随着互联网的迅猛发展，商业银行金融产品的营销受到很大的挑战，尤其是余额 宝等通过网络渠道进行销售的产品抢占了传统商业银行金融产品的销售市场，主要是 对银行的理财产品产生影响。目前各商业银行均受到来自互联网渠道营销的金融产品 的打击，基础客群的流失较为严重，各银行原本的中低端客户陆续转移银行资产选择 互联网渠道进行资产投资。互联网渠道对银行理财产品的影响成为目前商业银行较为 关注的话题，在互联网渠道迅猛发展的环境下继续稳步发展银行自身的理财业务是扩 大银行中间业务收入，提升营业利润的重点业务。 徽商银行作为城市商业银行在如此严峻的大环境下面临着理财产品营销的重大 压力，主要原因在于徽商银行作为地方性银行成立时间较短与国内大多商业银行相比 在制度建设、业务结构方面有着一定的距离。理财业务是徽商银行中间业务收入的主 要来源，目前也受到互联网的影响，销量增长态势减弱，因此如何拓宽互联网环境下 理财产品的营销渠道是我们目前亟待解决的问题。 本文首先论述了互联网对银行理财产品营销渠道的影响，分别从互联网的开放 性、便捷性和灵活性三个角度进行分析；其次阐明了徽商理财产品营销渠道取得的成 效，后通过调查问卷的形式引申出徽商银行理财产品现有渠道存在的问题，分别通过 营销渠道的结构及策略方面进行问题探究；最后针对上述存在的问题结合徽商银行的 实际情况提出相应的对策。文中调查问卷的内容较多得涉及到客户对徽商银行营销渠 道选择方面的问题，能够真实的反应出徽商银行理财产品现有营销渠道的不足之处， 本文从营销渠道结构和策略方面提出的改善徽商银行理财产品营销渠道的策略极具 现实意义。 关键词：理财产品；营销渠道；互联网金融I ABSTRACT With the rapid development of the Internet, the marketing of commercial banks'financial products is facing great challenges. Especially, the products sold through network channels such as Youyou have occupied the sales market of traditional commercial banks' financial products, mainly affecting the financial products of banks. At present, all commercial banks are attacked by financial products from Internet channel marketing, and the loss of basic customers is serious. The original middle and low-end customers of banks have successively transferred their bank assets to choose Internet channel for asset investment. The impact of Internet channels on bank financial products has become a hot topic for commercial banks. Continuing to develop bank financial services steadily under the rapid development of Internet channels is the key business to expand bank intermediary business income and enhance business profits. As a city commercial bank, Huishang Bank faced great pressure in the marketing of wealth management products under such a severe environment. The main reason was that Huishang Bank, as a local bank, was established in a relatively short time compared to most domestic commercial banks in terms of system construction and business structure. There is a certain distance to the aspect. Financial management business is the main source of intermediate business income of Huishang Bank. At present, it is also affected by the Internet, and the growth trend of sales is weakening.Therefore, how to broaden the marketing channels for wealth management products in the Internet environment is a problem we need to solve urgently. Firstly, this paper discusses the impact of the Internet on the marketing channels of Bank's financial products, and analyzes them from the convenience and flexibility of the Internet; secondly, it expounds the achievements of marketing channels of Huishang Bank's financial products, and then draws the conclusion that the existing channels of Huishang Bank's financial products exist through questionnaires. Problems, respectively, through the structure of marketing channels and strategies to explore the problem; finally, in view of the above problems combined with the actual situation of Huishang Bank put forward corresponding countermeasures. The content of the questionnaire in this paper is more related to the customer's choice of marketing channels of Huishang Bank. It can truly reflect the shortcomings of the existing marketing channels of Huishang Bank's financial products. The strategies to improve the marketing channels of Huishang Bank's financialII products from the aspects of marketing channel structure and strategies are very realistic. Real meaning. KEYWORDS:financial products; marketing channel; online finance1 目 录 第一章 绪论 ...............................................................................................1 第一节 选题背景及意义.......................................................................................... 1 一、选题背景 ......................................................................................................... 1 二、研究意义 ......................................................................................................... 1 第二节 相关文献综述.............................................................................................. 2 一、营销渠道理论研究现状 ................................................................................. 2 二、互联网金融对徽商银行理财产品的影响 ..................................................... 3 三、现有研究存在的问题 ..................................................................................... 4 第三节 研究内容及方法.......................................................................................... 4 一、研究方法 ......................................................................................................... 4 二、研究内容 ......................................................................................................... 5 第二章 研究的理论基础...........................................................................6 第一节 营销渠道内涵及功能.................................................................................. 6 一、营销渠道的概念 ............................................................................................. 6 二、营销渠道的内涵及功能 ................................................................................. 7 第二节 营销渠道的结构.......................................................................................... 7 一、长度结构 ......................................................................................................... 7 二、宽度结构 ......................................................................................................... 8 三、广度结构 ......................................................................................................... 8 四、 运用渠道结构理论分析银行理财产品营销渠道管理的可行性 ............... 8 第三节 营销渠道的策略.......................................................................................... 9 一、渠道策略的选择 ............................................................................................. 9 二、中间商选择 ................................................................................................... 12 第三章 互联网对银行理财产品营销渠道管理的影响.........................14 第一节 互联网对银行理财产品营销渠道管理的有利影响................................ 14 一、互联网开放性的有利影响 ........................................................................... 142 二、互联网便捷性的有利影响............................................................................15 三、互联网灵活性的有利影响............................................................................15 第二节 互联网对银行理财产品营销渠道管理的不利影响.................................16 一、互联网开放性的不利影响............................................................................16 二、互联网便捷性的不利影响............................................................................16 三、互联网灵活性的不利影响............................................................................18 第三节 互联网环境下银行理财产品渠道管理的新变化.....................................18 一、银行理财产品营销渠道构建方式的转变....................................................18 二、银行理财产品营销渠道管理方式的转变....................................................18 第四章 互联网环境下徽商银行理财产品营销渠道管理现状及问题分 析.....................................................................................................................19 第一节 徽商银行理财产品营销渠道现状描述.....................................................19 一、徽商银行简介................................................................................................19 二、徽商银行理财产品基本情况........................................................................19 三、徽商银行理财产品营销渠道成效................................................................20 第二节 徽商银行理财产品营销渠道现状问卷调查.............................................22 一、调查问卷的设计............................................................................................22 二、数据的收集与整理........................................................................................22 三、数据分析........................................................................................................23 第三节 徽商银行理财产品营销渠道存在的问题.................................................28 一、营销渠道结构方面存在的问题....................................................................28 二、营销渠道策略方面存在的问题....................................................................29 第五章 互联网环境下徽商银行理财产品营销渠道管理策略.............31 第一节 营销渠道结构.............................................................................................31 一、渠道长度........................................................................................................31 二、渠道宽度........................................................................................................32 三、渠道广度........................................................................................................32 第二节 营销渠道策略.............................................................................................34 一、强化电子渠道分销功能................................................................................34 二、徽常有财系列产品创新................................................................................353 三、提升网点人员的营销意识 ........................................................................... 35 第六章 研究结论及展望.........................................................................36 第一节 研究结论.................................................................................................... 36 第二节 对未来的展望............................................................................................ 36