1.引言..........................................................................................................................1 1.1研究背景和意义...............................................................................................1 1.1.1研究背景.................................................................................................1 1.1.2研究意义.................................................................................................2 1.2国内外研究现状...............................................................................................2 1.2.1国外文献回顾.........................................................................................2 1.2.2国内文献回顾.........................................................................................4 1.3研究思路与研究方法.......................................................................................5 1.4论文的基本框架...............................................................................................5 2.相关基础理论..........................................................................................................7 2.17Ps理论............................................................................................................7 2.2价值创造理论..................................................................................................8 2.3竞争战略理论..................................................................................................8 2.4信息经济学理论..............................................................................................9 3.JX银行营销现状及问题分析..............................................................................11 3.1JX银行概况....................................................................................................11 3.1.1JX银行简介及经营现状......................................................................11 3.1.2JX银行营销现状..................................................................................13 3.2JX银行营销问题分析....................................................................................15 3.2.1产品过于单一......................................................................................16 3.2.2价格不够灵活......................................................................................17 3.2.3渠道不够多样化..................................................................................17 3.2.4宣传不够新颖......................................................................................18 3.2.5服务过程不够优化..............................................................................18 3.2.6有形展示不够创新..............................................................................18 3.2.7服务人员配置不够科学......................................................................19 4.互联网金融背景下JX银行营销环境分析.........................................................20 4.1JX银行营销宏观环境分析............................................................................20 4.1.1经济环境..............................................................................................20 4.1.2政治环境..............................................................................................20 4.1.3社会人文环境......................................................................................21 4.1.4科学技术环境......................................................................................21 4.2行业竞争环境分析........................................................................................22 4.2.1银行业现有的竞争..............................................................................22 4.2.2潜在竞争者的威胁..............................................................................24 4.2.3供应方的议价能力..............................................................................24 4.2.4消费者的议价能力..............................................................................25 4.3JX银行营销机遇与挑战分析........................................................................25 4.3.1JX银行营销的机遇..............................................................................25 4.3.2JX银行营销的挑战..............................................................................26 5.JX银行营销策略优化..........................................................................................29 5.1JX银行STP策略优化...................................................................................29 II 5.1.1市场细分分析......................................................................................29 5.1.2目标市场选择......................................................................................31 5.1.3市场定位策略......................................................................................31 5.2完善与创新金融产品....................................................................................33 5.2.1个人零售金融产品创新与完善..........................................................33 5.2.2公司信贷产品创新与完善..................................................................33 5.3差异化服务定价............................................................................................34 5.3.1针对客户级别制定收费标准..............................................................34 5.3.2电子渠道服务费用实行优惠..............................................................34 5.4拓展丰富营销渠道........................................................................................34 5.4.1施行县域支行营销渠道下沉..............................................................34 5.4.2利用互联网拓展获客渠道..................................................................35 5.5依托互联网宣传产品....................................................................................35 5.5.1推广沙龙式宣传..................................................................................35 5.5.2促进社交网络化运营..........................................................................36 5.6服务流程优化及再造....................................................................................36 5.6.1推广服务型营销考核指标..................................................................36 5.6.2构建服务流程管理优化部门..............................................................37 5.7完善网点形象展示........................................................................................37 5.8优化人才队伍建设........................................................................................38 6.总结与展望............................................................................................................39