摘要
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摘要
营销是竞争力的源泉，是企业生存和发展的驱动力。深圳达飞金融控股有限公
司（以下简称“达飞金控”），是总部位于深圳前海的一家互联网金融公司。达飞金
融目前以普通大众为服务对象，旨在为有资金需求的个人或个体工商户提供支付、
消费、分期、微贷等一系列金融服务。2016 年，随着 e 租宝、大大集团、金鹿财行
等风险事件的接连爆发，网贷监管政策征求意见稿的下发，以及多部门联合整顿，
更让互联网金融这个新兴的行业面临了前所未有的舆论危机和行业危机。对达飞金
控所在互联网金融市场市场营销策略进行分析，可以使达飞金控在纷乱的行业背景
下，更加富有竞争力，保证达飞金控在竞争中占有一定优势和源源不断的发展动力

本文以达飞金融控股有限公司为研究对象，首先，介绍了本文研究的背景及意
义，为本文写作的环境进行了分析

其次，梳理了国内外研究现状与发展现状，参考很多学者对于金融行业营销提
出的新的思维和新的营销方法，不仅给予本文理论上的支持，也拓宽了互联网金融
市场营销的新思路

再次，分析相关理论分析方法，包括波特五力分析方法、SWOT 分析方法、PEST
分析方法、市场细分理论及目标策略理论。找到公司的优势、劣势、机会、威胁

为本文理清分析思路，对其营销问题进行了研究，为后面的营销对策提供了支持

最后，介绍了达飞金控互联网市场营销环境和内部环境。通过对营销环境等的
分析，对达飞金控所在互联网金融市场的目标市场进行了细分，对其营销问题进行
了研究，确定了达飞金控的目标市场和目标策略。结合行业环境和公司环境，结合
市场营销理论的分析，确定现阶段的营销策略和实施方案，以及如何有效地改进和
提升达飞金控的市场营销竞争力

关键词：互联网金融；市场营销；达飞金控燕山大学工商管理硕士学位论文
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Abstract
Marketing is the source of competitiveness, the driving force of enterprise&39;s
survival and development. Shenzhen dafy financial holding limited company
( hereinafter referred to as Dafy Finance) is an internet financial firm,which head
office is located in Qian hai, Shen Zhen province. The company’s service object is the
general public. It offers a series of financial services such as payment, consumption,
installment and micro credit to an individual or individual business that have capital
needs. In 2016, with the outbreak of the financial risk events for e zu bao, dada and
jinlu, the net credit regulation policy draft issued, and the multi-sectoral joint
reorganization, internet finance as an emerging industry is facing the unprecedented
crisis of public opinion and industry area. It analyzes the marketing strategy in the
internet financial area,which makes Dafy Finance more competitive in the tumultuous
industry background and ensures it has certain advantages in the competition and
continuous development.
The research object of this paper is Dafy finance. First, it introduces the research
background and significance.
Second, it combs the domestic and foreign current situation and the development
situation. It refers to many scholars’ new thinking and new marketing methods in the
financial industry. It not only gives the theoretical support to this article, but also
broadens the new ideas of Internet financial marketing.
Third, it uses the related theoretical analysis methods, including Porter’s Five
Forces theory, SWOT analysis, PEST analysis method, the market segmentation theory
and the target strategy. These methods can help Dafy Finance find the strengths,
weaknesses, opportunity and threats. It clarifies analysis methods and studies the
marketing problems. It also supports for later marketing countermeasures.
Fourth, it introduces Dafy finance’s marketing environment, the internet financial
industry environment , policy environment, the company’s internal human resources
environment and the corporate structure. It also analyzes the internal and external
environment’s influence on the marketing strategy choice for Dafy financial market.
Through the analysis of marketing environment, Dafy Finance’s internet financialAbstract
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markets is subdivided, the marketing problems are studied. It determines the target market
and target strategy of Dafy finance.
Fifth, through the above analysis conclusion, it determines the current marketing
strategy and implementation plan combined with the industry and the company
environment and the marketing theory analysis, and how to effectively improve and
enhance the marketing competitiveness of Dafy Finance.
Key word: internet finance; marketing; dafy finance目 录
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目 录
摘要.......I
ABSTRACT.........II
第 1 章 绪 论.....1
1.1 课题研究的背景及意义...1
1.1.1 研究的背景....1
1.1.2 研究的意义....1
1.2 国内外研究现状...2
1.2.1 国外研究现状2
1.2.2 国内研究现状.2
1.2.3 国内外研究述评........4
1.3 研究内容及方法....4
1.3.1 研究内容........4
1.3.2 研究方法........4
第 2 章 相关理论概述.....6
2.1 波特五力分析及 SWOT分析理论..........6
2.1.1 波特五力分析模型....6
2.1.2 SWOT 分析模型.....6
2.1.3 PEST 分析方法..........7
2.1.4 4C 分析方法...8
2.1.5 4P 分析方法 ...9
2.1.6 4R 分析方法...9
2.2 市场细分及目标策略理论.........10
2.2.1 市场细分理论..........10
2.2.2 目标策略理论..........10
2.3 本章小结.12
第章 达飞金控市场营销环境分析...13
3.1 宏观环境及互联网金融市场分析.........13
3.1.1 宏观环境分析..........13
3.1.2 互联网金融市场分析..........16
3.2 行业环境分析.......
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