I 摘要 近年来，由于互联网科技的飞速发展和普遍使用，互联网金融也随之快速发展，互 联网金融产品具有投资门槛低、收益率可观、方便快捷、服务体验佳的优势，赢得了投 资者的广泛青睐，对商业银行的个人理财业务形成了较大冲击，大多数商业银行都在积 极地寻找和探究有效的理财业务营销策略。新兴互联网金融对传统的商业银行业务造成 哪些影响，传统商业银行的个人理财业务营销策略存在哪些问题及其原因是什么，商业 银行在个人理财业务发展中该如何面对自身存在的优势、劣势、机会和威胁，商业银行 该采取怎样的营销策略，这是本文着重探讨的关键之处。 本文以JX银行的个人理财业务为研究对象，重点研究了互联网金融背景下JX银行 个人理财业务的营销策略，指出了JX银行现有营销模式存在的问题，对比互联网金融 理财的成功经验，得出必须要转变传统的理财业务营销模式，以确保业务得以持续稳步 发展。通过调查问卷的方式总结JX银行个人理财业务存在的问题，并进行了JX银行个 人理财业务市场营销SWOT分析，借助4P营销组合理论从四方面提出了相应的产品策 略、渠道策略、价格策略和促销策略，并结合大数据技术提出了精准化营销策略。继而， 本文通过分析互联网金融理财对JX银行个人理财业务的积极和消极影响，可以得出， 随着大数据技术的发展，线上理财的营销模式已是大势所趋，JX银行应该清晰地认识 到市场形势及未来发展方向，必须加强大数据系统建设，加大对线上营销渠道的投入力 度，结合线下实体网线，形成线上线下相结合的营销模式。 通过本文的研究分析，可以看出互联网金融理财分流了JX银行的客户和资金，减 少了银行的利润，但同时也给JX银行个人理财业务带来了发展机遇。JX银行应转变其 传统的营销模式，通过采用新的营销策略使其个人理财业务得以稳定发展。 关键词：个人理财；互联网金融；商业银行；SWOT分析；4P营销策略 Abstract II Abstract Inrecentyears,duetotherapiddevelopmentandwidespreaduseofInternetscienceand technology,Internetfinancehasalsodevelopedrapidly.Internetfinancialproductshavethe advantagesoflowinvestmentthresholds,considerableyield,convenientandfast,andgood serviceexperience,andhavewonthewidespreadfavorofinvestors.Mostcommercialbanks areactivelylookingforandexploringeffectivemarketingstrategiesoffinancialservices. WhatistheimpactofemergingInternetfinanceontraditionalcommercialbanks,whatarethe problemsandreasonsforthemarketingstrategiesoftraditionalcommercialbanks'personal wealthmanagementservices,andhowcommercialbanksshouldfacetheirownadvantages, disadvantages,opportunitiesandthreatsinthedevelopmentoftheirpersonalwealth managementservices?Whatkindofmarketingstrategyshouldbeadoptedbycommercial banksisthekeypointofthisthesis. ThisthesistakesJXBank'spersonalwealthmanagementbusinessastheresearchobject, focusesonthemarketingstrategyofJXBank'spersonalwealthmanagementbusinessinthe contextofInternetfinance,pointsouttheproblemsofJXBank'sexistingmarketingmodel, andcomparesthesuccessfulexperienceofInternetfinancialwealthmanagementtoobtainIt isnecessarytotransformthetraditionalwealthmanagementbusinessmarketingmodelto ensurethatthebusinesscancontinuetodevelopsteadily.Thequestionnairewasusedto summarizetheexistingproblemsofJXBank'spersonalwealthmanagementbusiness,and conductedaSWOTanalysisofJXBank'spersonalwealthmanagementmarketing.Withthe helpof4Pmarketingmixtheory,thecorrespondingproductstrategies,channelstrategies, pricestrategies,andpromotionswereproposedfromfouraspects.Strategyandcombined withbigdatatechnologytoproposeaprecisemarketingstrategy.Then,byanalyzingthe positiveandnegativeeffectsofinternetfinancialwealthmanagementonJXBank'spersonal wealthmanagementbusiness,wecanconcludethatwiththedevelopmentofbigdata technology,themarketingmodelofonlinewealthmanagementisthegeneraltrend,andJX BankshouldclearlyrecognizethemarketTheformandfuturedevelopmentdirectionmust strengthentheconstructionofbigdatasystems,increaseinvestmentinonlinemarketing channels,andcombineofflinephysicalnetworklinestoformacombinationofonlineand offlinemarketingmodels. Throughtheresearchandanalysisofthisthesis,wecanseethatInternetfinancial managementhasdivertedthecustomersandfundsofJXBank,reducedthebank'sprofits,but Abstract III alsobroughtopportunitiesforthedevelopmentofJXBank'spersonalfinancialmanagement business.JXBankshouldchangeitstraditionalmarketingmodelandadoptnewmarketing strategiestoenableitspersonalfinancialmanagementbusinesstodevelopsteadily. KeyWords:Personalfinance;Internetfinance;Commercialbanking;SWOTanalysis;4P Marketingstrategy 目录 IV 目录 摘要.............................................................................................................................................I Abstract......................................................................................................................................II 第1章绪论.............................................................................................................................1 1.1研究背景及意义...........................................................................................................1 1.1.1研究背景.............................................................................................................1 1.1.2研究意义.............................................................................................................2 1.2文献综述.......................................................................................................................2 1.2.1国外文献综述.....................................................................................................2 1.2.2国内文献综述.....................................................................................................4 1.2.3简要评述.............................................................................................................5 1.3研究内容及方法...........................................................................................................5 1.3.1研究内容.............................................................................................................5 1.3.2研究方法.............................................................................................................6 第2章相关概念及理论基础.................................................................................................7 2.1相关概念........................................................................................................................7 2.1.1互联网金融..........................................................................................................7 2.1.2银行理财业务......................................................................................................7 2.2相关理论基础...............................................................................................................8 2.2.14P营销理论........................................................................................................8 2.2.2精准营销理论.....................................................................................................8 第3章JX银行个人理财业务概况及互联网金融对其的影响.........................................10 3.1JX银行个人理财业务概况........................................................................................10 3.1.1JX银行个人理财产品主要种类......................................................................10 3.1.2JX银行个人理财业务基本情况......................................................................11 3.2互联网金融对JX银行个人理财业务的影响..........................................................13 3.2.1互联网金融对JX银行个人理财业务的积极影响........................................13 3.2.2互联网金融对JX银行个人理财业务的消极影响........................................15 3.3本章小结.....................................................................................................................17 第4章JX银行个人理财业务市场营销现状及问题分析...................................................18 4.1JX银行个人理财业务市场营销现状........................................................................18 4.1.1JX银行个人理财业务营销现状概况..............................................................18 4.1.2JX银行个人理财业务营销存在的问题..........................................................19 4.1.3JX银行