摘要
摘要
近年来，随着国内经济的持续增长，我国居民人均可支配收入也在不断增加，
加之银行业存款利率持续走低、政策完善驱使理财业务市场规范化发展、理财子公
司等理财机构的不断涌现导致的市场大环境的改变，国内投资者的个人理财需求也
随之不断增长。在银行业理财市场竞争愈发白热化的情况下，理财业务作为银行业
资金来源扩充的重要手段之一，得到了银行业越来越高的重视，如何优化理财产品
的市场营销来推动理财业务的高效发展成为我国各商业银行必须考虑的重要发展方
向。在有序的市场环境和持续扩张的市场需求的推动下，提升理财产品的市场占有
率逐渐成为银行业新的竞争方向。银行理财业务在我国经过十多年的发展，已初步
形成规模，截止 2021年年底，我国商业银行理财业务市场规模达到29万亿元，同
比增长 12.1%，全年新发行理财产品累计4.76万只，募资 122万亿元，为投资者创
收近万亿元。我国商业银行理财业务有着客户基数大，发展速度快的特点，但由于
理财业务在我国尚处于发展的萌芽期，加之近年来理财产品向净值化，开放式的结
构进行改变，以及保本型理财产品的逐步退市，使得国商行个人理财产品的营销面
临着巨大的挑战，政策的变动以及市场的突变使得各银行必须对个人理财产品的营
销策略进行相应的优化与完善。在市场发展方向发生重大改变的现有竞争局面之下，
我国商业银行理财产品的营销中还存在着如产品创新能力不足、营销渠道建设薄弱、
理财专业人才缺失等诸多问题，如何立足于区域市场投资者的实际理财需求，基于
产品、价格、渠道、促销、人员等方面推动理财产品的营销模式升级，将成为我国
商业银行需要解决的重要问题。
论文是以 J银行 X分行个人理财产品的营销为研究对象，通过 PEST外部环境分
析与 SWOT内部环境分析明确该行的理财产品营销的市场环境因素，再根据J银行
X分行内部数据对该行个人理财产品的营销现状进行总结，依据市场调查问卷等数
据资料分析出该行在个人理财产品营销过程中存在各种的问题，最后基于 STP理论、
7P服务营销理论提出 J银行X分行个人理财产品的市场营销策略优化改善方向及后
续的保障措施，为 J银行 X分行个人理财产品营销策略的完善提出建设性的意见。
关键词：商业银行营销策略个人理财产品
I
Abstract
Abstract
In recent years, the Chinese domestic economy has continued to rise, and the per capita
disposable income of Chinese residents has also continued to increase. In addition, the deposit
interest rate in the banking industry has continued to decline, the policy improvement has driven
the standardized development of the wealth management business market, and the continuous
emergence of wealth management subsidiaries and other wealth management institutions has led to
the market environment. With the change of domestic investors, the demand for personal financial
managementof domesticinvestorshas graduallyincreased.With theincreasinglyfierce
competition in the banking wealth management market, wealth management business, as one of the
important means to expand the source of funds in the banking industry, has received more and more
attention from the banking industry. How to optimize the marketing of wealth management products
to promote the growth of wealth management business Efficient development has become an
important development direction that commercial banks in my country must consider. Driven by an
orderly market environment and continuously expanding market demand, increasing the market
share of wealth management products has gradually become a new competitive direction in the
banking industry. After more than ten years of development in my country, the banking wealth
management business has initially formed a scale. By the end of 2021, the market size of the wealth
management business of commercial banks in my country reached 29 trillion yuan, a year-on-year
increase of 12.1%. A total of 47,600 wealth management products were newly issued throughout
the year, raising 122 trillion yuan, generating nearly one trillion yuan in income for investors.
However, the wealth management business is still in its infancy in my country. The wealth
management business of commercial banks in my country has the characteristics of a large customer
base and rapid development. In addition, in recent years, wealth management products have
changed to a net worth and open structure, and the capital-guaranteed wealth management products
have changed. The gradual delisting has brought great challenges to the marketing of personal
wealth management products of China Commercial Banks. The changes in policies and sudden
changes in the market make it necessary for banks to optimize and improve the marketing strategies
of personal wealth management products accordingly. Under the current competitive situation
where the market development direction has changed significantly, there are many problems in the
marketing of wealth management products of commercial banks in my country, such as insufficient
productinnovation capability,weakmarketing channelconstruction,andlack ofwealth
management professionals. Therefore, how to
II
Abstract
base itself on the regional market? Investors' actual wealth management needs, promoting the
upgrading of the marketing model of wealth management products based on products, prices,
channels, promotions, personnel, etc., will be an important problem to be solved by my country's
commercial banks.
The thesis takes the marketing of personal wealth management products of J Bank X Branch
as theresearch object.Through PEST externalenvironment analysisand SWOTinternal
environment analysis, the market environment factors of the bank's wealth management product
marketing are clarified. Summarize the marketing status of wealth management products, analyze
the various problems in the marketing process of personal wealth management products according
to market survey questionnaires and other data, and finally propose the market of personal wealth
management products of J Bank X Branch based on STP theory and 7P marketing theory. The
direction of marketing improvement and the follow-up safeguard measures provide constructive
suggestions for the optimization of the marketing strategy of personal wealth management products
of J Bank X Branch.
Keywords: Commercial Bank，Marketing Strategy，Personal Financial Products
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