中国工商银行 B支行个人中高端客户营销策略优化研究
摘
要
2021年，我国国内生产总值规模首次突破 17万亿大关，国民经济与居民人均收入
取得大跨步飞跃式发展，商业银行制度体系逐步完善，财富客户数量日益庞大，加速了
银行业践行个人零售业务战略转型发展的进程。中国工商银行 B支行自去年重新组建以
来，始终致力于发展个人金融零售业务，在个人中高端客户的拓展上取得了一定进展，
但与其他支行相比仍有较大差距，主要表现为：客群数量少、增速慢，主要原因是在日
常营销中运用的中高端客户营销策略存在系列问题，掣肘支行业务全面发展。因此，B
支行下一步工作重点应基于当前支行营销现状，分析存在问题及其产生的原因，持续推
进营销策略的优化完善，为助力个人中高端客户拓展维护工作夯实基础、筑牢根基。
本文从中国工商银行 B支行个人中高端客户的业务发展入手，通过客户问卷调查和
员工交流访谈方式有效掌握客户和员工反馈的第一手资料，对其目前采取营销策略中的
不足进行了全面分析，结合 7P理论分析总结原因并有针对性提出营销组合策略优化建
议方案。在探讨优化策略过程中，将所学相关理论加以运用，并与问卷访谈结果相融合，
为 B支行中高端客户提升和同业研究提供有益经验和参考。
经调研分析，本文提出具体策略优化措施，即创新互联网金融产品策略，差异化利
率和费率价格策略，搭建场景建设渠道策略，建立综合权益平台促销策略，调动青年员
工积极性人员策略，制定标准化制度过程策略和延伸新媒体触角有形展示策略。伴随个
人中高端客户逐步成为银行客群的中坚力量，B支行应根据金融市场环境变化不断调整
改进营销策略方案，聚焦客户日益丰富的多元化需求，探索建立针对个人中高端客户专
属的综合服务体系，在巩固支行快速发展成果的同时稳步推进经营业绩高质量提升。
关键词：商业银行；个人中高端客户；营销策略；营销策略优化
I
Abstract
Abstract
More than 40 years of reform and opening up, the national economy and per capita
income have taken a giant leap forward, the commercial banking system is gradually
improving, the number of wealthy clients is increasing, accelerated the transformation and
development of the banking industry's big retail strategy. In 2021, GDP size exceeds $17
trillion for the first time, further narrowing of the gap with US GDP, mid-to-high-end personal
customers are becoming the backbone of the bank's customer base. To consolidate the rapid
growth of commercial banks while steadily promoting high quality improvement in business
performance, in recent years,commercial banks continue to innovate theirmarketing
strategies for mid-to-high-end customers, focusing on the increasingly rich and diverse needs
of customers, explore the establishment of an integrated service system dedicated to personal
mid- to high-end customers.
Since its re-formation last year, ICBC Sub-branch B has been committed to developing
its personal finance retail business, made some progress in the expansion of personal
mid-to-high-end customers, however, there is still a big gap compared to other branches, the
main manifestations of this are the small number and the slow growth rate of clientele, The
main reason is that there are a series of problems with the marketing strategies used in the
daily marketing of personal mid-to-high-end customers, which hinder the overall development
of the branch's business. Therefore, the next step for Branch B should focus on the current
marketing situation of the branch, analyse the existing problems and their causes, continue to
promote the optimization and improvement of marketing strategies, so as to strengthen the
foundation and build a firm foundation for the development and maintenance of personal
mid-to-high-end customers.
This thesis starts from the business development of the personal mid-to-high-end
customers of ICBC Branch B. It effectively grasps the first-hand information from customers
and staff feedback through customer questionnaires and staff communication interviews,
conducts a comprehensive analysis of the shortcomings in its current marketing strategy,
summarizes the reasons and puts forward targeted suggestions for optimizing the marketing
mix strategy by combining the 7P theory. In the process of exploring the optimization strategy,
this thesis applies the relevant theories learnt and integrates them with the questionnaire
interview results to provide useful experience and reference for the mid- to high-end customer
enhancement of Branch B and peer research.
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中国工商银行 B支行个人中高端客户营销策略优化研究
Key Words: Commercial bank; Personal mid-to-high-end customers; Marketing strategy;
Optimization of marketing strategies
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