21 世纪以来，随着我国 GDP 的飞速增长，居民收入水平不断提高，人们对资产 保值增值的需求也在不断提升，传统的银行储蓄存款获得利息也无法满足居民的需求。 大部分居民选择购买商业银行个人理财产品，于是个人理财产品销售在短短的几年间迅 速壮大起来，理财产品凭借其低风险且高于定期存款的利率，成为了客户进行金融产品 投资的首眩十七大报告首次提出“创造条件让更多群众拥有财产性收入”，十九大报告 中继续提出“拓宽居民劳动收入和财产性收入渠道”，可见提高居民财产性收入不仅是 居民自身的内在需求，也成为了我国政府完善居民收入分配的重要改革方向。同时随着 金融体制改革的深入，商业银行市场化进程加快，银行之间的竞争的进一步加剧，银行 为了扩大利润来源，积极转型大力发展个人金融服务。但是个人理财产品在发展的同时 也暴露了一些存在于产品营销环节中的问题，产品营销还存在很多有待完善的地方。在 传统金融理财产品发展的同时，互联网金融的迅速崛起也给银行个人理财产品的发展带 来了不小的冲击。如何在激烈的市场竞争当中占据一定的市场份额，成为了各家银行亟 需解决的问题。在这样的背景下，研究和制定我国商业银行个人理财产品的营销策略对 于每家商业银行来说都显得非常有必要。 本文以中国农业银行 DC 支行个人理财产品营销作为研究对象，对农行 DC 支行个 人理财产品营销现状进行了分析，通过对客户发放问卷调查和对 DC 支行员工进行实地 访谈发现农行 DC 支行在个人理财产品营销中存在的问题主要为理财产品缺乏个性化、 营销渠道不完善、产品定价不占竞争优势、促销形式单一、营销队伍建设不够、有形展 示欠缺、过程管理不完善。运用 SWOT 分析方法对个人理财产品的营销环境进行了分 析，继而笔者从市场细分优化、产品策略优化、渠道策略优化、价格策略优化、促销策 略优化、人才策略优化、有形展示策略优化、过程管理优化制定营销组合优化策略，并 通过做好重视客户关系管理、完善业务考核机制、强化风险控制保障三个方面保障个人 理财产品营销策略的顺利实施，从而提升中国农业银行 DC 支行业务经营水平。 关键词：中国农业银行 DC 支行；个人理财产品；营销策略；SWOT 分析法II Abstract Since the 21st century, with the rapid growth of China's GDP ，residents' income levels havebeen rising, people's demandfor thevaluepreservationand appreciation ofassets has been constantly increasing, and the interest earned on traditional bank savings deposits cannot meet the needs of residents.Most residents choose to buy commercial Banks' personal finance products, so the sales of personal finance products have grown rapidly in a few years. Financial products, with their low risk and higher interest rate than time deposit, have become the first choice for customers to invest in financial products.Party congress report for the first time put forward "create conditions to let more people own property income", 19 big report continue to put forward "widen the channel of the residents' income and property income of labor", so increasing residents property income is not only its own internal demand,it has become the important direction of the government improve the residents' income distribution in China. At the same time, with the deepening of the financial system reform, the marketization process of commercial Banks is accelerated, and the competition among Banks is further intensified. In order to expand the source of profits, Banks actively transform and develop personal financial services。However, the development of personal finance products has exposed some problems existing in the product marketing, and there are still many areas to be improved in product marketing.With the development of traditional financial products, the rapid rise of Internet finance has also brought a great impact on the development of personal financial products in Banks. Internet financial products quickly occupy the market and further intensify the market competition.How to occupy a certain market share in the fierce market competition has become an urgent problem for Banks to solve.In this context, it is necessary for every commercial bank to research and formulate the marketing strategy of personal finance products of commercial Banks in China. Taking the personal financial product marketing of the DC branch of agricultural bank of China as the research object, this paper analyzes the current situation of personal financialIII product marketingoftheDC branchofagricultural bankofChina.Bycollectingalargeamount