摘要
摘要
上世纪90年代以来，随着GDP的快速增长和国民收入的不断增加，国民的
理财意识迅速提升，人们通过理财对自身及家庭资产进行增收的需求愈加强烈，
对投资理财产品的需求不断攀升。P银行作为较早开展个人理财的股份制银行，
是市场上一个稳定的产品收益，让百姓有口皆碑的高信誉银行。但“资管新规”
施行后，互联网金融、同业竞争带来的压力和威胁明显增强，商业银行在个人理
财业务中，从产品到服务营销也逐渐显现出不适应市场的问题。P银行郑州分行
的理财产品亟需推陈出新，建立更具竞争力的服务营销体系。
本文基于 7P服务营销理论，从银行服务营销的视角出发，通过对理财客户
的问卷调查，提出 P银行郑州分行个人理财业务存在产品设计不够多元、价格策
略过于单一、渠道策略过于落后、促销效果不理想、人本策略僵化、有形展示策
略不够明确、服务过程策略过于单调等问题。针对这些问题，本文运用 PEST分
析法、波特五力模型和 SWOT等分析工具，对郑州分行个人金融业务的宏观环境、
行业环境和企业环境进行了分析。最后根据对 P银行郑州分行个人理财业务服务
营销的环境分析，针对 P银行郑州分行存在的问题，本文分别以 7P理论指出的
七个要素对其服务营销策略提出了具体的优化方案。
本文基于 7P服务营销理论，通过问卷调查了解 P银行郑州分行个人理财业
务目前的现状与存在的问题，基于相关理论分析工具分析服务营销环境了解问题
成因，提出针对性的优化策略。这是对国内商业银行的服务营销策略研究范围的
拓展，在资管新规实施后，对于研究新业态下商业银行个人理财服务营销策略，
可以提供相应的参考和案例样本，也能够助力 P银行郑州分行提升市场竞争力，
保护客户的利益，实现双赢。
关键词：个人理财；商业银行；7P理论；服务营销
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Abstract
Abstract
Since the 1990s, as the wealth of the Chinese people increases and the
continuous improvement of residents' financial awareness, people's concept of
increasing income from family assets is becoming stronger and stronger, and the
demand for investment and financial products is rising. P bank, as a joint-stock bank
that developed personal financial management earlier, is a word-of-mouth financial
management bank with stable product income in the market and people's confidence.
However, under the background of the implementation of the "new asset management
regulations", the personal financing business of bank P is also facing the threat of
Internet Finance and peer competition. The problems of unreasonable customer
structure, single term of financing products and high difficulty in controlling sales risk
are gradually emerging. P bank's financial products need to be innovated to establish a
more competitive service marketing system.
Based on the theory of 7p service marketing and from the perspective of bank
service marketing, this paper puts forward some problems in personal finance
business of zhengzhou branch of bank p, such as insufficient diversification of
product design, too simple price strategy, too backward channel strategy,
unsatisfactory promotion effect, rigid people-oriented strategy, unclear visible display
strategy and too monotonous service process strategy. Based on these problems, This
paper analyzes the macro-environment, industry environment and enterprise
environment of personal finance business of p bank zhengzhou branch, using the
analysis tools such asPEST analysis method, potter five-force model and SWOT.
Finally, according to the analysis of the environment of service marketing of personal
wealth management in zhengzhou branch of bank p, problems of Zhengzhou Branch
of Posco Bank, this paper puts forward the specific optimization scheme of service
marketing strategy with seven elements respectively pointed out by 7p theory.
Based on the theory of 7P service marketing, this paper analyzes the problems
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Abstract
existing in the personal finance business of P. Bank Zhengzhou Branch, analyzes the
causes of the problems in the service marketing environment of the personal finance
business of P. Bank Zhengzhou Branch, and puts forward the pertinence optimization
strategy. This is a supplement to the research on the service marketing strategy of
domestic commercial banks, which can not only provide reference and case samples
for the research on the marketing strategy of personal wealth management service of
commercial banks under the new management regulation and the new financial
regulation, but also help P bank Zhengzhou Branch to enhance the market
competitiveness, protect the interests of customers and achieve win-win situation.
Key words: personal finance; Commercial banks; 7p theory; service marketing
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