中国建设银行吉林省分行乾元理财产品营销策略研究 我国国民经济增长迅速，国民收入稳步增加，定期存款利率持续走低，简 单的储蓄已经远远不能满足人们的需求，个人理财产品越来越受到青睐。我国 商业银行从2002年才开始发展个人理财业务，但随着几年的快速发展，就拥有 了大量的理财客户，商业银行的个人理财业务前景广阔。中国建设银行吉林省 分行作为一家国有银行，客户量巨大，是其理财业务发展的优势，但近年来同 业竞争日益激烈，其个人理财客户也遭遇了较大的流失。面对着竞争压力，如 何推进乾元理财产品的特色发展，如何在众多竞争对手中独树一帜，抢占市场 份额，成为建行吉林省分行个人理财业务发展的关键。 乾元理财产品是中国建设银行的主打理财产品，本文把乾元理财产品作为 研究对象，对乾元理财产品的营销现状、现存的营销问题进行了分析。乾元理 财产品在营销中存在产品创新不足、产品宣传不足、销售人员专业化程度不高、 售后服务不到位的问题。随后本文对乾元理财产品从政治、经济、社会、技术 四方面进行了宏观环境分析，从竞争者、客户需求两方面进行了微观环境分析， 通过SWOT分析法对乾元理财产品的优势、劣势、机会、威胁做了详细的阐述。 乾元理财产品的优势在于：建设银行品牌价值高、客户基础好、注重服务；劣 势在于：产品信息不明确、客户经理配备不足、产品缺乏市场定位；面临的机 会：区域经济稳步增长、人们理财意识增强、互联网科技不断发展；面临的威 胁：同业竞争加剧、非银行业金融机构的冲击、互联网金融产品的冲击。 本文以服务营销理论为基础，运用市场营销环境理论、市场细分理论，通 过市场细分、目标市场选择和市场定位，将吉林省建行理财产品的目标客群定 位于高资产净值客户、重点高校客户、房贷类客户、中小企业主，进而塑造建 行乾元理财产品的品牌形象。通过将上述分析与吉林省建行的实际经营情况相 II 结合，制定了乾元理财产品的营销策略，从产品、价格、渠道、促销、人员管 理、服务过程管理、有形展示七个方面改进乾元理财产品的营销现状，同时制 定了一系列的保障措施。该策略不但能提高乾元理财产品的竞争力，还能打造 出乾元理财产品的特色品牌，提高吉林省建行的同业竞争力。加强人力资源管 理、加强客户关系管理、加强企业信息化管理、完善监管机制等措施能够有效 保证该营销策略的实施。 关键词： 理财产品，品牌营销，差异化营销 III Abstract Research on Marketing Strategy of The Qian Yuan Finanial Product for Jilin Branch of China Construction Bank China's national economy has been growing rapidly, national income has been steadily increasing, and the interest rate of time deposit has been continuously lowered. Simple savings have been far from enough to meet people's needs, and personal finance products have been increasingly favored.China's commercial Banks only started to develop personal finance services in 2002, but with the rapid development of several years, they have a large number of financial customers, and their personal finance services have a broad prospect.As a state-owned bank, Jilin branch of China Construction Bank has a large number of clients, which is the advantage of its financial business development.But in recent years, competition in the industry has become increasingly fierce, and its personal finance customers have also suffered a large loss.Facing the pressure of competition, how to promote the characteristic development of the Qian Yuan financial product, how to become an independent school in the competition, to seize market share, become the key to the development of the personal financial business of the Jilin branch of China Construction Bank. The Qian Yuan financial product is the main financial product of China Construction Bank. This article takes the Qian Yuan financial product as the research object, and analyzes the marketing status and existing marketing problems of the Qian Yuan financial product.There are some problems in the marketing of Qian Yuan financial products, such as inadequate product innovation, inadequate product publicity, low level of specialization of salesmen and inadequate after-sales service. Then this paper analyzes the macro-environment of Qian Yuan financial products from four aspects of politics, economy, society and technology, and analyzes the micro-environment from two aspects of competitors and customers'demands. Through the SWOT analysis, this paper expounds the advantages, disadvantages, IV opportunities and threats of Qian Yuan financial products in detail. The advantages of the product are: high brand value of Construction Bank, good customer base, pay attention to service; Disadvantage lies in: product information is not clear, customer manager is inadequate, product lack of market positioning;The opportunities are: the steady growth of the regional economy, the enhancement of people's awareness of financial management and the continuous development of Internet technology;The threats are:the intensified competition in the industry, the impact of non banking financial institutions and the impact of the Internet financial products. This paper, based on the theory of service marketing, uses the marketing environment theory and market segmentation theory, through market segmentation, target market selection and market positioning, the target customers of Jilin Construction Bank financial products are located in high equity customers, key university customers, mortgage customers, SMEs,thereby shaping the brand image of the Qian Yuan finanial product of China Construction Bank.Through the above analysis combined with the actual situation of Jilin branch of China Construction Bank, formulated the Qian Yuan finanial product marketing strategy, from product, price, channel, promotion, personnel management, and service process management, tangible demonstration in seven aspects to improve the Qian Yuan finanial product marketing situation, formulated a series of security measures at the same time.This strategy can not only improve the competitiveness of the Qian Yuan financial product, but also create distinctive brands of the Qian Yuan financial product and enhance the competitiveness of Jilin branch of China Construction Bank.Strengthening the management of human resources, strengthening the management of customer relations, strengthening the management of enterprise information and perfecting the regulatory mechanism can effectively guarantee the implementation of the marketing strategy.