I 西北大学学位论文知识产权声明书 本人完全了解西北大学关于收集、保存、使用学位论文的规定。学校 有权保留并向国家有关部门或机构送交论文的复印件和电子版。本人允许 论文被查阅和借阅。本人授权西北大学可以将本学位论文的全部或部分内 容编入有关数据库进行检索，可以采用影印、缩印或扫描等复制手段保存 和汇编本学位论文。同时授权中国科学技术信息研究所等机构将本学位论 文收录到《中国学位论文全文数据库》或其它相关数据库。 保密论文待解密后适用本声明。 学位论文作者签名 ： 指导教师签名： 年 月 日 年 月 日 西北大学学位论文独创性声明 本人声明：所呈交的学位论文是本人在导师指导下进行的研究工作及取 得的研究成果。据我所知，除了文中特别加以标注和致谢的地方外，本论 文不包含其他人已经发表或撰写过的研究成果，也不包含为获得西北大学 或其它教育机构的学位或证书而使用过的材料。与我一同工作的同志对本 研究所做的任何贡献均已在论文中作了明确的说明并表示谢意。 学位论文作者签名：西北大学硕士学位论文 II 摘要 本文以长银消费金融公司为研究对象，以消费信贷产品作为研究抓手，借助 SWOT 分析法开展研究工作，对其营销策略进行深度细致的探讨，最终结合长银消费金融业务 现状提出面向公司的营销策略建议。 随着“互联网+”深入人心，金融欧亿·体育（中国）有限公司尤其是消费金融领域的互联网化成为大势所 趋，因大数据、云计算等互联网技术的不断迭代而形成的一系列技术红利为消费金融产 品的不断深化与提升提供了良好的技术环境。长银消费金融从成立之初就确定以线上和 线下相结合的发展模式，本文基于研究对象业务发展模式的特点，从市场定位、市场细 分进行阐述。从目标客户、产品属性、风险控制、成本、产品体验、市场营销策略等角 度出发，通过编制现状调研表对长银消费有关产品人员进行调研，对调研结果进行数据 关联、挖掘与分析，了解当前公司营销策略现状并对差距，研究公司现状及发展中的优 劣势，机会及威胁。同时对长银消费金融公司业务现状的营销策略给出优化建议和改进， 对公司产品管理推进，营销策略等提供正向积极反馈。这对推进公司产品下一步开发， 公司业务进一步提升来说具有重要意义。 关 键 词 ： 消费金融，营销策略，对策建议摘要 III Abstract This paper takes Changyin Consumer Finance Company as the research object, takes consumer credit products as the research, and conducts in-depth and detailed discussion on its marketing strategy. It uses SWOT analysis method to carry out research work, and finally puts forward the enterprise-oriented business with the status quo of Changyin financial consumer business. Marketing strategy recommendations. With the Internet + deeply rooted in the hearts of the people, the financial industry, especially in the consumer finance field, has become the trend of the times. The series of technology dividends formed by the continuous iteration of Internet technologies such as big data and cloud computing have continuously deepened and upgraded consumer financial products. Provide a good technical environment. From the beginning of its establishment, Changyin Consumer Finance has determined the development model combining online and offline. This paper is based on the characteristics of the business development model of the research object, from target customers, product attributes, risk control, cost, product experience, marketing strategy. From the same angle, from the market positioning, market segmentation. Through the preparation of the status quo survey table, we conducted research on the products of Changyin Consumers, conducted data correlation, mining and analysis of the survey results, and understood the current status of the company's marketing strategy and analyzed the gap. From the perspectives of target customers, product attributes, risk control, cost, product experience, marketing strategy, etc., carry out research on related issues, research on the company's current situation and the strengths and weaknesses, opportunities and threats in development. At the same time, it gives optimization suggestions and improvements to the marketing strategy of Changyin Consumer Finance Company's business status, and provides positive feedback to the company's product management promotion and marketing strategy. This is of great significance for the further development of the company's products and the further improvement of the company's business. Key Words:Consumer finance ;Marketing Strategy;Response recommendations西北大学硕士学位论文 IV 目 录 摘要.....................................................................................................................................I ABSTRACT.......................................................................................................................II 目 录.................................................................................................................................III 第一章 绪论.......................................................................................................................1 1.1 选题背景与研究意义...............................................................................................1 1.2 研究内容与框架结构...............................................................................................2 1.3 研究方法与论文创新之处.......................................................................................2 1.3.1 研究方法............................................................................................................2 1.3.2 本文创新点........................................................................................................3 第二章 相关理论与文献综述...........................................................................................4 2.1 消费金融的相关理论...............................................................................................4 2.2 产品管理理论...........................................................................................................4 2.3 营销策略相关概念及理论.......................................................................................5 2.4 国内外研究文献综述...............................................................................................7 2.4.1 国内研究文献综述............................................................................................7 2.4.2 国外研究文献综述............................................................................................9 第三章 长银消费金融公司市场营销策略现状与存在问题.........................................13 3.1 长银消费简介.........................................................................................................13 3.2 长银消费金融公司市场营销策略与实践现状.....................................................14 3.2.1 公司产品现状..................................................................................................15 3.2.2 公司产品数据.................................................................................................17 3.2.3 公司的市场定位情况.....................................................................................19 3.2.4 公司的目标客户情况......................................................................................20 3.3 长银消费金融公司市场营销策略存在问题.........................................................20 3.3.1 产品策略方面的问题......................................................................................20 3.3.2 价格策略方面的问题......................................................................................21 3.3.3 渠道策略方面的问题......................................................................................21Abstract V 3.3.4 促销策略方面的问题......................................................................................21 第四章 长银消费金融公司市场营销策略的方案.........................................................23 4.1 长银消费金融公司市场营销的内外部环境.........................................................23 4.1.1 内部环境分析..................................................................................................23 4.1.2 外部环境分析..................................................................................................23 4.1.3 长银消费金融公司 SWOT 分析....................................................................25 4.2