近年来，我国经济迅速发展，信息技术日新月异，国民财富亦处于急速增加的时期。 而我国人民对于理财的观念也正处于一个急剧转变的时期，越来越多的人认识到理财的重 要性。各大银行激烈竞争，抢占市场，特别是现阶段个人中高端客户已经成为了个人金融 业务利润的主要来源，各大银行也开始重点发展和竞争这个客户群体。只要是能够获得更 多客户，特别是中高端，就能够获得市场竞争力，抢占市场份额，所以积极开发中高端客 户市场，根据这个群体客户的特征来设计理财产品和服务，进行更加精准，更加细致的营 销规划和客户管理，其实对提高商业银行资产结构和经济效益两个不同方面，有非常重要 的意义。 本文采用文献研究法、案例分析法、调查研究法，分析了抚州农商银行当前在银行理 财产品营销策略领域存在的问题和矛盾。通过在理财产品、品牌定位、产品客户、服务渠 道等方面的实际情况分析，充分剖析当前存在的问题及原因。同时，根据实际情况提出了 相应的优化思路和对策，对解决当前问题提供了参考依据。 本文共分为六大部分。第一章是绪论，主要介绍了课题的研究背景及意义、国内外研 究现状及研究内容与方法；第二章是理财产品及营销策略相关理论概述，主要包括理财产 品、市场营销策略与金融营销策略、相关理论基础；第三章是抚州农商银行理财产品的现 状及存在的问题，分析了抚州农商银行理财产品及其营销策略现状、抚州农商银行个人理 财业务营销问卷调查，并指出了抚州农商银行理财产品营销策略存在的问题；第四章是分 析了抚州农商银行理财产品营销策略问题，主要包括理财产品客户分析不到位、品牌定位 不准确、理财产品的产品打造不力、专业化的服务渠道不够畅通；第五章是抚州农商银行 理财产品营销策略改善，包括强化理财产品的品牌建设、打造具有特色的高端个人理财服 务、加强队伍建设、根据客户定位转变营销方式；第六章是结论与展望，对全文进行归纳 总结，同时对抚州农商银行理财产品营销作了展望。 研究表明，抚州农商银行理财产品营销策略存在以下问题，主要包括：（1）理财产品 客户分析不到位；（2）品牌定位不准确；（3）理财产品的产品打造不力；（4）专业化的 服务渠道不够畅通；根据这些问题，提出了抚州农商银行理财产品营销策略改善，具体包 IV 括：（1）强化理财产品的品牌建设；（2）打造具有特色的高端个人理财服务；（3）加强 队伍建设；（4）根据客户定位转变营销方式。本文希望能够帮助抚州农商银行更好地满足 个人客户的理财服务需求，研发出适应这些客户需求的产品和服务，促进该分行个人理财 业务稳定、快速地进一步发展。 关键词：抚州农商银行；高端个人理财；营销 I Abstract In recent years, China's economy has developed rapidly, information technology has changed with each passing day, and the country's prosperity has also grown rapidly. The concept of financial management of our employees is also in a rapidly changing stage. More and more people are aware of the importance of financial management. All types of banks try their best to conquer the market. Especially at this stage, personal large and medium-sized customers have become the main source of personal profits for financial business, and large banks have begun to pay attention to the development and competition of this customer base. As long as we can get more customers, especially the middle and high-end customers, we can gain market competitiveness and seize market share. Therefore, To actively explore the mid-to-high-end customer market and design financial products and services based on the characteristics of this customer base, and carry out more accurate and detailed marketing planning and customer management, which will improve the asset structure and economic benefits of commercial banks.In the same way, it is great significant. In this paper, literature analysis and case analysis are used to analyze the problems and contradictions of Fuzhou rural commercial bank in the field of financial product marketing strategy. Through the analysis of financial products, brand positioning, product customers, service channels and other aspects of the actual situation, fully analyze the current problems and causes. At the same time, according to the actual situation, the corresponding optimization ideas and countermeasures are put forward, which provides a reference for solving the current problems. This article is divided into six parts. The first chapter is the introduction, which mainly introduces the research background and significance, the current research status at home and abroad, the research content and methods; the second chapter is the overview of financial products and marketing strategies, mainly including financial products, marketing strategies and financial marketing strategies, related theoretical basis; the third chapter is the current situation and existing problems of