个人理财产品也逐渐从低水平的同质产品竞争转变为创新能力的竞争。尤其是随
着“余额宝”等互联网理财产品的崛起，使得传统商业银行更是面临着前所未有
的机遇与挑战。正是因为看准了个人理财客户群体庞大，市场需求巨大，发展潜
力无限，所以各家商业银行纷纷出招，试图通过丰富理财产品种类，提升发行速
度，拓展发行渠道，争取在个人理财市场中占据一席之地
本文首先分析了中国工商银行个人理财业务现状，然后运用企业战略管理、
市场营销的基本理论和方法，分析了工行宝清支行个人理财业务营销现状，并对
工行宝清支行个人理财产品营销中存在的问题进行了研究。运用 SWOT 分析
法，得出工行宝清支行个人理财业务目前所具有的优势、劣势、机会和威胁。针
对所存在的问题，本文运用确定目标市场、市场细分的方法，设计了工行宝清支
行个人理财产品营销组合策略，包括产品、客户价值管理、服务渠道创新和促销
策略等。最后，对前面提到的营销策略提出如何进行营销风险控制
本文以工行宝清支行为研究对象，以探索切实可行的个人理财营销策略为目
标，通过深入分析该行个人理财业务营销现状和存在的问题，在产品创新、客户
管理策略、服务渠道创新和促销策略四个方面提出了改进工行宝清支行个人理财
产品营销策略的建议。通过加强个人理财产品营销，深入开发宝清地区个人客户
市场，培育优质个人客户群体，改变以利差收入为主的增长方式，改善业务结
构，实现收入多元化，扩大市场份额、获得更大利润，增强市场竞争力。把完整
的营销理论应用到实际工作当中，为确保工行宝清支行在金融业的大竞争中立于
不败之地保驾护航
本文旨在运用企业战略管理、市场营销的基本理论和方法分析工行宝清支行
个人理财业务现状以及在产品营销过程中存在的问题。通过确定目标市场、市场
细分和定位，摸索出适合工行宝清支行现状的个人理财营销组合策略，为工行宝
清支行拓展个人客户市场，培育优质个人客户群体提供具有可操作性，并且行之- II-
有效的营销建议
关键词 工商银行；个人理财业务；营销策略-I II-
Study on the Marketing Strategy of Personal Financing
Business of ICBC Baoqing Branch
Abstract
With China&39;s sustained economic growth, increasing wealth of residents,
residents personal assets and increase the value of the idea of the increasingly strong,
so many people will look at the personal financial products, which makes the
personal financial products of commercial banks in China have developed rapidly.
2012, China&39;s commercial banks issued 21251 personal financial products, the issue
size reached 24 trillion and 710 billion yuan, compared with 2011 increased by
45.44%. Personal financial products are also gradually from the low level of
homogeneous product competition into the competition of innovative ability.
Especially with the rise of the balance of treasure and other Internet financial
products, making the traditional commercial banks are facing unprecedented
opportunities and challenges. It is because of certain personal finance a large
customer base, market demand is huge, development potential, so that commercial
banks have moves, trying to enrich the type of financial products, improve the speed
issue, expand distribution channels, to occupy a place in the personal financial
market.
This paper first analyzes the current situation of personal financial services
ICBC, and then use the basic theories and methods of enterprise strategic
management and marketing, analyzes the current situation of marketing of personal
financial business of ICBC Baoqing branch, Baoqing branch of ICBC and the
existing problems in the marketing of personal financial products is studied. By using
the SWOT analysis, the advantages, disadvantages, opportunities and threats of the
personal financial management business of ICBC Baoqing branch are obtained. In
view of the existing problems, this paper uses the method to determine the target
market, market segmentation, the design of the Baoqing branch of ICBC personal
financial product marketing strategy, including product, pricing, channel and
promotion strategy, service innovation. At last, it puts forward how to carry on the
marketing risk control to the mentioned marketing strategy.-I V-
In this paper, ICBC Baoqing branch as the research object, personal finance
marketing strategy in order to explore the practical goal, through in-depth analysis of
the personal financial business marketing situation and existing problems in four
aspects of product innovation, reasonable price, innovative service channels and
promotion strategies were put forward to improve the ICBC Baoqing branch personal
financial products marketing strategy recommendations. By strengthening the
personal financial product marketing, individual customer market development in
Baoqing area, cultivating high quality of individual customers, change in spreads
income growth, improve the business structure, revenue diversification, expand
market share and obtain more profits, and enhance market competitiveness. The
application of integrated marketing theory to the practical work, to ensure that the
Baoqing branch of ICBC competition in the financial industry in an invincible
position escort.
This paper aims to apply the basic theories and methods of strategic
management and marketing to analyze the current situation of personal financing
business of ICBC Baoqing branch and the problems existing in the process of
marketing. By determining the target market, market segmentation and positioning,
develop marketing strategies of personal finance portfolio for the Baoqing branch of
ICBC status, expand the individual customer market for ICBC Baoqing branch,
provide operable to cultivate high-quality personal customer groups, and the
effective marketing suggestions.
Keywords Industrial and commercial bank, personal financing business, marketing
strategy目 录
摘要...I
Abstract .......... III
第 1 章 绪论....1
1.1 研究背景 1
1.2 研究目的与意义 2
1.2.1 研究目的..... 2
1.2.2 研究意义..... 2
1.3 国内外研究现状 2
1.3.1 国外研究现状......... 3
1.3.2 国内研究现状......... 5
1.4 研究内容与研究方法.... 7
1.4.1 研究内容..... 7
1.4.2 研究方法..... 8
1.4.3 技术路线..... 8
第 2 章 工行
==>>