MBA学位论文
作者：高炎哲
中国银行青海省分行个人理财业务数字化营销策略优化研究
中国银行青海省分行个人理财业务数字化营销策略
优化研究
中文摘要
随着金融科技水平的不断提升，互联网巨头纷纷涉足金融业务，商业银行
业务的市场份额接连失守，归根究底是商业银行的传统营销模式无法有效触达
和服务于当前的客户需求，难以适应客群结构和客户需求的变化。因此，对于
银行业来说，数字化转型是大趋势，建立科学高效的数字化营销体系是竞争力。
同时，受到监管“资管新规”的要求，商业银行个人理财业务面临转型与发展
的重大挑战。此时，金融科技正在成为商业银行突破个人理财业务痛点和难点
的重要驱动力，数字化营销赋能理财业务的营销、投资、运营等方面，全面提
升效率。
论文针对中国银行青海省分行个人理财业务的数字化营销开展研究，通过
调研分析提出优化策略。首先梳理了数字化营销的相关理论及概念，分析了青
海省分行个人理财业务发展的现状，之后结合问卷调查法研究个人客户特征及
需求，发掘现有营销策略存在的问题并总结原因。最后，根据4R、7P等营销理
论指导，完善对个人理财业务的数字化营销的优化策略，为确保策略的正常实
施提出保障措施。
论文的研究成果表明，对于个人理财业务的营销发展，通过细化客户画像
提升客户识别能力、建立系统的内容营销计划从而扩大营销客群、打造自有社
交媒体及意见反馈通道，提升对客触达能力，吸引并拓展潜在客户，满足客户
的认知需求；组建专业的理财经理队伍、强化产品组成等措施，提升个人理财
产品销量，建立持续的客户关系，提升客户粘性。当然，客户资金沉淀不是终
点，更要在金融生态中将客户转变为用户，打造企业形象，发挥品牌效应。论
文的研究成果不仅可以适用于中国银行青海省分行，对于零售业务、同业机构
也具有借鉴意义。
关键词：个人理财业务，数字化营销，策略优化
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MBA学位论文
作者：高炎哲
中国银行青海省分行个人理财业务数字化营销策略优化研究
RESEARCHON OPTIMIZATION OFDIGITAL
MARKETING STRATEGY OF PERSONAL FINANCIAL
BUSINESS OF BANK OF CHINA QINGHAI BRANCH
Abstract
With the continuous improvement of the level of financial technology, Internet
giants have been involved in financial business, and the market share of commercial
banking business has been lost. Ultimately, the traditional marketing mode of
commercial banks cannot effectively reach and serve the current customer needs,
and it is difficult to adapt to the change of customer group structure and customer
demand. Therefore, for the banking industry, digital transformation is the general
trend, the establishment of scientific and efficient digital marketing system is
competitive. At the same time, personal finance services of commercial banks are
facing major challenges in transformation and development due to the requirements
of the "new regulations on capital management". At this point, fintech is becoming
an important driving force for commercial banks to break through the pain points
and difficulties of personal finance services, and digital marketing enables the
marketing,investment, operationandotheraspects offinanceservicesto
comprehensively improve efficiency.
This paper mainly studies the digital marketing of personal finance services of
Qinghai Branch of Bank of China, and obtains optimization strategies through
research and analysis. Firstly, the paper sorted out the relevant theories and concepts
of digital marketing, analyzed the current situation and problems of the development
of personal finance services in Qinghai Branch, and then studied the needs of
individual customers by means of questionnaire survey, explored the problems
existing in the existing marketing strategies and summarized the reasons. Finally,
according to marketing theories such as 4R and 7P, optimization strategies and
safeguard measures are proposed for digital marketing of personal finance services.
Thesis research results show that for the marketing development of personal
finance business,through detailedcustomer portraits ofimproving customer
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MBA学位论文
作者：高炎哲
中国银行青海省分行个人理财业务数字化营销策略优化研究
recognition ability, establish a system to expand the content of the marketing plan,
create their own social media and marketing customers feedback channel, enhance
the guest contact ability, to attract and develop potential customers, meet the
cognitive needs of customers; Set up a professional team of financial managers,
strengthen product composition and other measures to improve the sales of personal
financial products, establish sustained customer relations and improve customer
stickiness. Of course, customer capital precipitation is not the end. Customers should
be transformed into users in the financial ecology, so as to create corporate image
and give full play to brand effect. The research results of this paper can not only be
applied to Qinghai Branch of Bank of China, but also have reference significance for
retail business and peer institutions.
Keywords: Personal financial business, digital marketing, strategy optimization
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