在传统金融行业受到互联网金融强大冲击的时代背景下，银行个人理财业务面临 着市场竞争加剧、产品创新度不足的问题，理财整体业务量下降严重，但随着中国经 济的发展，人们的消费能力有了稳步的提高，越来越多的个人客户希望以自有资产创 造更多的价值，这引起了资产增值市场需求的上涨，个人理财产品业务潜力巨大，中 国银行天津市分行在区域竞争中面临着不同的机遇与挑战。经过多年的发展，中国银 行的个人理财产品收益较为稳定，理财产品种类齐全，在广大客户中形成了一定的口 碑。当前整体宏观环境下的金融市场较以往更为活跃，相较于以往倾向于储蓄存款， 广大客户的理财意识开始增强，有利于推动个人理财业务发展，而加强的监管力度和 健康的金融环境可以为个人理财业务提供良好的发展空间，但随着个人理财产品市场 营销的竞争形势日趋严峻，不仅仅是同业，许多金融企业也觊觎着个人理财市场，个 人理财产品营销阶段还存在着许多的不足。本文旨在针对中国银行天津市分行在个人 理财产品营销策略方面存在的问题，结合互联网金融、传统商业银行互补的特点，提 出了对应的解决问题的方法和优化流程的方案。通过对中国银行天津市分行现状进行 分析，选取营销理论中的品牌、产品、渠道、关系和服务等五个角度，以 STP 理论为 基础，并将 7P 理论与 6C 理论结合的同时，优化了市场定位和品牌策略，并从产品 策略、促销和渠道、人员策略、过程策略等多个方面给出天津市分行个人理财产品的 具体营销策略。借鉴国内外学者先进的理论与思想，并从制度、人力和技术等三个方 面阐述个人理财营销策略实施的保障措施。经过研究分析，以定性分析和定量模型设 计方案。对优化中国银行天津市分行在个人理财产品营销方面提出了一定的意见和建 议，建议将中国银行天津市分行主要目标市场的选择定位于中端市场，以达到合理成 本下的效益最优化，最后结合中行天津市分行实际情况，尤其是在目标和原则上，提 出切实可行的实施计划，同时规划了传统银行业的未来发展和转型的途径。 关键词：中国银行；个人理财产品；营销策略III Abstract In the era of the traditional financial industry being strongly impacted by Internet finance, banks' personal wealth management business is facing increased market competition and insufficient product innovation. The overall volume of wealth management business has declined severely, but with the development of the Chinese economy, people's spending power With the steady improvement, more and more individual customers hope to create more value with their own assets, which has caused a rise in market demand for asset appreciation, and the potential of personal wealth management products business is huge. Bank of China Tianjin Branch is competing in the region Facing different opportunities and challenges. After years of development, Bank of China's personal wealth management product income has been relatively stable, with a wide range of wealth management products, and has formed a certain reputation among customers. Judging from the current situation, the macro environment of Bank of China Tianjin Branch is relatively optimistic. The gradual increase of residents' awareness of financial management is conducive to promoting the development of personal financial services. The strengthened supervision and healthy financial environment can provide personal financial services. It has a good development space, but as the competition situation of personal financial product marketing becomes more and more severe, not only the same industry, many financial companies are also holding the personal financial market. There are still many shortcomings in the personal financial product marketing stage. The purpose of this article is to address the problems in the marketing strategy of personal wealth management products of Bank of China Tianjin Branch, combined with the complementary characteristics of Internet finance and traditional commercial banks, and to propose corresponding solutions and optimization procedures. By analyzing the current situation of Bank of China Tianjin Branch, five angles of brand, product, channel, relationship and service in marketing theory are selected, based on the STP theory, and combining the 7P theory with the 6C theory to optimize the market Positioning and brand strategy, and specific marketing strategies for personal financial products of Tianjin BranchIV from product strategy, promotion and channel, personnel strategy, process strategy and other aspects. Drawing on the advanced theories and ideas of scholars at home and abroad, and elaborating the guarantee measures for the implementation of personal financial marketing strategies from three aspects: system, manpower and technology. After research and analysis, the scheme was designed with qualitative typing and quantitative model. Put forward certain opinions and suggestions on optimizing the marketing of personal wealth management products of Bank of China Tianjin Branch, and suggested that the selection of the main target market of Bank of China Tianjin Branch be positioned in the mid-market to optimize the benefits at a reasonable cost. Based on the actual situation of the Bank of China Tianjin Branch, especially in terms of goals and principles, a practical implementation plan is proposed, while the future development and transformation of the traditional banking industry are planned. Keywords：Bank of China；Personal Financial Products；Marketing Strategy目录 致谢.........................................................................................................................................I 摘要.......................................................................................................................................II Abstract................................................................................................................................ III 第 1 章 绪论..........................................................................................................................1 1.1 选题背景与研究意义..................................................................................................1 1.1.1 选题背景................................................................................................................1 1.1.2 研究意义................................................................................................................3 1.2 国内外研究现状..........................................................................................................4 1.2.1 国内研究现状........................................................................................................4 1.2.2 国外研究现状........................................................................................................5 1.2.3 国内外研究现状评述............................................................................................6 