随着现代信息技术的不断发展和互联网技术的广泛应用，互联网对金融业的 渗透逐步加深，以互联网技术为依托的金融服务模式应运而生。作为一种新兴的 金融模式，互联网金融以其多样化的金融产品，高效、便捷的金融服务，以及独 特的经营模式和价值创造方式，改变着传统金融业的面貌和人们的金融需求，对 中国建设银行的传统经营模式发起挑战，迅速抢占市场份额。因此探索在互联网 金融背景下的中国建设银行丹东分行产品策略创新对中国建设银行的发展成为迫 切需要研究的一个课题。 论文从建设银行丹东分行产品策略创新的基础理论入手，界定了金融产品策 略创新的概念，分析了建设银行丹东分行产品策略创新的动因，以此为基础，通 过对我国建设银行丹东分行产品策略创新的必要性、现状和存在的问题进行分析， 研究了建设银行丹东分行金融产品策略创新的基本情况。就分析结果来看，建设 银行丹东分行的产品策略创新发展虽然初具规模，但是金融产品策略创新机制还 不够完善，特别是自主创新能力不强，产品策略创新层次不高，创新方法相对单 一，需要改善的地方还很多。借鉴美国和德国商业银行的发展路径，可以总结出 其产品策略创新的经验，即全能化的金融经营模式、严格有序的监管体系、渗透 到经营管理中的风险管理意识、科学的组织架构、以客户为中心的经营理念、科 技兴行的战略、注重知识产权保护，为我国商业银行的产品策略创新提供实践渊 源。正是基于这样的分析，在论文的最后重点探索了我国商业银行产品策略创新 改革、创新、发展、完善的着力点和突破点，提出了商业银行产品策略创新的策 略选择，以期为我国商业银行的创新发展提供参考。 关键词：建设银行丹东分行；产品策略创新；互联网金融；营销策略 沈阳理工大学硕士学位论文 ABSTRACT Withthecontinuousdevelopmentofmoderninformationtechnologyandthewide applicationofInternettechnology,thepenetrationoftheInternetintothefinancial industryisgraduallydeepened,andthefinancialservicemodelbasedonInternet technologyemergesasTheTimesrequire.Asanewfinancialmodel,theInternet financialforitsdiversifiedfinancialproducts,efficientandconvenientfinancial services,aswellastheuniquebusinessmodelandvaluecreationway,changingtheface ofthetraditionalbankingandfinancialneedsofthepeople,traditionalbusinessmodel ofChinaconstructionbankchallenge,quicklygrabmarketshare.Therefore,toexplore theproductstrategyinnovationofChinaconstructionbankdandongbranchunderthe backgroundofInternetfinancehasbecomeanurgentresearchtopicforthedevelopment ofChinaconstructionbank. ThispaperstartswiththebasictheoryofproductstrategyinnovationofChina constructionbankdandongbranch,thispaperdefinedtheconceptoffinancialproduct innovationstrategy,productstrategyanalysisoftheconstructionbankdandongbranch innovationmotivation,onthisbasis,throughtoourcountrythenecessityofthe constructionbankdandongbranchproductinnovationstrategy,thepresentsituationand theanalysisofexistingproblems,andstudiedtheconstructionbankdandongbranch financialproductstrategy,thebasicsituationofinnovation.Accordingtotheanalysis results,althoughtheproductstrategyinnovationdevelopmentofdandongbranchof Chinaconstructionbankhastakenshape,thefinancialproductstrategyinnovation mechanismisstillnotperfect,especiallytheindependentinnovationabilityisnotstrong, theproductstrategyinnovationlevelisnothigh,theinnovationmethodisrelatively single,andtherearestillmanyareastobeimproved.DrawlessonsfromtheUnited StatesandGermanycommercialbank'sdevelopmentpath,canbesummedupthe experienceofproductstrategyinnovation,namelytoall-roundizationfinancial 沈阳理工大学硕士学位论文 ABSTRACT managementmode,strictandorderlysupervisionsystem,thepenetrationintothe managementriskmanagementconsciousness,scientificorganizationalstructure, customer-focusedbusinessphilosophy,thescienceandtechnologystrategy,pay attentiontotheprotectionofintellectualpropertyrights,strategyforourcountry commercialbankproductinnovationtoprovidepracticalsources.Basedonthisanalysis, thispaperexploresthekeypointsandbreakthroughpointsofChina'scommercial Banks'productstrategyinnovationreform,innovation,developmentandimprovement attheendofthepaper,andputsforwardthestrategicchoiceofproductstrategy innovationofcommercialBanksinordertoprovidereferencefortheinnovationand developmentofChina'scommercialBanks. KEYWORDS:ChinaConstructionBankDandongBranch;ProductStrategy Innovation;InternetFinance;MarketingStrategy 目录 第1章绪论..............................................................................................................-1- 1.1研究背景..............................................................................................................-1- 1.2研究目的及意义..................................................................................................-2- 1.2.1研究目的.......................................................................................................-2- 1.2.2研究意义.......................................................................................................-2- 1.3国内外相关研究综述..........................................................................................-2- 1.3.1国外研究进展...............................................................................................-2- 1.3.2国内研究进展...............................................................................................-3- 1.3.3总体研究评价...............................................................................................-4- 1.4研究内容及方法..................................................................................................-5- 1.4.1研究内容.......................................................................................................-5- 1.4.2研究方法.......................................................................................................-5- 1.5研究创新点与不足..............................................................................................-5- 第2章相关概念界定及理论阐述..........................................................................-7- 2.1互联网金融..........................................................................................................-7- 2.2市场营销理论......................................................................................................-8- 2.2.14P理论..........................................................................................................-8- 2.2.24C理论..........................................................................................................-9- 2.2.34R理论........................................................................................................-10- 2.3银行服务营销及相关理论................................................................................-10- 2.3.1服务营销概念及策略理论.........................................................................-11- 2.3.2银行服务营销概念的提出及内涵.............................................................-11- 2.4产品策略及产品策略创新理论.........................................................................-11- 2.4.1产品组合策略理论.....................................................................................-11- 2.4.2产品生命周期策略理论.............................................................................-12- 2.4.3产品品牌策略理论.....................................................................................-13- 2.4.4新产品开发策略理论.................................................................................-14- 2.4.5产品策略创新理论.....................................................................................-15- 第3章建行丹东分行公司概况及产品策略现状................................................-17- 3.1建行丹东分行公司概况....................................................................................-17- 3.1.1公司的成立.................................................................................................-17- 沈阳理工大学硕士学位论文 目录 3.1.2公司的发展.................................................................................................-17- 3.1.3建行银行的组织结构.................................................................................-19- 3.2建行丹东分行产品策略现状............................................................................-20- 3.2.1产品组