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近年,国内经济快速发展,居民的财富迅速积累,人们对金融服务的外在需 求不断提升,如何管理财富?财富管理人群关注什么?财富管理业务的发展趋 势?这些以然成为中国金融行业和居民当下关注的投资热点,财富管理业务应用 金融科技创新,实现业务转型和多元化经营战略的内在需求有机融合。财富管理 业务已成为各家银行的战略转型的目标策略之一,作为竞争高质量客户市场的重 要手段和新的中收业务增长点,是我国商业银行未来业务发展的蓝海。 在互联网经济的全球发展背景之下,金融科技行业推动商业银行金融转型革 新。近年,国内高净值人群规模不断壮大,财富管理业务蕴含了巨大的潜在客户 和资金市场。因此,商业银行在探索经营转型路径时,纷纷将目标集聚于财富管 理业务。面对全新激烈的金融环境,开拓财富管理业务市场是商业银行提高行业 竞争力的关键途径之一,具有重要的时代发展风口。财富管理业务具有风险低、 受众广、低资本消耗、提升中间业务收入等特点。随着人们的日常生活呈现数字 化、网络化等新标志,生产模式、生活方式、思维导览等正在全新的颠覆性变革, 人们的需求已经从“文化物质需要”向“美好生活需要”转变。客户的需求及科 技赋能金融业务发展提速,也为城商行发展业务营销新模式创造了有利机会。 本文以G银行为研究对象,在研究国内外相关文献的基础上,分析G行行业 与市场所面临的竞争环境,从理财产品、产品价格、营销渠道、客户服务等方面 的现状出发,对G银行业务营销策略存在的问题和成因做了分析,首先分析G 银行财富管理业务营销模式业务发展现状以及营销存在的问题,这些问题主要体 现在客户分层及定位不清晰;产品货架单一,品牌特色不足;营销人员培训体系 不完善;财富管理业务体系不健全,未来要聚焦金融科技等方面。其次,运用 STP理论、4C营销策略等理论和方法,进行市场细分,确定目标市场,进行目标 市场定位,并从客户需求、沟通、便利性和营销成本四方面分析G银行财富管理 业务的营销策略。最后,本文从优化绩效考核体系,激发员工潜能;完善员工培 育机制,做好培训保障;科技支持服务,保障服务质量以及建立银行服务品牌等 方面提出营销策略实施的措施,以促进G银行精品化零售战略布局的目标,打造 G银行财富管理服务品牌。 因此,本文结合实际发展需要,为G银行制定了多方面的财富管理业务营销 策略,为将来G银行制定财富管理业务营销开拓起到参考作用。同时,也希望通 过本研究可以弥补营销策略在财富管理业务领域应用研究的不足,推动财富管理 业务领域的发展。G银行应结合自身优劣势,明确业务发展目标,进行合理的市 II 场定位,以促进G银行精品化零售战略布局的目标,打造G银行财富管理服务品 牌。 。 关键词:金融科技;财富管理;STP理论;4C营销策略 III Abstract WealthmanagementbusinessisahottopicinChina'sfinancialindustryand residents.Theexternaldemandforfinancialservicescausedbytherapidexpansionof domesticresidents'wealthisorganicallycombinedwiththeinternaldemandof commercialbanks,thusrealizingstrategictransformationanddiversifiedoperation throughfinancialinnovation.Itstronglypromotestheriseoffinancialmanagement businessandprovidesbroadexpansionspace.Thedevelopmentofwealth managementbusinesshasbecomeanimportantmeansforbankstocompetefor high-qualitycustomermarketandaneweconomicgrowthpoint,whichisoneofthe maindirectionsforthefuturebusinessdevelopmentofcommercialbanksinChina. InthecontextoftheglobaldevelopmentofInterneteconomy,thetechnology financeindustryhasgreatlyimpactedthecommercialbanks.Thetraditionalbusiness isnotenoughtomaintainoperation,soitisurgenttoinnovateandexpandbusiness. Atpresent,thescaleofdomestichigh-net-worthindividualsisexpandingrapidly,and wealthmanagementbusinesshashugepotentialusersandcapitalmarket.Hence, whenexploringthetransformationpath,commercialbankshavefocusedonwealth managementbusiness.Forcommercialbanks,facingthenewandfiercebusiness environment,expandingthewealthmanagementbusinessmarketisthekeywayto improvecompetitiveness.Retailwealthmanagementischaracterizedbylowrisk, universality,lowcapitalconsumption,andincreasedincomeofintermediarybusiness, whichhasbecomethestrategictransformationfocusofurbancommercialbanksin recentyears.Aspeople'sdailyactivitiesbecomedata-orientedandnetwork-oriented, theproductionmode,lifemode,andthinkingmodeareundergoingsubversive changes,andpeople'sneedshavechangedfrom"materialandculturalneeds"to "happylifeneeds".Therapiddevelopmentoffinancialindustrybasedoncustomer demandandtechnologyhasalsocreatedfavorableopportunitiesforurbancommercial bankstodevelopnewbusinessmarketingmodels. ThispapertakesbankGastheresearchobject,analyzesthemarketandindustry competitionenvironmentfacedbybankGbasedontheresearchofrelevantliterature. Inaddition,thispaperanalyzestheexistingproblemsandcausesofthemarketing