中信银行长春分行个人储蓄业务营销策略研究 2017 年习近平总书记在金融会议讲话中提到“金融要回归本源”，一方面 金融要服务实体，避虚向实，一方面要避免过度杠杆化带来的系统性风险。为 响应“金融回归本源”，人民银行及银保监会等监管机构相继出台了相应监管 政策，2017 年中国金融正式进入“强监管”时代。金融是国家经济命脉，而我 国金融体系又是以银行业为主导的。在金融回归本源的趋势下，商业银行对存 款市场的争夺将进一步白热化，而居民储蓄存款市场由于其具有的大容量、高 潜力、低成本、高稳定的特点将成为商业银行布局的重中之重。 从吉林省内商业银行个人储蓄业务的发展现状看主要呈现以下几个特点。 一是由于区域经济性对落后，各类商业银行区域内分支机构的零售转型工作开 展进度相对缓慢；二是各大商业银行的“大零售”战略中普遍忽视了个人储蓄 业务的营销策略布局。三是个人储蓄存款业务的市场营销策略仍然停留着主打 老年客群，主打价格竞争的阶段，通过提高利率定价吸引价格敏感客户，导致 利率市场化下贷款利率不断下降，个人储蓄存款付息成本率不断提升，息差不 断收窄的不可持续的竞争策略。 随着中信银行长春分行近年来加大了零售业务转型发展投入，储蓄业务实 现快速中增长，主要呈现以下几个特征：一是市场份额低但快速攀升；二是市 场渠道高度依赖网点渠道；三是依赖价格竞争；四是创新产品市场占有率低。 在储蓄规模快速增长的背景下，中信银行长春分行同时面临着较高政策风险、 市场风险，以及增长的不可持续性。 当前储蓄业务发展面临监管高压，宏观经济增长放缓，以及区域内人口增 长乏力，且老龄化不断加剧，金融科技快速发展等机遇与挑战，中信银行储蓄 业务的持续发展，亟待对蓄存款业务进行重新定位，优化并调整中信银行长春II 分行储蓄存款业务营销策略，形成一套可持续发展的营销策略。由过去的单一 产引导向客户为中心转变，由单一的价格竞争向综合竞争转变，由单一的老年 客群，向多核心目标客群转变，以金融科技赋能构建“线上+线下”场景化互动， 真正能够应对未来持续发展的营销策略。 通过 STP 模型对中信银行长春分行所处的个人储蓄存款进行市场细分、目 标定位和市场定位与分析，中信银行储蓄业务应做大基础客群，聚焦五大目标 客群（出国金融特色客户、中高端客户、中老年客户、女性客户、新中产群体）。 结合公司的实际发展阶段，应坚持在“成为有担当、有温度、有特色、有尊严 的最佳金融综合服务企业”的企业愿景引领下，持续强化“信守温度”的零售 核心品牌主张，在有温度的体系下不断针对不同客群树立战略单品。同时以 4P 理论为基础，为中信银行储蓄存款业务发展提出了产品、价格、渠道、促销四 个维度的市场营销策略组合，一是应坚持传统产品与创新产品结合的产品策略， 不断扩大目标客群，实现多产品策略；二是构建以客户为中心，以价值为导向 的动态价格调整体系，摆脱单一的价格战，由被动调整价格实现主动引领竞争； 三是建立“线上+线下”双渠道驱动，拓展获客渠道，实现客户结构多元化，降 低获客成本；四是以科技赋能传统促销，实现精准营销提升促销效率，同时以 核心单品构建品牌形象。最后，为保证个人储蓄业务市场营销策略的有效实施， 本文提出了战略保障、组织保障、科技保障三大保障。 关键词： 个人储蓄 市场细分 营销策略III Abstract Research on marketing strategy of personal savings business of China CITIC Bank ChangChun Branch In 2017, general secretary Xi Jinping mentioned in his speech at the financial conference that "finance should return to its source". On the one hand, finance should serve entities and avoid virtual reality. On the one hand, we should avoid systemic risks caused by over leveraging. In response to the "return of finance to its source", the people's Bank of China and the China Banking and Insurance Regulatory Commission and other regulatory agencies have successively issued corresponding regulatory policies. In 2017, China's Finance officially entered the era of "strong supervision". Finance is the lifeblood of national economy, and China's financial system is dominated by the banking industry. In the trend of financial return to the source, the competition for the deposit market of commercial banks will be further intensified, and the residential deposit market will become the top priority of the layout of commercial banks due to its characteristics of large capacity, high potential, low cost and high stability. From the development of personal savings business of commercial banks in Jilin Province, it mainly presents the following characteristics. First, due to the backward regional economy, the retail transformation work of all kinds of commercial banks in the region is relatively slow; second, the "big retail" strategy of major commercial banks generally ignores the marketing strategy layout of personal savings business. Third, the marketing strategy of personal savings deposit business still stays in the stage of focusing on the elderly customers and the price competition. By increasing the interest rate pricing to attract price sensitive customers, the loan interest rate keeps falling under the interest rate marketization, the interest payment cost rate of personal savings deposits keeps rising, and the interest margin keeps narrowing. In recent years, China CITIC Bank ChangChun Branch has increased investmentIV in the transformation and development of retail business, and the savings business has achieved rapid growth, mainly showing the following characteristics: first, the market share is low but rising rapidly; second, the market channel is highly dependent on the outlet channel; third, the price competition; fourth, the market share of innovative products is low. Under the background of rapid growth of savings scale, Changchun Branch of China CITIC Bank faces higher policy risk, market risk and unsustainable growth. At present, the development of savings business is faced with high regulatory pressure, the slowdown of macroeconomic growth, the lack of population growth in the