随着改革开放的不断深入，我国经济实力迅速增长，人民生活水平逐渐提高，银行 业也随之不断演变，个人金融业务所占比例逐渐攀升。而在中国加入WTO、贸易摩擦 加剧、国内金融业不断改革、金融市场逐渐对外开放、网络经济兴起等大背景下，传统 银行业面临着日益激烈的竞争，原有的主要依赖信贷、对公业务盈利的模式难以为继， 迫切需要提升个人金融业务的盈利能力。而以G银行A支行为代表的县区级支行是组 成我国银行体系的细胞，急需提升个人金融业务营销能力，以确保在激烈的市场竞争中 获得优势地位。 本文以A支行的个人金融业务市场营销策略为研究对象，分五个部分进行阐述。第 一，阐明本文的研究背景、目的及意义，介绍国内外的研究情况，阐述论文研究内容和 研究方法以及论文创新之处。第二，对A支行的概况、发展历程、经营情况进行介绍， 在全面总结A支行现行个人金融业务营销策略的基础上，说明A支行个人金融业务营 销存在的问题。第三，运用PEST理论从政治、经济、社会、科级等方面对A支行个人 金融业务宏观环境进行介绍，并分析A支行面对的其他国有商业银行、非国有商业银行、 民间金融机构、互联网金融机构等四类竞争对手。第四，在前文分析的基础上，以STP 理论和7Ps营销理论为理论基础，提出对A支行个人金融业务市场营销策略的优化方案， 主要包括市场细分与市场定位优化、产品组合优化、价格调整优化、营销手段优化、渠 道整合优化、人员能力优化、展示方式优化、流程再造优化等八个方面。第五，为保证 优化方案的顺利实行，提出四项保障措施，包括强化风险控制，降低优化风险；理顺利 益相关方，保证配套投入；建设良好的企业文化;推进对新技术、新业态的理解和运用。 本文力求通过研究A支行的个人金融业务市场营销策略，为县区级银行支行的个人 金融业务市场营销优化提供有借鉴意义和有操作可行性的方案。县区级支行应当在充分 了解自身的优势和不足基础上，对个人金融业务营销策略在进行有针对性的优化，以提 升市场竞争力，应对各种挑战。 关键词：银行；个人金融；市场营销；优化 Abstract With the deepening of reform and opening up, China's economic strength is growing rapidly, people's living standards are gradually improving, the banking industry is also evolving, and the proportion of personal financial services is gradually increasing. Under the background of China's accession to WTO, the aggravation of trade friction, the continuous reform of domestic financial industry, the gradual opening up of financial market and the rise of network economy, the traditional banking industry is facing increasingly fierce competition. The original mode which mainly relies on credit and profits from public business is difficult to continue, so it is urgent to improve the profitability of personal financial business. The county and district sub branches represented by the a branch of bank G are the cells that constitute the banking system of our country. It is urgent to improve the marketing ability of personal financial business in order to ensure the dominant position in the fierce market competition. In this paper, A branch of personal financial business marketing strategy as the research object, divided into five parts. First, it clarifies the research background, purpose and significance of this paper, introduces the research situation at home and abroad, expounds the research content, research methods and innovation of this paper. Secondly, it introduces the general situation, development process and operation of A branch. On the basis of summarizing the current personal financial business marketing strategy of A branch, it explains the existing problems of personal financial business marketing of A branch. Third, using pest theory, this paper introduces the macro environment of A branch's personal financial business from the aspects of politics, economy, society, science and technology, and analyzes the four types of competitors A branch faces: other state-owned commercial banks, non-state-owned commercial banks, private financial institutions, Internet financial institutions. Fourth, on the basis of the above analysis, based on STP theory and 7PS marketing theory, the paper puts forward the optimization scheme of marketing strategy for personal financial business of A branch, which mainly includes market segmentation and market positioning optimization, product mix optimization, price adjustment optimization, marketing means optimization, channel integration optimization, personnel