MBA学位论文
作者：韩佳忆
兰州银行兴华支行个人理财业务服务营销策略优化研究
兰州银行兴华支行个人理财业务服务营销策略优化研究
摘要
21世纪以来，随着中国国民经济的飞速发展，国内居民的财富不断增长，
居民的理财意识也随之不断提升，作为较为稳健的银行个人理财业务受到众多投
资者的青睐，各商业银行纷纷推出理财产品，经过20年的快速发展，中国银行
理财业务规模急速增长，2020年末达到了25.86万亿元，在中国整个资产管理市
场中占比达到第一。兰州银行作为城市商业银行，2012 年开始以“百合理财”
的品牌开展银行理财业务，经过多年的发展，兰州银行理财产品线渐渐丰富，得
到客户的认可。随着2018年“资管新规”“理财新规”的陆续出台，商业银行
理财业务都面临着业务转型、重塑服务形态的困境，兰州银行兴华支行在这种背
景下面临着理财业务转型与发展的压力，需要优化服务营销策略来进一步发展理
财业务。
本文对兰州兴华支行个人理财业务的现状、服务营销策略存在的问题及问题
产生的原因以7P营销理论为基础进行了分析，主要有产品同质化现象、理财产
品定价策略单一、营销渠道不畅、促销活动较为简单、理财人员专业素质待提升、
服务过程管理需进一步加强、有形展示不到位的问题。之后本文对兰州银行兴华
支行的宏观环境、同业竞争者、兰州银行兴华支行个人理财业务营销环境进行了
分析，通过问卷调查，对客户特征和需求进行了调查研究。根据STP理论对兰州
银行兴华支行理财业务进行了市场细分，确定了目标市场，进行了市场定位。最
后针对上述分析对兴华支行提出产品、价格、渠道、促销、人员、服务过程、有
形展示7个方面的服务营销优化策略，为了确保优化策略能够成功实施，分别从
人员、激励、服务、内控四个方面提出了服务营销优化策略的保障措施。
本文通过对兰州银行兴华支行个人理财业务服务营销策略的优化研究，一方
面支行可以为投资者提供更加便捷完善的个人理财业务服务，另一方面，对类似
商业银行个人理财业务的发展具有一定的参考价值。
关键词：商业银行，个人理财，服务营销策略优化
I
MBA学位论文
作者：韩佳忆
兰州银行兴华支行个人理财业务服务营销策略优化研究
RESEARCH ON MARKETING STRATEGY
OPTIMIZATION OF PERSONAL FINANCIAL
PRODUCT SERVICE OF LANZHOU BANK XINGHUA
BRANCH
Abstract
Since the 21st century, with the rapid development of China's national economy,
the wealth of
residents growing, residents' financial management consciousness is
rising, as more moderate bank personal finance business get the favour of many
investors, commercial Bankshave launched products, after 20years of rapid
development, the bank of China financial scale is growing rapidly, In 2020, it reached
25.86 trillion yuan, accounting for the first place in the entire asset management
market in China. As a city commercial bank, Bank of Lanzhou began to carry out
bank financial services under the brand of "Baihe Wealth Management" in 2012.
After years of development, Bank of Lanzhou's financial product line has gradually
enriched and won the recognition of customers. As the 2018 "information technology
new rules" and "financial management rules" developed, commercial bank financing
business are faced with the plight of business transformation, restore service form,
lanzhou xinghua branch also need in this context is facing pressure, financial business
transformation and development need to optimize the service marketing strategy to
further development of financial business.
Based on the 7P marketing theory, this paper analyzes the current situation of
lanzhou Xinghua Sub-branch's personal finance business, the problems existing in its
service marketing strategy and the causes of the problems. The main problems are the
homogenization of products, the pricing strategy of financial products needs to be
improved, the marketing channels are not smooth, the promotion activities are
relatively simple, the professional quality of financial personnel needs to be improved,
the service process management needs to be further strengthened, and the tangible
display is not in place. This paper analyzes the macro environment of Lanzhou Bank
XinghuaSub-branch,competitors ofthesameindustryandthe marketing
II
MBA学位论文
作者：韩佳忆
兰州银行兴华支行个人理财业务服务营销策略优化研究
environment of personal finance services of Lanzhou Bank Xinghua Sub-branch, and
analyzes customer characteristics and demands through questionnaire survey. Thus
according totheSTP theoryto thelanzhouxinghua branchsegments the
wealth-management business, determine the target market, market positioning, finally
based on the above analysis of xinghua branch product, price, channel, promotion,
personnel, tangible exhibition process optimization strategy seven aspects, to ensure
optimal strategy is successful, The safeguard measures are put forward from five
aspects: personnel, incentive, service, internal control and management.
This paper studies the optimization of personal finance service marketing of
Lanzhou Bank Xinghua Sub-branch. On the one hand, sub-branch can provide
investors with more convenient and perfect personal finance products and services.
On the other hand, it has certain reference value for the development of similar
commercial banks' personal finance services.
Keywords: commercial bank,personal finance,services marketing strategy op
timization
III