伴随国民财富不断积累，人们对理财的需求和期望日益增加。在 这种大环境下，理财产品发行的规模和数量都产生了爆发式的增长， 但与此同时，银行理财产品的营销也暴露了许多问题，这给理财市场 的深化和可持续发展带来了阻力和挑战。理财营销策略是银行理财产 品之间竞争的核心手段，如何满足理财客户日益演变的需求是营销策 略中关注的核心问题。 交通银行是我国第五大银行，本文选取交通银行ZZ支行为对象， 针对该支行个人理财产品营销策略的优化改进展开研究。首先，论文 通过文献查阅，对个人理财产品的基本概念、理财产品营销的主要理 论进行了梳理，交代了研究所采用的思路框架和研究方法等。并对国 内外个人理财产品营销的发展现状进行了分析研究。在此基础上，再 通过访谈和资料收集，对交通银行ZZ支行的基本情况进行了摸底， 并有针对性的分析掌握了该支行个人理财产品的特点、类型和营销方 式。其次，以对ZZ支行客户进行福利满意度调查为突破口，挖掘ZZ 支行个人理财产品营销体系中系存在的问题，如理财产品同质化、购 买门槛设置不科学、风险管控不够、营销渠道单一、ZZ支行人员配 置不合理、人员专业素养不够、客户维护不够等。同时提出了针对个 人理财产品营销的优化改进策略：理财产品创新、更好配合客户购买 行为、优化理财服务和理财产品风险设置等。最后，为了确保个人理 财产品营销优化策略能落地实施，从实施保障给出建议。 III 时下，银行理财产品的市场份额已占到银行所有业务的30%左右， 如何做好营销策略则关系到银行理财业务。期望通过本文研究，能为 交通银行ZZ支行个人理财产品的营销工作有所借鉴，为增长个人理 财产品营销业绩、提升客户体验发挥积极作用，同时也期望能为其他 银行开展营销管理工作提供思路。 关键词：个人理财产品，营销策略，交通银行ZZ支行 IV ABSTRACT With the continuous accumulation of national wealth, people's demand and expectation for financial management is increasing day by day. In this environment, the scale and quantity of financial product issuance have generated explosive growth, but at the same time, the marketing of bank financial products has also exposed many problems, which has brought resistance and challenge to the deepening and sustainable development of financial market. Financial marketing strategy is the core method of competition among bank financial products, and how to meet the ever-evolving needs of financial customers is the core issue of marketing strategy. Bank of Communications and the fifth largest bank, ZZ Sub-Branch of Bank of Communications was selected as the object of this paper to carry out research on optimization and improvement of marketing strategies of personal financial products of this sub-branch. First of all, through literature review, this paper sorts out the basic concepts of personal finance products and the main theories of marketing of financial products, and explains the thinking framework and research methods adopted by the research institute. The development status of personal finance product marketing at home and abroad is analyzed and studied. On this basis, the basic situation of ZZ Sub-Branch of Bank of Communications was explored through interviews and data collection, and the characteristics, types and marketing methods of personal finance products of this sub-branch were analyzed and mastered. Second, for my welfare with ZZ Sub-Branch customer satisfaction survey as the breakthrough point, dig ZZ Sub-Branch system of personal finance product marketing in the existing problems, such as financial product homogeneity, purchase threshold setting is insufficient science, risk control, marketing channels of a single, ZZ Sub-Branch configuration is not reasonable, the personnel not enough professional, customer maintenance, etc. At the same time, the optimization and improvement strategies for the marketing of personal financial products are proposed, including the innovation of financial products, better coordination with customers' buying behaviors, optimization of V financial services and risk setting of financial products. Finally, in order to ensure that the optimized marketing strategy of personal finance products can be implemented, Suggestions are given from the implementation. At present, the market share of bank financial products has accounted for about 30% of all banking business. It is expected that through this study, it can be used for reference for the marketing of personal finance products of ZZ sub-Branch of Bank of Communications, play a positive role in increasing the marketing performance of personal finance products and improving customer experience, and also provide ideas for other Banks to carry out marketing management. Key Words：Personal finance product,Marketing strategy, ZZ Sub-Branch of Bank of Communications VI 目 录 摘要.............................................................. II ABSTRACT........................................................... IV 第一章 绪论......................................................... 1 1.1研究背景和意义............................................... 1 1.1.1.研究背景............................................... 1 1.1.2.研究意义............................................... 1 1.2国内外研究现状............................................... 2 1.2.1国外研究进展 ........................................... 3 1.2.2国内研究进展 ........................................... 3 1.3研究思路与方法............................................... 4 1.3.1研究思路 ............................................... 4 1.3.2研究方法 ............................................... 5 1.4论文基本内容和框架........................................... 5 第二章 个人理财的相关概念及基础理论................................. 8 2.1个人理财产品概述............................................. 8 2.1.1个人理财的含义 ......................................... 8 2.1.2个人理财产品的分类 ..................................... 8 2.2相关理论..................................................... 9 2.2.1 7Ps营销理论 .......................................... 10 2.2.3市场细分理论 .......................................... 10 第三章 交通银行ZZ支行个人理财产品营销现状调查与分析............... 11 3.1 交通银行ZZ支行简介 ........................................ 11 3.1.1 交通银行ZZ支行概况................................... 11 3.1.2 交通银行ZZ支行产品结构............................... 12 3.2 交通银行ZZ支行个人理财产品营销现状 ........................ 13 3.2.1 交通银行个人理财产品体系.............................. 13 3.2.2 交通银行ZZ支行个人理财产品介绍....................... 14 3.3交通银行ZZ支行理财产品营销市场调查分析..................... 16 3.3.1问卷设计 .............................................. 16 3.3.2 数据统计.............................................. 17 3.3.3统计分析 .............................................. 18 3.4交通银行ZZ支行个人理财产品营销存在问题分析................. 22 3.4.1 理财产品问题.......................................... 22 3.4.2 营销渠道问题.......................................... 25 3.4.3 营销人员问题.......................................... 27 3.4.4 营销服务问题.......................................... 28 第四章 交通银行ZZ支行个人理财产品营销优化策略..................... 31 4.1优化思路.................................................... 31 4.2优化原则.................................................... 32 4.2.1 市场细分原则.......................................... 32 VII 4.2.2服务营销原则 .......................................... 32 4.2.3风险管控原则 .......................................... 33 4.3个人理财产品营销策略优化.................................... 33 4.3.1扩充产品种类，满足市场多样化需求 ...................... 33 4.3.2细分产品营销市场，精准推广理财产品 .................... 35 4.3.3拓展营销渠道，丰富营销手段 ............................ 36 4.3.4强化营销服务管理，提升营销服务品质 .................... 38 4.3.5加强营销队伍建设，提高营销人员专业素养 ................ 39 第五章 个人理财产品营销策略实施保障................................ 40 5.1人力资源配置保障............................................ 40 5.1.1 加强专业培训.......................................... 40 5.1.2 扩充专业团队.......................................... 41 5.2资金配置保障................................................ 41 5.2.1 优化