致谢
历经无数个深夜加点和周末加工，终于将论文撰写完毕。论文如果通过，代
表着自己即将毕业，三年的学习生活即将画上句号，想到这总会让我脑海里浮现
出三年的学习时光，难免会有些不舍。期间，我通过学校线上图书馆下载国内外
相关文献，进行信息梳理和总结，深入了解目前国内外学者对于相关问题的研究
成果。
首先感谢分享参考文献中每一位作者，感谢你们不吝分享，将实践经验和研
究策略公之于众，让我们可以学习借鉴。
其次要感谢我的家人、同事和同学们，感谢你们一直支持鼓励我，让我不要
放弃，陪我一起去图书馆写论文，每天提醒我论文打卡，担心我崩溃经常发信息
关心我。不管结果如何，我都会坚持将论文写完，不抛弃不放弃。然后还要感谢
我的导师江红艳教授，在我交上还没有完成的初稿时没有批评和放弃，同样为我
耐心指导，让我加油。并且，在江老师指导以后我有了新的思路，虽然表述还较
为稚嫩，也没能赶上第一次答辩，但我的心理负担减轻了不少，也更愿意花心思
去完成我的论文。感谢校方各位老师，对我的提点和帮助；感谢各位同学，对我
的关爱和照顾；感谢家人、朋友和同事，对我的支持和鼓励。
由于我学识尚浅，阅历也不够，在文字表达和论述中难免会有不足之处，还
请各位专家、学者和前辈不吝赐教，及时指正批评，我会更加努力，使我们的研
究成果可以更加科学有效，有助于企业健康发展，有助于社会经济繁荣进步。

摘要
随着我国市场利率化的加速发展，以及货币政策的实施，我国金融业快速成
长。这些年，我国居民收入水平在不断提高，人们已经不再只是追求资产的保值，
寻求资产升值的意愿不断加强。同时，各类金融机构开始大量推出自己的专属理
财产品来争夺客户资源及抢占市场份额。近些年随着各类金融机构的稳健发展，
和互联网金融平台的壮大，若想要在市场中想要分一杯羹，必须要有的放矢、有
抓手可依，而理财业务则成为占据资源的重要手段之一。
本文主要以HX银行XZ分行为研究对象,运用文献资料与营销策略方法为研
究的理论基石,分析了HX银行在个人理财服务发展的营销现状及改进方向。本章
的主要结构包括三部分,先提出问题,再分析问题、最后解决问题。首先，本文作
者利用了文献研究法，对国内外的研究内容进行了整理，从而深入了解作者个人
对理财产品的基本内涵以及商品种类的基本概念，从而给出了作者自己的主要观
点，并确定使用了STP市场的定位战略，以及4Ps营销理论作为本文的主要指导
理论；随后，本文中将使用PEST模型与SWOT模型，通过对个人理财业务宏观环
境与微观环境的分析，来剖析HX商业银行个人理财产品在市场营销过程中所遇
到的各种环境特征，从而了解HX银行所应采取的市场营销策略选择；另外，本
文中还将基于4Ps理论的四个层面设计了调研问卷，问题重点包括顾客对产品种
类、期望收益率、交易渠道、营销推广、售后服务等方面的偏好需求，剖析HX
银行XZ分行个人理财营销现状，发现HX银行的主要问题在于产品不够突出、收
益优势不够稳定、线上产品信息较简单、品牌宣传力度不够等，找出产生这些问
题的原因。最后，运用STP市场定位战略，明确按照客户资产情况将客户群体分
为六个评级，重点拓展中高端客户，努力提升私人银行客户，对5万以下长尾客
户也要重点关注，做长期批量营销计划。同时运用4Ps营销理论工具，根据前面
提出的问题一一做出优化方案，制定可行性营销策略。
关键词：商业银行；个人理财业务；营销策略
I

Abstract
With the accelerated development of my country’s market interest rate and the
implementation of monetary policy, my country’s financial industry has grown rapidly.
These years, The income level of Chinese residents is constantly improving, people
are no longer just pursuing asset preservation, the willingness to seek asset
appreciation continues to increase. Simultaneously, various financial institutions
began to launch a large number of their own exclusive wealth management products
to compete for customer resources and seize market share. Last few years, with the
rise of Internet finance and the growing development of the financial industry, banks
want to take a share in such fierce market competition, must be targeted, there is a
breakthrough, the wealth management business has become one of the important
means of occupying resources.
This article takes HX Bank XZ branch as the research object, from the
perspective of a personal account manager of HX Bank, combine the difficulties
encountered in daily work and marketing experience etc, use literature and marketing
strategy methods as the theoretical basis for research, analyze the marketing status and
improvement direction of the development of HX Bank's personal wealth
management business. The main structure of this article is to ask and analyze and
solve problems. First of all, this article through research literature, sort out research
content at home and abroad, to understand the definition of financial products and the
definition of types, put forward your own ideas, determined to use The Four Ps of
Marketing and the STP market positioning strategy as the guiding theories of this
article. Secondly, in this article, we will use the PEST model and SWOT model to
analyze the various environmental characteristics encountered by HX Commercial
Bank's personal wealth management products in the marketing process through the
analysis of the macro environment and micro environment of the personal wealth
management business. In addition, this article also use questionnaire survey method,
design questionnaires based on the four dimensions of product, price, channel, and
promotion, through customers' preference for product types, expected returns,
transaction channels, promotion, services, analyze the marketing status of HX Bank
personal financial products, and found that the main problem of HX Bank is that the
products are not outstanding enough, the profit advantage is not stable enough, the
online product information is relatively simple, the brand promotion is not strong
II
。。。以下略