strategiesofbankGfromthecurrentsituationofproducts,prices,channels, promotions,services,etc.First,thispaperanalyzestheproblemsinthecurrent situationofthebusinessdevelopmentofwealthmanagementmarketingmodeandthe IV existingmarketingofbankG.Theyaremainlyreflectedinunclearcustomer stratificationandpositioning,singleproductshelf,lackofbrandfeatures,imperfect marketingpersonneltrainingsystem,imperfectwealthmanagementsystem,andthe focusonfinancialtechnologyinthefuture.Second,thispaperusesSTPtheory,4C marketingstrategyandothertheoriesandmethodstosubdividethemarket,determine thetargetmarket,positionthetargetmarket,andanalyzethemarketingstrategyof bankG'swealthmanagementfromcustomerdemand,communication,convenience, andmarketingcost.Finally,thispaperputsforwardthesafeguardmeasuresof marketingstrategyimplementationfromoptimizingtheperformanceappraisalsystem, stimulatingthepotentialofemployees,improvingthestaffcultivationmechanism, doingagoodjobintrainingguarantee,providingscientificandtechnologicalsupport service,andensuringtheservicequalityandestablishingthebankservicebrand,soas topromotetherefinedretailstrategiclayoutofbankGandbuildthewealth managementservicebrandofbankG. Thispaperdesignsamulti-facetedwealthmanagementbusinessdevelopment strategyforbankG,whichprovidesreferenceforbankGtodevelopwealth managementbusinessinthefuture.Meanwhile,itisexpectedthatthispapercan makeupforthelackofapplicationresearchofexpansionstrategyinthefieldof wealthmanagementbusinessdevelopmentandpromotethedevelopmentofwealth managementbusiness.Itisnecessarytounderstandthechangingtrendandlawof financialmarketdemand,graspthecompetitivetrendoffinancialenterprises,and studythemarketingstrategyandproductstrategytocopewiththechangeoffinancial market.OnlybyspeedingupthereformprocessofChina'scommercialbankscanthe developmentstatusoffinancialmarketingofChina'scommercialbanksbepromoted. Inthecontextoffinancialglobalization,toenhancethecorecompetitivenessof China'scommercialbanks,itisvitaltospeedupthereformofthefinancialsystem. Accordingtotheownadvantagesanddisadvantages,commercialbanksshouldmake cleartheirdevelopmentgoals,makereasonablemarketpositioning,andwalkouta pathoffinancialserviceinnovationwithChinesecharacteristics. Keywords:financialtechnology;wealthmanagement;STPtheory;4Cmarketing strategy V 目录 摘要.....I Abstract...........................III 一、绪论.........................1 (一)研究背景和意义..............................1 1.研究背景.......1 2.研究的意义...1 (二)国内外研究现状..............................3 1.国外研究现状3 2.国内研究现状..............................4 (三)研究内容及不足之处.....................5 1.研究内容.......5 2.研究不足之处..............................6 3.国内外研究评述............................6 二、相关理论基础.........7 (一)相关概念界定...7 1.金融科技的概念...........................7 2.财富管理的概念...........................7 3.二八定律.......8 4.长尾客户.......8 (二)相关理论基础..8 1.财富管理的相关理论..................8 2.营销策略的相关理论..................9 (三)研究思路和方法.........................10 3.研究思路.....10 4.研究方法......11 (四)金融科技对个人财富管理业务的促进作用............11 1.科技应用带来的金融模式创新..11 2.科技应用强化渠道革新..............12 三、G银行财富管理业务营销现状.............14 (一)G银行财富管理业务发展现状..14 1.银行简介.....14 2.财富管理业务历程....................14 3.财富管理业务体系....................15 (二)G银行财富管理业务调查分析....17 1.问卷调查及情况........................17 2.调查问卷统计分析....................17 (三)G银行财富管理业务营销存在的问题........................18 VI 1.财富业务发展定位不清晰..........18 2.专业营销人才缺乏.....................