在互联网金融环境下，合适的营销会产生极大的社会效益。互联网金融模式的资 源配置效率与当前的直接以及非直接融资模式持平，它在推动经济发展的同时，使得 交易成本大大地下降。更为关键的是，当前金融行业的专业化以及分工被大幅淡化， 为互联网以及其他相关技术所取代；市场的参与主体变得更加大众化，互联网金融交 易所产生的良好经济效益，更易于使普通民众受惠。民众、企业家均可基于网络来进 行各类交易，风险定价等难度较大的交易均可大幅降低操作难度，使之变得更加简易。 这对传统银行的发展带来巨大的挑战。尽管银行近期的业务有了高速发展，取得了一 定成绩，但在电商银行这一领域，因其发展时间较为落后，因此在管理、技术革新等 方面仍存在一些问题，在市场竞争中仍处于不利地位。而且在营销策略上仍然没有找 到最好的模式。因此，在信息技术高速发展和互联网金融模式被普及应用的当代，确 立科学的银行管理转型政策的关键意义也就不言而喻了，尤其是对于正值迅猛发展、 扩张时期的地方性商行而言，更是如此了。安全优质、便捷的产品以及服务势必能吸 引更多的消费者，进而增加市场份额，改善其经济效益，从而增强其在互联网环境下 的生命力和竞争力，推动其更好的成长与发展。 本文的主要内容先从相关的基本理论开始介绍，介绍了互联网金融理论：互联网 金融的概念和互联网金融的种类。介绍了银行营销的基本理论，从银行营销的宏观环 境、银行营销的微观环境和 4PS 理论三个角度出发。并指出互联网金融对银行营销的 影响，挑战和机遇并存。接下来介绍徽商银行营销策略的现状，包括影响因素和存在 的问题两方面。主要分析产品缺乏创新，渠道建设粗放和服务跟不上发展脚步这三个 方面入手，最后对互联网金融下徽商银行营销策略存在的这些问题提出优化措施。 关键词：互联网金融 营销 转型ABSTRACT Under the Internet environment can produce huge social benefits. Internet finance models can achieve the same efficiency of allocation of resources as current direct and indirect financing and significantly reduce transaction costs while promoting economic growth. More importantly. the division of labour and specialization in the financial sector is now largely diluted and replaced by the Internet and related software technologies; Market participants are more popular. and the huge benefits of Internet financial market exchanges are more favourable to ordinary people. Entrepreneurs and ordinary people can carry on a variety of financial transactions through the Internet. and complex transactions such as risk pricing and term matching will be greatly simplified and easy to operate. This poses a huge challenge to the development of traditional banks.Internet financial model. despite the pressure and competition from all sides. banks have made some achievements in recent years. However. in the field of e-commerce banks. because of their late development. there are still some problems in management. technological product innovation and function. and security. and they are still at a disadvantage in competition with their peers. And the best model for management is still not found. Therefore. with the rapid development of information technology and the widespread application of the Internet financial model. it is of great importance to make a rational bank management transformation policy. especially for the local commercial banks. which are in the process of rapid development and expansion. Convenient. fast. safe and high quality products and services will attract more consumers. enhance market availability. enhance the economic efficiency of banks. thus enhancing their vitality and competitiveness in the Internet environment. and promote their better growth and development. The main content of this paper begins with the introduction of the related basic theories, and introduces the Internet Finance Theory: the concept of Internet Finance and the types of Internet finance. This paper introduces the basic theory of bank marketing, starting from the macro environment, micro environment and 4Ps theory. It also points out that the impact of Internet Finance on bank marketing, challenges and opportunities coexist. Next, it introduces the current situation of marketing strategy of Huishang bank, including the influencing factors and existing problems. This paper mainly analyzes the lack of innovation in products, the lack of channel construction, storage and service to keep pacewith the development of these three aspects, and finally puts forward optimization measures for the marketing strategies of Huishang bank under the Internet finance. Key words: Internet finance marketing transformation目 录 第一章 引言...................................................................................................1 第一节 选题背景和意义 ................................................................................................1 第二节 国内外研究现状和评述......................................................................................1 一、国外研究现状........................................................................................................1 二、国内研究现状........................................................................................................4 三、述评........................................................................................................................6 第三节 研究思路和方法 ................................................................................................6 一、研究思路................................................................................................................6 二、研究方法................................................................................................................7 第四节 研究内容及创新点 ............................................................................................8 一、研究内容................................................................................................................8 二、研究创新点............................................................................................................8 第二章 互联网金融及银行营销的基本理论...............................................9 第一节 互联网金融的基本理论 ....................................................................................9 一、互联网金融的基本概念........................................................................................9 二、互联网金融的种类................................................................................................9 第二节 银行营销的基本理论 ......................................................................................11 一、银行营销的宏观环境..........................................................................................11 二、银行营销的微观环境..........................................................................................12 三、4PS 营销组合理论...............................................................................................12 第三节 互联网金融环境下对银行营销策略的影响 ..................................................13 一、互联网金融环境下对银行营销的挑战..............................................................13 二、互联网金融环境下对银行营销的机遇..............................................................14 第三章 互联网金融环境下徽商银行营销策略影响因素及存在的问题 16 第一节 互联网金融环境下徽商银行营销策略影响因素 ..........................................16一、政治环境影响因素..............................................................................................16 二、经济环境影响因素..............................................................................................16 三、技术环境影响因素..............................................................................................17 四、社会环境影响因素..............................................................................................17 第二节 互联网金融环境下徽商银行营销策略现状 ..................................................18 一、产品策略现状......................................................................................................18 二、价格策略现状......................................................................................................19 三、渠道策略现状......................................................................................................19 四、促销策略现状......................................................................................................19 第三节 互联网金融环境下徽商银行营销策略存在问题 ..........................................20 一、产品品牌定位与创新不足..................................................................................20 二、产品价格竞争力低..............................................................................................21 三、渠道建设与管理粗放..........................................................................................22 四、促销活动单一......................................................................................................22 第四章 互联网金融环境下徽商银行营销策略优化与保障.....................23 第一节 互联网金融环境下徽商银行营销策略优化 ..................................................23 一、产品策略的优化..................................................................................................23 二、价格策略的优化..................................................................................................26 三、渠道营销策略优化..............................................................................................28 第二节 互联网金融环境下徽商银行营销策略优化保障 ..........................................33 一、完善组织管理体系..............................................................................................33 二、加快互联网金融人才培养..................................................................................34 三、加大金融科技投入力度......................................................................................35 第五章 研究结论与展望.............................................................................37 第一节 研究结论 ..........................................................................................................37 第二节 研究展望 ..........................................................................................................37