摘
要
摘要
随着时代的进步，各类产品百花齐放，同样各大银行的金融储蓄产品也是百
家争鸣，进而客户的选择空间大大增加。在这种时代背景下，哪家银行能迅速跟
上时代的发展并且快速抓住机遇，快速发展壮大自己，才能快速的占领市场，保
持占有率，才能得到更好的发展空间，蒸蒸日上。
一直以来 H银行河北省分行的个人储蓄业务发展形式较好，个人储蓄业务是
H银行河北省分行的主营的业务之一。个人储蓄业务在提高银行的中间业务收入
的同时也可以为银行获得大量的客户资源，同时可以增加客户对银行的认可度、
增加客户的信赖度，在无形中获得更多的收益。这几年由于宏观调控及疫情影响
的原因，市场经济增长较为缓慢，同时互联网金融的快速发展，各类互联网金融
产品也是百花争艳，在此背景下 H银行河北省分行个人储蓄业务受到了强烈冲击，
面临着巨大挑战。
本文通过选取 H银行河北省分行的个人储蓄业务作为研究对象，分析了 H银
行河北省分行的个人储蓄业务现在的营销状况，通过调查问卷的方式寻找影响H
银行河北省分行个人储蓄业务发展的因素；找到影响因素后，进行具体的分析得
出调查结论；根据结论提出 H银行河北省分行个人储蓄业务营销策略的建议，最
后提出 H银行河北省分行个人储蓄业务营销策略实施的保证措施。
关键词：H银行；个人储蓄；营销策略
Abstract
Abstract
With the progress of the times, a hundred flowers bloom in all kinds of products.
Similarly, the financial savings products of major banks are also competing, and the
choice space of customers is greatly increased. Under this background, which bank can
quickly keep up with the development of the times, seize the opportunity, develop and
expand itself rapidly, so as to quickly occupy the market, maintain the share, get better
development space and prosper day by day.
For a long time, the personal savings business of Hebei Branch of Bank H has
developed well. Personal savings business is one of the main businesses of Hebei
Branch of bank H. Personal savings business can not only improve the intermediate
business income of the bank, but also obtain a large number of customer resources for
the bank. At the same time, it can increase customers' recognition of the bank, increase
customers' trust, and obtain more benefits virtually. In recent years, due to the reasons of
macro-control and the impact ofthe epidemic, the growth of market economy is
relatively slow. At the same time, with the rapid development of Internet finance, all
kinds of Internet financial products are blooming. Under this background, the personal
savings business of Hebei Branch of Bank H has been strongly impacted and faced with
great challenges.
By selecting the personal savings business of Hebei Branch of bank h as the
research object, this thesis analyzes the current marketing situation of personal savings
businessof HebeiBranch ofBankH, andlooksfor thefactorsaffecting the
development of personal savings business of Hebei Branch of Bank H by means of
questionnaire; After finding the influencing factors, conduct specific analysis and draw
the investigation conclusion; According to the conclusion, this thesis puts forward some
suggestions on the marketing strategy of personal savings business of Hebei Branch of
Bank H, and finally puts forward the guarantee measures for the implementation of the
marketing strategy of personal savings business of Hebei Branch of bank H.
Keywords: { H bank, Personal savings, Marketing strategy}
目
录
目录
第一章绪论..............1
一、选题的背景和意义 ................. 1
（一）选题的背景 .............. 1
（二）选题的意义 .............. 2
二、研究现状 ................... 2
（一）国外研究现状 ................. 2
（二）国内研究现状 ................. 3
（三）研究现状综述 ................. 4
三、研究内容及其方法 ................. 5
（一）研究内容 .................. 5
（二）研究方法 .................. 7
第二章相关概念及理论基础................ 8
一、相关概念 ................... 8
（一）个人储蓄 .................. 8
（二）营销的概念界定 ............. 8
（三）服务营销的概念界定 ............ 8
二、理论基础 ................... 9
（一）客户购买意向 ................. 9
（二）7Ps营销策略理论 ............... 12
（三）STP营销理论 ............... 13
第三章H银行河北省分行个人储蓄业务营销现状分析..... 15
一、H银行河北省分行概况 .............. 15
二、个人储蓄业务内外部环境分析 ......... 15
（一）自身优势分析 ............... 15
（二）自身劣势分析 ............... 17
（三）外部环境机遇分析 .............. 17
（四）外部环境威胁分析 .............. 19
（五）个人储蓄业务自身及内外环境分析总结 ...... 19
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