本人完全了解西北大学关于收集、保存、使用学位论文的规定。学校
有权保留并向国家有关部门或机构送交论文的复印件和电子版。本人允许
论文被查阅和借阅。本人授权西北大学可以将本学位论文的全部或部分内
容编入有关数据库进行检索，可以采用影印、缩印或扫描等复制手段保存
和汇编本学位论文。同时授权中国科学技术信息研究所等机构将本学位论
文收录到《中国学位论文全文数据库》或其它相关数据库。
保密论文待解密后适用本声明。
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西北大学学位论文独创性声明
本人声明：所呈交的学位论文是本人在导师指导下进行的研究工作及
取得的研究成果。据我所知，除了文中特别加以标注和致谢的地方外，本
论文不包含其他人已经发表或撰写过的研究成果，也不包含为获得西北大
学或其它教育机构的学位或证书而使用过的材料。与我一同工作的同志对
本研究所做的任何贡献均已在论文中作了明确的说明并表示谢意。
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摘要
摘要
随着国民收入的增加，家庭财富的积累，人们对于资产规划有了更迫切的需求。作
为一种最主要的投资方式，银行个人理财业务处于市场上的主要位置，但是投资渠道的
增多，各种营销渠道都对传统银行理财项目的发展产生强烈冲击。同时，银行网点规模
缩减、资产规模缩减以及国家对于互联网金融提供的一系列政策支持以及互联网新型理
财产品对于理财市场的抢占，都不断挤压传统线下营销模式，这些都对银行个人理财业
务产生了较大的影响，这些因素都导致银行个人理财业务市场营销难度加大。银行通过
从客户需求出发，对个人理财业务的品牌、产品、定价、客群、人员、促销手段及推广
渠道等各个方面进行改进，从而促进营销优化升级。因此，对交通银行陕西分行个人理
财业务营销推广进行分析和研究具有极其重要的意义。
本文以交通银行陕西分行作为研究对象，运用波特五力模型、STP营销理论、7Ps
营销理论，分析了交通银行陕西分行个人理财业务营销发展过程中产生的问题及成因，
通过明确理财产品的目标市场与定位细分、营销渠道、营销策略与客户服务等方面进行
多维度的系统化研究，提出具体的优化方案及保障措施，为交通银行陕西分行发展个人
理财营销业务，扩大自身业务规模带来一定的帮助，对提升交通银行陕西分行的市场竞
争力具有重要价值。
关键词：个人理财产品，STP营销，波特五力模型，品牌定位
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西北大学硕士学位论文
ABSTRACT
With the growth of China's Economy and the increase in National Wealth, people have a
deeper demand for Asset Planning. As one of the most important investment methods, Banks'
Personal Wealth Management Business is in the main position in the Market. However, with
the increase of Investment Channels, various Marketing Channels have an impact on the
Development of Traditional Bank Wealth Management Projects. At the same time, the
reduction in the scale of Bank Outlets and the scale of Assets, a series of Policy support
provided by the state for the vigorous Development of Internet Finance, and the seizure of the
Market by New Internet Wealth Management Products have caused Market squeeze and
impact on Traditional Offline Marketing. These all have affected Banks' Personal Financial
Management Business.This makes it more difficult for Banks to develop the Market for
Personal Financial Management Services than in the past.The Bank's Personal Wealth
Management Business has been improved in various aspects such as Brand, Product and
Customer Groups, Promotion Channels, etc., based on Customer Needs, Price, Promotions,
Personnel, etc. to promote the Marketing Transformation of Wealth Management
Products.Therefore, The Promotion of the Bank's Personal Wealth Management Business
Marketing Analysis and Research is extremely important.
This Article takes the Bank of Communications Shaanxi provincial Branch as the research
object, analyzes the problems and causes of the Marketing Development of the Bank's
Personal Wealth Management Business, from the Market Positioning and segmentation of the
Wealth Management Products issued by the Bank, Market development and Marketing
strategies, channels and services, etc. Systematic research, by proposing optimization plans
and safeguard measures, will help Banks develop Wealth Management Products to break the
Market Competition Pattern. At the same time, it will help optimize the Marketing Strategy of
Personal Wealth Management Business, which is important to enhance the Market
Competitiveness of Enterprises Value.
Keywords: Personal Financial Product Marketing, Asset Planning, Brand Positioning
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