硕士学位论文
Q农商行理财业务营销策略研究
摘 要
随着我国经济发展迅速，居民收入得到了大大提高，理财观念不断深入人心，居民
理财的意愿也越来越强。同时随着我国通货膨胀率居高不下，居民想要通过投资理财的
方式实现金融资产的保值增值的需求也越来越强烈。再加上新闻网络媒体的宣传，这些
都给商业银行开展理财业务提供了很好的市场环境和氛围。从商业银行角度上来说，商
业银行开展理财业务有利于降低经营成本及风险，有利于增加银行中间业务收入，促进
银行结构化转型升级，提高银行的综合竞争实力。
对于农村商业银行来说，理财业务虽然起步晚，但依靠其独特的地域资源优势，积
极发挥市场营销作用，依旧可以在竞争激烈的理财业务市场中占据一定的份额。但随着
理财净值化转型的深入，农商行在理财营销方面的问题日益显现。
本文以 Q 农商行为研究样本，基于对 Q 农商行理财业务发展现状的分析以及问卷
调查统计数据的对比，找到其营销策略方面的不足。然后在对 Q农商行目前理财业务的
营销环境进行宏观环境、行业环境、微观环境和 SWOT 分析基础上，进行市场细分、
目标市场选择以及市场定位，努力优化该行理财业务的营销战略。最后，从产品策略、
价格策略、渠道策略、促销策略、人员策略、过程管理、有形展示七个方面提出改进措
施，从而提升 Q农商行理财业务的服务营销水平。
关键词：农村商业银行，理财业务，营销策略，7Ps
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Abstract
硕士学位论文
Abstract
With China’s rapidly rising economy, the income of residents has been greatly improved.
The concept of financial management is deeply rooted in the hearts of the people. The
willingness of residents to be actively involved with financial management is becoming
stronger and stronger. At the same time, with the high inflation rate, residents want to achieve
asset value preservation and appreciation through investment and financial management. All
these provide a good market environment for commercial banks to conduct financial
management business. From the perspective of commercial banks, carrying out wealth
management business is conducive to reducing operating costs and risks, increasing the
income of bank intermediary business, promoting the upgrading of bank structure, and also
improving the comprehensive competitiveness of banks.
Especially for rural commercial banks, although the financial business started late, it can
still occupy a certain share in the competitive financial business market by relying on its
unique geographical resources and actively playing the role of marketing. However, with the
deepening of the transformation of financial net value, the problems in financial marketing of
rural commercial banks are increasingly apparent.
Based on the analysis of the development of financial management business of Q Rural
Commercial Bank and the comparison of the statistical data of the questionnaire survey, this
paper finds the shortcomings of its marketing strategy. Then, on the basis of macro
environment, industry environment, micro environment and SWOT analysis of the marketing
environment of the bank's current financial management business, we make market
segmentation, market targeting and target market positioning, and strive to optimize the
marketing strategy for the bank's financial business.Finally, recommendations will be
suggested from seven aspects: product, pricing, channel, promotion, personnel, process
management and tangible display in order to improve the service marketing level of financial
management business of Q Rural Commercial Bank.
Key Words: Rural Commercial Banks, Financial Management Business, Marketing
Strategies, 7Ps
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硕士学位论文
Q农商行理财业务营销策略研究
目录
摘
要 ............................................................................................................ I
Abstract ............................................................................................................ II
1 绪论 ................................................................................................................ 1
1.1选题背景和意义......................................................................................................... 1
1.1.1研究背景.......................................................................................................... 1
1.1.2研究意义.......................................................................................................... 2
1.2国内外研究现状......................................................................................................... 2
1.2.1国外研究现状.................................................................................................. 2
1.2.2国内研究现状.................................................................................................. 3
1.2.3对文献的评价与启示...................................................................................... 5
1.3研究内容、方法与技术路线..................................................................................... 6
1.3.1研究内容.......................................................................................................... 6
1.3.2研究方法.......................................................................................................... 6
1.3.3技术路线.......................................................................................................... 7
2 相关理论和方法概述 .................................................................................... 8
2.1商业银行理财业务概述............................................................................................. 8
2.1.1我国商业银行理财市场的特征...................................................................... 8
2.1.2商业银行理财业务主要产品介绍.................................................................. 9
2.1.3资管新规对商业银行理财业务的影响.......................................................... 9
2.2市场营销相关理论................................................................................................... 11
2.2.1商业银行营销相关理论................................................................................ 11
2.2.2 7Ps服务营销组合理论.................................................................................. 12
2.2.3消费者行为理论............................................................................................ 13
2.2.4 STP营销战略理论......................................................................................... 13
2.3主要分析方法........................................................................................................... 14
2.3.1 PEST分析法................................................................................................... 14
2.3.2五力模型........................................................................................................ 14
2.3.3 SWOT分析法................................................................................................. 14
3 Q农商行理财业务营销现状及存在的问题 .............................................. 15
3.1 Q农商行发展概述.................................................................................................... 15
3.2 Q农商行理财业务发展现状.................................................................................... 15
III
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