I
摘要
民生银行J支行个人理财产品营销策略研究
随着人们对于财产、安全、健康等要求的不断提升，银行个人理财业务快速发展
起来，日益在人们生活中占据了重要的地位，且得到社会各界的广泛关注和重视，而
银行个人理财产品自身也呈现出巨大的发展趋势。同时，个人理财业务也得到了社会
各界的广泛关注和学者的系统研究，然而，对于具体某个银行旗下的支行有针对性的
个人理财产品营销策略的研究却十分罕见
本文以民生银行J支行为研究对象，试图对其个人理财产品营销策略进行分析
民生银行具有优良的资产质量、灵活的管理经营机制、快速的增长、较强的盈利能力
和创新能力、高素质的人才队伍等独特的优势，但是，面对日益快速的经济发展和技
术进步以及金融产品的全球化、多元化、电子化的发展趋势，也将面临更多更新的机
遇和挑战，因此，民生银行J支行也需要在营销策略上借鉴发达国家及其他商业银行
的经验，不断创新经营理念和营销策略、完善营销模式，才能在激励的区域市场竞争
中立于不败之地
本文具体研究的过程中，主要对民生银行J支行营销现状及存在的问题展开剖析，
重点针对个人理财产品营销环境进行深度分析，基于STP理论的角度，提出民生银行
J支行个人理财产品营销策略制定具体措施，主要从打造良好的银行企业文化、实施营
销人才培养工程以及树立正确的营销观念三个方面展开，试图寻找出民生银行J支行
面临的机会和威胁，并分析其核心竞争力，提出完善民生银行J支行营销策略的对策
和阶级方案，以期对民生银行个人理财产品营销起到一定的借鉴和参考
关键词：
民生银行J支行，个人理财产品，营销策略，4P理论
III
Abstract
Personal Finance Product Marketing Strategy
on J Branch of Minsheng Bank
With the people in the property, safety and health requirements of the continuous
upgrading, the development of personal financial business bank, has occupied an important
position in people's life, and get extensive attention from all sectors of society, and the
personal financial products banks is also showing a trend of great. At the same time, personal
financial business has been systematically studied, and scholars wide attention from all
sectors of society. However, for a specific bank's branch of research for personal finance
product marketing strategy of is very rare.
In this paper, Minsheng bank J branch behavior research object, trying to analyze the
marketing strategy of personal financial products. Minsheng bank has excellent asset quality,
flexible management mechanism, rapid growth, strong profitability and innovation ability,
high-quality personnel and other unique advantages, but the face of the global development
trend of diversification, electronic increasingly rapid economic development and
technological progress and financial products, will also face more and more new
opportunities and challenges, therefore, Minsheng bank J branch also need to learn from the
experience of developed countries in the marketing strategy, innovation management and
marketing strategy, to improve the marketing mode, can be in an invincible position in the
market competition in the incentive.
In this paper, the specific research process, mainly on the Minsheng bank J branch in
the current marketing situation and analysis of the problems, and through in-depth analysis
of personal financial products marketing environment of Minsheng bank J branch, STP
theory based on the proposed Minsheng bank J branch personal financial product marketing
strategy to develop specific measures, mainly from building a good the bank enterprise
culture, marketing talent training project and set up the three aspects of the correct marketing
concept, trying to find out the Minsheng bank J branch facing opportunities and threats, and
to analyze its core competitiveness, improve the Minsheng bank J branch of marketing
strategy and Countermeasures in order to plan the class, a reference for marketing Minsheng
bank personal financial products.
Keywords:
J branch of Minsheng bank, Personal Financial Products, Marketing Strategy, 4P Theory
V
目录
第1章绪论 ...... 1
1.1选题背景 .. 1
1.2研究目的及意义 .. 2
1.3国内外研究现状 .. 3
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 ...... 6
1.4.1研究内容 ........ 6
1.4.2研究方法 ........ 8
1.5技术路线 .. 8
第2章相关理论与概念界定10
2.1金融产品的发展10
2.2STP营销理论 .... 10
2.34P营销策略理论 .......... 11
第3章民生银行J支行个人理财产品营销现状及问题分析 ........ 12
3.1民生银行J支行综合概况 ........ 12
3.2民生银行J支行个人理财产品营销管理现状13
3.2.1个人理财产品介绍 .. 13
3.2.2个人理财营销模式 .. 15
3.3民生银行J支行个人理财产品营销问题分析17
3.3.1现代营销管理创新意识落后 .......... 17
3.3.2理财产品的品牌认可度与宣传较缺乏 ..... 18
3.3.3理财营销人员缺乏 .. 18
VI
3.3.4团队各项指标考核任务较重 ......... 18
3.4成因剖析19
3.4.1内部成因 ...... 19
3.4.2外部成因 ...... 20
第4章民生银行J支行个人理财产品营销环境分析 ........ 22
4.1民生银行J支行个人理财产品宏观环境分析22
4.1.1政策与法律环境分析 ......... 22
4.1.2经济环境分析 .......... 22
4.1.3社会文化环境分析 . 22
4.1.4技术环境分析 .......... 23
4.2民生银行J支行个人理财产品微观环境分析 ... 23
4.2.1竞争者分析 .. 23
4.2.2市场供求关系状况分析 ..... 24
第5章基于STP的民生银行J支行营销策略制定 ........... 25
5.1个人理财产品营销策略市场定位 ....... 25
5.1.1民生银行J支行营销市场细分 ...... 25
5.1.2目标市场选择 .......... 26
5.1.3市场定位 ...... 26
5.2民生银行J支行个人理财产品营销策略 ........ 28
5.2.1设计创新型“定制”产品策略 ..... 28
5.2.2拓展多样化的渠道策略 ..... 30
5.2.3制定更多促销方式 . 30
5.2.4制定具有吸引力的定价(收益率)策略 ....... 32
第6章促进民生银行J支行营销策略实施的保障措施 .... 34
6.1重视人才培养与团队建设 ....... 34。