a银行山东省分行互联网理财产品营销策略研究工商管理专业论文.docxVIP

中文摘要摘要 中文摘要 摘要 近年来，我国城乡居民的收入不断增长，理财意识逐渐形成，各家商业银行 也借势发行了大量的理财产品，理财产品规模迅速扩大。随着互联网时代的到来， “互联网+理财”已然成为一种全新的金融模式，市场份额迅速扩大，传统商业银 行也在互联网理财上不断发力，产品类型日益丰富。国内外大量的专家学者在互 联网理财领域进行了大量的富有成效的研究，取得了很多富有价值的研究成果。 在互联网时代，传统的商业银行面临巨大的挑战，也获得了难得的发展机遇。商 业银行必须改变现有的营销模式，进行大胆的创新，充分发挥自己的优势，同时 借助互联网这个工具，突破原有的思维局限，在产品、渠道、定价和促销策略上 进行变革。要以先于时代和同业的眼光对互联网时代的传统业务进行布局，这样 才能做到既保持原有的优势又在互联网金融中占得先机。本文运用归纳演绎法的 原理，先从宏观上分析了目前的互联网发展状况，然后具体研究了互联网理财发 展现状和A银行山东省分行理财产品现状。通过具体分析A银行山东省分行理财 产品营销现状，以“4Ps”理论为基础进行分析找出优缺点，并提出了策略改进建 议。 最后，本文通过分析A银行山东省分行所面临的机遇和挑战，综合运用市场 营销组合理论、营销环境分析理论以及细分市场和目标市场策略等市场营销学理 论，结合实际情况，提出了营销改进的建议。 关键词：理财产品；互联网；营销策略 万方数据 英文摘要ABSTRACT 英文摘要 ABSTRACT In recent years，with the continuous growth of the incomes of China’S urban and rural residents，the financial awareness is gradually formed．In view of that，commercial banks have released a good deal of financial products，and the scale of financial products expands rapidly．With the coming of Intemet age．”Intemet+finance”has become a new mode of financial，and gets a large market share rapidly,the traditional commercial banks also input much resource in the Internet banking，the products are also richly．A lot of domestic and overseas experts have madea lot of fruitful research in the field of Interact banking，andgot a lot of valuable research results．In the Internet age，the traditional commercial banks face lot of challenges and opportunities．Commercial Banks must improve the existing marketing model，make the bold innovation，give full play to their advantage with the tools of the Intemet and break through the original thinking and make changes on the product， channel，pricing and promotion strate舀es[11 To be ahead of time and the competitorsin the Internet age to carry on the layout，SO as to keep the original advantage in the Intemet financial period．This thesisuses the principle of inductive deductive method，at first analysesthe current development of Intemet from a macroscopic view,and then studies the current situation of the development of Inter