capacity optimization, display mode optimization, process reengineering optimization Eight aspects. Fifth, in order to ensure the smooth implementation of the optimization plan, four safeguard measures are proposed, including strengthening risk control and reducing the optimization risk; straightening out stakeholders and ensuring supporting investment; building a good corporate culture; and promoting the understanding and application of new technologies and new formats. This paper aims to study the personal financial business marketing strategy of A branch, and provide a reference and feasible scheme for the personal financial business marketing optimization of county and District Bank sub branch. On the basis of fully understanding their own advantages and disadvantages, county and district sub branches should carry out targeted optimization of personal financial business marketing strategies to improve market competitiveness and meet various challenges. Key words: Bank; Personal Finance Business; Marketing; Optimization 目 录 第1章 绪论 ....................... 1 1.1 论文研究背景、目的意义 ................. 1 1.1.1 论文的研究背景 ...................... 1 1.1.2 论文的研究目的及意义 .......... 2 1.2 国内外研究现状 .. 2 1.2.1 国外相关研究 .......................... 2 1.2.2 国内相关研究 .......................... 4 1.2.3 国内外研究综述 ...................... 5 1.3 论文研究内容与研究方法 ................. 5 1.3.1 论文的研究内容 ...................... 5 1.3.2 论文的研究方法 ...................... 7 1.4 论文创新之处 ...... 7 第2章 个人金融业务营销相关概念及理论基础 ......................... 8 2.1 个人金融业务营销相关概念的界定 . 8 2.1.1 个人金融业务 .......................... 8 2.1.2 市场营销策略 .......................... 8 2.2 营销策略分析相关理论 ..................... 8 2.2.1 PEST分析 .. 8 2.2.2 STP理论 .... 9 2.2.3 7Ps营销理论 ............................ 9 2.3 本章小结 ............ 10 第3章 A支行个人金融业务营销现状分析 11 3.1基本情况 ............. 11 3.1.1 概况 ......... 11 3.1.2 发展历程 . 11 3.1.3 银行业个人金融业务发展现状 ........................... 12 3.1.4 经营情况 . 13 3.2 A支行个人金融业务营销现状 ........ 14 3.2.1 A支行个人金融业务营销机构设置 .................... 14 3.2.2 市场定位与市场细分情况 .... 16 3.2.3 产品情况 . 17 3.2.4 价格情况 . 20 3.2.5 营销与渠道情况 .................... 20 3.2.6 人员情况 . 21 3.2.7 展示情况 . 21 3.2.8 流程管理情况 ........................ 22 3.3 A支行个人金融业务营销存在的问题 ........................... 22 3.3.1 市场细分与市场定位方面 .... 22 3.3.2 产品方面 . 23 3.3.3 价格方面 . 23 3.3.4 营销方面 . 23 3.3.5 渠道方面 . 23 3.3.6 人员方面 . 23 3.3.7 展示方面 . 24 3.3.8 流程方面 . 24 3.4 本章小结 ............ 24 第4章 A支行个人金融业务环境分析 ........ 25 4.1 A支行个人金融业务环境PEST分析 ............................ 25 4.1.1 政治环境因素 ........................ 25 4.1.2 经济环境因素 ........................ 25 4.1.3 社会环境因素 ........................ 26 4.1.4 科技环境因素 ........................ 26 4.1.5 PEST分析结论 ....................... 27 4.2 A支行个人金融业务竞争对手分析 27 4.2.1 与竞争对手优劣势的比较 .... 27 4.2.2 竞争对手分析结论 ................ 29 4.3 本章小结 ............ 29 第5章 A支行个人金融业务营销策略的优化方案 ................... 30 5.1 优化目标和原则 30 5.1.1 优化目标 . 30 5.1.2 优化原则 . 30 5.2优化方案 ............. 31 5.2.1 市场细分与市场定位优化方案 ........................... 31 5.2.2产品组合优化方案 ................. 33 5.2.3 价格调整优化方案 ................ 35 5.2.4 营销手段优化方案 ................ 35 5.2.5 渠道整合优化方案 ................ 36 5.2.6 人员能力优化方案 ................ 36 5.2.7 展示方式优化方案 ................ 37 5.2.8 流程再造优化方案 ................ 37 5.3本章小结 ............. 45 第6章 A支行个人金融业务营销策略优化方案的保障措施 ... 47 6.1 强化风险控制，降低优化风险 ....... 47 6.1.1做好员工操作风险管控