近些年，我国资产管理业务规模持续扩大，其重点组成部分的银行理财业务 也呈现出了高速发展的态势。但是由于监管要求标准不一致，底层资产风险不明 晰，刚性兑付普遍存在等现象，影响了宏观调控的有效性，提升了社会融资成本， 降低了金融机构服务实体经济的效能，加剧了跨欧亿·体育（中国）有限公司风险的传递。 因此，监管机构要求银行理财业务回归本源，打破刚性兑付，实行净值化管 理。在过去三年中，资管新规及配套细则陆续出台，组成了更加完善的资产管理 欧亿·体育（中国）有限公司监管体系，共同构成了银行理财业务发展的规范准则，银行理财业务净值化 转型趋势逐渐清晰。 与此同时，金融脱媒加速，对公客户不再满足于传统商业银行服务，对理财 业务等综合金融服务的需求日益旺盛。在此背景下，商业银行对公理财业务如何 顺应监管要求，响应对公客户资产保值需求，优化理财业务营销策略迫在眉睫。 本论文运用相关营销理论，以A银行作为研究对象，定位对公理财业务这一 细分市场，总结资管新规的出台背景及其对A银行对公理财业务营销的影响，明 确营销策略优化的必要性。通过文献分析法、案例分析法和调查研究法，从产品、 价格、渠道、促销、人员、有形展示和过程这七个方面，深入分析A银行对公理 财业务营销策略现状，探寻资管新规下A银行对公理财业务营销策略存在的问题。 针对发现的问题逐一提出优化策略，分别是，产品策略优化：构建净值产品 组合、理性认识净值产品和严选产品重点推荐；价格策略优化：发挥净值价格优 势、培养私募报价习惯和知晓市场价格趋势；渠道策略优化：优化线上销售渠道、 提升渠道分销能力和畅通营销沟通渠道；促销策略优化：举办客户促销活动、开 展部门联合促销和灵活分配促销资源；人员策略优化：升级大户服务能力、提升 人员专业素养和完善销售资质管理；有形展示策略优化：有形展示产品特征、及 时反馈理财盈亏和设置理财销售专区；过程策略优化：深入了解资金需求、主动 管理营销过程和积极助力网点营销。 希望以此研究丰富商业银行对公理财业务领域营销策略的研究成果，在实践 中帮助A银行缓解对公理财业务营销转型压力，增强市场竞争力。为其他商业银 II 行对公理财业务开拓营销策略优化思路，共同促进银行理财业务回归资管欧亿·体育（中国）有限公司“受 人之托、代人理财”本源。帮助对公客户提升资金价值，满足其金融服务需求。 有效防范金融风险，稳定市场预期，推动资产管理欧亿·体育（中国）有限公司规范健康发展，提升服务 实体经济效能。 关键词：资管新规；商业银行；对公理财业务；营销策略 III Abstract Inrecentyears,thescaleofChina'sassetmanagementbusinesshascontinuedto expand,anditskeycomponent,bankwealthmanagementbusiness,hasalsoshowna rapiddevelopmenttrend.However,duetoinconsistentregulatorystandards,unclear underlyingassetrisksandwidespreadrigidredemption,theeffectivenessof macro-controlisaffected,thesocialfinancingcostisincreased,theefficiencyof financialinstitutionsservingtherealeconomyisreduced,andcross-industryrisk transmissionisintensified. Therefore,regulatorsrequirebankstoreturntotheiroriginalwealthmanagement business,breakrigidredemptionandimplementnetworthmanagement.Inthepast threeyears,newregulationsandsupportingrulesforassetmanagementhavebeen issuedoneafteranother,formingamoreperfectsupervisionsystemfortheasset managementindustry,whichtogetherconstitutethenormativecriteriaforthe developmentofbankwealthmanagementbusiness,andthetrendofnetvalue transformationofbankwealthmanagementbusinesshasgraduallybecomeclear. Atthesametime,financialdisintermediationisaccelerating,publiccustomersare nolongersatisfiedwiththetraditionalcommercialbankingservices,andthedemandfor comprehensivefinancialservicessuchaswealthmanagementbusinessisincreasingly strong.Underthisbackground,itisextremelyurgentforcommercialbankstooptimize themarketingstrategyoffinancialmanagementbusinessinordertocomplywiththe regulatoryrequirementsandrespondtothedemandforassetpreservationofcorporate customers. Thispaperusestherelevantmarketingtheory,takesbankAastheresearchobject, locatesthemarketsegmentofcorporatefinancebusiness,summarizesthebackground ofthenewassetmanagementregulationsanditsimpactonbanka'smarketingof corporatefinancebusiness,andclarifiesthenecessityofoptimizingmarketingstrategies. Throughthemethodsofliteratureanalysis,caseanalysisandinvestigation,thispaper analyzesthecurrentsituationofbanka'smarketingstrategyforcorporatefinancefrom sevenaspects:product,price,promotion,personnel,physicalevidenceandprocess,and findsouttheproblemsexistinginbankA'smarketingstrategyforcorporatefinance underthenewassetmanagementregulations. Accordingtotheproblemsfound,theoptimizationstrategiesareputforwardone byone.Theyare:Productstrategyoptimization:buildanetworthportfolio,rational understandingofnetworthproductsandstrictlyselectthekeyrecommendationof