学位论文原创性声明
本人所提交的学位论文《X银行个人理财业务营销策略研究》，是在导师的指导下，
独立进行研究工作所取得的原创性成果。除文中已经注明引用的内容外，本论文不包含
任何其他个人或集体已经发表或撰写过的研究成果。对本文的研究作出重要贡献的个人
和集体，均已在文中标明。
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论文作者（签名）：
指导教师（签名）：
2022年 5月 15日
2022年 5月 15日
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论文作者（签名）：
指导教师（签名）：
2022年 5月 15日
2022年 5月 15日

摘要
近年我国的经济发展水平不断提高，经济增长态势稳定，人均可支配收入也随之提
高。2020年我国国内生产总值 1015986亿元，GDP总量首次超过 100万亿元；全国居
民人均可支配收入 32189元，比上年名义增长 4.7%。居民可支配收入的增加，使得投
资理财的需求日益增高，传统意义上的定期储蓄无法满足人们对资产增值保值的要求。
X银行是石家庄资格较老的银行之一，其个人理财业务的发展速度较慢，与其当地
经济增长速度不相匹配。为了挖掘 X银行个人理财业务增长潜力，帮助其实现理财业务
的良好发展。本文以 X银行为例，首先阐述了以 X银行银行个人理财业务营销策略为
主题研究的背景、目的和意义，并分别对国内外个人理财业务的发展情况和研究现状进
行了介绍；其次对 X银行个人理财产品营销概况进行介绍，过渡到对其理财业务发展的
SWOT分析，然后对 X银行个人理财业务营销过程中发现的问题进行分析，总结出其
个人理财业务考核机制落后、基层缺乏专业的理财经理、理财产品收益率低、营销模式
落后等问题，并在此基础上研究分析，最后提出符合 X银行业务发展需求的营销策略方
案。以期为提高 X银行个人理财产品营销提供决策参考，并为我国商业银行个人理财产
品开发、销售提供借鉴。
关键词：X银行；个人理财；营销策略
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Abstract
In recent years, China's economic development has been improving with a stable
economic growth trend and an increasing per ca pita disposable income. In 2020, China's
GDP reached 10,1598.6 trillion yuan, exceeding 100 trillion yuan for the first time. China's
per ca pita disposable income reached 32,189 yuan, a nominal increase of 4.7% over the
previous year. With the increase of residents' disposable income, the demand for investment
and financial management is increasing day by day, therefore the regular savings in the
traditional sense cannot meet people's requirements for asset appreciation and maintenance.
Agriculture Bank of China X Branch is one of the oldest branches in Shijiazhuang, and
its personal financing business has grown at a low pace that does not match the local
economic growth. In order to tap the growth potential of the personal financing business, and
help it achieve sound development of personal financing business. Taking Agriculture Bank of
China X Branch as an example, this paper first elaborates the background, purpose and
significance of the research on the marketing strategy of personal financing business, and
introduces the development and research status of personal financing business at home and
abroad. Secondly, it introduces the general situation of personal finance product marketing
and then makes a SWOT analysis on the development of its finance business. Then, it
analyzes the problems in the process of personal financial business marketing, and finally
reaches a conclusion that the assessment of personal financing business is backward, the
grass-roots level lacks professional money managers, the profit of financial products remains
low, and the marketing model is backward. Based on the research analysis, the paper finally
puts forward marketing strategies to meet the demand of the branch for business
development.In order to provide decision-making reference for improving the sales of
personal financial products of Agriculture Bank of China X Branch, and provide reference for
the development and sales of personal financial products of commercial banks in China.
Keywords: X Bank.Personal Financial Products.Marketing strategy.
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