A银行线上支付产品营销策略研究

发布时间：2018-04-13 08:51

本文选题：银行线上支付 + 市场营销　；参考：《对外经济贸易大学》2016年硕士论文

【摘要】：互联网金融的迅猛发展使得电子商务这一新的交易模式的地位越来越重要,也深刻影响着人们购物习惯和生活方式。电子商务健康、可持续发展的一个核心问题就是资金能否通过网络顺利周转,这也就成为推动我国第三方互联网支付诞生、发展和壮大的一个重要原因。安全可靠的网上支付能够打破传统的资金流动模式,使货币以电子信息的形式在网上流通,对电子商务活动的成功起到关键作用。A银行作为国内传统银行中的翘楚,正在进军互联网金融领域,尤其是发展线上支付业务等方面,积累了经验,在同业中具有一定的影响力,也开始积极拥抱互联网思维,从线上线下两个层面发力,即创新产品和服务,优化细化战略和策略,但是与第三方机构相比,其产品和服务还有一定的局限性,还不能完全的满足市场和客户的需要。本文首先对国内外第三方支付业务进行了对比研究,然后分析了A银行线上支付产品业务营销现状及问题,并用PEST分析和SWOT分析来评估A银行所面临的市场营销环境,进而通过问卷调查对A银行线上支付产品进行市场细分,瞄准目标市场,明确市场定位;在此基础上将4P营销策略与A银行的线上支付产品相结合,并提出了这些营销策略实施的保障措施,探寻出适合A银行的线上支付产品的营销之路,提高A银行的经营水平和盈利能力。
[Abstract]:With the rapid development of Internet finance, the status of e-commerce as a new transaction mode is becoming more and more important, and it also has a profound impact on people's shopping habits and lifestyle.One of the core problems of the healthy and sustainable development of electronic commerce is whether the funds can flow smoothly through the network, which has become an important reason to promote the birth, development and expansion of third-party Internet payment in China.Secure and reliable online payment can break the traditional mode of capital flow, make currency circulate online in the form of electronic information, and play a key role in the success of e-commerce activities.Has accumulated experience in the field of Internet finance, especially in the development of online payment business, has certain influence in the industry, and has also begun to actively embrace the thinking of the Internet, and to exert its power from both the online and the offline levels.That is, to innovate products and services, optimize and refine strategies and strategies, but compared with third-party organizations, its products and services have some limitations, and can not fully meet the needs of the market and customers.This paper firstly makes a comparative study on the third-party payment business at home and abroad, then analyzes the current situation and problems of the online payment product business of Bank A, and evaluates the marketing environment faced by Bank A by using PEST analysis and SWOT analysis.Then through the questionnaire survey to the A bank on-line payment product market segmentation, aiming at the target market, clear market positioning, on the basis of 4P marketing strategy and A bank online payment products combined,And put forward the safeguard measures of these marketing strategies, find out the marketing way of online payment products suitable for bank A, improve the management level and profitability of bank A.
【学位授予单位】：对外经济贸易大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F832.2;F724.6

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