互联网和计算机信息技术的飞速发展，对传统行业造成了不同程度的影响。 互联网科技与传统金融业务的发展融合，形成了当今社会经济领域新的热点—— 互联网金融。这是具有信息对称、金融脱媒、自由选择的新兴金融业态。互联网 金融通过收集、处理、分析更庞大的客户数据信息，提供更符合客户需求的金融 产品和服务。 互联网金融时代的银行理财产品营销工作，面临着更多的挑战。尤其是面向 创新领域前沿的深圳市场。以阿里巴巴的支付宝、腾讯的微信支付为代表的各大 互联网金融平台线上理财产品，正逐步挤压着传统银行的理财市场份额。为保住 核心业务份额，传统银行加快了线上化的趋势。以中国银行为代表的各家商业银 行已经将互联网思维融入理财业务中，依靠内外部信息科技力量，用不同的方式 将互联网技术应用于理财产品研发与推广工作。 在这样的背景下，本文以基于互联网金融的中国银行深圳市分行理财产品销 售问题作为研究对象，运用文献研究法对国内外相关文献与营销理论进行综述， 运用 PEST 分析、波特五力模型、SWOT 分析等工具，分析中国银行深圳市分行的 营销环境，发掘并分析现有营销工作中存在的问题，主要集中在在产品结构、产 品定价、营销渠道、营销手段、营销服务与营销绩效六方面。在此基础上采用 STP 理论定位目标客群，依据营销组合理论制定了针对中国银行深圳市分行理财 产品的营销策略，包括产品策略、价格策略、渠道策略、宣传策略、人员策略、 过程策略和有形展示策略，并且提出相应的措施保障营销策略有效执行。期望本 文对中国银行深圳市分行理财销售工作的改进具有现实意义，同时为其他银行同 业营销工作提供借鉴。 关键词：互联网金融，营销策略，理财产品，中国银行II STUDY ON FINANCIAL PRODUCTS MARKETING STRATEGY BASED ON INTERNET FINANCE IN BOC SHENZHEN BRANCH Abstract Traditional industries are Influenced by varying degrees as the rapid development of Internet and IT. The Integration and development of Internet technologies and traditional financial services, forming a new hot spot at socioeconomic field - Internet Finance, which is a emerging financial form with the character of information symmetry and free choice by financial disinter mediation. Internet Finance can collect and process more enormous customer data information and provide the financial products and services to meet more demands of customers. Facing more changes at the internet financial age, especially to some front innovation area like Shenzhen, banking financial products’ marketing need more. In terms of wealth investment products, traditional bank’s marketing share are gradually squeezed by internet, especially by some big platform, like Alibaba’s Alipay and Tencent’s WeChat payment. In order to keep its core business share, traditional banks speed up the online trend. Represented by Bank of China, every commercial bank has integrated Internet thinking into the development of financial services. Depending on IT force from inside and outside, they use different manners to apply IT into the financial products’ researching, developing and promoting. Under this background, the paper is for study on financial products marketing strategy based on internet finance in Bank of China Shenzhen Branch, using literature research method to summarize the related literature and marketing theory from domestic and overseas. Tools like PEST analysis, Michael Porter's Five Forces Model, SWOT analysis are adopted to analysis Bank of China Shenzhen Branch’s marketing model and to dig and analysis the problems existing in the marketing task. It mainly included six research aspect: product structure, pricing, marketing channel, marketing channel, marketing service and marketing performance. The target customer group of Shenzhen market is decided by the STP theory and according the Marketing Combinatorial Theories, financial products’ marketing strategy of III Shenzhen branch are set out, which include Product strategy, pricing strategy, place strategy, promotion strategy, participant strategy, process strategy, and physical evidence strategy. The corresponding measures to ensure the effective implementation of marketing strategies are also been put forward in this paper. Hoping this paper could have some practical significance for improving Bank of China Shenzhen Branch’s financial marketing work and Providing reference for the sales work of other Banks. Key words: Internet Finance，marketing strategy，financial products，Bank of China IV 目 录 中文摘要..................................................I Abstract.................................................II 第 1 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................................................2 1.2 研究内容与思路 ..............................................2 1.2.1 研究内容................................................2 1.2.2 研究思路................................................3 1.3 研究工具与方法 ..............................................4 1.3.1 研究工具................................................4 1.3.2 研究方法................................................4 第 2 章 基础理论与文献研究.................................6 2.1 相关文献研究................................................6 2.1.1 互联网金融的文献研究概况................................6 2.1.2 互联网金融文献综述......................................8 2.2 互联网金融的概念及特性......................................9 2.2.1 互联网金融的内涵和发展历程..............................9 2.2.2 互联网金融的普惠化.....................................10 2.2.3 互联网金融的碎片化.....................................11 2.2.4 互联网金融的信息化.....................................11 2.2.5 互联网金融的平台化.....................................11 2.3 市场营销主要理论...........................................12 2.3.1 STP 理论 ...............................................12V 2.3.2 7Ps 理论 ...............................................12 第 3 章 中行深圳分行理财产品营销环境分析..................14 3.1 宏观环境分析...............................................14 3.1.1 政治与法律环境分析.....................................14 3.1.2 经济环境分析...........................................15 3.1.3 社会文化环境分析.......................................16 3.1.4 科技环境分析...........................................17 3.2 行业竞争环境分析...........................................18 3.2.1 主要竞争对手分析.......................................18 3.2.2 潜在竞争者进入分析.....................................20 3.2.3 替代品威胁分析.........................................21 3.2.4 购买者的议价能力分析...................................22 3.2.5 供应商的议价能力分析...................................23 3.3 企业内部环境分析...........................................23 3.3.1 中国银行深圳分行简介...................................23 3.3.2 企业资源分析...........................................24 3.3.3 营销能力分析...........................................25 3.3.4 经营能力分析...........................................27 3.4 中行深圳分行 SWOT 分析......................................28 3.4.1 机会与威胁分析.........................................28 3.4.2 优势与劣势分析.........................................29 3.4.3 市场营销 SWOT 矩阵......................................30 第 4 章 中行深圳分行理财产品营销存在的问题分析............32 4.1 产品结构存在的问题分析.....................................32 4.2 产品价格存在的问题分析.....................................34 4.3 营销渠道存在的问题分析.....................................35VI 4.4 营销手段存在的问题分析.....................................36 4.5 营销服务存在的问题分析.....................................36 4.6 营销绩效存在的问题分析.....................................37 第 5 章 基于互联网金融的中行深圳分行理财产品营销策略......38 5.1 市场细分与目标市场定位.....................................38 5.1.1 市场细分...............................................38 5.1.2 目标市场选择...........................................38 5.1.3 市场定位...............................................39 5.2 市场营销组合策略...........................................40 5.2.1 产品策略