HF 银行直销银行营销策略研究 本文以 HF 银行为例，通过一系列的分析，针对 HF 银行在发展直销银行业务过程 中的现状和存在的问题，并且有针对性地提出适应于 HF 银行的直销银行营销策略，通 过这些策略的实施，期望解决目前发展直销银行业务中存在的问题，提升 HF 银行直销 银行业务竞争力，在互联网金融大发展的格局中，能够占据有利位置，为 HF 银行今后 的快速发展提供有力支撑。 首先，本文介绍了 HF 银行以及 HF 银行直销银行业务现状，分析了 HF 银行在直销 银行业务市场所处的环境和问题，主要包括外部环境和内部环境，外部环境主要包括 宏观经济环境和当前直销银行业务市场环境情况，内部环境主要是 HF 自身内部发展过 程中的环境介绍；归纳了 HF 银行在直销银行业务市场竞争的优势、劣势、机会、威胁， 总结了 HF 银行在发展直销银行业务中所面临的诸多问题。 其次，针对 HF 银行直销银行业务的目前所面临的实际情况，通过对 HF 银行的优 势、劣势对比和机会、威胁对比，以及所面临的诸多主要问题分析，从战略、产品、 渠道、营销、风险、信息技术建设等方面，阐述了 HF 银行具体发展策略内容，确定了 HF 银行在直销银行业务市场发展应采取的策略，为 HF 银行在直销银行业务市场占有一 席之地指明了未来的发展策略和方向。 最后，从整体上对本文的研究结论进行了总结和提炼，对 HF 银行直销银行业发展 前景进行了简单预测，进一步阐述传统商业银行尽快拥抱互联网，不要再把互联网金 融视为敌人，而应该借助互联网金融大潮完成转型升级，增强在市场上的竞争能力和 自身业务水平，以面对更为复杂激烈的全球化金融竞争。 关键词： 互联网金融，SWOT 分析，营销，直销银行III Abstract Research on the Marketing Strategy of HF Bank Direct Selling Banks This paper takes HF bank as an example, through a series of analysis, aiming at the current situation and existing problems of HF bank in the development of direct banking business, and puts forward marketing strategies for HF bank. Through the implementation of these strategies, we hope to solve the existing problems in the development of direct banking business, and improve the competitiveness of HF bank's direct banking business. In the pattern of Internet finance development, it can occupy a favorable position and provide strong support for the rapid development of HF bank in the future. First of all, this paper introduces the current situation of HF bank and HF bank's direct bank business, analyzes the environment and problems of HF bank in the direct bank business market, mainly including the external environment and internal environment, the external environment mainly includes the macroeconomic environment and the current direct bank business market environment, and the internal environment is mainly the environment introduction of HF's internal development process. This paper analyzes the advantages, disadvantages, opportunities and threats of HF bank in the market competition of direct banking business, and summarizes many problems HF bank faces in the development of direct banking business. Secondly, in view of the current situation of direct banking business of HF bank, through the analysis of the advantages, disadvantages, opportunities, threats and many major problems faced by HF bank, this paper expounds the specific development strategy content of HF bank from the aspects of strategy, product, channel, marketing, risk and information technology construction, and determines the direct banking industry of HF bank. The strategies that should be adopted for the development of business market indicate the future development strategies and directions for HF bank to occupy a place in the direct banking business market. Finally, it summarizes and refines the research conclusion of this paper on the whole, makes a simple forecast on the development prospect of direct banking industry of HF bank, and further expounds that traditional commercial banks should embrace the Internet as soon as possible, instead of regarding Internet finance as an enemy, they should complete the transformation and upgrading with the help of Internet Finance tide, enhance theirIV competitiveness in the market and their own business level. In order to face more complex and fierce global financial competition. Keywords: Internet finance, SWOT analysis, Marketing, Direct bankingV 目 录 第 1 章 绪论......................................................................................................1 1.1 研究背景..................................................................................................1 1.2 研究意义..................................................................................................3 1.3 国内外研究现状......................................................................................4 1.3.1 国外直销银行的发展情况................................................................4 1.3.2 国内直销银行的发展情况................................................................5 1.4 研究方法..................................................................................................7 1.5 研究内容..................................................................................................7 第 2 章 相关概念及理论基础........................................................................10 2.1 直销银行概述........................................................................................10 2.2 4P 理论...................................................................................................10 2.3 大数据的定义及特征............................................................................11 2.4 SWOT 分析 ...........................................................................................12 第 3 章 HF 银行直销银行营销现状及问题分析 .........................................13 3.1 HF 银行基本情况..................................................................................13 3.2 HF 银行直销银行基本现状 .................................................................13 3.2.1 目标客户与市场定位......................................................................13 3.2.2 平台及产品情况..............................................................................14 3.2.3 营销模式..........................................................................................15 3.3 HF 银行直销银行营销存在的问题分析 .............................................15 3.3.1 产品策略问题..................................................................................16 3.3.2 营销手段与渠道局限问题..............................................................16 3.3.3 管理定位与人才队伍建设问题......................................................17VI 3.3.4 数据分析与信息技术能力不足问题 .............................................20 3.3.5 风险管控能力不足问题 .................................................................20 3.4 HF 银行直销银行 SWOT 分析............................................................21 3.4.1 优势..................................................................................................21 3.4.2 劣势..................................................................................................22 3.4.3 机会..................................................................................................23 3.4.4 威胁..................................................................................................25 第 4 章 HF 银行直销银行营销策略优化.....................................................27 4.1 目标市场选择........................................................................................27 4.1.1 市场细分..........................................................................................27 4.1.2 目标市场..........................................................................................27 4.1.3 市场定位..........................................................................................28 4.2 实施差异化产品策略 ...........................................................................28 4.2.1 市场产品对比分析 .........................................................................28 4.2.2 差异化产品方向..............................................................................30 4.3 营销渠道策略优化................................................................................31 4.3.1 渠道的整合与拓展 .........................................................................32 4.3.2 区域营销差异化..............................................................................33 4.3.3 互联网媒体传播营销 .....................................................................33 4.4 加强大数据营销策略 ...........................................................................34 4.4.1 基于大数据的征信体系建设 .........................................................34 4.4.2 基于大数据的投资行为营销 .........................................................35 第 5 章 HF 银行直销银行营销策略实施保障.............................................37 5.1 管理定位与人员队伍建设优化 ...........................................................37 5.1.1 优化组织架构..................................................................................37VII 5.1.2 建立专业的直销银行团队..............................................................39 5.2 风险管理优化........................................................................................41 5.2.1 推进风险管理制度建设..................................................................41 5.2.2 提高创新能力..................................................................................42 5.2.3 提升舆情监测能力..........................................................................42 5.3 加强信息技术能力建设........................................................................44 5.3.1 提升科技队伍技术能力..................................................................44 5.3.2 加强科技队伍思想道德建设..........................................................45 第 6 章 结论与启示........................................................................................46