近年来，随着利率市场化的推进，外资银行的不断涌入，加之互联网金融的强 势崛起对传统银行业的冲击，使国内银行的存贷利差不断压缩，经营成本持续提高， 银行业的发展举步维艰。商业银行亟需从传统存贷款盈利模式向主流的零售业务转 型，开创全新的个人理财业务渠道，挖掘更多的、更稳定的业务增长点。 自2017以来工商银行XX分行个人理财业务规模持续紧缩，带来的经营利润 逐年下降，个人理财业务亟待转型。鉴于此，本文从宏观环境与微观环境两个层面 为切入点，应用PEST分析法，全面剖析工商银行XX分行个人理财业务的营销环 境：政治环境向好、监管政策收紧；外部经济环境下滑、自身净利润逐步紧缩；投 资者风险偏好较低；金融科技投快速发展。通过构建波特的五力模型分析发现工商 银行XX分行个人理财业务相关部门各自为政、产品设计存在不足、存量客户老龄 化严重、XX地区同业及第三方金融机构竞争激烈。基于对宏观、微观营销环境发 现工商银行XX分行个人理财产品同质化严重、销售渠道能效低、客户细化程度不 足、促销渠道单一、销售团队专业性有待提高、营销观念落后以及缺乏竞争意识， 导致工商银行XX分行近几年个人理财业务规模持续紧缩，市场竞争力下降。 结合宏微观形势与现状，本文基于STP理论，结合7Ps理论的基本思路，以生 命周期理论为切入点提出工商银行XX分行个人理财业务转型策略：制定精准化的 产品营销方案、创新产品销售渠道、差异化设计产品价格、加大高净值客户促销力 度、分层管理销售人员实施精准营销、多渠道对理财产品进行有形展示，进而提高 工商银行XX分行个人理财业务市场竞争力。 关键词：工商银行；个人理财；营销策略；转型发展 青岛大学硕士学位论文 II ResearchontheMarketingStrategyofPersonalFinancialmanagement ofICBCXXBranch Abstract Inrecentyears,thedevelopmentofdomesticcommercialbankshasbecomesohard ,astheshrinkingofinterestspreadsofdepositandloantheriseofoperatingcost.Itis attributedtotheadvancementofinterestratemarketization,thecontinuousinfluxof foreignbanksandthegreatimpactontraditionalbanksfromtheriseofInternet Financemercialbanksurgentlyneedtotransformfromthetraditionalmodelof interestspreadsofdepositandloantoretailbusiness,inordertoexcavatericherand stablerbusinessgrowthpoints. Since2017,thescaleofpersonalwealthmanagementbusinessofIndustrialand CommercialBankofChinaXXbranchhascontinuedtoshrink,andtheoperatingprofit frombyithasbeendecliningyearbyyear.Inviewofthis,thisarticleusesthePEST analysismethodtothoroughlyanalyzethemarketingenvironmentofpersonalfinancial servicesofICBCXXbranchmacroscopicallyandmicroscopically.Thereare6elements included:thebetterpoliticalenvironment;themorestrictregulatorypolicy;the decliningexternaleconomicenvironment,thefewerprofit;thelow-levelinvestors'risk appetite;andtherapidlydevelopedfinancialtechnologyinvestment.Throughthe constructionofPorter'sfive-forcemodelanalysis,thereasonswerefoundout.The relevantdepartmentswiththepersonalwealthmanagementbusinessofIndustrialand CommercialBankofChinaXXbranchhavetheirownpolicies,.Theproductdesignis insufficient,.thecustomersareseriouslyold-aged.andthecompetitionbetweenbanks andthird-partyfinancialinstitutionsinXXregionisfierce.Aswellasthefollowing factors:seriouslyhomogenized,products,lowefficiencyofsales,insufficient,sundivision oncustomers,singledistributionchannel,lackofprofessionalism,backwordmarketing concept,andlackofcompetitionawareness,thescaleofpersonalwealthmanagement businessofICBCXXBranchhascontinuedtoshrinkinrecentyears,andmarket 青岛大学硕士学位论文 III competitivenesshasdeclined. Combiningallthesituation,basedontheSTPtheory,andideasofthe7Pstheory, thisarticleputforwardtheICBCXXbranchpersonalfinancebusinesstransformation strategywiththelife-cycletheoryasthestartingpoint:toformulatepreciseproduct marketingprograms,toinnovativeproductsalechannels,todifferentiatelydesign productprices,toincreasethepromotionofhigh-net-worthcustomers,tohierarchically managesales,andtodisplayproductsthroughmultiplechannels,.Giventhisthe competitivenessofthepersonalfinancialservicesofICBCXXBranchcanbe improved. Keywords:ICBC；PersonalFinancialmanagement；Marketingstrategy； Transformationanddevelopment 青岛大学硕士学位论文 IV 目录 摘要..................................................................................................................................I Abstract.............................................................................................................................II 第1章引言.......................................................................................................................1 1.1研究的背景、目的和意义....................................................................................1 1.1.1研究的背景..................................................................................................1 1.1.2研究的目的及意义......................................................................................2 1.2国内外研究现状....................................................................................................3 1.2.1国外研究现状..............................................................................................3 1.2.2国内研究现状..............................................................................................4 1.2.3国内外研究现状评述..................................................................................7 1.3研究内容与研究方法............................................................................................7 1.3.1研究内容......................................................................................................7 1.3.2研究方法......................................................................................................8 1.4研究的创新之处与不足........................................................................................9 1.4.1研究的创新之处..........................................................................................9 1.4.2研究存在的不足..........................................................................................9 第2章相关概念与理论基础.........................................................................................10 2.1个人理财业务简述.............................................................................................10 2.1.1个人理财业务的定义................................................................................10 2.1.2个人理财业务的特点................................................................................10 2.1.3个人理财业务的分类................................................................................11 2.2个人理财业务的理论基础.................................................................................12 2.2.1投资组合理论............................................................................................12 2.2.2生命周期理论............................................................................................12 2.2.3STP理论....................................................................................................13 2.2.47PS营销理论.............................................................................................14 青岛大学硕士学位论文 V 第3章工商银行XX分行个人理财业务发展的营销环境分析.................................15 3.1工商银行XX分行主要能力分析......................................................................15 3.1.1核心能力分析............................................................................................15 3.1.2个人理财业务营销能力分析....................................................................15 3.2工商银行XX分行个人理财业务发展的战略环境..........................................17 3.2.1政治法律环境分析（P）..........................................................................17 3.2.2经济环境分析（E）..................................................................................18 3.2.3社会文化环境分析（S）..........................................................................19 3.2.4技术环境分析（T）..................................................................................20 3.3工商银行XX分行个人理财业务发展行业竞争分析......................................21 3.3.1客户需求特征分析....................................................................................21 3.3.