随着我国经济的快速发展，广大人民群众的生活水平和可用于投资的收入不 断改善和提升，与此同时，受到互联网金融虚拟货币大肆流行等的冲击，银行业 也普遍表现出了竞争压力较高、收益比率下滑等特征。近年来，我国贷款利率的 市场化程度日益加深，资本市场也获得迅速扩张和发展，再加上地方政府贷款利 息的周期性波动，我国商业银行的个人金融业务也都面临了非常难得的机遇和严 峻的挑战，同业之间的竞争也变得更加激烈。日新月异的市场环境使得原先的银 行市场营销理论不能很好地适用于信息技术支撑下的个人金融业务的新局面，要 想实现可持续发展，银行必须首先要在其营销观念和管理手段上进行开拓创新。 基于此，本文将以工商银行N分行作为一个典型的案例，对目前我国商业银行存 在的个人金融业务营销方面的问题做一些分析和探讨，力求尽快形成一些完整的 并且能够直接指导其实践的营销理论思路和具体的对策建议。 本文主要通过对工商银行N分行营销个人金融产品的发展现状、营销策略环 境的分析以及目前市场营销中采用的各种营销策略现状的分析，找出了N分行产 品缺乏竞争优势、定价灵活性欠缺、渠道建设不完善、促销效果不明显、营销人 员不足、过程管理无序、有形展示不到位等七个方面的问题，并针对以上问题研 究制定了相应的7Ps营销优化，提出了N分行个人金融业务的营销策略优化需要 实施的保障政策，期望能以此帮助N分行加速其个人金融业务的发展，提升N分 行个人金融业务在市场的占比，也为我国其他商业银行解决其在个人金融业务发 展道路上遇到的实际问题提供一定的参考价值。 关键词：商业银行；个人金融；7Ps营销理论；市场营销 II Abstract Withtherapidincreaseofthedomesticeconomy，thequalityofpeople’slifeand theincomeavailableforinvestmenthavebeencontinuouslyimproved.Atthesame time,underthedualimpactoftherampantpopularityofvirtualcurrencyinInternet finance,thebankingindustryalsogenerallyshowsthecharacteristicsofhigh competitivepressureanddecliningearningsratio.Inrecentyears,China'sloaninterest ratehasbecomeincreasinglymarketized.Capitalmarketshavealsoexpandedand developedrapidly.Addtothecyclicalfluctuationsininterestratesonlocalgovernment loans，thepersonalfinancebusinessofcommercialbanksalloverthecountryalsofaces theveryrareopportunityandtheseverechallengepetitionamongpeershasalso becomefiercer.Duetotheever-changingmarketenvironment,theoriginalbank marketingtheorycannotbewellappliedtothenewsituationofpersonalfinancial businesssupportedbyinformationtechnology.Inordertoachievesustainable development,banksmustfirstbringforthnewideasintheirmarketingphilosophyand managementmode.Basedonthis,thispaperwilltakeIndustrialandCommercialBankN Branchasanexample,andmakessomeanalysisanddiscussionontheproblemsof personalfinancialbusinessmarketingexistinginChina'scommercialbanks,striveto formsomecompleteandcandirectthepracticeofmarketingtheorythinkingand specificcountermeasuresassoonaspossible. ThispaperfindsoutsevenproblemsofIndustrialandCommercialBankN branch,suchaslackofcompetitiveadvantageinproducts,lackofpricing flexibility,imperfectchannelconstruction,inconspicuouspromotioneffect,lackof marketingpersonnel,disorderlyprocessmanagement,andlackoftangibledisplay, mainlythroughtheanalysisofthedevelopmentstatusofpersonalfinancial products,marketingstrategyenvironmentandthecurrentpersonalfinancemarketing strategy.Inviewoftheproblemsabove,thecorresponding7Psmarketingoptimization hasbeendeveloped,andtheguaranteepoliciesneededtobeimplementedforthe marketingstrategyoptimizationwereputforward.ItisexpectedtohelpNBranch acceleratethedevelopmentofitspersonalfinancebusiness,increasetheshareof personalfinancialbusinessinthemarket.Italsoprovidessomereferencevalueforother commercialbanksinChinatosolvethepracticalproblemsencounteredinthe developmentofpersonalfinancebusiness. Key-words:Commercialbank;Personalfinancialbusiness;7Psmarketing theory;Marketing III 目录 第1章绪论.............................................................................................................1 1.1研究的背景和意义...................................................................................1 1.1.1研究的背景...................................................................................1 1.1.2研究的意义...................................................................................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研究的内容和方法...................................................................................4 1.3.1研究的内容...................................................................................4 1.3.2研究的方法...................................................................................4 第2章相关理论概述.............................................................................................5 2.1STP理论....................................................................................................5 2.27Ps营销理论............................................................................................5 2.3波特五力模型...........................................................................................7 第3章工商银行N分行个人金融业务发展概况和营销环境分析.....................8 3.1工商银行N分行个人金融业务发展概况...............................................8 3.1.1公司简介.......................................................................................8 3.1.2个人金融业务产品介绍...............................................................8 3.2宏观环境分析...........................................................................................9 3.2.1政策环境分析...............................................................................9 3.2.2经济环境分析.............................................................................10 3.2.3技术环境分析.............................................................................11 3.2.4社会环境分析.............................................................................11 3.3行业竞争环境分析.................................................................................12 3.3.1供应商议价能力分析.................................................................12 3.3.2购买方议价能力分析.................................................................13 3.3.3潜在进入者威胁分析.................................................................13 3.3.4替代品威胁分析.........................................................................13 3.3.5同业竞争激烈程度分析.............................................................14 第4章工商银行N分行个人金融业务营销策略现状和存在的问题分析.......17 4.1营销策略现状.........................................................................................17 4.2营销情况调查.........................................................................................18 IV 4.2.1问卷调查设计与实施.................................................................18 4.2.2问卷调查结果与分析.................................................................18 4.3存在的问题.............................................................................................22 4.3.1产品缺乏竞争优势.....................................................................22 4.3.2价格机制缺乏灵活性.................................................................22 4.3.3营销渠道建设不完善.................................................................23 4.3.4宣传促销效果不明显.................................................................24 4.3.5营销人员长期缺位.....................................................................24 4.3.6营销过程管理无序.....................................................................25 4.3.7有形展示塑造不到位.................................................................26 4.4问题产生的原因.....................................................................................26 4.4.1外部原因.....................................................................................26 4.4.2内部原因.................................................................................