专业学位硕士学位论文
工商银行 LN 分行个人金融业务营销策略研究
Research on Marketing Strategy of Personal Financial
Business of ICBC LN Branch
作 者 姓 名： 张婉莹
学科、 专业： 工商管理
学 号： 41811643
指 导 教 师： 尚勤
完 成 日 期：2022年5月22日
大连理工大学
Dalian University of Technology
大连理工大学学位论文独创性声明
作者郑重声明：所呈交的学位论文，是本人在导师的指导下进行研究
工作所取得的成果。尽我所知，除文中已经注明引用内容和致谢的地方外，
本论文不包含其他个人或集体已经发表的研究成果，也不包含其他已申请
学位或其他用途使用过的成果。与我一同工作的同志对本研究所做的贡献
均已在论文中做了明确的说明并表示了谢意。
若有不实之处，本人愿意承担相关法律责任。
学位论文题目： 工商银行LN 分行个人金融业务营销策略研究
作 者 签 名 ：日期： 2022 年 5 月 28 日
大连理工大学专业学位硕士学位论文
摘 要
随着我国经济的蓬勃发展，商业银行等金融企业发展飞速，市场需求变化更加激烈，
商业银行所开展的各类业务也展现出多样化发展的趋势。在商业银行的诸多业务之中，
个人金融业务因其面向的客户群体普遍、包含的业务类型丰富多彩、产品盈利水平高、
实际效果显著等特性，快速聚焦了各商业银行关注的目光。在诸多国有制商业银行之中，
工商银行的个人金融业务品种丰富、发展速度突飞猛进、营销系统管理完善，已是其各
类综合业务发展的关键支撑点。如今，伴随着网络金融的风靡，客户随时随地能够使用
手机、电脑等多媒体工具，轻轻松松完成网上汇款、网上消费、投资理财等业务的申请
与办理，商业银行传统模式的个人金融业务发展方式遭受到极大冲击性。怎样处理好对
内调节、对外开放之间的关系，制定出有效的个人金融业务营销策略，对推动我国商业
银行的发展，提升我国商业银行的竞争能力，有着十分关键的意义。
论文从个人金融业务的相关概念入手，运用市场营销的相关理论，以工行 LN 分行
个人金融业务的营销策略为研究对象，对其产品策略、价格策略、渠道策略等方面的现
状进行了分析。提出工行LN 分行个人金融业务营销策略中存在的客户分层不完善、产
品配置不到位、渠道建设不健全、宣传效果不明显这四个问题。结合宏观环境和微观环
境加以分析，提出了改进客户分层策略、产品策略、渠道策略以及促销策略的具体方案，
以促进工行LN 分行个人金融业务的营销开展，提升工行LN 分行的市场竞争力。
论文共分成六个部分：第一部分是绪论，介绍论文的研究背景、研究意义、国内外
研究综述，简要概括论文的研究内容和研究方法。第二部分是个人金融业务的相关概念
和理论基础，介绍了个人金融业务的定义、分类和特点以及个人金融业务营销的相关理
论。第三部分是工行 LN 分行个人金融业务营销现状分析，介绍了工行 LN 分行的公司
概况、个人金融业务概况以及营销策略现状，提出营销存在的问题并分析原因。第四部
分是对工行LN 分行个人金融业务营销的宏观环境及微观环境分析。第五部分是工行LN
分行个人金融业务营销策略的具体改进方案。第六部分是工行 LN 分行个人金融业务营
销策略的保障措施。最后是对工行 LN 分行个人金融业务营销策略研究的结论和展望。
关键词：工商银行；个人金融；营销策略
- I -工商银行 LN 分行个人金融业务营销策略研究
Research on Marketing Strategy of Personal Financial
Business of ICBC LN Branch
Abstract
With the rapid development of China;s economy, commercial banks and other financial
enterprises are developing rapidly, and the marketing requirements are changing violently.
Tremendous of business carried out by commercial banks diversified development trends.
Among the various businesses of commercial banks, Personal Financial Business sparked due
to its characteristics of widespread customer groups, diversified business types, high product
profitability and significant practical effects. Among the state-owned commercial banks,
Personal Financial Services of ICBC are rich in variety, rapid in development and perfect in
marketing system management, which has become the supporting point for the development of
its various comprehensive businesses. With the popularity of network finance, customers can
handle the business like remittance online, spending online and investment by mobile phones,
computers and other multimedia tools. Personal Financial Business of traditional commercial
banks has suffered. How to deal with the relationship between the internal adjustment and
opening up, and develop an effective marketing strategy have a vital significance for
developing and enhancing competitiveness of commercial Banks of China.
This thesis starts with the relevant concepts of personal finance business, uses the
relevant theories of marketing, takes the marketing strategy of personal finance business of
ICBC LN Branch as the research object, and analyzes the status quo of its product strategy,
price strategy, channel strategy and other aspects. This thesis puts forward four problems in
the marketing strategy of personal financial business of ICBC LN Branch: imperfect customer
stratification, inadequate product configuration, imperfect channel construction and
ineffective publicity effect. Combined with the analysis of the macro and micro environment,
this paper puts forward specific plans to improve customer stratification strategy, product
strategy, channel strategy and promotion strategy, so as to promote the marketing of personal
financial business of ICBC LN Branch and enhance its market competitiveness.
The thesis is divided into six parts: The first part is the introduction, which introduces the
research background, research significance, domestic and foreign research overview, and
briefly summarizes the research content and research methods of the thesis. The second part is
the related concepts and theoretical basis of personal financial business, introducing the
definition, classification and characteristics of personal financial business and the relevant
theories of personal financial business marketing. The third part is the analysis of the current
- II - 大连理工大学专业学位硕士学位论文
marketing situation of personal finance business of ICBC LN Branch. It introduces the
company profile, personal finance business profile and marketing strategy status quo of ICBC
LN Branch, puts forward the existing marketing problems and analyzes the reasons. The
fourth part is the analysis of the macro and micro environment of individual financial business
marketing of ICBC LN Branch. The fifth part is the specific improvement plan of personal
finance business marketing strategy of ICBC LN Branch. The sixth part is the guarantee
measures of personal finance business marketing strategy of ICBC LN Branch. The last part
is the conclusion and expectation of the research on the marketing strategy of Personal
Financial Business of ICBC LN Branch.
Key Words：ICBC; Personal Financial; Marketing Strategy
- III -