随着商业银行传统金融模式面对的互联网金融冲击日益加剧，商业银行在传 统业务基础上也在寻找应对策略以实现业务转型，包括，跨界合作寻求合作共赢、 创新提供多样化服务、银行系电商平台拓展渠道、整合资源建立直销银行、利用 数据价值提升服务能力等。然而随着金融强监管的再次落地，互联网金融的发展 势头受到遏制的同时，传统银行业的业务创新转型思路开始转变，创新技术引领、 服务理念升级的全新时期随之到来。因此，互联网金融对银行业来讲不仅是冲击， 更是鞭策，让兰州银行尝试摒弃传统营销思路，创新感官营销运用，但却在实践 过程中存在很多问题，效果并不明显。 感官营销理论要求企业在经营活动过程中从“视觉、听觉、触觉、味觉、 嗅觉”五个方面出发，实施不同的营销策略，以带给消费者全方位立体的服务体 验。具体表现在，将企业的核心价值与消费者的感官体验紧密重合，让消费者连 续统一的接收到企业想要传达的信息理念，建立起消费者与企业牢固忠诚的合作 关系，以此进一步促进产品的营销。 本文首先通过引入感官营销理论，对比传统营销理论运用过程中的不足，从 而为论文后续优化研究策略进行理论铺垫。其次，通过对互联网金融背景下兰州 银行营销现状进行分析，表明兰州银行在创新转型过程中，缺乏创新型的营销思 维和营销策略，选择感官营销策略具有必要性。最后，通过对兰州银行当前感官 营销运用过程中存在的问题进行实证性调查研究，分析存在问题，从而对感官营 销策略进行优化，并对感官营销策略优化的实施保障进行简要分析。 全文针对此次论题的研究，呈现渐进式深入，通过以感官营销理论对比传统 营销理论，得出感官营销理论的先进性；通过对现有营销现状进行分析，感官营 销对传统营销策略中呈现出的“不可触性”问题具有针对性；最后通过对感官策 略实践运用中存在的问题进行成因分析，进一步引出感官营销的优化策略研究。 通过研究过程不难看出，传统营销模式中对于过程中“不可触性”并没有提出明 确的解决性方案，而随着互联网金融的逐步深入，传统银行业面对的“不可触性” 挑战进一步深入，因此，感官营销优化策略的提出具有针对性和适用性。 关键词，互联网金融，感官营销，营销策略兰州大学硕士学位论文 互联网金融环境下兰州银行感官营销策略优化研究 II Research on the Optimization of Sensory Marketing Strategy of Bank of Lanzhou under the Internet Financial Environment Abstract With the increasing impact of the traditional financial model of commercial banks on the impact of Internet finance, commercial banks are also looking for coping strategies to achieve business transformation based on traditional business, including: cross-border cooperation to seek cooperation and win-win, innovation to provide diversified services, banks The e-commerce platform expands channels, integrates resources to establish direct banking, and utilizes data value to enhance service capabilities. However, with the re-emergence of financial supervision, the development momentum of Internet finance has been curbed. At the same time, the transformation of business innovation in traditional banking has begun to change, and a new era of innovation technology leadership and service concept upgrading has come. Therefore, Internet finance is not only an impact on the banking industry, but also a spur to let Bank of Lanzhou try to abandon the traditional marketing ideas and innovate the use of sensory marketing, but there are many problems in the practice process, and the effect is not obvious. Sensory marketing theory requires enterprises to implement different marketing strategies from the five aspects of “visual, auditory, tactile, taste, and smell” in the process of business activities, in order to bring consumers a full-scale three-dimensional service experience. Specifically, it closely integrates the core value of the enterprise with the sensory experience of the consumer, allowing consumers to continuously and consistently receive the information concept that the enterprise wants to convey, and establish a strong and loyal relationship between the consumer and the enterprise, thereby further promoting Product marketing. This paper first introduces the sensory marketing theory, compares the shortcomings in the application of traditional marketing theory, and then lays a theoretical foundation for the subsequent optimization research strategy. Secondly, through the analysis of the marketing status of Bank of Lanzhou under the background of internet finance, it shows that Bank of Lanzhou lacks innovative marketing thinking and marketing strategy in the process of innovation and transformation, and it is necessary to adopt sensory marketing strategy. Finally,兰州大学硕士学位论文 互联网金融环境下兰州银行感官营销策略优化研究 III through the empirical investigation and research on the problems existing in the current sensory marketing application process of Bank of Lanzhou, the existing problems are analyzed, and the sensory marketing strategy is optimized, and the implementation guarantee of sensory marketing strategy optimization is briefly analyzed. The full text of the research on this topic presents a gradual and