1 摘要 随着个人理财市场的日渐成熟化，在商业银行的日常经营中，个人理财业务 所起到的作用越来越大。从某种程度上来说，做好个人理财产品的营销，不仅能 够使客户认可并接受理财产品，而且还能够拉动银行零售业务的快速发展。然而， 对于个人理财产品的营销，部分银行不够重视，导致营销中存在诸多问题，比如 产品缺乏创新、高素质的综合理财人员匮乏、理财服务质量差等，严重影响了客 户对银行机构的认可度和满意度，制约了银行经营效益的增长，因此，加强个人 理财产品营销策略的优化对银行的健康发展有着重要意义。 本文以A商业银行唐山分行为研究对象，首先对个人理财产品的具体特点及 其营销状况加以系统的论述。其次以唐山分行个人理财业务作为实际研究案例， 对唐山分行的个人理财产品和营销服务流程进行介绍，并对唐山分行市场细分现 状进行阐述，从产品结构、差异竞争、理财人员、服务质量四个方面描述唐山分 行个人理财产品营销现状中存在的问题。再次引入SERVQUAL量表与服务质量差 距模型对唐山分行服务质量、理财人员中存在的问题进行成因分析，同时引入S.T.P 营销理论对产品结构和差异竞争中存在的问题进行成因分析。最后基于S.T.P营销 理论和7Ps营销组合理论提出唐山分行产品与差异化竞争方面的营销策略建议， 基于服务利润链理论提出建立服务利润链管理体系、提升客户与员工满意度的优 化策略。对个人理财产品营销策略提出改进建议，其中包括产品差异化战略、完 善激励机制、营销渠道再设计。同时从制度、文化、服务培训与考核出发提出营 销策略实施保障措施。 本文通过对A商业银行唐山分行个人理财产品营销中存在的问题进行全面解 析，在参考了国内外商业银行开展的个人理财业务营销策略的基础上，为A商业 银行唐山分行在个人理财产品营销方面提出了科学的改进意见，具体研究内容为 政府部门以及同类金融机构提供了一定的参考，对商业银行推出和营销个人理财 产品有着重要的借鉴意义。 关键词：服务利润链；7Ps组合营销；服务差距模型 北京交通大学硕士专业学位论文 ABSTRACT 2 ABSTRACT As the personal wealth management market matures, the personal wealth management business plays an increasingly important role in the daily operations of commercial banks. To a certain extent, the marketing of personal wealth management products can not only enable customers to recognize and accept wealth management products, but also promote the rapid development of bank retail business. However, for the marketing of personal wealth management products, some banks do not pay enough attention, resulting in many problems in marketing, such as the lack of product innovation, the lack of high-quality integrated wealth management personnel, and poor quality of wealth management services, etc., which seriously affect the customer's recognition of banking institutions and satisfaction, restricting the growth of the bank's operating efficiency, therefore, strengthening the optimization of marketing strategies for personal wealth management products is of great significance to the healthy development of the bank. Based on the research object of Tangshan branch of A commercial bank, this article firstly systematically discusses the specific characteristics and marketing status of personal wealth management products. Secondly, taking the personal wealth management business of Tangshan Branch as an actual research case, it introduces the personal wealth management products and marketing service processes of Tangshan Branch, and explains the current market segmentation situation of Tangshan Branch, from product structure, differentiated competition, financial management personnel, and service quality. Each aspect describes the existing problems in the marketing of personal financial products of Tangshan Branch. Introduce the SERVQUAL scale and the service quality gap model again to analyze the causes of the problems in the service quality and financial management personnel of Tangshan Branch, and introduce the S.T.P marketing theory to analyze the causes of the problems in the product structure and differential competition. Finally, based on the S.T.P marketing theory and 7Ps marketing combination theory, Tangshan Branch puts forward marketing strategies for product and differentiated competition. Based on the service profit chain theory, it proposes an optimization strategy for establishing a service profit chain management system and improving customer and employee satisfaction. Provide suggestions for improving the marketing strategy of personal financial products, including product 北京交通大学硕士专业学位论文 ABSTRACT 3 differentiation strategies, improving the incentive system, and redesigning marketing channels. At the same time, from the perspective of system, culture, service training and assessment, the marketing strategy implementation guarantee measures are proposed. This article comprehensively analyzes the problems existing in the marketing of personal wealth management products of A Commercial Bank Tangshan Branch. Based on the reference to the marketing strategies of personal wealth management business carried out by domestic and foreign commercial banks, this article provides the marketing of personal financial products for A Commercial Bank Tangshan Branch. Suggestions for scientific improvement are put forward, and the specific research content provides a certain reference for government departments and similar financial institutions, and has important reference significance for commercial banks to launch and market personal wealth management products. KEYWORDS：Service Profit Chain; 7Ps Combined Marketing; Service Gap Model 北京交通大学硕士专业学位论文 目录 4 目录 摘要 .................................................................................................................................. 1 ABSTRACT ...................................................................................................................... 2 1 绪论 .............................................................................................................................. 1 1.1 研究背景及意义 .................................................................................................... 1 1.1.1 研究背景 ........................................................................................................ 1 1.1.2 选题意义 ........................................................................................................ 1 1.2 研究内容和框架 .................................................................................................... 2 1.2.1 研究内容 ........................................................................................................ 2 1.2.2 研究框架 ........................................................................................................ 3 1.3 研究方法及创新点 ................................................................................................ 4 1.3.1 研究方法 ........................................................................................................ 4 1.3.2 研究创新点 .................................................................................................... 4 2 相关理论基础与文献综述 .......................................................................................... 5 2.1 个人理财的概念界定 ............................................................................................ 5 2.1.1 个人理财产品的概念 .................................................................................... 5 2.1.2 个人理财产品的发展阶段 ............................................................................ 5 2.1.3 个人理财产品的种类与特点 ........................................................................ 6 2.2 支撑理论 ................................................................................................................ 8 2.2.1 S.T.P营销理论 ................................................................................................ 8 2.2.2 7Ps营销组合理论 ........................................................................................... 9 2.2.3 服务利润链理论 .......................................................................................... 11 2.3 国内外文献综述 .................................................................................................. 14 2.3.1 国外