2018 年我国颁布了《关于规范金融机构资产管理业务的指导意见》（简称“资 管新规”），这新规的颁布引起了整个金融界的震撼，该新规的主要目的在于规范整 个金融市场的和谐稳定，统一同类资产产品管理中的监管新标准，并在一定程度上 对金融市场的风险进行有效的把控。这一政策重点强调了能够将更多的资金流入到 实体性的经济，从而支撑我国整个国民经济的发展，促进整个经济的平稳过渡。在 目前资管新规的发展背景之下，给我国传统的商业银行的被动负债业务以及存款业 务的发展逻辑带来了一定程度的冲击，商业银行应当极力的适应目前资管新规的发 展背景，努力的在我国目前资管新规发展态势之下，迎接目前新金融时代的发展到 来。在资管新规的背景之下，商业银行应当采取新的发展措施，以获得在目前新政 策背景之下的持续性长远性的发展举措。X 银行作为商业银行的一员，在资管新规 的背景下也高度重视对理财产品市场的开拓，但从理财产品市场开发效果看，理财 产品及理财服务的市场开发受到限制。如何针对X银行理财产品的开发的实际需求， 细化市场推广方案，这是 X 银行理财产品亟待处理的问题。 本文研究以 X 银行理财产品的开发为主要研究对象，首先，充分的研究某银行 理财产品的市场环境，在市场环境方面对我国理财产品的现状进行全方位分析，然 后依次分析了某银行的外部环境和内部环境，形成了对某银行理财产品开发的内外 部环境的整体性认识；接下来重点分析某银行理财产品开发的现状以及对现状的调 查，通过对开发的现状以及开发情况方面的调查充分意识到某银行理财产品目前开 发的具体情景；然后，针对某银行理财产品的开发设计，在设计上面重点对某银行 理财产品的市场细分、市场定位和市场开发进行了三大类的全方面研究；最后结合 4P 营销理论，针对某银行理财产品的推广进行全方位的分析，以期对银行的理财产 品从开发到推广，形成一套的研究结论，从而提高 X 银行的市场竞争力，促进 X 银 行实现更好更快的发展。 关键词：X 银行；资管新规；理财产品；市场开发；市场推广I ABSTRACT In 2018, China promulgated the guiding opinions on standardizing the Asset Management Business of Financial institutions (referred to as the New regulations on Capital Management). The promulgation of this new rules aroused the shock of the entire financial community. The main purpose of the new regulation is to standardize the harmony and stability of the whole financial market, unify the new regulatory standards in the management of similar assets and products, and effectively control the risks of the financial market to a certain extent. In order to guide more funds to the real economy, support the adjustment and upgrading of the whole economic structure, so as to promote the continuous development of the whole economy and society. With the liberalization of Internet finance and financial policy, the development of financial market is entering fast. Financial deepening has brought great impact to the development logic of traditional passive debt and deposit bank in China's banking industry, and banks have made great efforts to manage their assets. It is not only to comply with the vigorous development of China's capital management market and meet the objective requirements of the era of large capital management, but also to speed up the expansion of the inevitable choice. In the era of new rules of capital management, promoting the development of financial management business is an important strategic measure for commercial banks to achieve sustainable and long-term development. In recent years, the asset management business with financial management business as the core has developed into a large number of domestic enterprises at present. The focus of the asset management layout of commercial banks has made good achievements. The comprehensive and rich series of financial products of commercial banks has become a leader in the industry, and commercial banks are also constantly promoting the development of financial management business. And achieved good results. X Bank, as a member of commercial banks, also attaches great importance to the development of personal financial products market under the background of the new regulations on capital management, but from the perspective of the market development effect of personal financial products, The market development of financial products and financial services is restricted. How to refine the marketing scheme according to the actual demand of the development of the personal financial product project of Bank X is an urgent problem to be dealt with in the personal financial product project of Bank X.II In this paper, the development of personal financial products project of Bank X is taken as the main research object. First of all, the market environment of personal financial products project of a bank is fully studied. In the aspect of market environment, this paper analyzes the present situation of personal financial products in China in an all-round way, and then analyzes the external environment and internal environment of a bank in turn. The formation of a bank personal financial product project development of the internal and external environment of the overall understanding; Then it focuses on the analysis of the current situation of the development of personal financial products project in a bank and the investigation of the status quo. Through the investigation of the current situation and development situation of the development, we fully realize that the personal financial product project of a bank is at present. Then, aiming at the development and design of a bank's personal financial product project, this paper focuses on the market segmentation, market positioning and market development of a bank's personal financial product project. Finally, combined with 4p marketing theory, this paper makes an all-round analysis of the promotion of a bank's personal financial product project, in order to form a set of research conclusions from the development to the promotion of the bank's personal financial product project. So as to improve the market competitiveness of X Bank, promote X Bank to achieve better and faster development. KEYWORDS: X Bank; personal wealth management product project; market development; marketing1 目 录 第一章 绪论.....................................................................................................1 第一节 研究背景与意义.............................................................................................. 1 一、研究背景......................................................................................................... 1 二、研究意义......................................................................................................... 1 第二节 国内外研究现状.............................................................................................. 2 一、国外研究现状................................................................................................. 2 二、国内研究现状................................................................................................. 3 三、研究评述......................................................................................................... 6 第三节 研究内容和方法.............................................................................................. 6 一、研究内容......................................................................................................... 6 二、研究方法......................................................................................................... 7 第四节 论文的创新之处.............................................................................................. 7 第二章 银行理财产品营销的理论基础.........................................................8 第一节 市场营销相关理论.......................................................................................... 8 一、4P 理论概述.................................................................................................... 8 二、营销战略理论................................................................................................. 9 第二节 资管新规概述................................................................................................ 9 一、资管新规出台背景........................................