民生银行大连分行网络金融业务营销策略研究

发布时间：2018-04-01 03:37

本文选题：民生银行大连分行　切入点：网络金融　出处：《吉林大学》2017年硕士论文

【摘要】：随着互联网技术的发展,互联网金融也进入了崭新的发展模式中。尤其是在2013年后,互联网金融发展进入蓬勃发展阶段。目前,互联网支付、网络借贷、众筹、互联网理财、保险等各类互联网金融消费产品进入了广大民众的生活中。随着“互联网+”的技术创新的不断推动和金融服务融合互动式的不断突破,互联网金融已经发展成为一种成熟的消费行业。银行业也在这过程中迎来了业务模式的变革式发展,所以需要崭新的营销理念和营销策略保障网络金融产品得到有效推广。本文的研究以民生银行大连分行的网络金融业务营销工作为案例,通过采取文献资料研究法、SWOT分析法等研究方法,首先对民生银行大连分行网络金融业务营销的现状及问题进行分析。经过分析认为存在的主要问题是品牌认可度不高、营销宣传渠道相对比较单一、存在区域性限制等方面。为了进一步提升制定的改善营销策略的科学性和有效性,本文对民生银行大连分行网络金融发展的宏观和微观环境进行了分析,并且进行了民生银行大连分行网络金融业务的SWOT分析。在此基础上,提出了民生银行大连分行网络金融业务的营销策略。在重新确定该银行的网络金融发展的市场目标与市场定位后,从价格策略、金融产品创新策略、品牌价值推广策略、多样化渠道策略等方面提出了大连分行网络金融业务营销策略。为了保障营销策略的有效落地,本文还提出了促进民生银行大连分行网络金融营销策略实施的保障措施。主要包括树立创新性网络营销意识、优化银行整体内部控制管理、加大培训优秀营销团队等方面。
[Abstract]:With the development of Internet technology, Internet finance has also entered a new development model. Especially after 2013, the development of Internet finance has entered a stage of vigorous development. At present, Internet payment, online borrowing, crowdfunding, Internet financing, Insurance and other types of Internet financial consumer products have entered the lives of the general public. With the continuous promotion of technological innovation in the "Internet" and the continuous breakthrough in the integration of financial services, Internet finance has developed into a mature consumer industry. The banking industry has also ushered in a transformational development of the business model in this process. Therefore, we need new marketing concepts and marketing strategies to ensure the effective promotion of network financial products. This paper takes the network financial business marketing work of Minsheng Bank Dalian Branch as a case study. By using the method of literature research and SWOT analysis, this paper first analyzes the current situation and problems of network financial business marketing of Minsheng Bank Dalian Branch. The main problem is that the brand recognition is not high. Marketing propaganda channel is relatively single, there are regional restrictions and so on. In order to further improve the scientific and effective marketing strategy, This paper analyzes the macro and micro environment of network finance development of Minsheng Bank Dalian Branch, and makes SWOT analysis of network finance business of Minsheng Bank Dalian Branch. This paper puts forward the marketing strategy of network finance business in Dalian Branch of Minsheng Bank. After redefining the market target and market orientation of the bank's network finance development, the paper discusses the price strategy, the innovation strategy of financial products and the promotion strategy of brand value. In order to ensure the effective landing of the marketing strategy, this paper puts forward the marketing strategy of the network finance business of Dalian Branch in the aspects of diversification channel strategy, etc. This paper also puts forward the safeguard measures to promote the implementation of network financial marketing strategy of Minsheng Bank Dalian Branch, mainly including setting up innovative network marketing consciousness, optimizing the internal control management of the bank as a whole, increasing the training of excellent marketing team and so on.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.2;F274

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