互联网金融背景下招商银行营销策略研究

XCLW22050  互联网金融背景下招商银行营销策略研究  (字数：21707)

摘  要

近年来，互联网技术日益进步，网络基础设施逐渐完善，互联网与移动互联网也逐渐普及。互联网企业从第三方支付入手，逐渐进入到其他的金融领域，掀起了互联网金融的浪潮。互联网金融的兴起，对商业银行的经营造成了一定的影响，其中商业银行的零售业务更是首当其冲，受到的冲击也最大。而在当前利率市场化初步完成，存贷利息差有缩小趋势，加之我国居民财富的逐渐增长，零售业务在商业银行经营的重要性也日益增加。因此，如何改善商业银行零售业务的营销，以应对互联网金融的冲击，是现在商业银行必须考虑的问题。

本文首先介绍了主要的互联网金融模式，并分析其对商业银行传统业务经营的影响。然后具体对招商银行进行了简要介绍，分析其零售业务营销的现状，对招商银行发展零售业务进行SWOT分析，进而指出其存在的问题及面临来自互联网金融的挑战。最后本文从产品、价格、渠道和促销策略四个方面提出招商银行改进营销策略以应对互联网金融冲击的建议。

关键词：互联网金融； 零售业务； 营销策略

Abstract

In recent years, the internet technology advances day by day, the internet infrastructure improves gradually, the internet and the mobile internet also popularize gradually. The internet companies began with the-third-party payment, and stepped into other financial fields gradually, which led to the wave of the Internet Finance. The emergence of the Internet Finance has caused some impact to the operation of the traditional commercial banks, and the retail banking has been influenced mostly. But now, interest rate marketization has finished, so there is a tendency that the interest rate gap between deposit and loan narrows. And with the growth of our country’s resident wealth, the retail banking is becoming increasingly important in operation of commercial banks. So how to improve the marketing of retail banking to reply to the impact of the Internet Finance is a problem that commercial banks must consider right now.

This paper firstly introduces the main model of the Internet Finance and analyzes its impact to the operation of commercial banks. And then, the paper make a brief introduction to Zhaoshang Bank, and then analyzes the current situation of its retail banking marketing , then point out the problem exists. In the following sector, this thesis makes a SWOT analysis of the retail banking in Zhaoshang Bank according to the above analysis. At last , this paper gives some suggestions to Zhaoshang Bank on how to improve its marketing in the terms of product, price, place and promotion strategy.

Key　words： Internet Finance; 　Retail banking; 　Marketing strategy

目录

1 绪论1

1.1 研究背景1

1.2 研究意义1

1.3 研究框架2

2 文献综述3

2.1 互联网金融研究综述3

2.1.1 互联网金融定义3

2.1.2 互联网金融对商业银行的影响3

2.2 商业银行零售业务营销研究综述4

3 互联网金融及对商业银行零售业务经营的影响6

3.1 互联网金融模式6

3.1.1 第三方支付6

3.1.2 互联网融资6

3.1.3 网络销售平台6

3.2 互联网金融对商业银行经营的影响7

3.2.1 对负债业务的影响7

3.2.2 对资产业务的影响8

3.2.3 对中间业务的影响8

4 招商银行零售业务现状及SWOT分析9

4.1 招商银行简介9

4.2 招商银行零售业务营销现状9

4.2.1 招商银行零售业务产品及品牌现状9

4.2.2 招商银行零售业务价格现状11

4.2.3 招商银行零售业务渠道现状11

4.2.4 招商银行零售业务促销现状12

4.3 招商银行零售业务SWOT分析12

4.3.1 机会分析12

4.3.2 威胁分析13

4.3.3 优势分析14

4.3.4 劣势分析14

4.3.5 SWOT分析小结15

5招商银行营销策略问题及挑战16

5.1 招商银行零售业务营销存在的问题16

5.1.1 产品策略的问题16

5.1.2定价策略的问题17

5.1.3渠道策略问题17

5.1.4传播策略问题18

5.2招商银行营销策略面临的互联网挑战19

5.2.1 重新审视营销战略19

5.2.2 拓展客户和渠道20

5.2.3 价格策略的变化20

6 招商银行零售业务营销策略优化建议21

6.1 产品策略21

6.1.1 优化产品组合21

6.1.2 加强产品创新，优化服务流程21

6.1.3 升级信用卡网上商城22

6.2 价格策略22

6.2.1 差异化定价22

6.2.2 基于客户贡献的综合定价23

6.3 渠道策略23

6.3.1 加快实体网点转型，建设社区银行23

6.3.2 完善电子渠道，整合账户23

6.3.3 加强渠道整合，构建O2O模式24

6.4 促销策略24

6.4.1 运用大数据，实施精准营销24

6.4.2加强联合促销，完善支付场景25

7 结论与局限26

7.1 结论26

7.2 研究局限26

参考文献27