MBA教育中心知识库

当前，人口老龄化已成为我国社会发展进程中的一项重大现实国情。伴随“银发浪潮”而来的“银发经济”蓬勃发展态势，引发了金融领域的广泛关注与积极参与。作为我国金融体系的主体核心，商业银行在养老金融服务供给中扮演着重要角色。商业银行积极拓展养老金融业务，既是实现自身转型升级的内在要求，也是推动我国养老金融事业健康发展的重要举措。

近年来政府各级部门持续加大对养老服务各种设施建设投入力度，但养老产业仍存在经济基础薄弱、居民养老意识不足等深层次问题。在此背景下，A银行白银分行亟需在日益激烈的同业竞争格局中巩固市场地位、提升竞争优势。基于此，本研究综合运用案例分析与问卷调查相结合的研究方法，对A银行白银分行养老金融产品营销策略展开深入探讨。研究通过系统考察该行内部运营机制与外部经营环境、客户实际需求特征以及区域市场特点，全面把握该行养老金融产品营销现状及区域养老金融发展态势。同时，运用SWOT分析模型，对该行养老金融产品营销推广的内部优势与劣势、外部机遇和挑战进行深入剖析，系统归纳总结其养老金融产品营销现状和存在的突出问题，最终提出合理的优化建议，以便更好地满足养老金融市场发展需求。

本文通过对老年客户群体开展专项问卷调查，从养老理财产品配置、风险承受能力、专属服务需求、产品服务优势认知等多个维度，系统收集并分析老年客户的养老金融服务需求特征。同时，基于养老金融市场定位、特色产品营销策略、线上银发专区功能模块等关键要素，对现存问题进行多维度剖析，以明确问题成因。在实证研究基础上，综合运用STP市场细分理论与7Ps营销理论，通过科学的市场细分和精准定位，为A银行白银分行如何更好优化养老金融产品营销策略、提升服务品质、满足客户金融需求提供理论支撑和实践指导。最后本文提出从组织保障、制度保障等多个维度完善保障体系，推动该行养老金融业务稳健可持续发展。同时也为国内商业银行优化养老金融产品营销能力提供参考和可借鉴的实践范例。

At present, population aging has become an important reality in the process of social development in our country. The booming trend of “silver economy”accompanied by “silver wave” has aroused extensive attention and active participation in the financial field. As the main core of China’s financial system, commercial banks play an important role in the supply of pension financial services. Commercial banks actively expand the financial services for the elderly, which is not only an inherent requirement to realize their own transformation and upgrading, but also an important measure to promote the healthy development of China's pension finance.

In recent years, government departments at all levels have continued to increase investment in the construction of various facilities for elderly care services, but the elderly care industry still has deep-rooted problems such as weak economic foundation and insufficient awareness of elderly care among residents. In this context, bank a silver branch urgently needs to consolidate its market position and enhance its competitive advantage in the increasingly fierce competition pattern. Based on this, this study comprehensively uses the research method of combining case analysis and questionnaire survey to conduct an in-depth discussion on the marketing strategy of pension financial products of A Bank Baiyin Branch. By systematically examining the bank's internal operating mechanism and external operating environment, the characteristics of customers’ actual needs and regional market characteristics, the research comprehensively grasps the marketing status of the bank’s pension financial products and the development trend of regional pension financial. At the same time, swot analysis model is used to conduct an in-depth analysis of the internal advantages and disadvantages, external opportunities and challenges of the marketing and promotion of the bank pension financial products, systematically summarize the marketing status quo of its pension financial products and outstanding problems, and finally put forward reasonable optimization suggestions, so as to better meet the development needs of the pension financial market.

By conducting a special questionnaire survey on elderly customers, this paper systematically collects and analyzes the characteristics of elderly customers’ demand for pension financial services from multiple dimensions such as the allocation of pension financial products, risk tolerance, exclusive service demand, and recognition of product and service advantages. At the same time, based on the key factors such as the market positioning of pension finance, the marketing strategy of featured products, and the functional module of the online silver zone, the existing problems are analyzed in multiple dimensions to clarify the causes of the problems. On the basis of empirical research, this paper comprehensively applies STP market segmentation theory and 7Ps marketing theory, and provides theoretical support and practical guidance for A bank baiyin branch to better optimize the marketing strategy of pension financial products, improve service quality and meet customers' financial needs through scientific market segmentation and precise positioning. Finally, this paper proposes to improve the security system from multiple dimensions such as organizational security and institutional security, so as to promote the steady and sustainable development of the bank's pension financial business. At the same time, it also provides references and practical examples for domestic commercial banks to optimize the marketing ability of pension financial products.