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中国工商银行营销策略初探系（部）经管系专业市场营销班级B143301学号B14330105姓名崔雨薇指导教师孙英楠沈阳航空航天大学北方科技学院2015年6月沈阳航空航天大学北方科技学院本科毕业设计（论文）I摘要随着银行业竞争的日益激烈，无论是银行还是个人的胃口都在不断地变大，银行的营销策略的好坏决定着银行的效益，也因此银行的营销策略是我们需要研究的方向。中国工商银行是最能代表中国商业银行特色的商业银行，中国工商银行的营销策略特点以及营销方式都是需要我们探索的，中国工商银行的产品有很多，本论文只针对个人理财产品研究，首先是对中国工商银行进行简单的分析，通过工商银行个人理财产品的指标及业绩等方面对其现状进行分析；其次通过对中国工商银行个人理财产品现状进行SWOT分析以及研究。运用表格图表等方式，运用STP分析法对中国工商银行的市场细分、目标市场和市场定位针对客户进行分析，运用4P理论从产品、价格、渠道、促销四个方面针对客户进行分析，从而展现中国工商银行的营销特色。再与我国另一个商业银行，建设银行进行对比，对建设银行的目前营销策略进行简要的分析，并与中国工商银行的营销策略进行对比；最后对中国工商银行的未来进行展望与总结。关键词：中国工商银行个人理财产品SWOT分析STP理论分析4P理论分析沈阳航空航天大学北方科技学院本科毕业设计（论文）IIAbstractWiththeincreasinglyfiercecompetitioninthebankingsector,whetheritisbankoraperson'sappetiteareinconstantchange,thequalityofthebank'smarketingstrategydeterminesthebenefitofthebank,thebank'smarketingstrategyistheandthereforeweneedtostudythedirectionof.IndustrialandCommercialBankofChinaisthemostrepresentativeofthecharacteristicsofChina'scommercialbankscommercialbanks,industrialandCommercialBankofChinacharacteristicsmarketingstrategyandmarketingareweexploretheneed,firstofallisthesimpleanalysisoftheindustrialandCommercialBankofChina,throughtheindustrialandcommercialbankpersonalfinanceproductindexandperformancetoitspresentsituationanalysis;secondly,throughSWOTanalysisandResearchonthepresentsituationoftheindustrialandCommercialBankofChina.Usingtablecharts,usingSTPanalysismethodtoanalyzetheindustrialandCommercialBankofChina'smarketsegmentation,targetmarketandmarketpositioning,use4Ptheory,fromtheproduct,price,channel,promotionfouraspectsareanalyzed,whichshowthemarketingcharacteristicsofindustrialandCommercialBankofChina.Againanotherofourcountrycommercialbank,constructionbankcomparedabriefanalysisoftheConstructionBank'scurrentmarketingstrategy,andcomparedwiththeindustrialandCommercialBankofChinamarketingstrategy;finally,theindustrialandCommercialBankofChinainthefuturewerereviewedandsummarized.Keywords:ChinaIndustrialandCommercialBankofChinaPersonalfinancialproductsSWOTanalysisSTPtheoreticalanalysis4Ptheoreticalanalysis沈阳航空航天大学北方科技学院本科毕业设计（论文）III目录1绪论...................................................................................................................................11.1选题的背景.................................................................................................................11.2选题的目的及意义.....................................................................................................21.4文献综述.....................................................................................................................22中国工商银行简介及现状...............................................................................................42.1中国工商银行简介.....................................................................................................42.2中国工商银行个人理财产品简介.............................................................................42.3中国工商银行个人理财产品存在的问题.................................................................52.4中国工商银行个人理财产品解决对策.....................................................................53对中国工商银行个人理财产品进行SWOT分析...........................................................63.1根据优势进行分析.....................................................................................................63.2根据劣势进行分析.....................................................................................................73.3根据机会进行分析.....................................................................................................83.4根据威胁进行分析.....................................................................................................84中国工商银行个人理财产品营销策略分析...................................................................94.1运用STP理论进行分析............................................................................................94.1.1市场细分..............................................................................................................94.1.2目标市场选择....................................................................................................104.1.3市场定位............................................................................................................114.2运用4P营销理论进行分析.....................................................................................124.2.1产品的营销策略................................................................................................124.2.2定价的营销策略................................................................................................134.2.3分销的营销策略................................................................................................134.2.4促销营销策略....................................................................................................145中国建设银行营销策略对中国工商银行的启示.........................................................155.1建设银行营销策略概述...........................................................................................155.2对于中国工商银行营销策略的启示........................................................................15结束语.................................................................