中国农业银行山南分行自成立以来，发展十分迅速，在当地取得了傲人的成 绩，为地处偏远的山南市的金融发展作出了重要贡献。然而，2015 至 2017 年， 山南分行的个人理财业务增长出现了拐点。其中，作为山南分行热销的“安心得 利”和“本利丰”两大理财产品均出现了不同程度的下滑，这在 2015 年度数据 上体现尤其明显。银行业内普遍认识到，个人理财业务的发展是商业银行未来发 展的重要方向，能否发展好个人理财业务，关系到银行的命运。因此，山南分行 的个人理财业务指标反映出的问题牵动着农行人的心。 中国农业银行山南分行坐落于地级市，属二级分行。农行是山南市发展最早， 渗透最广的金融机构。至今为止，农行在该市已经建立 76 处分支机构，其银行 网点延申至各乡。因此，较之于其他金融机构，农行在当地拥有着最为广大的客 户基础和市场占有率，然而这一原本的市场地位正在逐渐丧失。面对个人理财业 务的业绩指标下滑的现象，农行在区分行层面推出了多个营销方案，如“普惠营 销”、“客户分层营销”和“新品试点营销”等力图能够通过自上而下的安排激活 业务板块的活力，扭转业绩下滑的颓势。然而，本文认为真正的问题尚未被发现， 这就是本文写作的主要目标和动力。 本文在对山南分行个人理财业务发展现状进行梳理的基础上，分析了业绩下 滑背后的营销策略上的问题，并系统地分析了问题背后的原因。结合相关理论， 如“7P”、“4C”和“CSD”营销理论，全方位制定出营销策略的优化措施。本文 认为，营销策略可执行性差，客户体验总体评价差，营销部门联动性弱，缺乏先 进的营销方式。在此之后，根据相关理论以及实务经验，本文提出了营销策略的 改进措施：建立以低风险理财产品为主的多元产品体系，建立银行客户长期战略 伙伴关系，打造全新的客户体验和员工体验，形成健全而科学的渠道管理体系。 关键词：商业银行；个人理财业务；营销策略II Abstract Since its establishment, the Agricultural Bank of China Shannan Branch has developed rapidly and achieved remarkable results in the local area, making an important contribution to the financial development of the remote and remote Shannan area. However, from2015 to 2017, the growth of personal wealthmanagement business of Shannan Branch showed an inflection point. Among them, as the sales of Shannan Branch's Safety and Benefit and Ben Lifeng two financial products have experienced varying degrees of decline, which is particularly evident in the 2015 data. The personal wealth management business represents the future of commercial banks, which has become the consensus of the banking industry. Therefore, the serious decline in the personal wealth management business indicators of Shannan Branch affects the hearts of every agricultural banker.Shannan Branch of Agricultural Bank of China is a second-level branch because it is located in a prefecture-level city. Agricultural Bank of China is the earliest and most invasive in the Shannan area. So far, ABC has established76branchesintheregion,anditsbankoutletshavebeenextendedtovarious townships. Therefore, compared with other financial institutions, ABC has the most extensive customer base and market share in the local area, but this original market position is gradually losing. In the face of the decline in the performance indicators of personal wealth management business, ABC has launched a number of marketing programs at the head office level, such as “inclusive marketing”, “customer stratified marketing” and “new product pilot marketing”, which are able to pass top-down The arrangement activates the vitality of the business sector and reverses the decline in performance. However, this article believes that the real problem has not yet been discovered. This is the main goal and motivation of this article. Based on the analysis of the current situation of Shannan Branch, this paper points out the marketing level problems reflected by the decline of marketing data, and attempts to analyze the causes of the problems. In combination with the marketing theories mastered in this MBA, such as 7P, 4Cand CSD marketing theory, the marketing improvement strategy is proposed. This paper believes that the problems reflected by the decline of retail business in Shannan Branch are: low execution of marketing strategy, poor customer experience evaluation, insufficient linkage marketing, and backward marketing methods and channels.According to the marketing concept of “7P” marketing theory, focusing on people, products, channels, andIII customer relationships emphasized by “CSD” and customer status emphasized by “4C”, this paper proposes a marketing improvement strategy: creating a new customer experience and employees. Experience, establish a long-term strategic partnership with bank customers, establish a synergistic mechanism for precision marketing and fine management, and establish a multi-product system based on low-risk wealth management. Keywords: Commercialbanks；Personalwealthmanagementbusiness；Marketing StrategyIV 目 录 摘要 ...........................................................I Abstract .......................................................II 1 绪论 ..........................................................1 1.1 选题背景及意义 ............................................1 1.2 文献综述...................................................2 1.2.1 商业银行个人理财业务的相关研究.........................2 1.2.3 文献总结与述评.........................................7 1.3 研究内容及其框架...........................................8 1.3.1 研究内容...............................................8 1.3.2 研究框架...............................................9 1.4 研究方法..................................................10 2 相关理论基础 .................................................11 2.1 商业银行个人理财业务理论..................................11 2.2 市场营销理论..............................................12 2.2.1 “7P”营销理论 .......................................12 2.2.2 “4C”营销理论 .......................................13 2.2.3 CSD 客户满意度理论....................................13 3 农业银行山南分行个人理财业务营销现状 .........................15 3.1 农业银行山南分行概况......................................15 3.2 农业银行山南分行个人理财业务近五年销售指标分析............17 3.3 农业银行山南分行个人理财业务营销策略现状..................18 4 农业银行山南分行个人理财业务营销策略存在的问题及原因 .........20 4.1 农业银行山南分行个人理财业务营销策略存在的问题............20 4.1.1 个人理财业务产品策略问题..............................20 4.1.2 个人理财业务客户策略问题..............................21 4.1.3 个人理财业务促销策略问题..............................23 4.1.4 个人理财业务渠道策略问题..............................25 4.2 农业银行山南分行个人理财业务营销策略存在问题的原因分析....26 4.2.1 个人理财业务产品策略问题的原因........................26V 4.2.2 个人理财业务客户策略问题的原因........................28 4.2.3 个人理财业务促销策略问题的原因........................28 4.2.4 个人理财业务渠道策略问题的原因........................30 5 山南分行个人理财业务营销策略的改进及保障措施..................31 5.1 山南分行个人理财业务改进措施..............................31 5.1.1 山南分行个人理财业务产品策略改进措施..................31 5.1.2 山南分行个人理财业务客户策略改进措施..................32 5.1.3 山南分行个人理财业务促销策略改进措施..................34 5.1.4 山南分行个人理财业务渠道策略改进措施..................35 5.2 个人理财业务营销策略改进的保障措施........................37 5.2.1 银行内部的保障措施....................................37 5.2.2 银行外部的保障措施....................................38 6 研究结论与展望 ...............................................40 6.1 研究结论..................................................40 6.2 未来研究展望..............................................41