of data and sorting out the data, it is found that the main problems existing in the personal financial product marketing of the DC branch of agricultural bank of China are as follows: Market segmentationis not accurate,lackofbanking services to personalized,service efficiency is low,deficient marketing team construction and incentive ,employee marketing enthusiasm is not high problems, SWOT analysis is used to analyze the marketing environment of personal finance products ，The author makes marketing mix optimization strategy from market segmentation optimization, product strategy optimization, place strategy optimization, price strategy optimization, promotion strategy optimization, people strategy optimization, physical evidence strategy optimization, process management optimization。To ensure the smooth implementation of the marketing strategy of personal finance products by paying attention to customer relationship management, improving the business assessment mechanism and strengthening the risk control guarantee，to improve the operation level of the DC branch of agricultural bank of China and increase the intermediate business income of the bank。 Keywords：Agricultural bank of China DC branch; Personal finance products; The marketing strategy; The SWOT analysis methodIV 目录 摘要.................I Abstract ......... II 1 绪论............1 1.1 研究背景和意义.............1 1.1.1 研究背景.............1 1.1.2 研究意义.............2 1.2 研究现状.........................2 1.2.1 国外研究现状.....3 1.2.2 国内研究现状.....4 1.3 研究内容.........................5 1.4 研究方法........................6 1.5 本文创新点....................6 2 理论基础....8 2.1 个人理财产品概念界定.8 2.2 银行个人理财业务营销策略的理论基础....8 2.2.1 市场细分理论......8 2.2.2 生命周期理论......9 2.2.3 7P 营销理论.......10 2.3 SWOT 分析法...............11 3 中国农业银行 DC 支行个人理财业务营销现状分析 .......................12 3.1 中国农业银行 DC 支行介绍......................12 3.1.1 中国农业银行 DC 支行总体情况介绍 .........................12 3.1.2 中国农业银行 DC 支行组织架构情况 .........................12 3.2 中国农业银行 DC 支行个人理财业务营销现状 .....................13 3.2.1 中国农业银行 DC 支行个人理财产品概述 .................13 3.2.2 中国农业银行 DC 支行个人理财产品的营销服务框架 ............................16V 3.2.3 中国农业银行 DC 支行个人理财产品的营销渠道 .....16 3.2.4 中国农业银行 DC 支行个人理财产品营销效果分析 .17 4 中国农业银行 DC 支行个人理财业务营销存在的问题及原因分析 ..............................19 4.1 采用问卷调查进行调研..............................19 4.1.1 农行 DC 支行附近客户结构情况 ..19 4.1.2 对问卷进行信效度检验..................21 4.1.3 对问卷的需求度与满意度进行差异分析......................23 4.2 中国农业银行 DC 支行个人理财产品营销中存在的问题 .....25 4.2.1 理财产品缺乏个性化......................25 4.2.2 营销渠道不完善..............................26 4.2.3 产品定价不占竞争优势..................27 4.2.4 促销形式单一...28 4.2.5 营销队伍建设不够..........................29 4.2.6 有形展示欠缺...30 4.2.7 过程管理不完善..............................30 4.3 中国农业银行 DC 支行个人理财产品营销问题的原因分析 .31 4.3.1 营销观念未改变31 4.3.2 市场细分不准确..............................32 4.3.3 产品创新力度不足...........................32 4.3.4 考核机制不完善32 5 中国农业银行 DC 支行个人理财业务 SWOT 分析..........................34 5.1 优势34 5.1.1 强大的企业形象..............................34 5.1.2 网点覆盖率高...34 5.1.3 网点自助机具配套完善..................35 5.2 劣势35 5.2.1 理财产品收益率不具竞争优势.......35 5.2.2 营销中对风险披露不准确..............36VI 5.2.3 经营缺乏灵活性..............................37 5.3 机遇37 5.3.1 居民财富的增多刺激了理财需求的释放.....................37 5.3.2 资产新规的出台促进银行理财转型发展.....................38 5.3.3 通