银行理财产品网络营销运行机制研究

发布时间：2017-12-27 07:28

本文关键词：银行理财产品网络营销运行机制研究　出处：《贵州财经大学》2016年硕士论文　论文类型：学位论文

【摘要】：随着我国经济发展水平的不断提高,居民收入水平也呈逐渐上升趋势,由此,居民对于银行理财产品的多样化需求不断提高。在市场竞争以及网络技术进步的双重驱动下,在营销理论的指导下,随着移动网络技术的进步特别是4G技术的推广,银行理财产品营销进入了移动网络时代,中国网络营销如网络银行、手机银行、短信营销、微信营销等模式应运而生。导致了其信息传递效率是否更高、其风险是否可控、其交易成本是否更低等问题。因此,银行理财产品网络营销模式特别是其运行机制值得进一步分析。本论文通过运用文献检索方法、理论分析方法、实证分析方法、演绎方法、概括方法等研究方法,研究和探讨了银行理财产品网络营销的理论基础、网络营销的经济原理,结合理财产品通过网络营销运行机制的实证分析,得出结论：与物理网点的营销模式相比,银行理财产品网络营销信息传递效率较高、银行理财产品网络营销交易成本较低,且风险可控。基于此,结合银行理财产品网络营销现状,给出如下对策建议：在银行理财产品网络营销效率较高的前提下,实施进一步的改进措施,以较少的网络营销交易成本和较低的风险水平赢得更高的效率水平,从而吸引用户,更进一步提高网络营销效率,达到良性循环态势。
[Abstract]:With the continuous improvement of China's economic development level, the income level of residents is also increasing. Therefore, the diversified demand of residents for bank financial products is increasing. Double drive in market competition and the progress of network technology, under the guidance of marketing theory, with the mobile network technology especially 4G technology promotion, marketing financial products into the mobile Internet era, network marketing as Chinese Internet banking, mobile phone banking, SMS marketing, WeChat marketing mode came into being. It leads to the problem of whether the efficiency of information transmission is higher, its risk is controlled, and its transaction cost is lower. Therefore, the network marketing mode of banking financial products, especially its operating mechanism, deserves further analysis. In this paper, by using literature retrieval method, theoretical analysis method and empirical analysis method, deductive method and generalization method and other research methods, the research on the economic principle of network marketing theory, financial products marketing network, combined with financial products through the network marketing operation mechanism of the empirical analysis, draw the conclusion: Compared with physical outlets marketing model, financial products network marketing information transmission efficiency is high, the bank financial products network marketing low transaction costs, and risk control. Based on this, combined with the bank financial products network marketing present situation, gives the following suggestions: in the premise of financial products network marketing efficiency is high, the implementation of the measures for further improvement, with less network marketing transaction costs and lower risk level to win a higher efficiency level, so as to attract users, further improve the network marketing efficiency, achieve the benign circulation.
【学位授予单位】：贵州财经大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F832.2

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