G银行净值型理财产品营销策略研究
摘
要
近些年，商业银行理财产品的净值化转型步伐不断加快，一定程度上使得净值型理
财产品的营销前景不明。因此，本文试图以 G银行为研究样本，探讨其净值型理财产品
的营销问题，分析其现状、存在的问题，提出相应的营销策略和优化建议。一方面可以
一定程度上指导投资者投资净值型理财产品，另一方面有助于银行更好地推广净值型理
财产品，促进银行理财业务的健康持续发展。
首先，本文基于 4P营销理论探究 G银行净值型理财产品的营销现状，指出 G银行
净值型理财产品营销问题；然后，探讨 G银行净值型理财产品面临的宏观和微观营销环
境；最后，基于 STP理论探讨了G银行净值型理财产品的市场细分、目标市场、市场
定位，并基于 4P理论提出净值型理财产品的营销策略优化建议。
研究发现：（1）在产品营销策略上，G银行亟需扩大净值型理财产品的种类，制
定个性化的净值型理财产品，满足多元化的理财需求。包括了发布针对养老主题的净值
型理财产品、推出以绿色金融为主题的净值型理财产品、发布投资起点百万以上的净值
型理财产品等。（2）在价格营销策略上，亟需推出新的差异化定价方式，包括了依据
拥有的闲置资金规模和风险承受能力进行差异化定价。（ 3）在渠道营销策略上，考虑
相应的外部销售渠道，聚焦于微众银行和网商银行等较为突出的互联网银行，还可以积
极开拓地方银行的客户群基础，区域中小银行也可以代销国有大行和股份行的净值型理
财产品。（4）在推广营销策略上，主要是通过线下和线上两个方面开展，线下推广主
要是在网点进行，而线下推广的核心是理财经理，通过加强理财经理的业务能力来落实
线下推广营销策略；线上推广则主要使用电子银行等方面进行宣传促销。（ 5）最后，
从组织机制保障、技术支撑保障、营销队伍保障、投资者教育保障四个方面提出 G银行
净值型理财产品营销策略实施的保障措施，从建立健全关键信息披露机制、提高披露渠
道多样性、建立理财产品信息披露统一规范三方面来制定组织机制保障措施；从营销网
络化、推动数字化转型、智能系统支持三方面来制定技术支撑保障措施；从提高对净值
型理财产品的思想认识、加强专业知识的销售培训两方面来制定营销队伍保障措施。
关键词：G银行；净值型理财产品；营销环境；营销策略；优化建议
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目录
Abstract
In recent years, the net worth transformation of financial products of commercial banks
has been accelerating, which, to some extent, makes the marketing prospects of net worth
financial products unclear. Therefore, this thesis attempts to take Bank G as the research
sample to discuss the marketing problems of its net worth financial products, analyze its
current situation and existing problems, and put forward corresponding marketing strategies
and optimization suggestions. On the one hand, it can guide investors to invest in net worth
wealth management products to a certain extent, and on the other hand, it can help banks to
better promotenetworth wealthmanagement productsand promotethe healthyand
sustainable development of bank wealth management business.
First of all, based on the 4P marketing theory, this thesis explores the marketing status of
the net worth financial products of Bank G, and points out the marketing problems of the net
worth financial products of Bank G; Then, it discusses the macro and micro marketing
environment faced by the net worth financial products of Bank G; Finally, based on the STP
theory, this thesis discusses the market segmentation, target market and market positioning of
the net worth financial products of Bank G, and puts forward suggestions for optimizing the
marketing strategy of the net worth financial products based on the 4P theory.
The research finds that: (1) In terms of product marketing strategy, Bank G urgently
needs to expand the category of net worth financial products and develop personalized net
worth financial products to meet diversified financial needs. It includes the release of net
worth financial products for the elderly, the launch of net worth financial products with green
finance as the theme, and the release of net worth financial products with an investment
starting point of more than one million. (2) In terms of price marketing strategy, it is urgent to
introduce new differentiated pricing methods, including differentiated pricing based on the
size of idle funds and risk tolerance. (3) In terms of channel marketing strategy, consider the
corresponding external sales channels, focus on prominent Internet banks such as WeBank
and online banking, and actively develop the customer base of local banks. Regional small
and medium-sized banks can also sell net worth financial products of large state-owned banks
and joint-stock banks on a commission basis. (4) In terms of promotion and marketing
strategy, it is mainly carried out offline and online. Offline promotion is mainly carried out in
outlets, and the core of offline promotion is the financial manager. The offline promotion and
marketing strategy is implemented by strengthening the business ability of the financial
manager; Online promotion mainly uses e-banking and other aspects for promotion. (5)
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G银行净值型理财产品营销策略研究
Finally, from the four aspects of organizationalmechanism guarantee, technical support
guarantee, marketing team guarantee and investor education guarantee, this thesis proposes
the guarantee measures for the implementation of the marketing strategy of the net worth
financial productsof BankG, and formulatesthe organizationalmechanism guarantee
measures from three aspects: establishing and improving the key information disclosure
mechanism, improvingthe diversity ofdisclosure channels,and establishing aunified
standard for financial product information disclosure; Formulate technical support measures
from three aspects: marketing networking, promoting digital transformation, and intelligent
system support; Develop marketing team guarantee measures from two aspects: improving the
ideological understanding of net worth wealth management products and strengthening the
sales training of professional knowledge.
Key Words: G bank; net-worth wealth management products; marketing environment;
marketing strategy; optimization suggestions
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