Classified Index: F832.5
U.D.C.: 336.7
A Dissertation for the Degree of MBA
RESEARCH ON THE MARKETING STRATEGY
OF FINANCIAL MARKET PRODUCTS OF S
BANK HEILONGJIANG BRANCH
Candidate:
Supervisor:
Ma Chang
Prof. Hui Xiaofeng
Academic DegreeApplied for: Master of Business Administration
Affiliation：
Heilongjiang Branch of China
Construction Bank
Date of Defense:
December, 2020
Degree-Offering-Institution: Harbin Institute of Technology

哈尔滨工业大学工商管理硕士学位论文
摘要
随着中国经济重心由投资转向消费，仅依靠单纯的存贷产品越来越难以
牵引银行业绩的稳健增长，加之国内金融业对外开放步伐逐渐加快，金融市
场产品凭借其特有的，在带动创新、拓展客户以及提升利润水平等方面所具
备的优势，逐步成为当前商业银行核心竞争力提升的关键领域。而近年来 S
银行黑龙江省分行金融市场产品营销成效明显不足，创收水平逐年下降，迫
切需要建立一套行之有效、具备分行特色并与分行实际情况相协调的金融市
场产品营销策略，以推进分行金融市场产品健康可持续发展。本文即以此为
前提展开研究。
本文从 S银行黑龙江省分行金融市场产品营销实践入手，通过对产品、
定价、渠道、客群四方面营销现状的介绍分析，指出产品营销存在少数产品
依赖度过高、定报价体系不健全、渠道发展不平衡以及客户基础不牢固的问
题。深入剖析其形成原因，找出分行对宏观环境应变能力弱、同业竞争日趋
激烈、对产品重视程度欠缺以及配套营销机制不完善这四点影响因素。进而
以问题为导向，以选择与定位目标市场为基础，从四方面出发，制定与分行
实际情况相协调的营销策略。即以客户需求为导向，从产品创新及移植、差
异化产品营销、综合性金融服务等角度出发的产品策略；以双赢为目标，从
优化产品结构、动态定价、综合定价等角度出发的价格策略；以完善且多元
化为目标，从网点建设、岗位普及率、直营团队等角度出发的渠道策略；以
沟通为核心，从客户关系管理体系、交叉营销机制、同业及母子公司联动等
角度出发的关系营销策略。并从人力资源、风险管理、技术支持、信息化建
设四方面给出了营销策略相应的保障措施建议。
本文旨在通过营销策略的有效制定与实施，提升分行金融市场产品营销
水平与营销能力，实现产品规模及创收水平的快速提升，也为其他商业银行
金融市场产品营销工作的开展提供参考借鉴。
关键词：金融市场；商业银行；产品营销策略；实施保障
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哈尔滨工业大学工商管理硕士学位论文
Abstract
As the focus of China’s economy shifts from investment to consumption, it
is more and more difficult to drive the steady growth in bank performance by
relying solely on deposit and loan products. In addition, the pace of opening up
of the domestic financial industry is gradually accelerating, financial market
products relied on their unique advantages in innovation, customer development
and profit growth, gradually becoming a key area for commercial banks to
enhance their core competitiveness. However, in recent years, the Heilongjiang
branch of Bank S has made insufficient effect in financial market product
marketing, while the income level declines year by year. It is urgent need to
establish a set of effective marketing strategies that have characteristics of the
branch and are coordinated with the actual situation, so as to promote healthy
and sustainable development of financial market products of the branch. This
paper's research is deployed based on this premise.
This paper starts with the marketing practice of financial market products of
S Bank Heilongjiang Branch. Through the introduction and analysis of the
marketing situation of products, pricing, channels and customers, it proves the
following problems: over-dependence on a few products, incomplete pricing and
quotation system, unbalanced development in channels and weak customer base.
Besides, it analyses the causes from four aspects: weak adaptability to the
macro-environment, increasingly fierce competition in the interbank market, lack
of attention on products, and imperfect marketing mechanism. Then, based on
target market selection and positioning, it is problem-oriented which proposes
four marketing strategies: customer demand-oriented product strategy, including
product innovation and transplantation, differentiated product marketing,
integrated financial services and so on; price strategy aiming at win-win situation,
including optimizing product structure, dynamic pricing, comprehensive pricing
and so on; channel strategy aiming at perfection and diversification, including
establishment of outlets, job penetration, direct sales team and so on; relationship
marketing strategy centered on communication, including the management
system of customer relationship, cross-marketing mechanism, interaction of
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