近年来，受个人投资范围所限，商业银行的个人理财业务日益受到 金融消费者追捧，发行数量及募集金额屡创新高。个人理财业务比较广 泛，其中的个人理财产品因具有经营范围较广、收益率较高的特点，在 吸引广大居民投资的同时，日益成为银行吸引目标客户，提升自身收益 的重要来源。受银行自身规模及资源的影响, 随着 FS 市金融市场竞争的 逐渐加剧，FS 银行在其个人理财产品的营销过程中，也存在着个人理财 产品同质化水平较高，营销部门的专业素养不够足、缺乏专业的理财销 售人员、营销手段相对简单等问题，特别是其采用基于 4P 的营销策略， 对金融消费者需求的关注度不够，不能为 FS 市金融消费者提供差异化的 个性服务，金融消费者的个性化、差异化理财需求得不到有效满足，个 人理财产品营销成效不是很理想，甚至出现了瓶颈。 行为意向作为金融消费者行为理论的重要研究方向，通过着重对金 融消费者在购买金融产品的行为和动机进行深入细致的研究，从而揭示 出影响金融消费者购买决策过程的因素以及它们之间的相互关系，既可 以作为商业银行发展个人理财产品的数据信息分析依据，也为商业银行 能够更好以客户为中心的角度发展个人理财产品提供了有益参考，以此 使金融企业能够基于金融消费者行为，从而制定相应的个人理财产品营 销策略。因此，近年来在我国金融市场上得到了越来越多的重视。 本文主要通过问卷调查法、定量分析法等方法，运用计划行为理论， 对 FS 银行个人理财业务情况进行了概述，在分析了 FS 银行现行营销策 略及其效果的基础上，以金融消费者行为意向调查为依据，提出了包括 金融消费者需求策略的改进、成本策略的改进、便利性策略的改进以及 沟通策略的改进等 FS 银行个人理财产品营销策略。为了保障 4C 营销策 略能够得到有效实施，本文又从构建与营销策略改进相匹配的内外部环 境、加强营销人员队伍建设与内部营销等角度着手，提出了相应的意见辽宁石油化工大学硕士学位论文 II 建议。希望能够为 FS 银行破解个人理财产品销售瓶颈，实现扩大顾客群 体及个人理财产品销售额度的目标提供有益的探索。这里需要说明的是， 本文研究的个人理财产品是相对狭义的概念，也就是人民币个人理财计 划。 关键词，个人理财产品，营销策略，金融消费者，行为意向辽宁石油化工大学硕士学位论文 III The Study of FS Bank Personal Finance Products Marketing Strategy—Based on the Behavioral Intenation of Financial Consumers ABSTRART In recent years, limited by the scope of personal investment, the personal financial services of commercial banks are increasingly sought after by financial consumers, and the number of issuance and raised amount have repeatedly reached new height. Personal financial services are quite extensive, among which, personal financial products, with the characteristics of wide business scope and higher yield, have become an important source for banks to attract target customers and improve their own income while attracting investment from residents. Affected by the bank’s sizes and resources, as FS City financial market competition gradually increased, in the process of its personal financial product marketing for FS Bank, there are some problems. For example, higher homogenization level of personal financial product, not enough professional qualities in the marketing department, lack of professional financial marketing personnel and relatively simple marketing methods are common problems. Especially based on 4P marketing strategy, not enough attention has been paid on financial consumers’ demands, and banks can't provide the FS City financial consumers for different personal services. As the financial consumers’ individual and different demands have increased, the effect of personal financial products marketing is not ideal, even in a choke point. Behavioral intention is an important research direction of consumer behavior theory. By focusing on the deep and detailed research on the behavior and motivation of consumers in purchasing personal financial products, the factors influencing consumers’ decision-making process and their correlations are revealed. It can not only serve as the data and information analysis basis and tools for commercial banks to develop personal辽宁石油化工大学硕士学位论文 IV financial products, but also provide useful references for commercial banks to better develop personal financial products from a customer-centered perspective. In this way, financial enterprises can make corresponding marketing strategies of personal financial products based on consumers’ behaviors. Therefore, in recent years, more and more attention has been paid to the financial markets in China. This paper is mainly through the methods of questionnaire investigation and quantitative analysis, using the theory of planned behavior, and the FS Bank personal financial business situation is summarized. Having analyzed on the basis of the current marketing strategy and its effect, based on the financial consumers’ behavioral intention survey, FS Bank personal financial products marketing strategies are put forward including the improvement of financial consumers’ demands, cost strategy, convenience strategy and communication strategy. In order to ensure the effective implementation of 4C marketing strategy, this paper puts forward corresponding suggestions from the perspectives of building internal and external environments matching the improvement of marketing strategy, strengthening the construction of marketing team and internal marketing. It is hoped that it can provide beneficial exploration for FS Bank to break the choke point of personal financial products and realize the goal of expanding customer groups and sales amount of personal financial products. It should be noted that the personal financial products studied in this paper is a relatively narrow concept, namely RMB personal financial plan. Key words: personal financial product, marketing strategy, financial consumer, behavioral intention辽宁石油化工大学硕士学位论文 V 目录 1 绪论....................................................................................................................................1 1.1 研究背景与意义..........................................................................................................1 1.1.1 研究背景...............................................................................................................1 1.1.2 研究意义...............................................................................................................1 1.2 国内外研究现状..........................................................................................................2 1.2.1 国外研究现状.......................................................................................................2 1.2.2 国内研究现状.......................................................................................................3 1.3 研究内容与方法..........................................................................................................5 1.3.1 研究方法...............................................................................................................5 1.3.2 研究内容...............................................................................................................5 1.3.3 技术路线...............................................................................................................7 1.4 创新点..........................................................................................................................8 2 相关概念及理论基础........................................................................................................9 2.1 相关概念......................................................................................................................9 2.1.1 金融服务营销.......................................................................................................9 2.1.2 个人理财业务.......................................................................................................9 2.1.3 个人理财产品.......................................................................................................9 2.2 理论基础....................................................................................................................10 2.2.1 计划行为理论（TPB）................................................................................