近些年，互联网金融发展速度迅猛，对传统商业银行的垄断形成了强有力的冲击。 在此发展背景下，如何使传统商业银行适应互联网金融发展的趋势，制定与商业银行相 符合的互联网金融发展策略，现已成为现阶段银行业发展的重点关注话题。中国工商银 行作为股份制传统银行的典型代表，深处时代浪潮中，强烈意识到互联网金融的巨大影 响力，开始在全国范围内进行产品创新与产品配置，着力提升互联网金融实力，深化改 革，为建设优秀银行不断努力。 本文以QD分行为例，通过对QD分行互联网金融发展现状进行客观阐述，深入剖析 目前QD分行互联网金融业务领域发展存在的问题，及如何制定与传统银行业相适应的 互联网金融政策为切入点，进行全面分析。此外，本文采用宏观和微观环境两项维度对 具体营销实例开展分析，对网络金融产品进行市场细分和选择定位，确定出适合QD分 行网络金融产品营销发展策略，拓宽互联网发展渠道，提高网络金融产品的市场影响力， 制定出战略实施的保障条件与对策措施，本文研究对正处于互联网金融大背景下的各家 商业银行具有相对丰富的借鉴意义。 关键词：商业银行；QD分行；网络金融产品营销策略；STP分析 QD分行网络金融产品营销策略研究 Abstract Inrecentyears,therapiddevelopmentofInternetfinancehasformedastrongimpacton themonopolyoftraditionalcommercialbanks.Underthisbackground,howtomakethe traditionalcommercialbanksadapttothedevelopmenttrendofInternetfinance,andhowto formulatetheInternetfinancedevelopmentstrategythatisinlinewiththecommercialbanks hasbecomethefocusofthecurrentbankingdevelopment.IndustrialandCommercialBankof China,asatypicalrepresentativeofjoint-stocktraditionalbanks,isdeeplyawareofthegreat influenceofInternetFinanceinthetideofthetimes.Ithasbeguntocarryoutproduct innovationandproductallocationnationwide,andhasmadegreateffortstoimprovethe strengthofInternetfinance,deepenreformandbuildexcellentbanks. TakingQDbranchofindustrialandCommercialBankofChinaasanexample,this paperobjectivelyexpoundsthecurrentsituationofInternetfinancedevelopmentofQD branchofindustrialandCommercialBankofChina,deeplyanalyzestheexistingproblemsin thedevelopmentofInternetfinancebusinessfieldofQDbranch,andhowtoformulate Internetfinancepoliciessuitableforthetraditionalbankingindustryasthestartingpointfora comprehensiveanalysis.Inaddition,thispaperanalyzesthespecificmarketingcasesintwo dimensionsofmacroandmicroenvironment,subdividesandselectsthemarketpositionof thenetworkfinancialproducts,determinesthemarketingdevelopmentstrategysuitablefor QDbranch'snetworkfinancialproducts,widenstheInternetdevelopmentchannel,improves themarketinfluenceofthenetworkfinancialproducts,andformulatestheguarantee conditionsandCountermeasuresfortheimplementationofthestrategyTheresearchhas relativelyrichreferencesignificanceforthecommercialbanksunderthebackgroundof Internetfinance. Keywords:Commercialbank;QDbranch;networkfinancialproductmarketingstrategy; STPanalysis QD分行网络金融产品营销策略研究 目录 第1章绪论...............................................................................................................................1 1.1论文的研究背景、目的和意义......................................................................................1 1.1.1论文的研究背景........................................................................................................1 1.1.2研究的目的和意义....................................................................................................2 1.2国内外研究现状..............................................................................................................3 1.2.1国外研究现状............................................................................................................3 1.2.2国内研究现状............................................................................................................4 1.2.3国内外研究现状的评述............................................................................................5 1.3论文研究内容与研究方法..............................................................................................6 1.3.1论文的研究内容........................................................................................................6 1.3.2论文研究方法............................................................................................................7 1.4论文创新之处..................................................................................................................8 第2章QD分行网络金融产品营销现状分析.........................................................................9 2.1QD分行概况....................................................................................................................9 2.1.1QD分行效益概况......................................................................................................9 2.1.2QD分行业务经营情况..............................................................................................9 2.1.3人员状况..................................................................................................................11 2.2QD分行网络金融产品营销现状..................................................................................11 2.2.1QD分行经营状况....................................................................................................11 2.2.2同业对比状况..........................................................................................................12 2.3QD分行网络金融产品现行营销策略分析..................................................................14 2.3.1QD分行网络金融产品现行营销策略....................................................................14 2.3.2分行网络金融产品现行营销策略运行效果分析..................................................15 2.4QD分行网络金融产品市场营销存在的问题及成因分析..........................................17 2.4.1QD分行存在的问题................................................................................................17 2.4.2QD分行存在问题的原因分析................................................................................18 2.5本章小结........................................................................................................................19 第3章QD分行网络金融产品营销环境分析......................................................................20 哈尔滨工程大学硕士学位论文 3.1宏观环境分析................................................................................................................20 3.1.1政治法律环境分析..................................................................................................20 3.1.2经济环境分析..........................................................................................................20 3.1.3社会环境分析..........................................................................................................21 3.1.4技术环境分析..........................................................................................................22 3.2竞争环境分析................................................................................................................23 3.2.1现有竞争者分析......................................................................................................23 3.2.2潜在竞争者分析......................................................................................................25 3.2.3金融消费者分析......................................................................................................25 3.2.4替代产品分析..........................................................................................................26 3.2.5新型创新产品分析..................................................................................................26 3.3金融消费者偏好分析....................................................................................................28 3.4本章小结........................................................................................................................29 第4章QD分行网络金融产品营销策略构建......................................................................30 4.1QD分行网络金融产品市场营销STP分析.................................................................30 4.1.1QD分行网