随着我国经济发展和社会财富的持续增长，居民家庭财产迅速积累，理财观念 也在逐渐转变，产生了更多元、多层次的理财需求。居民的理财行为也从传统的单 一的被动储蓄逐渐向现代的多样的主动资产管理转变，以期让资产在拥有良好流动 性的基础上做到保值增值。理财需求的激增导致个人理财产品市场的迅猛发展，个 人理财业务也因其能够增加商业银行经营的稳定性，扩展利润来源，因此日益成为 越来越多的商业银行的重点经营战略方向。但是，商业银行个人理财业务的发展过 程中因理财市场乱象丛生和风险累积，国家为了规避金融风险和促进理财市场健康 发展，2018年出台了资管新规《关于规范金融机构资产管理业务的指导意见》，意 味着银行个人理财市场迎来了一个全新的时代。在此背景下，监管环境和产品形态 与以往明显不同，商业银行个人理财产品的营销策略也亟需做出相应调整。 本文将以零售业务为主的X银行J支行作为主要研究对象，探索其在资产新规 颁布后银行业个人理财业务的营销策略，采用定量和定性等多种研究方法，深入探 讨银行个人理财业务面临的新问题和新趋势以及与之相适应的营销策略。通过研究 发现，目前，X银行J支行在同行业中具有综合金融平台和金融科技等局部优势， 但也存在着产品和服务同质化现象严重，服务能力不足，客户流失率高等问题，同 时也面临着银行智能化经营背景下同业激烈竞争和互联网金融平台跨界冲击的巨大 挑战。因此，面临资产新规的影响，本文针对X银行J支行在个人理财产品营销策 略上面临的问题，分析其原因，借鉴国内外商业银行个人理财业务营销策略的经验， 并提出了对X银行J支行个人理财业务营销策略的优化建议。 通过本文的研究，旨在对X银行J支行个人理财业务营销策略改进和完善发挥 积极促进作用。同时，也希望本研究能够对其他商业银行转变营销理念和提升营销 能力起到一定的借鉴和启发作用。 关键词：个人理财；资管新规；营销策略；优化措施 II Abstract WiththecontinuousgrowthofChina'seconomicdevelopmentandsocialwealth,the rapidaccumulationofhouseholdproperty,theconceptoffinancialmanagementis graduallychanging,resultinginmorediversifiedandmulti-levelfinancialmanagement needs.Residents'financialbehaviorhasalsograduallychangedfromthetraditional passivesavingstothemoderndiversifiedactiveassetmanagement,inordertomaintain andincreasethevalueofassetsonthebasisofgoodliquidity.Thesurgingdemandfor financialserviceshasledtotherapiddevelopmentofthemarketforpersonalfinancial products.Personalfinancialserviceshavebecomethekeystrategicdirectionofmoreand morecommercialBanksbecausetheycanincreasethestabilityoftheoperationof commercialBanksandexpandthesourceofprofits.But,intheprocessofcommercial bankindividualfinancingbusinessdevelopment,thefinancialmarketisfullofchaosand risksaccumulation.Inordertoavoidfinancialrisksandpromotethehealthyand sustainabledevelopmentofthefinancialmanagementmarket,thestateissuedthe guidanceonregulatingtheassetmanagementbusinessoffinancialinstitutionsin2018, whichmeansthatthepersonalfinancemarketofBankshasusheredinabrand-newera. Inthiscontext,theregulatoryenvironmentandproductformareobviouslydifferentfrom thepast,andthemarketingstrategiesofcommercialBanks'personalfinanceproducts needtobeadjustedaccordingly. ThispapertakesJbranchofbankx,whichismainlyengagedinretailbusiness,as themainresearchobject,toexploreitsmarketingstrategyofpersonalfinancialservices inthebankingindustryafterthepromulgationofthenewassetregulations,andtousea varietyofresearchmethods,suchasquantitativeandqualitativemethods,todeeply explorethenewproblemsandnewtrendsfacedbythepersonalfinancialservicesof banksandthecorrespondingmarketingstrategies.Throughtheresearch,itisfoundthat theJbranchofbankXhastheadvantagesofcomprehensivefinancialplatform, enterprisecultureandfinancialtechnologyinthesameindustry,buttherearealsoserious homogenizationofproductsandservices,insufficientservicecapacityandhighcustomer turnoverrate.Atthesametime,italsofacesthegreatchallengeoffiercecompetition amongpeersandcross-borderimpactofInternetfinancialplatformsunderthe III backgroundofintelligentoperationofBanks.Therefore,facedwiththeimpactofnew assetregulations,thispaperanalyzesthereasonsfortheproblemsfacedbyJbranchofX bankinthemarketingstrategyofpersonalfinanceproducts,drawsontheexperienceof domesticandforeigncommercialbanksinthemarketingstrategyofpersonalfinance services,andputsforwardreasonableoptimizationsuggestionsforthemarketingstrategy ofJbranchofXbank. Thepurposeofthispaperistoplayanactiveroleinpromotingtheimprovementand perfectionofpersonalfinancialbusinessmarketingstrategyofJbranchofbankX.Atthe sametime,itisalsohopedthatthisstudycanplayacertainroleofreferenceand inspirationforothercommercialBankstochangetheirmarketingconceptsandimprove theirmarketingability. Keywords:Personalfinance;Newregulationsoncapitalmanagement;The marketingstrategy；Optimizationmeasures 1 目录 第一章绪论....................................................................................................1 第一节研究背景及意义............................................................................................1 一研究背景.............................................................................................................................1 二研究意义.............................................................................................................................3 第二节研究思路和方法............................................................................................4 一研究思路.............................................................................................................................4 二研究方法.............................................................................................................................5 第三节论文创新点....................................................................................................6 第二章X银行J支行个人理财业务及营销现状.........................................7 第一节X银行J支行简介.........................................................................................7 一X银行简介..........................................................................................................................7 二J支行简介..........................................................................................................................8 第二节J支行个人理财业务概况...........................................................................10 一J支行个人理财业务模式介绍........................................................................................10 二J支行理财产品介绍........................................................................................................11 第三节X银行J支行个人理财业务营销环境.......................................................13 一ZZ市银行业竞争加剧......................................................................................................13 二非银金融机构的竞争.......................................................................................................14 二互联网平台对市场的瓜分...............................................................................................14 第四节X银行J支行个人理财业务营销成效.......................................................15 第三章X银行J支行个人理财业务营销中存在的问题及原因分析......16 第一节X银行J支行个人理财业务营销中存在问题分析...................................16 一品牌定位问题...................................................................................................................16 二渠道问题...........................................................................................................................16 三促销问题...........................................................................................................................17 四服务过程问题...................................................................................................................18 五顾客沟通问题...................................................................................................................19 2 第二节X银行J支行个人理财业务营销存在问题的原因分析...........................19 一J支行的个人理财业务营销过于依赖集团优势............................................................19 二客户需求与服务能力之间存在矛盾..................................................................