摘要
随着互联网技术的日益发展成熟,互联网向金融领域渗透,与金融的融合变得越来
越紧密。如手机银行、微信支付、支付宝支付、余额宝、在线理财产品销售等等,都属
于创新型金融模式,也就是互联网金融模式。互联网金融的出现,给商业银行带来了全
方位的巨大冲击。首先,互联网金融充分利用互联网的优势,大大提高了信息的收集、
分析、处理能力,极大地减弱了商业银行的信息中介功能,使商业银行的金融地位受到
极大的冲击;其次,互联网金融企业通过采用灵活的商业模式,开发或挂靠第三方支付
平台等全新的网络支付平台,从而极大地挑战了传统商业银行在支付领域中的主导地
位;再次,互联网金融利用其充分的价格发现功能,对传统商业银行的利差收入和中间
业务收入两大收入来源发起了强有力的冲击;最后,互联网金融利用自身的网络优势,
瓜分了传统商业银行的客户资源,使传统商业银行以客户为中心的服务模式受到了极大
的冲击

总之,互联网金融模式的日益普遍应用,使传统商业银行的运作模式受到了极大的
冲击,在这样的环境中,商业银行如何转变传统的经营模式,主动适应互联网金融的发
展,就显得非常重要。目前,我国商业银行正逐步从传统的存贷业务开始转向多元化的
差异竞争模式,而个人理财业务正是其中一项十分重要的创新业务,因此,包括交通银
行在内的众多商业银行都在积极探索适合商业银行发展与需要的个人理财业务营销策
略,以寻求解决问题的关键突破口

本文研究以交通银行个人理财业务为对象,以陕西市场为范围,首先从市场营销相
关理论入手,分析了交通银行理财业务陕西市场营销现状,通过运用SWOT分析方法
指出了交通银行个人理财业务陕西市场营销状况及存在问题及原因,重点分析了互联网
背景下交通银行个人理财业务陕西市场营销总体战略和竞争战略,最后指出互联网背景
下交通银行个人理财业务陕西市场营销保障措施。但是由于研究条件和本人研究水平的
有限,本文还有一些不足.其中有本文在某些经济方面的数据没有很好的结合,二是本
文对互联网背景下交通银行个人理财业务陕西市场营销策略分析筹划的弱势之处在于
过度关注宏观因素,而忽视了一些微观因素,如何将微观因素有效的结合在研究框架中,
对互联网背景下交通银行个人理财业务陕西市场营销策略做出更细致的研究还需要更
深入的探索

