随着国民收入持续增长，人均收入不断提升，民众开始将目光转移到资 产投资方面，通货膨胀也让人们意识到资产保值增值的重要性，居民理财意 识愈发强烈，从而给银行个人理财产品迎来发展契机，促进我国个人理财产 品迅速发展。工商银行哈尔滨分行作为工商银行一级分行，在哈尔滨地区推 出一系列个人理财产品，并开展诸多营销活动，但其在营销活动中，还存在 促销手段落后、营销人员专业素质不高、市场定位不准等问题，在一定程度 上阻碍了哈尔滨个人理财业务的发展以及营业收入的增长。因此，如何实施 有效的个人理财营销策略成为哈尔滨分行亟待解决的问题，也是本文主要研 究所在。 本文在梳理国内外关于银行金融产品营销策略研究文献的基础上，对银 行个人理财产品、个人理财产品营销的概念进行界定，随后深入探究了国内 外市场营销的相关理论，如市场细分理论、生命周期消费理论等，为研究奠 定理论基础；其次，选择工商银行H分行作为研究对象，从促销、产品、价 格以及渠道促销四个维度探讨H分行个人理财产品营销策略现状，剖析营销 发展趋势，进而运用问卷调查的形式，从员工服务、资金安全、收费公平、 产品创新、信息获取便利以及产品获取便利六个方面分析客户对H分行服务 满意度，并从促销手段、营销人员专业性以及市场定位三个维度剖析H分行 在个人理财产品营销方面存在的问题。随后对H分行个人理财产品的宏观与 微观营销环境进行分析，为提出营销策略奠定基础；再次，通过STP分析， 在市场细分与目标市场选择的基础上明确H分行个人理财产品的市场定位， 并从促销、产品、价格、渠道四个方面为H分行个人理财产品营销提出可行 建议；最后，从人员素质、理财产品风险防范、网络银行建设、完善制度四 个方面提出营销策略的保障性措施。 关键词：营销策略；个人理财产品；4P理论；营销策略组合 哈尔滨工业大学工商管理硕士学位论文 -II- Abstract Withthecontinuousgrowthofnationalincomeandthecontinuousincrease ofpercapitaincome,thepeoplebegintoturntheirattentiontoassetinvestment. Inflationalsomakespeoplerealizetheimportanceofmaintainingandincreasing thevalueofassets,andtheresidents'awarenessoffinancialmanagementis becomingstrongerandstronger,thusgivingbankstheopportunityforthe developmentofpersonalfinancialproductsandpromotingtherapiddevelopment ofpersonalfinancialproductsinourcountry.AsthefirstclassbranchofICBC, HarbinBranchofICBChaslaunchedaseriesofpersonalfinancialproductsand carriedoutmanymarketingactivitiesinHarbin,butinitsmarketingactivities, therearestillsomeproblems,suchasbackwardpromotionmeans,low professionalqualityofmarketers,incorrectmarketpositioningandsoon.Harbin personalfinancialbusinessdevelopmentandbusinessincomegrowth.Therefore, howtoimplementeffectivepersonalfinancialmarketingstrategyhasbecomean urgentproblemtobesolvedbyHarbinBranch,anditisalsothemainresearch areaofthispaper. Onthebasisofcombingthedomesticandforeignliteratureonthemarketing strategyofbankfinancialproducts,thispaperdefinestheconceptsofbank personalfinancialproductsandpersonalfinancialproductsmarketing,andthen probesintotherelevanttheoriesofdomesticandforeignmarketing,suchas marketsegmentationtheory,lifecycleconsumptiontheoryandsoon,soastolay atheoreticalfoundationfortheresearch.Secondly,theHBranchofICBCBank isselectedastheresearchobject,andthepresentsituationofpersonalfinancial productmarketingstrategyofHBranchisdiscussedfromthefourdimensionsof promotion,product,priceandchannelpromotion,andthenthemarketing developmenttrendisanalyzed,andthentheformofquestionnairesurveyisused toanalyzetheformofquestionnairesurvey,fromtheformofemployeeservice, capitalsecurity,fairchargeandproductcreation.New,informationaccess convenienceandproductaccessconveniencesixaspectsofcustomersatisfaction withHbranchservice,andfromthepromotionmeans,marketersprofessionalism andmarketpositioningthreedimensionsofHbranchinpersonalfinancial 哈尔滨工业大学工商管理硕士学位论文 -III- productmarketingproblems.Thenitanalyzesthemacroandmicromarketing environmentofHbranchpersonalfinancialproducts,whichlaysthefoundation forputtingforwardthemarketingstrategy;thirdly,throughSTPanalysis,onthe basisofmarketsegmentationandtargetmarketselection,itclarifiesthemarket positioningofHbranchpersonalfinancialproducts,andputsforwardsome feasiblesuggestionsforHbranchpersonalfinancialproductsmarketingfrom fouraspects:promotion,product,priceandchannel.Afterthat,theguarantee measuresofmarketingstrategyareputforwardfromthreeaspects:personnel quality,financialproductriskpreventionandnetworkbankconstruction. Keywords:marketingstrategy,personalfinancialproducts,4Ptheory,marketing strategycombination 哈尔滨工业大学工商管理硕士学位论文 -IV- 目录 摘要...............................................................................................................................I Abstract..........................................................................................................................II 第1章绪论...................................................................................................................1 1.1研究背景...............................................................................................................1 1.2研究意义...............................................................................................................3 1.2.1理论意义.......................................................................................................3 1.2.2现实意义.......................................................................................................3 1.3国内外研究综述..................................................................................................4 1.3.1国外研究现状..............................................................................................4 1.3.2国内研究现状..............................................................................................6 1.3.3国内外研究综述..........................................................................................9 1.4理论基础...............................................................................................................9 1.4.1核心概念界定..............................................................................................9 1.4.2市场细分理论............................................................................................10 1.4.3生命周期消费理论....................................................................................11 1.4.4市场营销组合策略理论...........................................................................12 1.5研究内容和方法................................................................................................13 1.5.1研究内容.....................................................................................................13 1.5.2研究方法.....................................................................................................13 第2章工商银行H分行个人理财产品营销策略的现状与问题分析..............15 2.1工商银行H分行概况......................................................................................15 2.2工商银行H分行个人理财产品营销策略现状...........................................15 2.2.1促销策略现状............................................................................................15 2.2.2产品策略现状............................................................................................17 2.2.3价格策略现状............................................................................................20 2.2.4渠道策略现状............................................................................................20 2.3工商银行H分行个人理财产品营销的调查...............................................21 2.3.1问卷设计与实施........................................................................................21 2.3.2问卷基本信息统计....................................................................................21 2.3.3H分行个人理财业务产品目标客户分析.............................................22 哈尔滨工业大学工商管理硕士学位论文 -V- 2.3.4客户对H分行服务满意度分析.............................................................26 2.4工商银行H分行个人理财产品营销策略存在的问题..............................29 2.4.1缺乏有效的促销手段...............................................................................29 2.4.2营销人员专业性有待提高