摘 要
作为银行业与“互联网+”最直接的应用，莫过于直销银行的悄然兴起，对于这种
打破传统实体网点的高成本、高消耗的新模式，通过与电话银行、网络银行、移动终端
等方式的有机结合，达到银行业务与直客的直接交流，省去中间环节的同时也极大的提
高了业务效率，是对互联网金融的一种形式上的创新和试探。在国外蓬勃发展的过去三
十年中，国内客户的接受程度还没有完全实现，国内真正意义的直销银行产生于2013
年，目前在上百家上市银行和城市商业银行迅速发展。XA银行紧跟直销银行大潮，作为
城市商业银行2015年上线自己的直销银行品牌，丰富该领域产品
本文介绍了直销银行相关营销理论并对国内外直销银行发展现状及存在的问题进
行了阐述。在综合前人文献研究和作者实际工作内容的基础上，运用PEST分析法和SWOT
分析法，对XA银行直销银行的发展环境和业务现状进行了分析，运用问卷调研法对XA
银行直销银行的客户进行了分析，得出了其现阶段营销存在的问题。针对其问题，提出
了营销优化策略并阐述了实施保障措施。在文章的最后提出本文进一步需要研究的问
题
关 键 词：直销银行互联网金融营销策略
研究类型：应用研究
西北大学硕士学位论文
II
Abstract
As an application of banking and “Internet +” the most direct way to direct bank has
emerged, for such a break traditional physical locations of the new model of high cost, high
consumption, through the telephone banking, Internet banking, the combination of mobile
terminals and other way, achieve banking communicate directly with the guest, save
intermediate link also greatly improve the efficiency of the business, is a form of Internet
financial innovation and temptation. In the past 30 years of booming development abroad, the
acceptance level of domestic customers has not been fully realized. The real direct selling
bank in China was born in 2013, and now it has developed rapidly in hundreds of listed Banks
and urban commercial Banks. Following the trend of direct Banks, XA bank, as an urban
commercial bank, launched its own direct bank brand in 2015, enriching products in this field.
This paper introduces the relevant marketing theories of direct selling Banks and
expounds the development status and existing problems of domestic and foreign direct selling
Banks. On the basis of the previous literature research and the author's actual work content,
this article uses PEST analysis and SWOT analysis to analyze the development environment
and business status of the direct selling bank of XA bank, and uses questionnaire survey to
analyze the customers of the direct selling bank of XA bank, and concludes the current
marketing problems. In view of the problem, the marketing optimization strategy is put
forward and the guarantee measures are expounded. At the end of the paper, the further
research questions are put forward.
Key words: direct selling Banks; Internet finance; marketing strategy
research type：application research
目 录
III
目 录
摘 要.......I
ABSTRACT......II
第一章 导 论....1
1.1研究背景与意义...1
1.1.1研究背景........1
1.1.2 研究意义.......2
1.2研究思路和方法...3
1.2.1研究思路........3
1.2.2 研究方法.......3
1.3 研究内容和框架..4
1.3.1 研究内容.......4
1.3.2 研究框架.......4
1.4 本文的贡献..........5
第二章 文献及相关研究综述..6
2.1 银行营销研究综述..........6
2.1.1 4Rs营销组合.6
2.1.2 技术推进理论...........6
2.1.3制度改革理论6
2.2 直销银行业务营销研究综述......7
2.2.1直销银行业务的含义及特征7
2.2.2直销银行与传统银行、网上银行的区别....9
2.2.3直销银行的发展及运营模式..........10
2.2.4直销银行营销相关研究......12
第三章 XA银行直销银行业务营销策略现存问题分析.....14
3.1 XA银行基本情况介绍..14
3.2 XA银行直销银行业务营销策略现状..14
3.2.1 XA银行直销银行业务发展情况...14。