1.3 研究内容和技术路线..................................................................................................7 1.3.1 研究内容................................................................................................................7 1.3.2 技术路线................................................................................................................8 1.4 研究方法与创新点......................................................................................................8 1.4.1 研究方法................................................................................................................8 1.4.2 创新点....................................................................................................................9 第 2 章 相关概念与理论基础............................................................................................10 2.1 个人理财业务概述....................................................................................................10 2.1.1 个人理财业务的概念及其发展..........................................................................10 2.1.2 个人理财产品的分类..........................................................................................13 2.2 理论基础...................................................................................................................14 2.2.1 STP 理论..............................................................................................................14 2.2.2 7P 营销理论........................................................................................................ 15 2.2.3 6C 营销理论........................................................................................................17 第 3 章 中国银行天津市分行个人理财业务发展现状和问题分析................................19 3.1 中国银行天津市分行概述........................................................................................193.1.1 中国银行天津市分行简介.................................................................................19 3.1.2 中国银行天津市分行个人理财业务现状.........................................................20 3.2 个人理财产品营销策略存在的主要问题................................................................25 3.2.1 现有理财产品缺乏品牌特色.............................................................................25 3.2.2 现有理财产品同质化严重.................................................................................26 3.2.3 传统业务渠道营销成效较低.............................................................................27 3.2.4 现行体制缺乏完善理财流程和规划.................................................................29 3.2.5 高端客户缺乏且流失严重.................................................................................30 3.3 问题原因分析............................................................................................................32 3.3.1 理财产品市场定位不明确.................................................................................32 3.3.2 理财产品创新能力不足.....................................................................................32 3.3.3 理财营销机制不健全.........................................................................................33 3.3.4 营销团队专业程度不高.....................................................................................34 3.3.5 客户关系管理不完善.........................................................................................35 第 4 章 个人理财产品营销策略优化方案与模拟对比分析............................................37 4.1 优化方案....................................................................................................................37 4.1.1 市场定位与品牌建设.........................................................................................37 4.1.2 产品策略优化.....................................................................................................39 4.1.3 促销与渠道策略优化.........................................................................................42 4.1.4 人员策略优化.....................................................................................................44 4.1.5 过程策略优化.....................................................................................................45 4.2 保障措施模拟对比与预期效果分析........................................................................47 4.2.1 模拟对比分析.....................................................................................................47 4.2.2 预期效果分析.....................................................................................................47 第 5 章 个人理财产品营销策略优化方案实施计划与保障措施....................................50 5.1 实施计划....................................................................................................................50 5.1.1 实施原则与目标.................................................................................................50 5.1.2 实施程序与过程.................................................................................................515.2 保障措施....................................................................................................................52 5.2.1 制度保障.............................................................................................................52 5.2.2 人力保障.............................................................................................................53 5.2.3 技术保障.............................................................................................................54 第 6 章 结论与展望............................................................................................................55 6.1 结论............................................................................................................................55 6.2 不足与展望...............................................................................................................56