关键词:互联网金融;商业银行;理财业务;营销策略
I
西北大学硕士学位论文
’
ABSTRACT
Mature with the development of Internet technology,Internet penetration to the finan^^
sector, and financial integration is becoming more and more closely. Such as mobile phone
bank, WeChat pay, pay treasure to balance of payments, treasure, online sales of products, etc.,
all belong to innovative financial model, financial model is the Internet. The emergence of the
Internet financial brings commercial Banks a huge impact in all directions. First of all,
financial make full use of the advantages of the Internet, the Internet has greatly increased the
information collection, analysis, processing capacity, greatly weakened the function of the
commercial Banks information intennediary, the financial status of commercial Banks are the
biggest impact of; Second, by adopting a flexible business model, Internet financial enterprise
development or affiliated third party payment platform, such as a new online payment
platform, thus greatly challenged the traditional commercial Banks in the dominant position in
the field of payment; Again, the Internet financial advantage of its good price discovery
function, to the traditional commercial bank interest income and intermediate business income
of the two big source of income has launched a strong shock; Finally, Internet financial use
their own network advantages, carve up the traditional commercial bank customer resources,
make the service mode of traditional commercial Banks take the customer as the center of
impact.
In a word, the Internet increasingly widespread application of the financial model, make
the traditional operation mode of commercial Banks by the tremendous impact, in such an
environment, commercial Banks how to transform the traditional business model, take the
initiative to adapt to the development of the Internet financial, it is very important. At present,
our country commercial bank is gradually from the traditional loan business is turning to
pluralistic difference competition pattern, and personal finance business is one of very
important innovation business, as a result, many commercial Banks, including bank of
communications, are actively exploring and need to fit the development of commercial Banks
personal financial business marketing strategy, to seek the key to solve the problem.
In this paper, we study on traffic bank personal financing business for the object, in
shaanxi market for range, first of all, from the perspective of the market marketing related
theory, analyzed the traffic bank financing business in shaanxi marketing present situation,
through the SWOT analysis method is pointed out that traffic bank personal finance business
ii ^
ABSTRACT
^
in shaanxi marketing situation and the existing problems and reasons, mainly analysis the
background of Internet traffic bank personal finance business in shaanxi overall marketing
strategy and competitive strategy, and finally points out that under the background of Internet
traffic bank personal financial business marketing safeguard measures in shaanxi province.
But due to limited level of study conditions and I, in this paper, there are some deficiencies:
there are based on certain economic data is not very good, 2 it is in this paper, the background
of Internet traffic bank personal finance business in shaanxi marketing strategy analysis of the
weakness of the planning is focusing too much on the macro factors, while ignoring some
microcosmic factors, how to effectively in the frame of the research, the combination of micro
factors under the background of the Internet traffic bank personal finance business in shaanxi
marketing strategies make more detailed studies need further exploration.
Key words: Internet Finance;Commercial Bank; Financial Services; Marketing Strategy
in
西北大学硕士学位论文
目录
m m i
ABSTRACT II
H—￥ 1
1.1选题背景 1
1.2研究思路和方法 1
1.3研究内容及框架 2
1.4特色和创新点 4
第二章相关理论基础 5
2.1市场营销理论 5
市场细分理论也是本文所运用的重要理论依据,它主要有:2.2 SWOT分析模型 9
第三章互联网金融背景下交通银行个人理财业务陕西市场营销现状、存在问题及原因
^Jf 11
3.1交通银行个人理财业务现状3.2交通银行个人理财业务市场营销现状3.2.1交通银行个人理财业务市场现状3.2.2交通银行个人理财业务陕西市场营销现状3.3交通银行个人理财业务陕西市场营销SWOT分析3.3.1优势分析 13
3.3.2劣势分析3.3.3机遇分析 18
3_3.4威胁分析 20
3.3.5 SWOT分析总结
23
3.4交通银行个人理财业务陕西市场营销存在的问题及原因
24
3.4.1交通银行个人理财业务陕西市场营销存在的问题
24
3.4.2交通银行个人理财业务陕西市场营销存在问题的原因
26
第四章互联网背景下交通银行个人理财业务陕西市场营销策略设计
29
IV 二
4.1营销策略 29
4.2竞争策略 30
4.2.1产品策略 30
4.2.2渠道策略 33
4.2.3促销策略 36
4.2.4价格策略 38
第五章互联网背景下交通银行个人理财业务陕西市场营销实施保障
40
5.1加强交通银行内部控制环境建设及理财营销部门管理监督
40
5.2加强理财产品及销售渠道的创新力度
41
5.2.1建立良好的信息系统
42
5.2.2改善信息沟通
42
5.2.3加强个人理财业务管理系统安全性
43
5.3加强理财投资者教育工作
43
5.4加强理财营销人才队伍建设
43
5A1提高培训战略性
44
5.4.2建立有效的培训流程体系
45
5.5提高管理者多元化营销意识
46
第六章全文总结及展望
47
参考文献 48
50
V
第一章绪论
第一章绪论
1.1选题背景
随着我国经济发展速度不断加快,资本市场环境日益优化,银行在支持国民经济发
展、提供居民财富保障、提高货币流通效率等方面发挥着越来越重要的作用。在此基础
上,大量商业银行开展理财产品的研究与推广,并期待通过此方式最大限度规避市场风
险,提高银行收益水平。银行推出的理财产品能够帮助居民承担较小风险而获取相对稳
定的投资收益,所以商业银行理财产品的营销研究关系到投资者的切身利益,也对我国
银行体系甚至国民经济运行具有十分重要的影响。对于银行而言,而伴随着中间业务的
规模扩大,我国商业银行的发展势必离不开理财业务,这将是