摘要
摘要
为实现实体经济去杠杆的目标，防范系统性的金融风险，2018年 4月，人
民银行等部门联合印发《关于规范金融机构资产管理业务的指导意见》简称资
管新规，对资产管理业务进行规范。资管新规出现后，打破了“银行刚性兑
付”，制止了“期限错配”等现象。建设银行N分行理财产品因为资管新规的条
款限制，暂时失去了对客户的吸引力和竞争力，理财产品销售额出现下滑。面
对这一现象，建设银行 N分行应该如何以理财产品营销的实际需求出发，细化
市场推广方案，合理优化理财产品营销策略，让建设银行 N分行理财产品业务
取得健康、稳定的发展。这是他们所面临的一个问题。
本文以建设银行 N分行为优化对象，优化在资管新规背景下理财产品如何
营销的问题。首先，通过国内外相关文献的梳理，充分地了解了资管新规这一
新的政策内容以及意义。然后，使用SWOT分析法，结合建设银行N分行理财产
品营销总体的现状和特点，对其在资管新规颁布实施前后业务变化进行分析。
找出资管新规后建设银行 N分行理财产品营销存在的问题：市场细分没能与时
俱进、产品种类单一、投资门槛过高、获客渠道不完善、宣传回报率低。最后，
结合相关营销理论，从市场细分、产品、价格、渠道、宣传等方面，针对建设
银行 N分行理财产品的营销进行全方位的分析。从而对资管新规背景下建设银
行 N分行的理财产品的营销策略形成优化建议和保障措施。具体包括：加强市
场细分，实施精准营销；降低产品准入门槛，强化客户体验；利用金融科技施
行渠道数字化转型；进行产品创新；搭建线上宣传平台；打造专业化人才团队；
加强风险防控等。
本文可为建设银行 N分行在资管新规背景下理财产品的营销，提供一些优
化建议。来促进建设银行 N分行理财产品的销售，提高建设银行 N分行的市场
竞争力。同时为其他商业银行的理财产品营销转型和发展提供参考。
关键词：建设银行N分行；理财产品；资管新规；营销策略
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Abstract
Abstract
In order to achieve the goal of deleveraging in the real economy and prevent
systemic financial risks, in April 2018, the People’s Bank of China and other
departments jointly issued the “Guiding Opinions on Regulating the Asset
Management Business of Financial Institutions”, referred to as “New Regulations on
Asset Management”, to conduct asset management business specification. After the
emergence of the new asset management regulations, the "bank rigid redemption" has
been broken, and the phenomenon of "term mismatch" has been stopped. Due to the
provisions of the new asset management regulations, the wealth management products
of China Construction Bank N branch temporarily lost their attractiveness and
competitiveness to customers, and the sales of wealth management products declined.
In the face of this phenomenon, how should CCB N Branch proceed from the actual
needs of wealth management product marketing, refine the market promotion plan, and
rationally optimize the marketing strategy of wealth management products, so that
CCB N Branch's wealth management product business can achieve healthy and stable
development. This is a problem they face.
This article takes the N branch of China Construction Bank as the optimization
object to optimize the problem of how to market wealth management products under
the background of new asset management regulations. First of all, through the combing
of relevant domestic and foreign documents, we have fully understood the content and
significance of the new policy of the new asset management regulations. Then, using
the SWOT analysis method, combined with the overall current situation and
characteristics of the financial product marketing of the N branch of China
Construction Bank, the business changes before and after the promulgation and
implementation of the new asset management regulations are analyzed. Find out the
problems in the marketing of wealth management products in the N branch of China
Construction Bank after the new asset management regulations: market segmentation
has not kept pace with the times, product types are single, investment thresholds are
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Abstract
too high, customer acquisition channels are not perfect, and promotion rate of return is
too low. Finally, in combination with relevant marketing theories, it conducts a
comprehensive analysis of the marketing of the wealth management products of the N
branch of China Construction Bank in terms of market segmentation, products, prices,
channels, and publicity. In this way, optimization suggestions and safeguard measures
are formed for the marketing strategy of the wealth management products of the N
branch of China Construction Bank under the background of the new asset management
regulations.
Specifically
include:
strengthening
market
segmentation
and
implementing precision marketing; lowering product entry barriers and enhancing
customer experience; using financial technology to implement digital transformation
of channels; carrying out product innovation; building an online promotion platform;
building a professional talent team; strengthening risk prevention and control Wait.
This article can provide some optimization suggestions for the marketing of
wealth management products of China Construction Bank N Branch under the
background of new asset management regulations. These optimization suggestions can
promote the sales of wealth management products of China Construction Bank N
Branch and improve the market competitiveness of China Construction Bank N Branch.
At the same time, it provides reference for the marketing transformation and
development of wealth management products of other commercial banks.
Keywords: China Construction Bank N branch; wealth management products; new
asset management regulations; Marketing strategy
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