摘要:近几年中国国民经济迅速而健康的发展，居民手中的财富在不断的积累，理财变成了居民规划个人财富的主要手段，但是由于我国银行专业理财人员缺失，不能契合消费者的要求。多元化、个性化、差异化的理财服务已经变成了银行消费者首要选择，也变成了商业银行推广业务的重点。可是中国的金融法律制度、金融业监管体制和当下的金融市场制约着中国理财业务的发展。比方，理财市场环境不完善，技能落后等。因而，中国商业银行的理财业务所面临的一个主要课题就是如何为客户量身制定契合其需求的投资理财组合，做到差异化营销。本文对个人理财产品在进行系统剖析的基础上，对实施差异化营销战略的理论基础作出深刻的研讨，其中包括中国商业银行的发展需要培养高级的专业人员，提高理财产品的开发程度使理财产品更具有市场竞争力，加强理财专业知识的宣扬，创造更加健康的个人理财环境。50486

毕业论文关键字：商业银行  理财产品  营销

Marketing Strategy of Commercial Bank's Financial products

Abstract: people's wealth is continuously increasing because of the rapid and healthy improvement of Chinese economy and conduct financial transactions becomes the main measure for people to plan their money. But Chinese bank can't fit consumers' demands for the lack of professional money managers, low product innovation. Diversified, personalized and differentiated financial services have become the first choice for banking consumers and the emphasis on the promotion of business of commercial banks. But China's financial legal system, financial regulatory system and the current financial market is restricting the development of China's financial services. For an example: imperfect financial market environment and backward skills. So Chinese commercial banks' conduct financial transactions is facing a main topic is how to make suitable investment banking package for consumers, making differentiated marketing. This article makes a profound discussion, on the theoretical basis of conducting differentiated marketing strategy on the basis of system analysis for personal wealth management, which contains the theory that chinese personal financial services improvement need to cultivate highly qualified professionals、Accelerate the development of financial products to gain more market competitiveness、Strengthen the propaganda for financial management expertise、make a more healthy personal financial environment.

Key Words：Commercial banks,  financial products,  Marketing

 目  录

一、引言 1

（一）研究背景 1

（二）研究意义 3

（三）研究现状 3

二、理论概述 4

（一）基本概念 4

（二）理财产品的分类及特色 5

三、理财产品营销中存在的问题 6

（一）理财产品的更新慢，理财产品的种类不健全 6

（二）市场营销能力薄弱 7

（三）品牌意识薄弱，产品同质化明显 8

四、理财产品营销问题的原因分析 8

（一）高素质理财规划工作人员不足 6

（二）各个银行间竞争激烈 7

（三）银行监管不足 8