I 摘要 在经济发展的推动下，我国居民的收入呈现持续高速增长的态势，居民的个人资 产也是如此。特别是伴随着居民投资理财意愿的增加，促使各大商业银行创新开发多 样的个人理财产品。当前我国也在不断完善理财业务相关的法律法规，从而使我国理 财市场呈现百花齐放的繁荣态势。随着我国金融市场完全放开，外资金融逐渐加入竞 争，加之互联网金融发展迅速，在某种程度冲击了商业银行的个人理财业务。这对商 业银行个人理财业务提出了更高的要求。在大数据时代下，充分挖掘银行已有的客户 数据资产，并结合中国农业银行现有的个人客户关系管理系统（OCRM），细分客户， 使建立的营销组合决策更加科学，进而有目的的向客户提供针对性强的产品和服务， 提升客户的粘性和银行的综合竞争力，使商业银行在激烈的竞争中赢得客户、获得更 多的市场份额。 本文以中国农业银行NJ支行为研究对象，通过对个人理财业务的阐述，介绍了 国内外银行理财业务的发展现状及中国农业银行NJ支行理财产品的种类。通过分析 我行个人理财业务营销现状，具体研究中国农业银行NJ支行在理财产品营销过程中 产生的问题。研究发现：中国农业银行NJ支行个人理财产品营销中存在产品同质化 强，营销渠道单一，促销手段缺乏创新，服务不到位等问题，针对这些问题，本文以 营销组合理论为基础，结合规范分析与实证研究，通过调查数百位现有理财客户，分 析客户对不同理财产品选择的原因，同时对客户需求理财产品的特点进行总结。并使 用PEST、SWOT分析法对NJ支行当前理财业务营销环境进行分析。通过内外部环境的 分析，发现自身理财业务存在的机会与威胁，以取长补短。结合4P营销策略，在此 基础上从产品创新、渠道拓展、人才培养、服务完善等方面为NJ支行制定完善的营 销策略。 本论文对中国农业银行NJ支行个人理财营销策略的研究，有助于中国农业银行 NJ支行确立正确的个人理财产品营销策略，并运用到银行个人理财营销实践之中， 以提高商业银行个人理财产品研发创新、服务创新等方面的能力，对业内理财业务的 营销有一定的借鉴意义。 关键词：个人理财业务，客户关系管理，营销策略 ABSTRACT III ABSTRACT Drivenbytheeconomicdevelopment,theincomeofresidentsinChinashowsasustained andhigh-speedgrowthtrend,sodoesthepersonalassetsofresidents.Inparticular,with theincreaseofresidents'willingnesstoinvestinfinancialmanagement,majorcommercial banksareencouragedtoinnovateanddevelopavarietyofpersonalfinancialproducts.At present,Chinaisalsoconstantlyimprovingthelawsandregulationsrelatedtofinancial services,sothatChina'sfinancialmarketpresentsaflourishingsituation.Withthe completeliberalizationofChina'sfinancialmarket,foreign-fundedfinancehasgradually joinedthecompetition,coupledwiththerapiddevelopmentofInternetfinance,tosome extent,ithasimpactedthepersonalfinancialservicesofcommercialbanks.Thisputs forwardhigherrequirementsforpersonalfinancialservicesofcommercialbanks.Inthe eraofbigdata,weshouldfullytaptheexistingcustomerdataassetsofthebank,and combinetheexistingindividualcustomerrelationshipmanagementsystem(OCRM)of AgriculturalBankofChinatosegmentcustomers,sothattheestablishedmarketingmix decision-makingismorescientific,andthenpurposefullygivecustomerstargetedproducts andservices,improvecustomerstickinessandthecomprehensivecompetitivenessofthe bank,sothatcommercialbanksareinfiercecompetitionWincustomersandgainmore marketshare. BasedontheresearchobjectofNJbranchbehaviorofAgriculturalBankofChina,this paperintroducesthedevelopmentstatusofdomesticandforeignbankfinancialservices andthetypesoffinancialproductsofNJbranchofAgriculturalBankofChina.By analyzingthecurrentmarketingsituationofpersonalfinancialservicesofourbank,this paperstudiestheproblemsinthemarketingprocessoffinancialproductsofNJbranchof AgriculturalBankofChina.Itisfoundthattherearesomeproblemsinthemarketingof personalfinancialproductsofNJbranchofAgriculturalBankofChina,suchasstrong producthomogeneity,singlemarketingchannel,lackofinnovationinpromotionmeans andinadequateservice.Tosolvetheseproblems,basedonthetheoryofmarketingmix, combinedwithnormativeanalysisandempiricalresearch,thispaperinvestigateshundreds ofexistingfinancialcustomers,analyzesthereasonswhycustomerschoosedifferent financialproducts,andsummarizesthecharacteristicsoffinancialproductscustomersneed. Andusepest,SWOTanalysismethodtoanalyzethecurrentfinancialmanagement 西安电子科技大学硕士学位论文 IV businessmarketingenvironmentofNJsubbranch.Throughtheanalysisoftheinternaland externalenvironment,wefindtheopportunitiesandthreatsofourownfinancial managementbusinesstolearnfromeachotherbinedwith4Pmarketingstrategy,on thisbasis,fromproductinnovation,channelexpansion,talenttraining,service improvementandotheraspects,NJsubbranchdevelopedaperfectmarketingstrategy. Thispaper'sresearchonthemarketingstrategyofpersonalfinancialmanagementofNJ branchofAgriculturalBankofChinaishelpfulforNJbranchofAgriculturalBankof Chinatoestablishthecorrectmarketingstrategyofpersonalfinancialmanagement products,andtoapplyittothemarketingpracticeofpersonalfinancialmanagementof banks,soastoimprovetheabilityofresearchanddevelopmentinnovationandservice innovationofpersonalfinancialmanagementproductsofcommercialbanks,whichhas certainreferencesignificanceforthemarketingoffinancialmanagementbusinessinthe industry。 Keywords:PersonalFinancialServices,CustomerRelationshipManagement,Marketing Strategy 插图索引 V 插图索引 图1.1中国农业银行NJ支行技术路线图...............................................................6 图3.1客户偏好的理财产品的投资期限................................................................21 图3.2客户购买哪个机构发行的理财产品..........................................................22 图4.1NJ县GDP增速图.........................................................................................30 图4.2NJ县住户储蓄存款.....................................................................................32 图4.32010-2018年国内生产总值及增速图.......................................................36 表格索引 VII 表格索引 表3.1中国农业银行“灵珑”系列两款产品比较..............................................16 表3.2客户的基本资料..........................................................................................19 表3.3投资者购买理财产品的情况......................................................................20 表3.4投资者理财产品的感知体验......................................................................23 表4.1NJ县2016-2018城乡居民可支配收入.....................................................31 表4.2NJ县2018年存贷款情况图.......................................................................32 表4.3统计局公布居民收入图..............................................................................36 表4.4中国农业银行NJ支行在售个人理财产品SWOT矩阵..............................39 目录 IX 目录 摘要.........................................................................................................................................I ABSTRACT.........................................................................................................................III 插图索引...............................................................................................................................V 表格索引............................................................................................................................VII 目录......................................................................................................................................IX 第一章绪论..........................................................................................................................1 1.1研究背景与意义....................................................................................................1 1.1.1研究背景..................................................................................................1 1.1.2研究意义..................................................................................................2 1.2文献综述................................................................................................................3 1.2.1国外相关研究..........................................................................................3 1.2.2国内相关研究..........................................................................................3 1.2.3评述............................................