分类号：密级：
U D C ： 学号：410216419105
南 昌 大 学 专业学位硕 士 研 究 生
学位论文
X 银行南昌分行个人理财产品营销策略优化研究
Research on the Optimization of Personal Financial Products
Marketing Strategy of Nanchang Branch of Bank X
史敏静
培养单位（院、系）：经济管理学院
指导教师姓名、职称：张文、教授
专业学位种类：工商管理硕士
专业领域名称：
论文答辩日期： 2022 年 5 月 22 日
答辩委员会主席：黄剑文
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论文题目X 银行南昌分行个人理财产品营销策略优化研究
姓名 史敏静 学号 410216419105 论文级别博士□ 硕士
院/系 /所 经济管理学院专业 工商管理
E_mail
备注：
公开 □保密（向校学位办申请获批准为“保密”，年月公开 摘要
摘 要
随着资管新规在 2022 年的正式实施，中小银行个人理财业务面临新的机遇
和挑战，必须优化理财产品营销策略。本文以 X 银行南昌分行为研究对象，对 X
银行南昌分行理财产品的潜在客户进行了问卷调查，了解人群特征、理财需求和
他们对 X 银行南昌分行理财营销的评价，描述 X 银行个人理财产品营销现状并分
析存在的问题；运用 PEST 和 SWOT 分析法分析X 银行南昌分行理财产品营销面临
的环境；运用STP 分析工具选择目标市场、明确市场定位，提出优化策略和保障
措施。
在当前竞争态势下，X 银行南昌分行个人理财产品的营销相对传统，竞争力
没有充分挖掘，主要存在缺乏有效营销手段、缺乏高素质专业营销人员、缺乏准
确市场定位的问题，需要根据外部形势变化和自身资源禀赋进行优化。X 银行南
昌分行个人理财产品的潜在客户有一些显著的特征值得注意，如个体户和体制内
人员占了很大比重，资金实力不强，风险偏好较低等等。人们理财意识逐步增强，
但是充斥着非理性行为。
X 银行南昌分行个人理财产品营销面临的环境，危、机并存，总体而言危大
于机。X 银行南昌分行深耕当地、具有本土优势，南昌都市圈的发展、金融体系
的完善和区域金融中心建设、数字化转型带来新机遇，同时也面临银行间竞争激
烈、金融监管更趋严格等方面的挑战。
通过 STP 分析，从资产、风险偏好、生命周期三个维度进行市场细分，结合
X 银行南昌分行的比较优势选择目标市场，明确自身市场定位提供差异化服务。
从产品、促销、价格、渠道四个方面完善营销策略组合，要基于自身中小银行的
现实，打造全体系理财产品超市，以代销为切入点，加快净值化理财产品转型和
自身理财产品品牌建设。营销策略的有效实施需要队伍建设、风险防范体系、数
字化转型、考核机制提供支撑，要建设高素质专业理财营销队伍、深化投资者教
育，健全理财业务的风险防反体系，加快银行数字化转型步伐，制定科学合理的
考核机制。
资管新规的实施对于众多中小银行理财业务的发展具有普遍影响，本文的研
究对于其他中小银行如何分析内外部环境变化，根据自身资源基础优化营销策略
具有一定借鉴意义。
关键词：X 银行；个人理财产品；营销策略
I Abstract
ABSTRACT
With the formal implementation of the new asset management regulations in
2022, the personal financial services of small and medium-sized banks are facing new
opportunities and challenges, and the marketing strategy of financial products must be
optimized. Taking the behavior of Nanchang Branch of Bank X as the research object,
this paper conducts a questionnaire survey on the potential customers of financial
products of Nanchang Branch of Bank X, understands the crowd characteristics,
financial needs and their evaluation of financial marketing of Nanchang Branch of
Bank X, describes the current situation of personal financial products marketing of
Bank X and analyzes the existing problems; Using pest and SWOT analysis to
analyze the environment faced by the marketing of financial products of Nanchang
Branch of Bank X; Use STP analysis tools to select the target market, clarify the
market positioning, and put forward optimization strategies and safeguard measures.
Under the current competitive situation, the marketing of personal financial
products of Nanchang Branch of Bank X is relatively traditional, and the
competitiveness has not been fully explored. The mainly problems are lack of
effective marketing means, high-quality professional marketing personnel and
accurate market positioning, which need to be optimized according to the changes of
external situation and their own resource endowment. The potential customers of
personal financial products of Nanchang Branch of Bank X have some remarkable
characteristics that deserve attention, such as self-employed households and personnel
within the system accounting for a large proportion, weak capital strength, low risk
preference and so on. People;s awareness of financial management has gradually
increased, but it is full of irrational behavior.
The marketing of personal financial products of Nanchang Branch of Bank X is
facing an environment where risks and opportunities coexist. Generally speaking,
risks outweigh opportunities. Nanchang Branch of Bank X is deeply rooted in the
local area and has local advantages. The development of Nanchang metropolitan area,
the improvement of financial system, the construction of regional financial center and
digital transformation bring new opportunities. At the same time, it also faces
challenges in terms of fierce inter-bank competition and stricter financial supervision.
Through STP analysis, market segmentation is carried out from the three
II Abstract
dimensions of assets, risk preference and life cycle. Combined with the comparative
advantages of Nanchang Branch of Bank X, the target market is selected to clarify its
own market positioning and provide differentiated services. Improve the marketing
strategy combination from the four aspects of products, promotion, price and channels.
Based on the reality of their own small and medium-sized banks, build a whole
system financial product supermarket, take consignment as the starting point, and
accelerate the transformation of net worth financial products and the brand
construction of their own financial products. The effective implementation of
marketing strategy needs the support of team building, risk prevention system, digital
transformation and assessment mechanism. It is necessary to build a high-quality
professional financial marketing team, deepen investor education, improve the risk
turnover system of financial business, accelerate the steps of bank digital
transformation, and formulate a scientific and reasonable assessment mechanism.
The implementation of the new asset management regulations has a general
impact on the development of financial services of many small and medium-sized
banks. This research has a certain reference significance for other small and
medium-sized banks to analyze the changes of internal and external environment and
optimize marketing strategies according to their own resource base.
Key Words: Bank X; personal financial products; marketing strategy
III