products;Pricestrategyoptimization:givingfullplaytonetworthpriceadvantage, fosteringprivateplacementquotinghabitsandcomparequotationsfrompeersregularly; Placestrategyoptimization:optimizeonlinefinancialplace,improveplacedistribution capabilitiesandsmoothmarketingcommunicationplace;Promotionstrategy optimization:organizecustomerpromotionactivities,carryoutjointpromotionamong departmentsandflexiblyallocationofpromotionalresources;Personnelstrategy optimization:upgradekeycustomerservicecapabilities,improvetheprofessional qualityofpersonnelandrefinesalesqualificationmanagement;Physicalevidence strategyoptimization:tangibledisplayofproductfeatures,timelyfeedbackoffinancial profitandlossandsetupassetsalesarea;Processstrategyoptimization:in-depth understandingoffundingneeds,activelymanagethemarketingprocessandactively assistthemarketingofbankoutlets. IV Itishopedthatthisresearchwillenrichtheresearchresultsofcommercialbanks' marketingstrategiesinthefieldofcorporatefinancebusiness,andhelpBankAtoease thepressureofmarketingtransformationofcorporatefinancebusinessandenhanceits marketcompetitivenessinpractice.TheBankwilldevelopmarketingstrategy optimizationideasforothercommercialbanks'corporatewealthmanagementbusiness, andjointlypromotethereturnofbankwealthmanagementbusinesstotheoriginof "beingentrustedbyothersandmanagingwealthonbehalfofothers"intheasset managementindustry.Helpcorporatecustomerstoimprovetheircapitalvalueandmeet theirfinancialserviceneeds.Effectivelypreventfinancialrisks,stabilizemarket expectations,promotestandardizedandhealthydevelopmentoftheassetmanagement industry,andimprovetheefficiencyofservingtherealeconomy. Key-words:Newregulationsonassetmanagement；Commercialbanks；Corporate wealthmanagementbusiness；Marketingstrategy V 目录 1.绪论..........................1 1.1选题的背景...1 1.2选题的目的和意义......................2 1.2.1选题的目的.......................2 1.2.2选题的意义.......................2 1.3文献综述.......3 1.3.1资管欧亿·体育（中国）有限公司及银行理财业务发展研究..............3 1.3.2银行理财业务营销策略研究..........................4 1.3.3资管新规对银行理财业务营销策略影响研究.............................5 1.3.4研究评述...........................6 1.4研究方法和内容..........................6 1.4.1研究方法...........................6 1.4.2研究内容...........................7 1.5研究思路和技术路线..................8 1.5.1研究思路...........................8 1.5.2技术路线...........................8 2.相关概念及理论基础.............................9 2.1理财业务及营销策略优化相关概念.........................9 2.1.1理财业务相关概念...........9 2.1.2营销策略优化相关概念...9 2.27Ps服务营销理论......................10 2.3STP营销理论.............................10 2.4本章小结.....11 3.资管新规对A银行对公理财业务营销的影响分析..........12 3.1资管新规基本情况....................12 3.1.1资管新规及配套细则.....12 3.1.2资管新规.........................12 3.1.3理财新规.........................13 3.1.4营宣通知.........................13 3.2A银行及对公理财业务发展情况.............................13 3.2.1A银行基本情况...............13 3.2.2A银行对公理财业务整体情况......................14 3.2.3A银行对公理财业务主要产品情况..............15 3.2.4A银行对公理财业务营销情况比较分析......16 3.3资管新规对A银行对公理财业务营销的影响......18 3.3.1保本型理财退出舞台.....18 3.3.2刚性兑付正在被打破.....18 3.3.3预期收益型逐渐缩减.....19 3.3.4净值型理财成为主流.....20 3.4A银行对公理财业务营销策略优化的必要性.........21 3.5本章小结.....21 VI 4.资管新规下A银行对公理财业务营销策略现状及存在问题分析.................23 4.1资管新规下A银行对公理财业务营销策略现状的调查.....................23 4.1.1调查设计.........................23 4.1.2调查实施..................