目前，商业银行所面临的外部运营环境不断变化，竞争不断加剧，对于银行 机构来说，获得的优质客户越多，则象征着其在激烈的竞争之中获得绝对优势。 2018 年正值银行理财业务转型发展的开局之年，银行理财产品净值化转型压力剧 增，城乡居民对银行理财产品的需求不断升级，挑战与机遇并存。银行理财业务 是“银行中的银行”，需要兼顾资产和负债的运营管理，有更高的专业性，同时 也加大了营销难度，并且随着利率逐渐朝市场化方向发展，理财业务势必会发展 为银行提升收益的主要业务。所以，对银行理财业务的服务营销展开深入探讨是 目前银行提高自身收入水平的重要举措。营销活动是否能够创造价值很大程度由 其对优质客户提供的服务所决定，实践证明，尽管银行优质客户占比仅仅为 20%， 但是由此获得的收益占比却高达 80%，怎样凭借自身服务营销来吸引优质客户， 这便是现阶段商业银行亟待解决的难题。 现如今，地方性商业银行、国有银行以及网络金融均取得快速发展，导致银 行业的竞争不断加剧，迄今为止，邮储银行已经正式挂牌成立 10 年之久，逐渐发 展为国内经济领域举足轻重的金融力量，这不仅是一次空前绝后的机遇，同时也 是一次重大的挑战。邮储银行百年邮政的企业形象深入人心，但银行品牌塑造仍 不如其它商业银行；邮储银行“服务三农、服务小微”积累了深厚的零售客户资 源，但内部资源整合不足；邮储银行理财业务发展较快，有较好的市场份额，并 形成良好的口碑，但金融脱媒，利率市场化等环境变化为银行中间业务收入提出 更高的要求，理财业务发展压力很大；经济寒冬来临，监管环境变化，市场竞争 日益激烈，邮储银行理财业务处于发展的关键时期，亟需转型升级，提升竞争力。 针对以上问题，本文以吉林省邮储银行理财业务服务营销策略当作研究对象， 凭借对其内部、外部环境进行分析，找出吉林邮储银行面对的内外部形势变化所 带来的机遇和挑战，通过 SWOT 分析方法找出邮储银行的优势、劣势、机会和挑 战并加以组合分析，对邮储银行的理财业务发展战略提出建议；通过目标市场分 析和目标市场定位，分析邮储银行主要客户群体的构成和特点，结合吉林省邮储 银行的优势锁定目标市场，进一步为邮储银行理财业务的发展寻找方向；利用 7Ps 服务营销理论，从产品、价格、渠道、促销、人员、服务过程、有形展示 7 个方 面细化分析其现状，查找理财业务服务营销策略中存在的关键问题并根据吉林省 邮储银行的内部资源特点、目标市场定位制定出切实可行的服务营销策略改进建 议。希望本文对吉林省邮储银行理财业务的发展有所裨益，帮助邮储银行提升服 务营销水平，重新回归以客户为中心的发展理念。 关键词：银行理财；7Ps；服务营销；SWOTII Abstract At present, the external operating environment faced by commercial banks is constantly changing and competition is intensifying. For banks, the more quality customers are obtained, the more important they are in the fierce competition. In 2018, the beginning of the transformation and development of the bank wealth management business, the pressure on the net value transformation of bank wealth management products increased sharply, and the demand for bank wealth management products by urban and rural residents continued to escalate, with challenges and opportunities coexisting. Bank wealth management business is “bank in the bank”. It needs to balance the operation and management of assets and liabilities. It has higher professionalism, and it also increases the difficulty of marketing. As interest rates gradually develop towards marketization, the wealth management business is bound to Developed as a major business for banks to increase revenue. Therefore, in-depth discussion on the service marketing of bank wealth management business is the core component of the current bank's improvement of its own income level. Whether marketing activities can create value is largely determined by their quality customers. Practice has proved that although the proportion of bank-quality customers is only 20%, the resulting revenue is as high as 80%, how to use their own service marketing. Attracting quality customers is a difficult problem for commercial banks at this stage. Nowadays, local commercial banks, state-owned banks and online finance have achieved rapid development, resulting in increasing competition in the banking industry. So far, the Postal Savings Bank has been officially listed for 10 years and has gradually developed into a pivotal financial sector in the domestic economy. Power, this is not only an unprecedented opportunity, but also a major challenge.The century-old corporate image of postal savings bank is deeply rooted in the hearts of the people, but the brand building of the bank is still not as good as that of other commercial Banks. Serving agriculture, rural areas and micro businesses has accumulated profound retail customer resources, but the internal resources integration is insufficient; Postal savings Banks' financial services have developed rapidly with a good market share and a good reputation. However, changes in the environment, such as financial disintermediation and interest rate liberalization, have put forward higher requirements for Banks' intermediate business income, putting great pressure on the development of financial services. With the advent of the economic winter, the regulatory environment has changed and the market competition is becoming increasingly fierce. The financialIII services of postal savings Banks are in a critical period of development, and it is urgent to transform and upgrade their competitiveness. In view of the above problems, this paper analyzes the marketing strategy of the financial services of the Postal bank in Jilin province, analyzes the internal and external environment of the Postal bank in Jilin province, and finds out the opportunities and challenges brought about by the changes in the internal and external situation of Jilin Postal bank. Through SWOT analysis method to find out the advantages, disadvantages, opportunities and challenges of the Postal bank and combined analysis, the bank's financial development strategy is proposed; Through the target market analysis and target market positioning, the composition and characteristics of the main customer group of the Postal Bank are analyzed, and the target market is locked with the advantages of the Postal Bank of Jilin Province to further find the direction for the development of the financial management business of the Postal bank. Using the 7Ps service marketing theory, the status quo is analyzed from seven aspects: product, price, channel, promotion, personnel, service process, and tangible display. Find out the key problems in the service marketing strategy of financial services and make feasible suggestions for improving the service marketing strategy according to the internal resource characteristics and target market positioning of Jilin provincial post Reserve Bank. We hope this article will be beneficial to the development of the financial management business of Jilin provincial Postal bank, help the bank to upgrade the level of service marketing, and return to the customer-centered development concept. Keywords: Bank financing；7 Ps；Service marketing;；The SWOTIV 目 录 摘要...............................................................................................................................I ABSTRACT ................................................................................................................... II 第 1 章 引 言................................................................................................................ 1 1.1 研究背景及意义................................................1 1.1.1 研究背景................................................1 1.1.2 研究意义................................................1 1.2 国内外研究现状................................................2 1.2.1 国内研究现状............................................2 1.2.2 国外研究现状............................................4 1.3 研究内容和研究方法............................................5 1.3.1 研究内容................................................5 1.3.2 研究方法................................................5 1.4 论文拟创新之处................................................6 第 2 章 银行服务营销理论概述.................................................................................... 7 2.1 银行服务营销的概述...............................