互联网金融背景下Q商业银行营销策略研究

发布时间：2018-04-17 07:19

本文选题：互联网金融 + 商业银行　；参考：《云南师范大学》2017年硕士论文

【摘要】：在“新常态”、“互联网+”、“供给侧改革”背景下,经济的发展环境和条件正在经历了许多的转变,未来也面临着更大的变化,同时也影响着宏观经济政策选择、传统行业转型升级、金融生态环境。与此同时也对我国商业银行的体制改革、产品创新、以及服务质量的提升提出了更高的要求。其中,我国商业银行面临着由互联网以及互联网金融前所未有的困境和挑战,这些新的变化和新的挑战将对中国商业银行的市场营销策略产生极大的挑战及影响。本文以相关营销策略理论为基础,以互联网金融为背景,运用SWOT模型、PEST模型对Q商业银行所处的内外环境进行了分析,Q商业银行作为我国大型商业银行,在业界有着领先的地位,但下同样面临着互联网金融带来的冲击和压力,通过案例分析Q商业银行在互联网金融背景经济环境下的现状,正确认识在“互联网金融”的挑战下的新特征、新动力、新趋势,并对Q商业银行目前的状况进行分析,从而得出Q商业银行在“互联网金融”的挑战下必须转变经营思路、对Q商业银行以往确定的营销策略进行全方位调整,以转型营销战略适应互联网金融对于这个银行业的改变,把握生存与竞争的主动权,进而通过调整营销策略的科学性保障自身经营发展战略的可行性。
[Abstract]:Under the background of "New normal", "Internet" and "supply-side reform", the environment and conditions of economic development are undergoing many changes.Traditional industry transformation and upgrading, financial ecological environment.At the same time, it also puts forward higher requirements for the system reform, product innovation and service quality improvement of Chinese commercial banks.Among them, China's commercial banks are facing unprecedented difficulties and challenges from the Internet and Internet finance. These new changes and new challenges will have a great challenge and impact on the marketing strategies of Chinese commercial banks.Based on the relevant marketing strategy theory and Internet finance, this paper uses SWOT model and pest model to analyze the internal and external environment of Q commercial bank, which is regarded as a large commercial bank in China.In the industry has a leading position, but also facing the impact of Internet finance and pressure, through a case study Q commercial banks in the Internet financial background economic environment,Correctly understand the new characteristics, new motive force and new trend under the challenge of "Internet finance", and analyze the present situation of Q commercial bank, so as to draw the conclusion that Q commercial bank must change its management thinking under the challenge of "Internet finance".In order to adapt the change of Internet finance to the banking industry, Q Commercial Bank has made a comprehensive adjustment to the marketing strategy that has been determined in the past, so as to grasp the initiative of survival and competition.And then through adjusting the scientific nature of marketing strategy to ensure the feasibility of their own business development strategy.
【学位授予单位】：云南师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F832.33

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