对于商业银行而言，其营收点中不可忽视的一项便是个人理财业务。由于此类业务 伴随着支出费用少、隐患系数小、盈利回报可观的优势特点，被各大银行列入关键中间 收费项内。个人理财业务除却提供大量中间费用外，还会令银行收获更可观的客源规模， 增强客户的忠实度，扩充储蓄规模、客户综合资产存量，最终促进银行零售板块实现协 同进步。现阶段，宏观市场为个人理财业务提供了双重影响，既存在更多发展契机，也 暗含一定风险考验。2018 年 1-6 月间，资管新规得以问世，更令这一业务板块迈向不同 于以往的升级过渡阶段。A 银行属于全国性股份制商业银行中的标准类型，同其竞争对 手作参照，它在个人理财业务层面逐渐遭遇多类掣肘问题困扰，曾经持续数年的高效建 设态势不再呈现。为促使 A 银行获得更理想的零售金融收效，建构相应战略布局，增强 个人理财板块的经济效力，该行理应围绕这一业务营销状态、后续发展计划，展开专门 解析。 本文选取 A 银行这一样本，聚焦于其理财营销方案层面，先是介绍了中外已有课题 成果，归纳相关主要论点，筛选出笔者认为合适的理论依据，作为此次解析过程的切入 点：5R 理论。继而，本文依托对 A 银行个人理财领域营销进度、表现所收录的资料， 借助 SWOT 法，分别给出其内部有利条件、不利条件及外部有利条件、不利条件的分 析结果。经论述过程，本人了解到该样本对象个人理财领域的具体情形，依据 5R 理论 中心思想，探讨了该行相应领域的实质短板。最终，本文围绕相应短板，沿着 5R 营销 组合思路，有计划性地推导了适用于 A 银行的个人理财营销策略，涵盖五项细分内容： 升级获客能力、提高客户管理水平、增强自身应变力、提高业务投资回报率、改观客户 体验。笔者期望以上提议可为该行执行个人理财营销计划带来启发。 现如今，A 银行理财业务处在竞争氛围趋于严峻的发展阶段中，亟需扩展营销规模， 凭借已有筹码，呈递相对竞争力，依托受众导向，建构营销组合认知结构，设计异质性 更突出、可辨识度更高的品牌营销路线，促成该行个人理财业务的远期成长目标。 关键词：资管新规，商业银行，个人理财业务营销，5R 理论III ABSTRACT For commercial banks, one of the revenue points that cannot be ignored is personal financial management. As such businesses are accompanied by the advantages of low expenses, small hidden dangers, and considerable profit returns, they have been included in key intermediate fees by major banks. In addition to providing a large number of intermediate fees, the personal wealth management business will also enable banks to gain a considerable amount of customers, increase customer loyalty, expand the size of savings, and the customer's comprehensive asset stock, and ultimately promote the bank's retail sector to achieve coordinated progress. At this stage, the macro market has provided a dual impact on personal wealth management business. There are not only opportunities for development but also some risks. From January to June 2018, new rules for asset management were released, and this business segment was moving towards a stage of transition that was different from the past. Bank A is a standard type among Nation-wide joint-stock commercial banks, and with its competitors as a reference, it has gradually encountered various types of constraints in the personal financial management business, and the high-efficiency construction trend that has lasted for several years no longer appears. In order to promote Bank A's better retail financial results, construct a corresponding strategic layout, and enhance the economic effectiveness of the personal wealth management sector, the bank should focus on this business marketing status and subsequent development plans to conduct a special analysis. This article selects the sample of Bank A, focusing on the level of its financial marketing plan. First, it introduces the results of existing projects at home and abroad, summarizes the relevant main points, and selects the theoretical basis that the author considers suitable as the entry point for this analysis process: 5R theory. Then, this article relies on the data collected on the marketing progress and performance of Bank A's personal financial management field, and uses the SWOT method to give the analysis results of its internal favorable conditions, unfavorable conditions and external favorable conditions, unfavorable conditions. After discussing the process, I learned the specific situation of the personal financial field of the sample object, and discussed the substantial weakness of the corresponding field of the bank based on the 5R theory. In the end, this article revolved around the corresponding short board and along the 5RIV marketing mix, planned to derive a personal financial marketing strategy suitable for Bank A, covering five segments: upgrading customer acquisition capabilities, improving customer management, and strengthening itself Resilience, improve business return on investment, and improve customer experience. The author hopes that the above proposal can inspire the bank's implementation of personal financial marketing plans. Nowadays, Bank A's wealth management business is in a development stage where the competitive atmosphere is becoming severe. It is urgent to expand the scale of marketing, relying on existing chips, presenting relative competitiveness, relying on audience orientation, constructing a marketing mix cognitive structure, and designing heterogeneity. A more prominent and recognizable brand marketing route has contributed to the long-term growth of the bank's personal wealth management business. KEY WORDS：New Rules for Asset Management，Commercial Banks，Marketing of Personal Financial Management，5R TheoryV 目 录 摘要...........................................................................................................................................I ABSTRACT ............................................................................................................................ III 第 1 章 引言..............................................................................................................................1 1.1 研究背景与意义.............................................................................................................. 1 1.2 国内外研究现状.............................................................................................................. 2 1.3 研究内容与方法.............................................................................................................. 5 1.4 本文创新点...................................................................................................................... 6 第 2 章 理论基础......................................................................................................................9 2.1 营销策略组合理论概述.................................................................................................. 9 2.2 5R 营销理论分析 .......................................................................................................... 11 2.2.1 5R 营销理论主要内容 ........................................................................................... 11 2.2.2 本文选择 5R 理论的原因 ...................................................................................... 12 2.3 资管新规概述................................................................................................................ 13 2.3.1 资管行业发展现状及新规颁布原因..................................................................... 13 2.3.2 资产管理新规核心要点......................................................................................... 15 2.4 商业银行个人理财业务的相关理论............................................................................ 16 2.4.1 投资组合理论......................................................................................................... 16 2.4.2 生命周期理论......................................................................................................... 16 2.4.3 金融创新理论......................................................................................................... 17 第 3 章 A 银行个人理财业务经营环境分析........................................................................19 3.1 A 银行企业概况 ..................................................