中国光大银行 NC分行数字金融业务营销优化研究
摘要
近年来，我国经济始终保持着稳定的增速，市场经济体制逐步完善。企业作为市场
活动的主要参与者，在享有开放、公平的市场环境的同时，也要面临着极为严峻的市场
竞争。尤其是在信息技术发展给传统行业带来较大冲击的当下，我国商业银行为应对阿
里、腾讯等互联玩巨擘开展线上金融业务所带来的竞争，推行数字金融已势在必行。数
字金融是区别于传统的银行金融服务模式的银行服务新业态，主要有电商平台、电子银
行、网贷以及线上众筹等模式，对银行的营销提出了全新的要求。客户需求的多变性以
及便捷性，这使得银行在营销领域面临重大挑战，挑战既是机遇。因为客户的认知在变，
需求在变化。使得我们可以在不断进步前行。
本文立足于当下数字金融作为市场发展的主流，随着数字金融业务的不断铺开以及
发展，以笔者在中国光大银行 NC分行工作的真实经历为依据，基于市场营销的权威理
论，分析了该银行在数字金融业务领域所面临的优劣势、可能存在的问题及产生问题的
原因，在借鉴国内外同行成功经验的基础上，针对中国光大银行 NC分行数字金融业务
营销存在的问题，提出了对标学习、重构目标的优化思路，精准甄选目标客户、场景获
客、内容为主的系列营销举措，以及优化营销的组织、制度、人力和技术四大保障系统
来进行实施。以现有客户作为突破口，潜在客户作为目标，将我行现有的产品以及营销
工具进行客户的营销，从而不断地发现问题解决问题。
关键词：数字金融；中国光大银行；营销策略
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Abstract
Abstract
In recent years, China's economy has maintained a steady growth rate, and the market
economic system has gradually improved. As the main participants of market activities,
enterprises enjoy an open and fair market environment, but also face extremely severe market
competition. Especially in the current situation where the development of information
technology has brought great impact to the traditional industry, it is imperative for China's
commercial banks to implement digital finance in order to cope with the competition brought
by Internet giants such as Alibaba and Tencent to carry out online financial services. Digital
finance is a new form of banking service that is different from the traditional banking
financial service mode. It mainly includes e-commerce platform, electronic banking, online
lending and online crowd-funding, etc., which puts forward new requirements for the
marketing of banks. This makes marketing a major challenge for banks.
Based on the status quo of commercial bank marketing activities, with the real
experience working in China everbright bank NC branch as the basis, based on the authority
of the marketing theory, analyzes the disadvantages faced in the field of digital financial
business, possible problems and causes of the problem, on the basis of successful experience
in the industry at home and abroad for reference, for everbright NC branch digital financial
business marketing problems, put forward the optimization of the target of study, refactoring,
accurate selection of target customers, the guest scenario, content is king, a series of
marketing initiatives, And optimize the marketing organization guarantee, system guarantee,
manpower guarantee and technical guarantee four implementation guarantee.
Key Words: Digital finance; China Everbright bank; Marketing strategy
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中国光大银行 NC分行数字金融业务营销优化研究
目录
1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国内外相关研究综述........................................................................................2
1.2.1国外相关研究.........................................................................................2
1.2.2国内相关研究.........................................................................................3
1.3研究内容与研究方法........................................................................................4
1.3.1研究内容.................................................................................................4
1.3.2研究方法.................................................................................................5
2相关理论.......................................................................................................................6
2.1数字金融概念....................................................................................................6
2.1.1电商平台模式.........................................................................................7
2.1.2网贷模式.................................................................................................7
2.1.3线上众筹模式.........................................................................................8
2.1.4电子银行模式.........................................................................................8
2.2数字金融的理论基础........................................................................................8
2.2.1网络经济理论.........................................................................................8
2.2.2金融抑制与金融深化理论.....................................................................9
2.2.3大数据理论...........................................................................................10
2.3数字金融与传统金融的区别..........................................................................10
2.3.1与传统金融相同之处...........................................................................11
2.3.2与传统金融不同之处...........................................................................11
2.4数字金融营销相关理论..................................................................................12
3中国光大银行 NC分行数字金融业务营销现状.....................................................13
3.1中国光大银行 NC分行数字金融业务发展概况..........................................13
3.1.1支付结算业务.......................................................................................13
3.1.2网络金融业务.......................................................................................14
3.1.3投资理财业务.......................................................................................14
3.2中国光大银行 NC分行数字金融业务营销现状及存在的问题..................15
3.2.1中国光大银行 NC分行数字金融业务营销现状...............................15
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