本文运用多种营销理论分析了浦发银行郑州分行理财产品的经营现状、存在的问题、
影响因素以及营销环境，通过对该银行理财产品营销现状的分析，指出其在产品、价格、
渠道、促销以及培训五个方面存在的问题，为后面建议的提出提供依据。运用 STP 策略
找准浦发银行郑州分行理财产品的市场定位，然后运用 7P 营销理论对理财产品的营销从
产品、价格、渠道、促销、过程、物质环境等方面提出营销策略，并为促进浦发银行郑州
分行理财产品营销提出了建议，包括：完善理财产品的信息披露机制、创新理财产品和品
牌、完善分销渠道、建设专业的营销团队、建立客户信息数据库等
本文在研究中，将多种营销理论联系浦发银行郑州分行的实际情况进行综合分析，全
面地对浦发银行郑州分行理财产品的营销进行分析探讨，找出了存在的问题，提出了相应
的营销策略，并提出了相关的确保营销策略实施的建议，这些策略和建议不仅对浦发银行
郑州分行理财产品的营销有促进作用，对同行业其他产品的营销也具有积极的参考意义
【关 键 词】：理财产品；营销；策略；浦发银行郑州分行西安理工大学工商管理硕士专业学位论文Title: Study on Financial Products Marketing Strategy of Spdb
Zhengzhou Branch
Major：MBA
Name：Pang Xiaofei Signature:
Supervisor：Associate Prof. Ma Quanen Signature:
Abstract
In recent years, Zhengzhou City has seen steady economic growth and residents‘ income
levels continue to be improved. With more money in hand, residents have higher requirement
for capital appreciation, causing rapid development of local RMB financial market. However,
there are problems in the process of development of financial market, greatly affecting sales of
financial products. The paper takes SPDB (Shanghai Pudong Development Bank) Zhengzhou
Branch as an example. Based on analysis on the sales of financial products of the bank, some
problems in marketing process are explored and discussed, and some feasible suggestions are
put forward based on the analysis. The research not only is helpful to improve marketing of
financial products of SPDB Zhengzhou Branch, but also has a certain reference value for
financial products marketing of other commercial banks.
A variety of marketing theory, this paper analyzed the SPDB Zhengzhou Branch financial
product management current situation and existing problems, influencing factors and the
marketing environment, through the analysis of the current situation of bank financial product
marketing, points out its in product, price, channel, promotion, and training problems in five
aspects, provide a basis for behind the proposal is put forward. Using the STP strategy for
SPDB Zhengzhou Branch financial product market positioning, and then by using the theory of
7 p marketing financial products marketing from product, price, channel, promotion, process,
physical environment and other aspects of marketing strategy, and to promote the SPDB
Zhengzhou Branch financial product marketing Suggestions were put forward, including:
perfecting the information disclosure mechanism of financial products, innovative financial
products and brands, perfecting the distribution channels, the construction of professional
marketing team, build customer information database, etc.
In the study, this paper will be a variety of marketing theory with the actual situation of
SPDB Zhengzhou Branch of comprehensive analysis, full of SPDB Zhengzhou Branch
financial product marketing analysis, finding out the existing problems, and puts forward theAbstractcorresponding marketing strategy, and puts forward some Suggestions related to ensure the
marketing strategy implementation, the strategies and Suggestions not only for SPDB
Zhengzhou Branch stimulates financial product marketing, marketing of other products in the
same industry also has a positive reference significance.
【Key words】: financial products; marketing; strategy; SPDB Zhengzhou Branch目 录目 录
1 绪论....... 1
1.1 选题背景及意义..... 1
1.1.1 研究背景........... 1
1.1.2 研究意义........... 1
1.2 研究内容与方法 ..... 2
1.2.1 研究内容........... 2
1.2.2 研究方法........... 3
1.2.3 研究思路........... 3
1.2.4 论文框架........... 4
2 相关理论综述... 6
2.1 国内外研究现状 ..... 6
2.1.1 国外研究现状... 6
2.1.2 国内研究现状... 7
2.2 PEST 分析理论 ....... 8
2.3 STP 理论...... 9
2.4 7P 营销理论 .......... 10
3 浦发银行郑州分行理财产品发展现状及存在的问题......... 12
3.1 浦发银行郑州分行概况... 12
3.2 浦发银行郑州分行个人理财业务经营现状....... 13
3.2.1 主要理财产品介绍.... 13
3.2.2 理财业务同其他银行比较.... 14
3.3 理财产品现行营销策略... 15
3.3.1 营销方式........ 15
3.3.2 具体营销活动 16
3.3.3 客户服务........ 16
3.4 理财产品营销中存在的问题....... 17
3.4.1 产品同质化严重，缺乏特色 17
3.4.2 缺乏完善的理财产品定价体系........ 18
3.4.3 网点扩张过快，营销渠道缺乏特色 19
3.4.4 理财产品促销活动缺乏吸引力........ 19
3.4.5 理财人员培训体系不够专业 20
4 浦发银行郑州分行理财产品营销环境分析. 21西安理工大学工商管理硕士专业学位论文4.1 宏观环境分析....... 21
4.1.1 经济因素......... 21
4.1.2 政治因素......... 24
4.1.3 科技因素......... 24。。。以上简介无排版格式，详细内容请下载查看
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