随着我国互联网的快速发展，互联网线上线下一体化的商业模式悄然地改变着人 们的支付消费习惯，大众对商业银行提供丰富、安全、便捷的支付渠道和服务也提出 了新的要求。为拓展收益新渠道，大力发展互联网金融平台成为商业银行创新发展的 主要方向，利用互联网金融平台，商业银行可以走出一条有中国特色的互联网金融新 道路。互联网金融的出现和发展对商业银行的经营发展有着长远影响。各商业银行都 加快建设互联网金融平台，依据自身的业务特色和客户的需求，不断更新互联网金融 平台的业务功能。 在这种背景下，本文对互联网金融的概念进行了界定，归纳总结了我国商业银行 互联网金融平台的基本情况，从业务多样性、互联网金融平台的跨界性、服务的便捷 性、客户获取成本的低廉、支付场景的多样性和管理机制欠缺这六个方面分析了互联 网金融平台的特点，结合我国商业银行的发展特征，从平台资金安全性和业务主动权 转移这两个方面详细阐述了我国商业银行互联网金融平台的特点，并从品牌策略、产 品策略、价格策略、渠道策略、顾客服务策略五个方面构建了我国互联网金融平台的 营销策略分析框架。 本文以工行的工银融 e 联平台为例，选取工行 A 分行为研究对象，对我国商业 银行互联网金融平台的营销策略进行分析。阐述了 A 分行融 e 联平台业务的发展现 状和历程，从品牌、产品、促销、渠道、客户五个方面对 A 分行融 e 联平台的营销 策略进行分析，并对营销策略效果从正反两个方面进行了分析。利用实地调查所获得 的问卷数据，对工行 A 分行的工银融 e 联所处的市场情况进行了解，对目前营销策 略的效果进行分析。 从产品组合策略、营销渠道策略、目标市场策略和产品促销策略四个方面对工行 A 分行融 e 联平台目前的营销策略进行了分析，指出了缺乏融 e 联品牌策略、以产品 为中心寻找客户、目标客户单一等方面的营销策略的不足。 最后提出了工行 A 分行融 e 联平台的营销策略优化思路和建议，主要是采取五 大措施：建立突出重点的产品品牌策略；进一步优化产品组合策略；实施以“市场扩 张”为导向的多元促销策略，主要包括线下渠道推广策略和网络渠道推广策略这两个 方面；建立以目标市场为导向的渠道营销策略，主要包括：目标市场细分、目标市场 选择、目标市场策略这三个方面；构建以客户为中心的服务营销策略，主要包括提高 客户满意度和建立服务评价体系这两个方面。与此同时，从三个方面提出了建立工银 融 e 联平台营销策略实施保障措施，主要包括：增加工银融 e 联平台营销资源倾斜、 强化工银融 e 联平台营销制度建设以及提升工银融 e 联平台营销队伍能力。2 关键词：互联网金融平台；营销策略；中国工商银行；融 e 联I ABSTRACT With the rapid development of China's Internet, the online and offline integrated business model has quietly changed people's payment and consumption habits, and the public has put forward new requirements for commercial banks to provide rich, safe and convenient payment channels and services. In order to expand new channels of income, developing Internet financial platform has become the main direction of innovation and development of commercial banks. Using Internet financial platform, commercial banks can find a new way of Internet finance with Chinese characteristics. The emergence and development of Internet finance has a long-term impact on the operation and development of commercial banks. Commercial banks are accelerating the construction of Internet financial platform, according to their own business characteristics and customer needs, and constantly update the business functions of Internet financial platform. In this context, this paper defines the concept of Internet finance, summarizes the basic situation of China's commercial banks Internet financial platform, from business diversity, cross-border Internet financial platform, service convenience, low cost of customer access, payment scenarios diversity and lack of management mechanisms. This paper analyzes the characteristics of the Internet financial platform from the six aspects, and combines the development characteristics of China's commercial banks, elaborates the characteristics of commercial banks in China Internet financial platform from the two aspects of platform fund security and business initiative transfer, and from the brand strategy, product strategy, price strategy, channel strategy, customer service strategy five aspects to build our internet financial platform marketing strategy analysis framework. This paper takes ICBC Finance e-contact platform as an example, chooses ICBC A branch as the research object, and analyzes the marketing strategy of China's commercial banks Internet financial platform. This paper expounds the development status and course of ICBC Finance e-contact platform business of A branch, analyzes the marketing strategy of ICBC Finance e-contact platform of A branch from five aspects: brand, product, promotion, channel and customer, and analyzes the effect of marketing strategy from both positive and negative aspects. Based on the questionnaire data obtained from the field survey, this paper analyzes the market situation of ICBC E-Union of ICBC A branch and the effect of the current marketing strategy. This paper analyzes the current marketing strategies of the ICBC Finance e-contactII platform A branch from four aspects: product mix strategy, marketing channel strategy, target market strategy and product promotion strategy, and points out the shortcomings of the ICBC Finance e-contact platform brand strategy, product-centered customer search, single target customer and so on. Finally, the paper puts forward the marketing strategy optimization ideas and suggestions of ICBC Finance e-contact platform, mainly taking five measures: to establish prominent product brand strategy; to further optimize product mix strategy; to implement the market expansion oriented multi-promotion strategy, mainly including offline channel promotion strategy and network channel. Promotion strategy includes two aspects: establishing target market-oriented channel marketing strategy, which mainly includes three aspects: target market segmentation, target market selection, target market strategy; constructing customer-centered service marketing strategy, which mainly includes improving customer satisfaction and establishing service evaluation system. At the same time, this paper puts forward three measures to ensure the implementation of the marketing strategy of the ICBC Finance e-contact platform, including: increasing the inclination of marketing resources of the ICBC Finance e-contact platform, strengthening the construction of the marketing system of the ICBC Finance e-contact platform and enhancing the ability of the marketing team of the ICBC Finance e-contact platform Keywords: Internet financial platform; marketing strategy; Industrial and Commercial Bank of China; Finance e-contact platform1 目 录 第一章 绪论..............................................................................................1 