根据营销中的“二八定律”，中高收入群体由于数量相对较少，但贡献度极高，
逐渐成为了银行零售业务市场争夺的主要对象。因此，国内各大银行纷纷加
紧实施向零售业务转型，加快发展个人理财业务。本文在研究国内外个人理
财和金融营销理论基础上，结合理财业务行业现状，首先从目标市场环境、
消费者行为、银行内部环境三个方面，对 HRB 银行开展理财品牌营销的环
境进行分析。在品牌营销的实施阶段探讨了一系列的举措：结合 HRB 银行
的市场定位和发展战略，提出了丁香花理财品牌“财富人生.真诚相伴”的品
牌理念；并结合客户的情感诉求，建立了“大众理财”的品牌定位；以产品、
渠道和增值服务为载体，建立了完备的理财品牌体系；借助媒介推广、公关
营销等整合营销传播手段，以及适当的风险防控措施，构建了较为完整的城
市商业银行理财品牌营销管理体系，为区域性银行发展理财业务提供了值得
借鉴的发展思路。

关键词：商业银行；理财；品牌营销哈尔滨工业大学工商管理硕士学位论文
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Abstract
Along with the rapid economic growth of China, the residents’ income and
wealth are growing really fast. The dimension of the higher income group is
continually expanding. According to the famous “20-80law”of marketing theory,
the higher income customers are relatively less than the others, so they have
gradually become the main target of the banks in the retail business market.
Today, large banks in China start to pay attention on structural transformation in
order to accelerate the development of private financial business.
Based on the research of domestic and foreign marketing theories and
private financial business theories, this paper will discuss the environment of
provide financial service brand marketing of HRB Bank in three dimensions as
following: the environment of the target market, customer behavior and internal
environment of the bank.
On the implement stage of brand marketing process this paper will discuss a
series of methods, such as: Combine the marketing positioning and development
strategies, bring out the idea of create the brand of “lilac financial product” with
the philosophy of “wealth life, sincerely be with you”; combined with the
customer request established the Brand of “public financial service”; How to
establish a complete financial brand system based on the products and service;
With media promotion, public relations marketing and appropriate risk control
methods, established a complete product brand management system of local
commercial bank. Finally provide some ideas to the local commercial bank, help
to develop the private financial business.
Key words: commercial bank, personal finance, brand marketing