摘要：现如今我国国民经济的快速增长，居民的收入水平也得到了大幅提高，单一的储蓄存款已不能满足越来越多的高收入者和家庭，人们对资产保值增值的需求越来越强烈，这迫使我国商业银行不断发展和完善个人理财业务，研究个人理财业务的营销策略也就具有了理论意义和实际意义。本文在国内外文献综述的基础上，以中信银行作为研究对象，对其在个人理财业务的产品、价格、渠道、促销上进行分析，从中信银行个人理财业务的营销策略出发，结合当前市场的发展趋势，由此得到一些启示：中信银行在个人理财业务体系上需要转变经营战略、不断创新进取、完善服务体系，才可以在未来的市场竞争中成为不可忽视的中坚力量。
关键词：中信银行 个人理财业务 营销策略
Abstract:Nowadays,the rapid growth of China's national economy income level of residents has been a substantial increase, and single savings can not meet the need of high-income earners and families. The demand for increasing the value of assets is very strong,which forced China's commercial banks continue to develop and improve the personal financial services. So the research of personal financial services development will have a theoretical and practical significance. Based on a literature review and abroad to China CITIC Bank as the research object, its analysis combined with the current market trend on the personal financial services of product, price, place and promotion, starting from CITIC Bank personal financial services marketing strategy. Therefore, there is some inspiration: China CITIC Bank needs to change the system of personal financial services business strategy, innovative spirit, perfect service system. It can become the backbone and can not be ignored in the future market competition.
Key words:CITIC Bank personal financial services transformation
