近年来，互联网金融蓬勃发展，其通过多元化的业务模式对商业银行的传统 资产、负债和中间业务都造成一定的冲击。虽然互联网金融逐步对传统商业银行 产生了一定竞争压力，但同时机会与挑战并存。在目前A商业银行杭州分行如何 抓住互联网金融业务发展的契机，整合内部资源，调整营销策略，提升盈利能力， 提高市场占比，是本文探讨的重要内容。 本文开篇首先介绍了互联网金融概念、模式、特点以及发展现状和未来发展 趋势，分析了互联网金融的宏观环境和行业环境，从经营理念与策略、业务模式、 服务模式、风险管理角度剖析互联网金融对A商业银行杭州分行业务的影响。通 过对A商业银行杭州分行客户的市场调查结果分析，在A商业银行杭州分行互联 网金融业务及产品的发展现状分析基础上指出目前营销中存在的问题，采用 SWOT、STP分析法制定总体策略思路，提出具体营销策略建议以及实现策略的 保障措施。 本文提出锁定财富、私人银行客户、小微企业、中大型企业为目标市场，给 出了产品、渠道、定价、宣传、服务、客户关系等六个方面的具体营销策略建议。 从公司、个人、中间业务三个角度提出产品更新意见；提出整合互联网与物理网 点渠道，搭建全流程24小时在线沟通平台，提升客户反馈机制；建议差异化定价， 加强外部合作，增加更多优惠政策；鼓励对传媒公司广告投放，增加趣味性社交 平台宣传；树立客户为中心服务理念，加强员工技能培训；建立网络声誉管理和 动态客户信息管理平台，加强口碑媒体参与度。这些互联网金融业务营销策略建 议可以在实质上帮助A商业银行杭州分行良好的应对新的金融环境。 关 键 词，互联网金融，A 商业银行，营销策略，保障措施 论文类型，应用/专题研究浙江工业大学硕士学位论文 A 商业银行杭州分行互联网金融业务的营销策略研究 II Research on Marketing Strategy of Internet Financial Business ofA Commercial Bank Hangzhou Branch ABSTRACT In recent years, Internet finance has flourished, and its diversified business model has had a certain impact on the traditional assets, liabilities and intermediary business of commercial banks. Although Internet finance has gradually exerted certain competitive pressure on traditional commercial banks, opportunities and challenges coexist. At present, Hangzhou Branch of A Commercial Bank grasps the opportunity of the development of Internet finance business, integrates internal resources, adjusts marketing strategy, improves profitability, and increases market share. This is an important part of this paper. This paper first introduces the concept, mode, characteristics, development status and future development trend of Internet finance, analyzes the macro environment and industry environment of Internet finance, and analyzes Internet finance from the perspectives of business philosophy and strategy, business model, service model and risk management. The impact of A commercial bank Hangzhou branch business. Based on the analysis of the market survey results of customers of Hangzhou Branch of A Commercial Bank, based on the analysis of the development status of Internet finance business and products of Hangzhou Branch of A Commercial Bank, it points out the problems existing in marketing, and adopts SWOT and STP analysis to formulate the overall strategy. Propose specific marketing strategy recommendations and safeguards to achieve the strategy. This paper proposes to target wealth, private banking customers, small and micro enterprises, medium and large enterprises as target markets, and gives specific marketing strategy recommendations in six aspects: product, channel, pricing, publicity, service, and customer relationship. Propose product update opinions from three perspectives: company, individual, and intermediary business; propose to integrate Internet and physical network channels, build a 24-hour online communication platform, and improve customer feedback mechanism; recommend differentiated pricing, strengthen external cooperation, and increase more concessions Policies; encourage advertising to media companies, increase the promotion of浙江工业大学硕士学位论文 A 商业银行杭州分行互联网金融业务的营销策略研究 III interesting social platforms; establish a customer-centered service concept, strengthen employee skills training; establish a network reputation management and dynamic customer information management platform, and strengthen the participation of word-of-mouth media. These Internet finance business marketing strategy recommendations can help A Commercial Bank Hangzhou Branch to respond well to the new financial environment. KEY WORDS: Commercial bank;Internet finance;Marketing strategy;Measure of safeguard TYPE OF DISSERTATION / THESIS: Application Research浙江工业大学硕士学位论文 A 商业银行杭州分行互联网金融业务的营销策略研究 IV 目 录 1 绪论..........................................................................................................1 1.1 研究背景和研究意义.........................................................................................1 1.1.1 研究背景.......................................................................................................1 1.1.2 研究意义.......................................................................................................2 1.2 研究内容与研究方法.........................................................................................3 1.2.1 研究内容........................................................................................................3 1.2.2 研究方法........................................................................................................3 1.3 可能的创新点.....................................................................................................4 2 互联网金融的概念及相关理论综述.....................................................5 2.1 互联网金融的概念、模式与特征.....................................................................5 2.1.1 互联网金融的概念........................................................................................5 2.1.2 互联网金融的模式........................................................................................5 2.1.3 互联网金融的特征........................................................................................6 2.2 互联网金融对传统银行的影响.........................................................................7 2.3 互联网金融业务营销策略.................................................................................8 2.4 互联网金融监管.................................................................................................8 2.5 互联网金融业务风险管理.................................................................................9 3A 商业银行杭州分行互联网金融业务发展的外部环境分析............10 3.1 互联网金融宏观环境分析...............................................................................10 3.1.1 经济环境.....................................................................................................10 3.1.2 政策环境.....................................................................................................10 3.1.3 社会环境.....................................................................................................12 3.1.4 技术环境.....................................................................................................13 3.2 互联网金融行业环境分析...............................................................................13 3.2.1 互联网金融的现状与趋势.........................................................................13 3.2.2 互联网金融竞争对手分析.........................................................................15 3.3 互联网金融对 A 商业银行杭州分行业务的影响.......................................... 16 3.3.1 对经营理念及策略的冲击.........................................................................16 3.3.2 对业务模式的冲击 .................................................................................19 3.3.3 对服务模式的冲击.....................................................................................24 3.3.4 对风险管理的冲击 .................................................................................25 4A 商业银行杭州分行互联网金融业务营销现状和存在的问题........26 4.1 A 商业银行杭州分行互联网金融业务发展概况............................................