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单位代码10602
学号2021060106
分类号F272.3
密级公开
硕士专业学位论文
J银行青岛分行个人理财业务营销策略研究
Research on Marketing Strategy of Personal Wealth
Management Business of Qingdao Branch of Bank of J
学院(部)：经济管理学院
专业：工商管理
研究方向：市场营销与运营管理
年级：2021级
研究生：胡群
指导教师：王宜峰
完成日期：2023年6月
J银行青岛分行个人理财业务营销策略研究
研究生姓名：胡群导师姓名：王宜峰
学科：工商管理研究方向：市场营销与运营管理年级：2021
摘要
随着我国城镇居民可支配收入和生活水平的提高，人们对个人理财产品的需求不
断增加，这为商业银行推动业务发展提供了新的机遇欢诿娑孕碌募喙苷摺?
行业竞争压力和科技手段挑战的情况下，如何不断适应经济社会发展的需求，制定更
加有效的营销方案，提升其个人理财产品的竞争力，为客户提供更优质的服务和产品，
实现业务的可持续发展，或将是银行理财业务发展的关键。
本文以J银行青岛分行为研究对象，在梳理国内外相关文献资料的基础上，通
过PEST分析工具对J银行青岛分行个人理财业务的宏微观环境进行分析，研究J银
行青岛分行当前针对个人理财业务所采用的营销策略，发现其个人理财业务营销策略
方面存在产品类型不够丰富、定价市场竞争力弱、销售渠道狭窄、促销手段陈旧单一、
营销人员专业化程度不高、理财产品有形展示欠缺、服务过程效率偏低等问题攵?
存在的问题，全面阐述了J银行青岛分行营销策略问题背后的原因，为下一步科学
制定营销策略提供了依据。
根据目前国际国内形势及市场环境，尤其是2022年的“赎回潮”，各大银行理财
业务营销包括J银行青岛分行都面临巨大的挑战和压力，同时也孕育新的机会?
以本文用7Ps理论针对J银行青岛分行现有的个人理财业务营销管理工作进行分析，
对于提升优化其营销策略具有较高理论意义和实践价值ü訨银行青岛分行个
人理财业务服务营销策略优化方案的研究，本文认为应该重点在强化产品品牌效应，
规范价格体系，细化目标客户，实施个性化服务，丰富营销渠道，系统了解客户，满
足客户需求，客观具体推广产品等方面加大力度，具体来说应当在产品策略、价格策
略、销售渠道策略、促销策略、人员策略、有形展示策略、服务过程策略方面改进具
体措施，不断加强营销理论方面的研究，同时在实际业务中灵活运用，指导今后个人
理财业务的发展，持续提升产品及服务竞争优势，对其它银行也具有一定的借鉴参考
作用。
关键词：J银行；个人理财业务；营销策略
I
Research on Marketing Strategy of Personal Wealth
Management Business of Qingdao Branch of Bank of J
Graduate student:Hu Qun
Supervisor:Wang Yifeng
Ma Jor：MBA
Research direction:Marketing and Operations Management.
Grade:2021
Abstract
As disposable income and living standards of urban residents in China continue to
increase,the demand for personal financial products is also growing.This provides
commercial banks with new opportunities for business development.However,facing new
regulatory policies,industry competition pressures,and challenges from technological
advancements,it is crucial for banks to continuously adapt to economic and social
development needs,develop more effective marketing plans,enhance the competitiveness
of their personal financial products,provide customers with better services and products,
and achieve sustainable business development.These will be the key factors for the
development of bank wealth management businesses.
This article takes the JBank Qingdao Branch as the research object.Based on the
sorting of relevant literature at home and abroad,through the PESTanalysis tool,it analyzes
the current operating status and macro-micro environment of JBank Qingdao Branchs
personal wealth management business,and studies the marketing strategy adopted by JBank
Qingdao Branch for its personal wealth management business,finding problems such as
insufficient product types,weak pricing competitiveness,narrow sales channels,outdated
and single promotional methods,low specialization degree of marketing personnel,lack of
tangible display of wealth management products,and low efficiency in service processes.In
response to these problems,this article comprehensively expounds the reasons behind the
marketing strategy issues of JBank Qingdao Branch and provides a basis for scientifically
formulating marketing strategies in the future.
This article focuses on JBank Qingdao Branch as the research object,and analyzes its
personal wealth management business in terms of macro-micro environment through PEST
analysis tool,based on a review of relevant literature at home and abroad.It also studies the
marketing strategy adopted by JBank Qingdao Branch for its personal wealth management
business,and finds several problems with its marketing strategy,including insufficient
II
product types,weak pricing competitiveness,narrow sales channels,outdated and single
promotional methods,low level of specialization among marketing personnel,lack of
tangible display of wealth management products,and low efficiency in service processes.
To address these issues,this article comprehensively explains the reasons behind the
marketing strategy problems of JBank Qingdao Branch,providing a basis for scientifically
formulating marketing strategies in the future.
Keywords:JBank;personal wealth management business;marketing strategy.
III
目录
一、绪论.....................................................................................................1
(一)研究背景和意义...............................................................................1
1.研究背景............................................................................................1
2.研究意义............................................................................................2
(二)文献综述...........................................................................................3
1.国外研究现状....................................................................................3
2.国内研究现状....................................................................................5
(三)研究内容和研究方法.......................................................................6
1.研究内容............................................................................................6
2.研究方法............................................................................................7
二、相关概念和理论基础........................................................................9
(一)个人理财业务...................................................................................9
1.个人理财业务的定义........................................................................9
2.个人理财产品....................................................................................9
3.市场营销策略的定义......................................................................10
(二)相关理论基础.................................................................................10
1.7Ps 理论...........................................................................................10
2.家庭生命周期理论..........................................................................12
3.PEST分析工具...............................................................................14
三、J银行青岛分行个人理财业务概况及营销环境分析..................15
(一)J银行青岛分行简介.....................................................................15
(二)J银行青岛分行理财业务概述.....................................................15
1.个人理财业务经营情况..................................................................15
2.个人理财业务产品情况..................................................................16
(三)个人理财业务市场营销的环境分析.............................................16
1.宏观环境分析..................................................................................16
2.微观环境分析..................................................................................18
四、J银行青岛分行个人理财业务营销策略现状、问题及原因分析20
(一)个人理财业务营销策略现状.........................................................20
1.价格策略.........
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