【作者】 王剑；

【导师】 段云；

【作者基本信息】 哈尔滨工业大学 ， 工商管理（专业学位）， 2022， 硕士

【摘要】 近年来我国经济发展迅速,人均收入不断提高,人们对投资理财的需求更加旺盛。作为投资理财产品的主要市场主体,我国的银行业也在这方面飞速发展。但是发展之余也出现诸多问题,如地域经济发展不均衡导致的区域人口结构、消费习惯等问题的差异。中国邮政储蓄银行S分行地处于经济欠发达地区,在理财产品营销策略方面一直按省行制定的统一标准执行。但由于地方经济环境各异、人口结构各有特点等因素,对政策的执行并没有完全结合实际情况,使邮储银行S分行在理财业务发展方面遇到了瓶颈。再加上新冠疫情对地方经济的冲击,中国邮政储蓄银行S分行的理财产品销售业绩更是出现了负增长。因此,如何结合S市的实际情况,制定合理的个人理财产品营销策略正是本文的主要研究方向。本文通过梳理国内外在个人理财产品营销方面的文献,对一些重要概念做了清晰的阐述。通过深度剖析国内外相关的营销理论,如4P理论四个角度剖析目前中国邮政储蓄银行S分行在理财产品营销的现状,并指出其在理财产品搭配方面缺少员工培训和必要的指导,网点建设和规划方面缺少特性化的建设策略,员工营销观念较为落后、企业文化也没有与时俱进、跟不上时代对银行发展的根本性要求,营销策略制定缺少合理的数据分析和市场调研,四个方面存在的问题。利用市场营销学分析经常应用的STP工具,对目标市场进行详细的分析并实现目标市场分类,锁定目标产品的消费市场,并重新对市场进行定位。针对以上提出的四个方面存在的问题,综合考虑S市的城市特点,比如人口年龄结构、人口综合素质、居民职业种类等因素,制定符合S市实际情况的理财产品的营销策略,着重在促销策略方面和服务营销方面进行阐述,如网点的建设要按照客户职业属性的特点,加强和拓宽线上营销渠道,完善线上营销渠道的体系建设,通过培训和实战经验相结合,从根源上解决企业面临的问题,又从几个方面提出了一些保障性措施,确保策略能有效且高质量的被执行。更多还原

【Abstract】 In recent years,China’s economy has developed rapidly,and the per capita income has been continuously improved.The improvement of people’s living standards has brought people’s strong demand for financial management and investment.As the main market body of investment and financial products,China’s banking industry is also developing rapidly in this regard.However,there are also many problems,such as the differences in regional population structure and spending habits caused by unbalanced regional economic development.Located in less developed areas,the S Branch of Postal Savings Bank of China has been implementing the unified standards designed by the provincial headquater in terms of financial product marketing strategies.However,due to factors such as different local economic environments and population structure,the implementation of these policies is not fully aligned with the actual situation,which makes the Branch encounter a bottleneck in the development of financial services.Moreover,the impact of coronavirus pandemic on the local economy results in the negative growth of S Branch’s financial products sales.Therefore,how to combine the actual situation of S City and come up with reasonable financial marketing strategies is the main research direction of this paper.By reviewing domestic and foreign literature on marketing of personal financial products,this paper clearly expounds some important concepts.Through in-depth analysis of relevant marketing theories,such as the 4P theory,this paper studies the current situation of S Branch of Postal Savings Bank of China in terms of the marketing of financial products from four perspectives.It summarizes four defects that can be improveds: lack of the necessary staff training and guidance,short-sighted network construction and planning strategy,the weak marketing sense of staffs and the outdated enterprise culture,lack of data analysis and market research when making marketing strategies.Reevaluation of the market segmentation and marketing target is carried out in this paper by using the analysis tools such as the STP analysis.Targeting at the four problems mentioned above,this paper comes up with a new marketing strategy that takes S city’s actual situation into account.The strategy emphasizes promotion and service marketing strategies:the construction of bank outlets should refer to the occupation of local population,strengthen and extend online marketing platforms and systems,improve staffs’ marketing ability and customer service strategy,expecting to increase customer adhesion.Finally,this paper proposes safeguards of the implementation of financial product marketing strategies in terms of system,staff and culture.更多还原