经济的发展带来财富的积累。随着国民经济的快速发展，居民的收入快速增长，作 为人们财富生活的重要选择，商业银行的个人理财产品日益成熟并且规模日益扩大。 2013年以来，以支付宝的余额宝为代表的多款互联网金融业务产品，以其高收益率和高 流动性等优势，被广大客户所喜爱，成为了侵蚀商业银行理财产品市场的主要力量。2018 年，《关于规范金融机构资产管理业务的指导意见》和《商业银行理财业务监督管理办 法》等新规的陆续发布，使得2018年成为我国商业银行理财业务的转型年。可以说， 随着互联网新技术的不断提升和金融改革的加速推进，城市商业银行个人理财业务发展 迎来重大的历史机遇，只有加速业务创新和转型，才能把握理财市场发展的先机。 本文以WH城市商业银行淄博分行为研究对象，首先分析了该行面临的内部环境和 外部环境，遵循营销学经典的4P营销理论，以客户满意度调查的方式，并结合该行 2016-2019年以来的营销数据，发现WH城市商业银行淄博分行个人理财产品营销虽然 开局良好，增长势头明显，但随着金融市场改革不断深化，金融产品竞争形势的日益严 峻，WH城市商业银行淄博分行的个人理财产品在营销中还存在着：产品种类亟待丰富， 价格单一化程度明显，渠道智能化程度低，促销缺乏专业人员等问题。最终，进一步分 析得出了WH城市商业银行淄博分行可以通过产品——树立良好的企业形象，丰富产品 体系；价格——注重分层次定价，聚焦重点客户需求；渠道——设置智能柜员机，巧用 直销银行；促销——提升员工专业能力，开展积分增值活动等方面来优化营销策略，以 此实现市场份额的扩大和经营利润的提升。 本文研究不仅有利于WH城市商业银行淄博分行优化现有营销策略，以提高个人理 财产品的竞争力，提升经营业绩，也能为其他同业优化营销策略提供参考。 关键词：商业银行；个人理财产品；营销策略 i II Abstract Economic development brings wealth accumulation. With the rapid development of the national economy, the income of residents has grown rapidly. As an important choice for people's wealth, commercial banks' personal wealth management products are becoming increasingly mature and expanding in scale. Since 2013, with their high yields and high liquidity internet financial business products such as Yu'e Bao have been loved by customers, and have become a major force eroding the market for personal financial products of commercial banks. New regulations, such as the Opinions on Regulating the Asset Management Business of Financial Institutions and the Measures for the Supervision and Management of Commercial Banks' Wealth Management Business, have been released in 2018, making 2018 the transition year for the wealth management business of commercial banks in China. It can be said that with the continuous improvement of new Internet technologies and the acceleration of financial reform, the personal financial management business of urban commercial banks will usher in significant historical development opportunities. Only by accelerating business innovation and transformation can we seize the opportunity of financial market development. This article focus on the Zibo branch of WH City Commercial Bank. Firstly, I analyzed the internal and external environment the bank facing. Following the classic 4P marketing theory, and being in the form of customer satisfaction surveys, combined with the bank's marketing data since 2016-2019, it was found that the individual of WH City Commercial Bank still had many shortcomings in the marketing stage, although the marketing of wealth management products started well and the growth momentum was obvious, with the deepening of financial market reforms and the increasingly severe competition in financial products.In the end, the analysis showed that Zibo Branch of WH City Commercial Bank can take some action to achieve market share expansion and increase operating profit. For example , in terms of products, it can set up a good corporate image, build a team of experts, and promote product transformation; In terms of price, it can launch a private order for high-end customers; In term of channels ,it should abandon WeChat Bank and explore a new model of direct selling banking; in term of selling ,it should improve training and carry out wealth management product points activities, etc. The research in this article will not only help WH City Commercial Bank Zibo Branch to III optimize existing marketing strategies, to improve the competitiveness of personal wealth management products, improve business performance, but also to provide references for other peers to optimize marketing strategies. Keywords: Commercial Bank；Personal Financial Products; Marketing Strategy IV 目 录 摘要 .................................................................................................................................... I Abstract ............................................................................................................................... II 目 录 ................................................................................................................................. IV 第一章 绪论 ....................................................................................................................... 1 1.1 选题的背景与意义............................................................................................ 1 1.1.1 选题背景 ................................................................................................. 1 1.1.2 研究意义 ................................................................................................. 1 1.2 国内外研究发展趋势和文献综述 ................................................................... 2 1.2.1 研究发展趋势和现状............................................................................. 2 1.2.2 国内外研究综述..................................................................................... 4 1.3 研究的内容、方法和创新点 ........................................................................... 6 1.3.1 主要内容 ................................................................................................. 6 1.3.2 技术路线 ................................................................................................. 7 1.3.3 研究方法 ................................................................................................. 8 1.3.4 研究创新点 ............................................................................................. 8 第二章 相关概念界定和理论基础 .................................................................................. 9 2.1 个人理财业务相关概念 ................................................................................... 9 2.2 营销相关理论及模型 ....................................................................................... 9 2.2.1 营销组合 ............................................................................................... 10 2.2.2 4P营销理论 ......................................................................................... 11 2.2.3 新4P营销理论 .................................................................................... 12 第三章 WH城市商业银行淄博分行营销环境和营销策略分析 ................................ 14 3.1 WH城市商业银行淄博分行宏观外部环境分析 ......................................... 14 3.1.1 政治环境 ............................................................................................... 14 3.1.2 经济环境 ............................................................................................... 16 3.1.3 社会环境 ............................................................................................... 17 3.1.4 技术环境 ............................................................................................... 18 3.2 WH城市商业银行淄博分行微观内部环境分析 ......................................... 19 3.2.1 WH城市商业银行淄博分行概述 ....................................................... 19 V 3.2.2 WH城市商业银行淄博分行内部机构设置....................................... 20 3.2.3 WH城市商业银行总行相关机构介绍............................................... 20 3.2.4 WH城市商业银行淄博分行个人理财产品概述 .............................. 22 3.2.5 WH城市商业银行淄博分行个人理财业务发展概况 ...................... 23 3.3 个人理财产品的营销策