MBA教育中心知识库

2018年“资管新规”出台后，金融机构深入贯彻政策要求，加速产品向净值的转化。现阶段，在新型理财产品体系中，形成以产品净值化为主导的发展模式，随着封闭式个人理财产品的压降，以及稳定的增发新产品，管理资产规模和理财投资能力稳步提升。受大环境影响，自2019年以来兰州银行个人理财产品增长趋势放缓、竞争力降低、个人理财业务规模持续紧缩，带来的经营利润逐年下降，不仅会影响到兰州银行个人理财产品营销，也在更深层次上阻碍了兰州银行的发展，个人理财业务急需转型。鉴于此，本文从兰州银行个人理财产品营销策略出发，全面剖析兰州银行个人理财业务营销策略运用过程中存在的问题，从而提高兰州银行对个人理财实施营销策略重要性的认识。

本文通过分析现有4Ps策略，并通过问卷调查的方式对兰州银行个人理财产品营销策略存在问题的原因进行调查，最终根据兰州银行的实际情况，对个人理财产品提出优化策略，即基于7Ps理论的服务营销策略：设计符合更多客户购买的理财产品、丰富定价方式、利用新媒体渠道、创新个性化促销、发挥人才优势、多样化有形展示、提高服务水平七个方面优化营销策略，进而提高兰州银行个人理财业务市场竞争力，同时验证7Ps营销策略在金融行业运用的可行性，并进一步对7Ps营销策略的应用范畴进行细化。

After the introduction of the "new asset management regulations" in 2018, financial institutions deeply implement the policy requirements and accelerate the transformation of products to net value. At this stage, the new financial product system has formed a development model led by product netting, and with the suppression of old products and the steady issuance of additional new products, the scale of assets under management and financial investment capacity has steadily increased. With the decline of pressure on old products and the stable issuance of new products, the range of assets managed and the ability of financial investments to continuously improve Oval. Influence in the general environment, since 2019, the growth trend of Lanzhou Bank's personal financial products has slowed, competitiveness has fallen and the scope of personal finance business continues to decrease oval. Profit the operation has decreased year after year, which will not only affect the marketing of Lanzhou's personal financial products, but also hinders the development of Lanzhou Bank to a deeper Equal. Personal Financial matters urgently need transformation, starting with the marketing strategy of Lanzhou Bank's personal financial products, this document comprehensively analyses the problems encountered in implementing the marketing strategy of Lanzhou's personal financial services, to improve understanding of the importance of implementing the Bank's personal financial services marketing strategy the Bank of Lanzhou.

This document analysis the existing 4Ps strategy, and through questionnaire survey, the paper investigates the reasons for the problems in marketing strategies of personal financial products of Lanzhou bank. Finally, according to the current situation of Lanzhou Bank, this document outlines a strategy for optimizing personal financial products, i.e. a service marketing strategy based on the 7Ps theory: design of financial products that meet the needs of more customers, enrich pricing methods, use new media channels, and innovate personalized promotion in order to improve the competitiveness of the personal finance market, we optimize marketing strategy from seven aspects: marketing，give full play to the advantages of talents, improve service level. We also verify the feasibility of the 7Ps marketing strategy in the financial process, and the scope of application of 7Ps marketing strategies is further refined.