in-depth study. Through the comparison of traditional marketing theory with sensory marketing theory, the advanced nature of sensory marketing theory is obtained. Through the analysis of the current marketing status, sensory marketing presents the traditional marketing strategy. The untouchable problem is targeted; finally, through the analysis of the causes of the problems in the practice of sensory strategies, the optimization strategy of sensory marketing is further introduced. It is not difficult to see through the research process that the traditional marketing model does not propose a clear solution to the “untouchability” of the process. With the gradual deepening of Internet finance, the “untouchable” challenge faced by the traditional banking industry is further In-depth, therefore, the proposed sensory marketing optimization strategy is targeted and applicable. Keywords: internet finance, sensory marketing, marketing strategy兰州大学硕士学位论文 互联网金融环境下兰州银行感官营销策略优化研究 IV 目 录 中文摘要................................................ Ⅰ Abstract ................................................ Ⅱ 第一章 绪论 ............................................. 1 1.1 研究背景与意义 ............................................. 1 1.1.1 研究背景 ............................................... 1 1.1.2 研究意义 ............................................... 1 1.2 国内外研究现状 ............................................. 3 1.2.1 国外研究综述 ........................................... 3 1.2.2 国内研究综述 ........................................... 4 1.2.3 国内外研究述评 ......................................... 4 1.3 研究内容与研究方法 .......................................... 5 1.3.1 研究内容 ............................................... 5 1.3.2 研究方法 ............................................... 7 第二章 相关理论基础 ..................................... 8 2.1 基本概念 .................................................... 8 2.1.1 互联网金融 ............................................. 8 2.1.2 城市商业银行 ........................................... 8 2.2 传统营销理论 ................................................ 9 2.2.1 4Ps 营销理论 ............................................ 9 2.2.2 4Cs 营销理论 ............................................ 9 2.2.3 服务营销理论 .......................................... 10 2.3 感官营销理论 ............................................... 11 2.3.1 感官营销 .............................................. 11 2.2.5 感官品牌 .............................................. 13 第三章 兰州银行感官营销策略选择的原因分析 ............... 15兰州大学硕士学位论文 互联网金融环境下兰州银行感官营销策略优化研究 V 3.1 兰州银行概况分析............................................ 15 3.1.1 基本介绍 .............................................. 15 3.1.2 企业文化 .............................................. 15 3.1.3 经营理念 .............................................. 16 3.2 互联网金融环境下兰州银行营销环境分析 ....................... 17 3.2.1 监管严格的金融环境 .................................... 17 3.2.2 日益严峻的经济环境 .................................... 18 3.2.3 复杂多元的客户环境 .................................... 19 3.2.4 科技驱动的技术环境 .................................... 19 3.3 兰州银行感官营销策略选择原因分析 ........................... 20 第四章 兰州银行感官营销策略运用中存在问题及成因分析 ..... 24 4.1 兰州银行感官营销运用存在问题的调查研究 ..................... 24 4.2 兰州银行感官营销运用存在问题总结 ........................... 31 4.3 兰州银行感官营销运用存在问题成因分析 ....................... 31 第五章 兰州银行感官营销优化策略 ......................... 34 5.1 兰州银行视觉营销改进措施 ................................... 34 5.2 兰州银行听觉营销改进措施 ................................... 35 5.3 兰州银行触觉营销改进措施 ................................... 36 5.4 兰州银行 “味道”营销改进措施 .............................. 37 5.5 兰州银行感官营销措施改进的实施保障 ......................... 39 第六章 研究结论与展望 ................................... 42 6.1 研究结论与讨论 ............................................. 42 6.2 理论贡献和实践启示 ......................................... 43 6.3 研究不足与未来展望 ......................................... 43