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论文编号：	14446
作者编号：	2320213848
上传时间：	2023/12/19 16:16:13
中文题目：	中信银行财富管理业务营销策略提升研究
英文题目：	Research on Marketing Tactics Improvement of China CITIC Bank’s Wealth Management Business
指导老师：	任星耀
中文关键字：	中信银行:财富管理业务;市场定位;营销策略
英文关键字：	China CITIC Bank; Wealth Management Business; Market Positioning; Marketing Strategy
中文摘要：	商业银行发展财富管理业务的背景是贯彻落实实现全体人民共同富裕的中 国式现代化的国家战略。随着我国经济的高速增长，社会财富在过去 20 年翻了 15 倍，占据全球 18%的份额，成为全球第二大财富管理市场，仅次于美国。预 计到 2025 年，中国将成为一个“高财富”国家。2019 年新冠疫情爆发对人民的 生命健康和经济造成了巨大的影响，尽管在党中央的领导下，我国有效地控制 住了疫情的传播并实现了复工复产，但疫情的反复和持续时间较长仍给经济运 行带来了阻碍，对经济产生了不可逆转的影响。2022 年，我国的 GDP 为 121.03 万亿元，同比增长 3%，低于预期。许多企业面临困难，居民收入增长放缓，这 给银行的财富管理业务带来了巨大的挑战。在投资端，财富产品所面临的底层 资产风险和信用风险增加，非标准化资产和债券违约事件也时有发生;在客户 端，居民收入增长放缓，信心不足，银行难以扩张和经营客户群体。与此同时， 地缘冲突、海外通胀高企、美联储快速加息等因素给全球政治经济格局和资本 市场带来了较大的不确定性，居民对专业服务和多元化投资的需求也在增加。 此外，金融机构在支持实体经济和减少费用的系列政策下，传统的理财和存款 产品同质化严重，加上券商、保险公司和互联网金融平台的竞争加剧，行业竞 争变得更加激烈。面对宏观环境和行业格局的变化，商业银行必须迅速转型， 顺应市场和客户需求的变化，优化自身的营销策略，坚持以客户为导向、价值 导向，提升财富管理水平。 本论文基于市场营销 STP+7Ps 的理论框架，关注大型股份制银行中信银行 的财富管理业务，探讨商业银行在当前市场格局下如何优化营销策略，实现财 富管理业务的增长。论文首先对中信银行财富管理业务的概况和面临的竞争环 境进行了分析，然后结合中信银行自身的优势和劣势以及外部环境的机遇和威 胁，进行了 SWOT 分析，以找出优势和避免劣势。接着，论文通过对中信银行财 富管理业务的现状和问题的分析，结合客户问卷调查和内部员工访谈的结果， 对产品、定价、渠道、促销、人员、有形展示和服务流程等方面存在的问题进 行了详细的分析，阐述了提升营销策略的必要性。然后，基于 STP 理论进行市 场细分、目标市场选择和市场定位，并提出了针对性的营销策略优化方案，包 I 摘要 括提供多样化的产品策略，建立基于客户贡献度的定价策略，改进渠道策略， 加强促销策略，提供专业、快速和温暖的服务，建立顾问式服务流程，完善线 上线下多角度的展示，提升客户的服务体验。最后，为确保优化方案的顺利实 施，提出了保障措施。 本论文通过对中信银行财富管理业务营销策略的提升方案的研究，在中信 银行解决自身问题、调整业务策略、走出发展困境方面提供了理论和决策依据。 同时，作为我国首批成立的股份制商业银行，在财富管理业务转型方面具有典 型性，在行业中也具有借鉴意义。
英文摘要：	The background for the development of wealth management business by commercial banks is to implement the national strategy of achieving common prosperity for all people in the context of China's unique modernization. With the rapid growth of the Chinese economy， social wealth has multiplied 15 times in the past 20 years， accounting for 18% of the global share and making China the world's second-largest wealth management market after the United States. It is expected that by 2025， China will become a "high-wealth" nation. The outbreak of the COVID-19 pandemic in 2019 had a significant impact on the lives， health， and economy of the people. Despite effective control measures under the leadership of the central government ， the pandemic's recurrence and prolonged duration still posed obstacles to economic operation ， resulting in irreversible effects on the economy. In 2022， China's GDP was 121.03 trillion yuan， with a year-on-year growth of 3%， lower than expected. Many businesses faced difficulties， and the growth of residents' income slowed down， presenting significant challenges to the wealth management business of banks. On the investment side， wealth products faced increased underlying asset and credit risks ， with occurrences of non-standardized asset and bond default events.On the customer side，slowed income growth and reduced confidence made it challenging for banks to expand and manage customer groups. Simultaneously， factors such as geopolitical conflicts， high overseas inflation， and the rapid interest rate hikes by the U.S. Federal Reserve brought significant uncertainty to the global political and economic landscape and capital markets . Residents' demand for professional services and diversified investments increased. Additionally， under policies supporting the real economy and cost reduction ， traditional wealth management and deposit products became highly homogenized . Intensified competition from securities firms ， insurance companies ， and internet financial platforms further heightened industry competition. III Abstract Faced with these macro-environmental changes and shifts in the industry landscape，commercial banks must swiftly transform，adapt to market and customer demands， optimize their marketing strategies， and uphold customer-centric and value-oriented approaches to enhance their wealth management capabilities. This thesis ， based on the theoretical framework of marketing STP+7Ps ， focuses on the wealth management business of China CITIC Bank ， a large commercial bank. It explores how commercial banks， particularly China CITIC Bank， can optimize marketing strategies to achieve growth in the current market landscape. The thesis begins by analyzing the overview of China CITIC Bank's wealth management business and the competitive environment it faces . It then conducts a SWOT analysis，considering the bank's internal strengths and weaknesses， as well as external opportunities and threats. Following this， the thesis analyzes the current state and issues of China CITIC Bank's wealth management business. It utilizes customer surveys and internal staff interviews to provide a detailed analysis of problems in areas such as product offerings， pricing， channels， promotion， personnel， tangible displays， and service processes . The thesis emphasizes the necessity of improving marketing strategies. Subsequently ， based on the STP theory ， the thesis suggests market segmentation ， target market selection ， and market positioning . It proposes targeted optimization strategies， including diversified product strategies， pricing based on customer contribution ， improved channel strategies ， strengthened promotion strategies ， provision of professional ， fast ， and warm services ， establishment of advisory service processes， and enhancement of customer service experiences through comprehensive online and offline displays. Finally， to ensure the smooth implementation of the optimization plan， the thesis puts forward safeguard measures. This research provides theoretical and decision-making foundations for China CITIC Bank to address its internal challenges， adjust its business strategies， and overcome developmental difficulties. As one of the first joint-stock commercial banks established in China， China CITIC Bank holds typical significance in wealth management business transformation and serves as a valuable reference in the industry.
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