第一节 研究背景......................................................................................................1 第二节 文献综述......................................................................................................1 一、关于互联网金融的定义和重要性的文献综述............................................1 二、关于互联网金融平台的定义和重要性的文献综述....................................2 三、关于互联网金融平台营销策略研究现状的文献综述................................2 四、评述................................................................................................................2 第三节 研究目的与意义..........................................................................................3 第四节 研究思路和研究内容..................................................................................3 第二章 商业银行互联网金融平台营销的相关理论..............................5 第一节 商业银行互联网金融平台营销研究范畴界定..........................................5 一、互联网金融....................................................................................................5 二、商业银行互联网金融平台............................................................................5 第二节 商业银行互联网金融平台的特点..............................................................7 一、互联网金融平台的特点................................................................................7 二、商业银行互联网金融平台的特点 ．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．． 8 第三节 互联网金融平台的一般营销策略..............................................................9 一、品牌营销策略................................................................................................9 二、产品组合策略................................................................................................9 三、价格策略........................................................................................................9 四、渠道策略......................................................................................................10 五、顾客服务策略..............................................................................................10 第三章 工行 A 分行融 e 联平台发展现状及营销策略分析.............11 第一节 工行 A 分行融 e 联平台业务发展现状..................................................11 一、融 e 联业务发展现状及历程 ......................................................................11 二、融 e 联客户发展现状 ..................................................................................132 三、融 e 联平台产品使用情况分析.................................................................. 13 四、融 e 联平台收益现状分析.......................................................................... 14 第三节 工行 A 分行融 e 联平台营销策略........................................................... 15 一、树立良好的融 e 联品牌.............................................................................. 15 二、打造多功能、个性化的网银平台产品组合.............................................. 15 三、采取多种方式的让利降价促销策略.......................................................... 16 四、构建线上线下一体化的分层营销渠道...................................................... 16 五、针对目标市场客户提供优质服务.............................................................. 17 第四节 营销策略预期目标.................................................................................... 17 一、营销策略预期目标...................................................................................... 17 二、影响营销策略预期效果的不利因素.......................................................... 18 第四章 工行 A 分行融 e 联平台的营销策略调查问卷分析...............20 第一节 调查问卷的设计及市场调查情况............................................................ 20 一、调查问卷的设计.......................................................................................... 20 二、市场调查结果分析...................................................................................... 20 第二节 融 e 联营销策略调查问卷结果分析 ...................................................... 23 一、分层营销渠道策略有助于稳定客户合作关系.......................................... 23 二、整合产品组合有利于明确客户具体需求.................................................. 23 三、运用品牌营销策略中缺乏品牌意识.......................................................... 24 四、服务营销策略中缺乏客户思维.................................................................. 24 五、目标市场策略选择的目标客户单一.......................................................... 24 第五章 工行 A 分行融 e 联平台营销策略优化...................................25 第一节 建立重点突出的融 e 联品牌营销策略.................................................... 25 第二节 优化融 e 联的产品组合策略.................................................................... 25 第三节 实施以“市场扩张”为原则的促销策略优化............................................ 26 一、线下渠道流程策略优化.............................................................................. 26 二、网络渠道流程策略优化.............................................................................. 27 第四节 优化以目标市场为导向的渠道营销策略................................................ 27 一、目标市场的细分.......................................................................................... 27 二、准确的选择目标市场.................................................................................. 283 三、目标市场策略..............................................................................................29 第五节 设计以客户为中心的优质服务营销策略优化........................................29 一、提高客户对融 e 联服务的满意度 ..............................................................29 二、建立服务评价体系......................................................................................30 第六节 建立工银融 e 联平台营销策略实施保障措施........................................31 一、增加工银融 e 联平台营销资源倾斜 ..........................................................31 二、强化工银融 e 联平台营销制度建设 ..........................................................31 三、提升工银融 e 联平台营销队伍能力 ..........................................................32