招商银行济南分行互联网金融市场营销策略研究

发布时间：2018-03-18 09:22

本文选题：商业银行　切入点：互联网金融　出处：《山东大学》2017年硕士论文　论文类型：学位论文

【摘要】：金融和互联网的深度融合是大势所趋,传统发展模式已经出现瓶颈。在互联网金融环境下如何维护客群数量、提高市场份额、形成独特的竞争优势,是招商银行济南分行(以下简称招行济南分行)现在面临的挑战。本文系统地分析和提炼了市场营销管理理论和应用工具,作为论文研究的基础。在此基础上对招行济南分行的互联网金融市场环境进行了分析,包括宏观环境、行业环境、内部资源和能力分析,总结出现阶段所面临的机会、威胁、优势、劣势。层层深入,逐步分析招行济南分行在互联网金融环境下市场营销出现的问题。在目前的环境下如何解决这些问题,提升银行的竞争力,走内容专业化、发展特色化、功能整合化的可持续发展道路是我们下一步要思考的。分析和制定出招行济南分行在发展过程中的市场营销策略,包括产品策略、价格策略、渠道策略、促销策略等内容,同时在产品创新、风险机制、人力均值、渠道深耕、内部组织结构以及资源配置等方面全方位协同,最后设计出招行济南分行市场营销策略实施与保障的对策。提出了招行济南分行差异化、多元化的市场营销策略,从而保证在互联网金融新格局的环境下形成具有招行特色的银行业专业营销系统,以客户体验为关注、以招银财富为特质、以大数据库为平台,将产品体系、服务体系和客户体系高度融合,全方位满足客户需求,提升竞争力。本文运用市场营销相关理论,对比济南地区银行同业的发展情况,采用理论与实证相结合的分析方法,对招行济南分行目标市场进行分析和定位,同时运用目标市场战略选择出适合招行济南分行互联网金融发展的细分市场,结合实际运用4P营销组合理论提出招行济南分行互联网金融的市场营销策略,进一步加大市场营销力度,形成全方面联运,持续打造与客户服务模式相适应的市场营销保障体系,聚焦核心客群,深化客户经营,在激烈的市场竞争中保持领先份额,向轻型银行转型提供保障。从理论和实践角度看,本文是切实可行的,对招行济南分行在互联网金融背景下的发展有一定的意义。本文拟提出的互联网金融市场营销策略针对商业银行,借鉴市场营销学理论,将基础理论突破和案例研究相结合,对互联网金融平台的市场营销策略提出整合性配置。在行业环境面临巨大改革时,市场营销策略需要重新研究和设计。在互联网+的思维模式下构建以平台化、数字化、跨界融合、强调共享的产品体验以及去中心化的市场营销模式和资源共享、价值协同的可持续发展市场营销新体系,是招行济南分行下一步的发展目标。
[Abstract]:The deep integration of finance and Internet is the trend of the times, the traditional development mode has already appeared bottleneck. In the Internet financial environment, how to maintain the number of customers, increase market share, form a unique competitive advantage, China Merchants Bank Jinan Branch (hereinafter referred to as China Bank Jinan Branch) is now facing the challenge. This paper systematically analyzes and refines the marketing management theory and application tools, As the basis of the thesis, this paper analyzes the Internet financial market environment of China Mobile Jinan Branch, including macro environment, industry environment, internal resources and capability analysis, and summarizes the opportunities and threats in the emergence stage. Strengths, weaknesses. Layers of depth, step by step analysis of the problems that appear in the marketing of Jinan Branch of China Merchants Bank in the Internet financial environment. How to solve these problems in the current environment, to enhance the competitiveness of banks, and to professionalize the content, It is our next step to think about the sustainable development road of developing characteristic and function integration. Analyze and formulate the marketing strategy of Jinan Branch of China Merchants Bank in the process of development, including product strategy, price strategy, channel strategy, The promotion strategy and so on, simultaneously in the product innovation, the risk mechanism, the manpower average, the channel deep tillage, the internal organization structure as well as the resources disposition and so on omni-directional coordination, Finally, the author designs the strategy of implementing and guaranteeing the marketing strategy of Jinan Branch of China Merchant Bank, and puts forward the differentiated and diversified marketing strategy of Jinan Branch of China Merchants Bank. In order to ensure the formation of a professional banking marketing system with the characteristics of China Merchants Bank under the new environment of Internet finance, with the customer experience as the focus, the wealth of the bank as the special feature, the large database as the platform, the product system will be established. The service system and customer system are highly integrated to meet the needs of customers and enhance competitiveness. This paper applies the theory of marketing, compares the development of Jinan interbank, and adopts the analytical method of combining theory with demonstration. The target market of Jinan Branch of China Mobile Bank is analyzed and positioned. At the same time, the target market strategy is used to select a market segment suitable for the development of Internet finance of Jinan Branch of China Merchant Bank. Combining with the actual application of 4P marketing combination theory, this paper puts forward the marketing strategy of Internet finance in Jinan Branch of China Merchants Bank, which further strengthens the marketing dynamics and forms all-sided intermodal transport. Continuously build the marketing guarantee system suitable for the customer service mode, focus on the core customer group, deepen the customer management, maintain the leading share in the fierce market competition, and provide protection to the light bank transformation. This paper is feasible and has certain significance for the development of China Mobile Jinan Branch under the background of Internet finance. Combining the basic theory breakthrough with the case study, this paper puts forward the integrated allocation of the marketing strategy of the Internet financial platform. When the industry environment is facing a huge reform, Marketing strategies need to be restudied and designed. Based on the thinking mode of the Internet, it is built on the basis of platform, digitalization, cross-border integration, emphasis on shared product experience, decentralization of marketing model and sharing of resources. The new sustainable development marketing system with value synergy is the next development goal of China Merchant Bank Jinan Branch.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F724.6;F832.33

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