人理财业务的营销，并且比较重视高端客
户群体，并努力打造沈阳支行的个人理财业务品牌,但是在经营过程中也存在很
多的问题,由于多方面因素的影响，个人理财业务始终没有特别大的进展。而高
端客户对现代商业银行来说，是利润的主要来源之一，对银行发展具有重要的战
略意义。农行沈阳分行能否在争夺这部分客户群体过程中占有先机，对农行沈阳
分行的发展来说至关重要。

本论文在对商业银行高端客户金融需求的特征进行了分析的基础之上，详尽
分析了农行沈阳分行高端客户个人理财营销现状，并面向这部分客户群体进行了
问卷调查，根据调查结果发现农行沈阳分行在客户服务方面、产品及服务体系方
面、理财业务专业化方面和品牌形象方面都存在一定的问题，针对这些问题，本
文提出了农行沈阳分行高端客户个人理财营销策略建议，具体包括：针对客户的
营销策略、对产品与服务的改进、形成专业品牌形象和主动营销等。

关键词：农业银行,高端客户,营销策略,理财产品II
Study on Personal Financial Marketing Strategy of Bank of
high-end customers
—The Agricultural Bank of China Shenyang Branch as an
example
Abstract
At present, in the Chinese banking industry, the original policy of the big four
state-owned commercial Banks has been broken, the whole finance more
market-oriented, and the shareholding commercial Banks are involved in the financial
market competition gradually, and shows great competitiveness. Such as China
industrial bank, China GuangDa bank and China merchants bank, In this context,
personal finance, especially in the high-end personal finance business gradually has
become the focus of the Banks, the agruialture bank of Shenyang branch began to
take the marketing of personal finance business in 2007, and more attention in the
high-end customers, and strive to build Shenyang branch of personal finance business
brand, but also there are many problems in the process of operation ,due to the
influence of various factors, personal finance business has never been particularly
progress. For modern commercial Banks and in the high-end customers, is one of the
main source of profit, it has important strategic significance to the bank's development.
Whether Agricultural bank of Shenyang branch can get ahead opportunity in the
competition, is essential for the development of the agricultural bank Shenyang
branch.
This paper analyzes the characteristics of commercial banks based on the
high-end customer's financial needs, a detailed analysis of the current situation of the
Agricultural Bank of China Shenyang branch in the high-end customers personal
financial marketing, and for this client group conducted a questionnaire survey,
according to the survey results and the brand image of Agricultural Bank of China
Shenyang branch on customers, products and service system services, financial
services specialization has certain problems, aiming at these problems, this paper puts
forward the Agricultural Bank of China Shenyang branch in the high-end customers
personal financial marketing strategy suggestions, including: according to customer's