互联网金融背景下GA农商银行服务营销策略研究

发布时间：2018-04-20 18:11

本文选题：互联网金融 + 农商银行　；参考：《江西财经大学》2017年硕士论文

【摘要】：随着互联网技术的发展,互联网金融作为一个新兴业态迅速崛起,余额宝、财付通、P2P网贷等互联网金融产品随着大潮应运而生,掀起了互联网金融的热潮。互联网金融产品凭借着其支付便利性、融资的快捷性对传统商业银行的发展和营销模式产生了强大的冲击,同时也倒逼着商业银行在金融产品、管理模式、服务营销等方面进行改革,而GA农商银行作为商业银行的一员,不可幸免地受到了互联网金融的影响。同时,为应对互联网金融的冲击,GA农商银行也采取了一系列措施,如改善服务环境、推出网上银行等,但是与服务营销的要求还相距甚远。本文在对相关文献进行研究的基础上,结合实地考察,以互联网金融为大背景,就目前GA农商银行服务营销存在的问题,提出其服务营销策略的提升措施。本文首先查阅了国内外有关互联网金融发展、商业银行服务营销等方面的文献,以7Ps营销组合理论、银行服务营销理论等理论为基础对商业银行的服务营销进行了分析,并提出了一般性的应对策略。其次,在对GA农商银行进行实地考察的基础上,诊断出其服务营销存在产品缺乏创新性、价格缺乏灵活性、渠道缺乏整合、促销思路陈旧等问题。再次,本文针对GA农商银行服务营销存在的问题,以7Ps营销组合理论为基础,针对性的从产品完善和创新、差异化定价、互联网促销、多样化渠道、流程再造、有形展示六个方面提出来互联网金融背景下GA农商银行服务营销的策略,为其解决现存的服务营销问题提供了新思路。最后,第六章对本文进行了总结和展望。
[Abstract]:With the development of Internet technology, Internet finance as a new form of rapid rise, Yu'e Bao, Tenpay, peer-to-peer network loans and other Internet financial products along with the tide came into being, set off an upsurge in Internet finance. Internet financial products have had a strong impact on the development and marketing mode of traditional commercial banks by virtue of their convenience of payment and the quickness of financing. At the same time, they have also forced commercial banks to use financial products and management models. Service marketing and other aspects of reform, and GA Agricultural Bank as a member of commercial banks, not immune to the impact of Internet finance. At the same time, in order to deal with the impact of Internet finance, GA Agricultural and Commercial Bank has also taken a series of measures, such as improving the service environment, launching online banking, but still far from the requirements of service marketing. On the basis of the research on relevant literature, combined with the field investigation, this paper, taking Internet finance as the background, puts forward the promotion measures of the service marketing strategy of GA agribusiness bank in view of the problems existing in the service marketing of agribusiness bank at present. In this paper, we first refer to the domestic and foreign literature on the development of Internet finance and commercial bank service marketing, and analyze the service marketing of commercial banks on the basis of 7Ps marketing mix theory and bank service marketing theory. And put forward general coping strategies. Secondly, on the basis of field investigation of GA Agricultural Commercial Bank, the problems of product innovation, lack of flexibility in price, lack of integration of channels, old ideas of promotion and so on are diagnosed in service marketing of GA. Thirdly, this paper aims at the problems of service marketing of GA agribusiness bank, based on 7Ps marketing combination theory, from product improvement and innovation, differentiated pricing, Internet promotion, diversified channels, process reengineering. Six aspects of tangible display put forward the strategy of service marketing of GA agribusiness bank under the background of Internet finance, which provides a new way to solve the existing service marketing problems. Finally, the sixth chapter summarizes and prospects this paper.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.35;F274

【参考文献】