大连理工大学专业学位硕士学位论文
摘
要
近年来，国内经济态势良好，资本市场稳步发展，人民收入不断提高，对理财产品
的需求与日俱增，商业银行为了抢占市场份额，纷纷推出多种多样的理财产品，同业竞
争日趋激烈，再加上互联网金融的崛起，疫情的突然爆发，给银行业带来了很大的冲击。
面对如此激烈的竞争环境，如何发挥竞争优势，提高市场占有率是 N银行 H支行急需
解决的问题。
经济的发展使得通货膨胀率升高，百姓对资金的保值增值更加重视，便纷纷投向银
行的理财产品，同时，理财业务的收入是 N银行 H支行利润增长的重要组成部分，这
也为商业银行的发展提供了良好的契机。
论文以 N银行 H支行作为研究对象，以发现问题、分析问题、解决问题为主线，
展开论文的理论研究。首先，结合国内外先进的个人理财营销经验，根据目前 H支行个
人理财产品的营销状况，分析 N银行 H支行在理财营销方面存在的问题。其次，运用
7P营销理论、生命周期理论分析问题存在的原因。最后，通过 STP理论对 N银行 H支
行的市场进行细分，定位目标市场，结合问卷调查了解客户的理财需求，提出 N银行 H
支行个人理财业务发展中的优化策略。产品方面进行差异化客户的产品组合策略，既包
括资产灵活性与收益性的有机结合，又包括针对不同客户挖掘产品的附加功能；客户方
面要强化客户管理系统的使用，加强存量客户的维护和新客户的挖掘等。营销渠道方面，
要采取主动获客的营销模式，提升物理网点的智能化体验，打造掌上银行的引流营销和
发挥“营销宝”的功能；促销渠道方面要进行社交媒体的碎片化宣传，线上线下场景化
营销和联动交叉营销。从加强人员素质教育管理，保障资金合理配置和建立后台信息管
理系统三个方面建立保障措施。
通过对 N银行 H支行个人理财业务发展的策略进行研究，为 H支行的理财发展中
存在的问题提供解决思路，同时也可以为国内其他银行的发展提供参考。
关键词：个人理财业务；市场细分；引流营销
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N银行 H支行个人理财业务营销策略研究
Research on the Marketing Strategy of Personal Financing Business of N
Bank H of Branch
Abstract
In recent years, the domestic economic situation is good. Steady development of capital
market, increases people's income and demand for wealth management products. In order to
seize market share, commercial banks have introduced a variety kinds of financial products.
Increasingly fierce competition, coupled with the rise of Internet financial and sudden
outbreak of epidemic, has brought a great shock to banking industry. In the face of such fierce
competition environment, how to maximize competitive advantages and improve market
share is an urgent problem to be solved by H Branch of N Bank.
As the economic development makes the inflation rate higher, people attach more
importance to the preservation and appreciation of capital, so they flock to the financial
products of banks. Meanwhile, income from financial services is an important part of the
profit growth of H Branch of N Bank, which also provides a good opportunity for the
development of commercial banks.
This thesis takes H Branch of N Bank as research object, takes problem discovery,
analysis and solution as main line, and launches the theoretical research. First of all, along
with advanced personal finance marketing experience at home and abroad, based on current
marketing situation of personal finance products of H Branch, this thesis summarizes the
problems in the personal financial marketing of H Branch of N Bank. Secondly, 7P marketing
theory and life cycle theory are used to analyze the reasons for the problems. Finally, the
market of H branch of N Bank is subdivided by STP theory, target market is located, financial
needs of customers are understood by questionnaire survey, and optimization strategy for the
development of personal finance business of H Branch of N Bank is proposed. In terms of
products, differentiated customer product portfolio strategy includes both organic
combination of asset flexibility and profitability, and additional functions of thousands of
products for different customers; In terms of customers, key strategies are to strengthen the
use of customer management system, maintain existing customers and find new customers. In
terms of marketing channels, we should adopt the marketing mode of attracting customers
actively, improve the intelligent experience of physical network, create the drainage
marketing of mobile banking and play the function of "marketing treasure"; In terms of
promotion channels, fragmented publicity on social media, scene marketing on/off line, and
linkage cross-marketing should be carried out. Establish safeguard measures from three
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大连理工大学专业学位硕士学位论文
aspects: strengthening personnel quality education management, ensuring reasonable
allocation of funds, and establishing a back-end information management system.
By studying the development strategies on personal finance services of H Branch of N
Bank, this thesis provides solutions to the problems of the development of H Branch's
personal finance services, and also provides references for the development of other domestic
banks.
Key Words： Personal financial business; Market segmentation; Drainage of marketing
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