近年来，国内电商平台快速成长并保持良好发展趋势，商业银行因势而变， 立足于自身优势和经营实际建立电子商务平台，可以进一步扩大信息的获取量和 规模，从而更全面、更准确地了解与分析客户多样化的需求，更有针对性地改善 整体经营效益，有效推动自身业务结构的优化与转型。 本文以“农行 E 管家”电商平台为研究对象，对其在浙江地区的营销策略进 行研究与分析。首先，运用 PEST、SWOT 分析法阐述“农银 E 管家”的内外环境； 其次，基于服务营销 7P 理论，从多个角度分析其营销策略现状以及存在的问题； 然后，指出该电商平台应当扬长避短，选择“ST”和“SO”战略，并通过 STP 分析法准确定位目标市场与客户，提出对应的营销策略以及策略实施保障措施。 浙江农行在推进“农银 E 管家”电商平台营销工作时，应抓住互联网发展机 遇，甄选目标客户开展差异化与精细化的营销，通过优质的产品服务、丰富的促 销方式以及完善的营销保障措施，满足客户需求，多渠道提升营销效果。从而促 使浙江农行以电子商务平台可持续发展为抓手，发挥其国有商业银行优势，进一 步延展服务“触角”，完善服务体系，不断提高经营效益的同时，多渠道为广大 百姓服务，切实履行社会责任，树立良好品牌形象。 关 键 词，金融电商平台，营销策略，服务营销 论文类型，应用研究浙江工业大学硕士学位论文 “农银 E 管家”电商平台浙江地区营销策略研究 II RESEARCH ON MARKETING STRATEGY OF AGRICULTURAL BANK OF CHINA E-COMMERCE PLATFORM IN ZHEJI IN ZHEJIANG AREA ABSTRACT In recent years, domestic e-commerce platforms have grown rapidly and maintained good development trend. Commercial banks have changed according to the trend. Building e-commerce platforms based on their own advantages and operational reality can further expand the amount and scale of information acquisition, so as to understand and analyze the diverse needs of customers more comprehensively and accurately. Improve the overall business efficiency and effectively promote the optimization and transformation of the business structure. This paper takes the Agricultural Bank E-housekeeper as the research object， analyzes its marketing strategy in Zhejiang. Firstly, PEST and SWOT analysis methods are used to explain the internal and external environment of Agricultural Bank E-housekeeper. Secondly, based on the 7P theory of service marketing, the current situation and existing problems of its marketing strategy are analyzed from various perspectives. Then, it is pointed out that the e-commerce platform should develop its strengths and avoids its weaknesses, selects ST and SO strategies, and accurately determines them through STP analysis method. Put forward corresponding marketing strategies and measures to implement strategies. When promoting the marketing of Agricultural Bank E-housekeeper, Agricultural Bank of China Zhejiang Branch should seize the opportunity of Internet development. select target customers to carry out differentiated and refined marketing. and meet customer needs through high-quality product services, rich promotion methods and perfect marketing guarantee measures. In this way, Agricultural Bank of China Zhejiang Branch will take the sustainable development of e-commerce platform as its grasp, gives full play to the advantages as a its state-owned commercial banks, further extends the antenna of service, improves the service system, and continuously improve the operating efficiency. At the same time, it will serve the general public through various channels, earnestly fulfill its social responsibility and establish a good brand image. KEY WORDS: Financial E-commerce Platform; Marketing strategy; Service marketing浙江工业大学硕士学位论文 “农银 E 管家”电商平台浙江地区营销策略研究 III TYPE OF THESIS: Application Research浙江工业大学硕士学位论文 “农银 E 管家”电商平台浙江地区营销策略研究 IV 目 录 1 绪论 ................................................... 1 1.1 研究背景 ......................................................1 1.2 研究目的及意义 ................................................2 1.3 研究的内容及方法 ..............................................3 1.3.1 研究内容 ..................................................3 1.3.2 研究方法 ..................................................3 1.4 技术路线 ......................................................4 1.5 主要创新之处 ..................................................5 2 相关理论综述 ........................................... 6 2.1 国内外相关文献综述 ............................................6 2.1.1 平台 ......................................................6 2.1.2 电子商务平台 ..............................................7 2.1.3 商业银行电子商务平台 ......................................7 2.2 战略分析相关工具 .............................................11 2.2.1 PEST 理论.................................................11 2.2.2 SWOT 理论.................................................12 2.2.3 营销策略 STP 分析 .........................................13 2.2.4 服务营销 7P 理论 ..........................................13 3 “农银 E 管家”发展的内外环境分析 ...................... 16 3.1 宏观环境分析（PEST 分析） ....................................16 3.1.1 政治环境分析 .............................................16 3.1.2 经济环境分析 .............................................16 3.1.3 社会环境分析 .............................................17 3.1.4 技术环境分析 .............................................17 3.2 金融电商平台欧亿·体育（中国）有限公司环境分析 .....................................18 3.2.1 商业银行电商平台发展情况 .................................19 3.2.2 商业银行电商平台比较 .....................................20 3.3 “农银 E 管家”内部实力分析 ...................................21 3.3.1 浙江农行介绍 .............................................21 3.3.2 “农银 E 管家”基本概况 ...................................22 3.3.3 浙江农行“农银 E 管家”优势（Strengths） ..................23 3.3.4 浙江农行“农银 E 管家”劣势（Weaknesses） .................24 4 “农银 E 管家”的营销现状和存在问题分析 ................ 25浙江工业大学硕士学位论文 “农银 E 管家”电商平台浙江地区营销策略研究 V 4.1 7P 服务营销策略现状 ..........................................25 4.1.1 产品 .....................................................25 4.1.2 定价 .....................................................25 4.1.3 渠道 .....................................................26 4.1.4 促销 .....................................................26 4.1.5 人 .......................................................26 4.1.6 有形展示 .................................................26 4.1.7 服务策略 .................................................27 4.2 浙江农行“农银 E 管家”营销存在的问题和原因 ...................27 4.2.1 产品用户体验有待提高 .....................................27 4.2.2 促销方式比较单一 .........................................27 4.2.3 人员的营销专业性有待加强 .................................28 4.2.4 产品后续服务有待加强 .....................................28 5 “农银 E 管家”营销改进总体思路 ........................ 28 5.1 “农银 E 管家”总体发展策略 ...................................29 5.1.1 SWOT 分析.................................................29 5.1.2 “农银 E 管家”营销改进总体思路 ...........................30 5.2 “农银 E 管家”的目标市场选择和定位 ...........................30 5.2.1 市场细分 .................................................30 5.2.2 目标市场 .................................................31 5.2.3 市场定位 .................................................32 5.3 浙江农行“农银 E 管家”的具体营销改进策略 .....................34 5.3.1 抓住互联网发展机遇，转变银行传统营销理念 .................34 5.3.2 甄选目标客户精准营销，开展差异化精细化营销 ...............34 5.3.3 提升产品服务品质，切实满足客户使用需求 ...................35 5.3.4 丰富产品促销方式，多渠道提升广告效应 .....................36 5.3.5 提升营销服务水平，拓展客户营销渠道 .......................37 5.3.6 样板企业客户营销合作方案 .................................38 6 浙江农行“农银 E 管家”营销保障措施 .................... 42 6.1 完善组织架构 .................................................42 6.2 加强组织领导 .................................................42 6.3 加强队伍