financial products of Fuzhou rural commercial bank, and analyzes the II existing problems. The current situation of financial products and marketing strategies of Fuzhou rural commercial bank, questionnaire survey on marketing strategies of personal financial services of Fuzhou rural commercial bank, and the existing problems of marketing strategies of financial products of Fuzhou rural commercial bank are pointed out; the fourth chapter is to analyze the marketing strategies of financial products of Fuzhou rural commercial bank, mainly including the analysis of customers of financial products is not in place, brand positioning is not accurate, and the production of financial products The fifth chapter is the improvement of financial products marketing strategy of Fuzhou rural commercial bank, including strengthening the brand construction of financial products, creating high-end personal financial services with characteristics, strengthening the team construction, and changing the marketing mode according to the customer positioning; the sixth chapter is the conclusion, mainly summarizing the full text. The research shows that the financial product marketing strategy of Fuzhou rural commercial bank has the following problems, mainly including: (1) the customer analysis of financial product is not in place; (2) the brand positioning is not accurate; (3) the product creation of financial product is not effective; (4) the professional service channel is not smooth enough. According to these problems, the paper puts forward the improvement of financial product marketing strategy of Fuzhou rural commercial bank, including (1) strengthen the brand building of financial products, (2) create high-end personal financial services with characteristics, (3) strengthen the team building, (4) change the marketing mode according to the customer positioning. This paper hopes to help Fuzhou rural commercial bank better meet the financial service needs of individual customers, develop products and services to meet the needs of these customers, and promote the stable and rapid development of the branch's personal financial business. Key words:Fuzhou rural commercial bank; high-end personal finance; marketing I 目 录 摘要 ................ III Abstract ................. I Catalog ............... IV 第1章 绪论 ........ 1 1.1选题背景及意义 ................... 1 1.1.1选题背景 .................... 1 1.1.2研究目的和意义 ........ 2 1.2文献综述 3 1.2.1国外研究综述 ............ 3 1.2.2国内研究综述 ............ 4 1.2.3 简要评述 ................... 6 1.3研究方法和研究内容 ........... 6 1.3.1研究方法 .................... 6 1.3.2研究内容 .................... 6 1.4研究思路 7 第2章 基本概念及相关理论概述 ... 8 2.1基本概念 8 2.1.1个人理财产品的概念 8 2.1.2高端客户的概念 ........ 8 2.1.3市场营销策略定义 .... 9 2.1.4金融营销策略定义及特征 ....................... 9 2.2相关理论基础 ..................... 10 2.2.1 4Ps理论 ................... 10 2.2.2营销组合理论 .......... 12 2.2.3市场细分理论 .......... 12 2.2.4金融创新理论 .......... 13 第3章 抚州农商银行理财产品的现状及存在的问题 14 II 3.1抚州农商银行简介 ............. 14 3.2抚州农商银行理财产品及其营销策略现状 .... 14 3.2.1理财产品简介 .......... 14 3.2.2理财产品营销策略的流程 ..................... 15 3.2.3理财产品分析 .......... 17 3.3抚州农商银行个人理财业务营销问卷调查 .... 19 3.3.1调查的构思 .............. 19 3.3.2问卷基本信息统计 .. 19 3.3.3客户购买理财情况统计 ......................... 20 3.4抚州农商银行理财产品营销策略存在的问题 21 3.4.1产品设计方面 .......... 21 3.4.2客户服务方面 .......... 22 3.4.3队伍建设方面 .......... 23