互联网金融背景下A商业银行营销策略分析

发布时间：2018-04-05 05:23

本文选题：互联网金融　切入点：银行业务　出处：《苏州大学》2015年硕士论文

【摘要】：近年来互联网金融创新产品层出不穷,比如:阿里巴巴推出的阿里小贷,是互联网公司在小微贷款领域的创新;以阿里的支付宝、腾讯的财付通为代表的第三方支付,是互联网公司在传统银行支付结算领域的创新;以余额宝为代表的互联网理财产品是对传统基金代销模式的创新。这些都预示着互联网金融开始逐渐打破传统金融业务的垄断地位,产生影响最大的行业便是商业银行。正是这些互联网企业在金融领域业务上的创新对传统商业银行在支付方式、存款类业务、贷款类业务及银行理财业务等领域产生了冲击。商业银行应当在互联网金融冲击的背景下,依托于互联网技术将传统支付结算、贷款、理财产品等业务与不断变化的用户需求进行改进从而适应变化的环境,使商业银行能够应对互联网金融给其带来的影响,这也是本文选题的意义所在。本文以相关营销策略理论为背景,首先以SWOT模型对竞争环境进行了分析,然后主要从互联网金融对商业银行支付中介、贷款类业务、负债类业务、中间业务四个方面的影响来论述。然后以A商业银行为例具体分析了其业务受到的互联网金融的影响。接着主要讨论了互联网金融对A银行营销策略的影响以及从产品、渠道、定价和传播四个方面分析了在该影响下存在的问题,并针对这四个方面产生的问题提出建议和解决办法。最后,着重分析了A银行改变营销策略以应对互联网金融发展带来的冲击所需做出的努力,特别是在组织、人员、设施这三个方面所应采取的保障措施。
[Abstract]:In recent years, Internet financial innovation products have sprung up in endlessly. For example, the small loan of Ali launched by Alibaba is the innovation of Internet companies in the field of small and micro loans, and third-party payment represented by Alipay of Ali and Tenpay of Tencent.It is the innovation of Internet companies in the field of traditional bank payment and settlement, and the Internet financial products represented by Yu'e Bao is an innovation to the traditional fund selling mode.All these indicate that Internet finance is gradually breaking the monopoly position of traditional financial business, and commercial banks are the most influential industries.It is the innovation of these Internet enterprises in the financial field that impacts the traditional commercial banks in the fields of payment, deposit, loan and banking.Under the background of Internet financial impact, commercial banks should adapt to the changing environment by improving traditional payment and settlement, loans, financial products and other businesses and changing user needs, relying on Internet technology.So that commercial banks can cope with the impact of Internet finance, which is the significance of this topic.Based on the relevant marketing strategy theory, this paper first analyzes the competitive environment with SWOT model, then mainly from the Internet finance to commercial bank payment intermediary, loan business, debt business.Intermediate business four aspects of the impact to discuss.Then taking A commercial bank as an example, it analyzes the influence of internet finance on its business.Then it mainly discusses the impact of Internet finance on Bank A's marketing strategy and analyzes the existing problems from four aspects: product, channel, pricing and dissemination.And put forward suggestions and solutions to the problems arising from these four aspects.In the end, the paper analyzes the efforts needed by Bank A to change its marketing strategy to deal with the impact brought by the development of Internet finance, especially in the three aspects of organization, personnel and facilities.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.33

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