region, the increasing aging, the rapid development of financial science and technology and other opportunities and challenges. The continuous development of savings business of China CITIC Bank needs to re position the savings business, optimize and adjust the marketing strategy of savings business of Changchun Branch of China CITIC Bank, and form a Set of marketing strategies for sustainable development. From the past single product guidance to customer-centered transformation, from single price competition to comprehensive competition, from a single elderly customer group to multi-core target customer group transformation, with financial technology enabling to build "Online + offline" scenario interaction, truly able to cope with the future sustainable development of marketing strategy. Based on STP model, this paper analyzes the market segmentation, target positioning and market positioning of personal savings deposits in Changchun Branch of China CITIC Bank. The savings business of China CITIC Bank should be a large base customer group, focusing on five target customer groups (overseas financial characteristic customers, middle and high-end customers, middle-aged and old customers, female customers and new middle-class groups). In combination with the actual development stage of the company, we should adhere to the corporate vision of "becoming the best financial comprehensive service enterprise with responsibility, temperature, characteristics and dignity", continue to strengthen the retail core brand proposition of "keeping the temperature", and constantly establish strategic products for different customers under the temperature system. At the same time, based on the 4P theory, the paper puts forward the marketing strategy combination of product,V price, channel and promotion for the development of savings deposit business of China CITIC Bank. First, we should adhere to the product strategy of combining traditional products with innovative products, constantly expand the target customer base and realize the multi product strategy. Second, we should build a dynamic price adjustment system with customer as the center and value as the guide To get rid of the single price war and lead the competition actively by adjusting the price passively; to establish the "Online + offline" dual channel drive, expand the customer acquisition channels, realize the diversification of customer structure and reduce the customer acquisition cost; to enable the traditional promotion with science and technology, realize the precision marketing to improve the promotion efficiency, and build the brand image with the core products. Finally, in order to ensure the effective implementation of the marketing strategy of personal savings business, this paper puts forward three guarantees: strategy guarantee, organization guarantee and technology guarantee. Keywords: Personal savings Market segmentation Marketing strategyVI 目 录 第 1 章 绪论.............................................................................................1 1.1 研究背景与意义............................................................................1 1.2 研究方法与内容............................................................................4 1.3 理论基础与文献综述....................................................................5 第 2 章 中信银行长春分行个人储蓄业务的营销现状及问题........... 8 2.1 中信银行长春分行个人储蓄业务特点及发展情况...................8 2.2 中信银行长春分行个人储蓄业务营销现状.............................10 2.3 中信银行长春分行个人储蓄业务营销中存在的问题.............13 第 3 章 中信银行长春分行个人储蓄业务营销环境分析..................16 3.1 宏观环境分析..............................................................................16 3.2 微观环境分析..............................................................................19 3.3 中信银行长春分行个人储蓄业务营销 SWOT 分析................23 第4 章 中信银行长春分行个人储蓄业务营销策略设计与实施............28 4.1 储蓄业务市场的细分..................................................................28 4.2 储蓄业务目标市场......................................................................33 4.3 储蓄业务营销策略组合..............................................................34 4.4 中信银行个人储蓄业务营销策略实施保障.............................40