I 摘要 党的十九大指出要推动数字中国的建设，而数字金融便是该举措的重要组成，也 是建构现代金融体系的重中之重。《“十三五”现代金融体系规划》中指出必须利用金 融和技术相互交融的契机，推动金融科技领域的深化研究，实现金融科技的大规模商 用，同时努力打造优化的金融市场、金融组织，提高金融监管的效度及质量。为金融 企业创新技术提供支持，形成互联网思维，采纳新兴信息技术，实现数字金融的普及 化发展，促进数字货币的发展。致力人工智能以及区块链技术的实用研究，开发嵌套 新兴金融技术的金融治理机制及手段，完善在大数据等信息技术的基础上的具有穿透 性、智能化的金融治理模式。帮助企业打造新兴金融数字技术，发挥大数据等技术优 势，实现普惠金融的数字化发展。 数字金融产品营销有利于商业银行更好地开展金融创新。金融产品和服务的创新 能够成为更好地满足客户需求的手段，有利于商业银行及时把握市场机会，有利于商 业银行及时了解市场动向和客户需求，及时把握有利的市场发展机会。针对自身具有 的优缺点，设计与自身实际相适应的未来发展战略及竞争战略，这对处于日趋激烈的 市场竞争中的各商业银行打造自身的核心竞争力具有重要作用。 本文在金融营销理论基础上，使用横向对比以及纵向分析方法，并将质化分析法 语量化分析法结合在一起，将J银行作为研究对象，分析研究其在当地推出的数字金 融产品的营销情况，分析不利营销的制约因素，并对如何运用营销策略提升J商业银 行数字金融产品营销效果进行研究，探讨未来金融营销的发展方向。关注和改善制约 金融营销发展的因素，促使金融服务营销在市场环境中发挥积极作用，从而推动金融 服务业发展。同时，提出数字金融精准服务吉林省地方经济发展的策略，建立金融风 险防范机制，促进吉林省金融产业更好更快发展。 关键词：营销策略数字金融金融营销风险防范竞争策略 Abstract II Abstract The19thNationalCongressoftheCommunistPartyofChinapointedoutthatwe shouldpromotetheconstructionofDigitalChina,anddigitalfinanceisanimportantpart ofthismeasure,anditisalsothetoppriorityofbuildingamodernfinancialsystem《“In the13thfiveyearplanformodernfinancialsystem,itispointedoutthatwemusttake advantageoftheopportunityoftheintegrationofFinanceandtechnologytopromotethe in-depthresearchinthefieldoffinancialscienceandtechnology,realizethelarge-scale commercialuseoffinancialscienceandtechnology,andstrivetobuildanoptimized financialmarketandfinancialorganization,soastoimprovetheeffectivenessandquality offinancialsupervisionrovidesupportforfinancialenterprisestoinnovate technology,formInternetthinking,adoptemerginginformationtechnology,realizethe popularizationanddevelopmentofdigitalfinance,andpromotethedevelopmentofdigital currency.Wearecommittedtothepracticalresearchofartificialintelligenceand blockchaintechnology,developfinancialgovernancemechanismsandmeansnestedwith emergingfinancialtechnologies,andimprovethepenetratingandintelligentfinancial governancemodelbasedonbigdataandotherinformationtechnologies.Helpenterprises buildnewfinancialdigitaltechnology,givefullplaytobigdataandothertechnical advantages,andrealizethedigitaldevelopmentofInclusiveFinance. Digitalfinancialproductmarketingisconducivetocommercialbankstobettercarry outfinancialinnovation.Theinnovationoffinancialproductsandservicescanbecomea meanstobettermeettheneedsofcustomers,whichisconducivetocommercialbanksto graspmarketopportunitiesintime,tounderstandmarkettrendsandcustomerneedsintime, andtograspfavorablemarketdevelopmentopportunitiesintime.Inviewoftheirown advantagesanddisadvantages,itisimportantforcommercialbankstodesigntheirown futuredevelopmentstrategiesandcompetitivestrategies,whicharesuitablefortheirown reality. Basedonthetheoryoffinancialmarketing,thispaperusesthemethodsofhorizontal comparisonandverticalanalysis,andcombinesqualitativeanalysiswithquantitative analysis.TakingJbankastheresearchobject,thispaperanalyzesthemarketingsituation ofitsdigitalfinancialproductslaunchedlocally,andanalyzestheconstraintsofadverse marketing,Andhowtousemarketingstrategytoimprovethemarketingeffectofdigital Abstract III financialproductsofJcommercialbankisstudied,andthefuturedevelopmentdirectionof financialmarketingisdiscussed.Payattentiontoandimprovethefactorsthatrestrictthe developmentoffinancialmarketing,andpromotethefinancialservicemarketingtoplaya positiveroleinthemarketenvironment,soastopromotethedevelopmentoffinancial serviceindustry.Atthesametime,itputsforwardthestrategyofdigitalfinancetoserve thelocaleconomicdevelopmentofJilinProvinceaccurately,establishesthefinancialrisk preventionmechanism,andpromotesthebetterandfasterdevelopmentofthefinancial industryofJilinProvince. Keywords:MarketingstrategyDigitalFinanceFinancialmarketingRiskprevention Competitivestrategy ） 目录 IV 目录 摘要....................................................................................................................................I Abstract................................................................................................................................II 第1章引言....................................................................................................................1 1.1选题背景意义..........................................................................................................1 1.2相关文献综述..........................................................................................................2 1.2.1国外研究现状................................................................................................2 1.2.2国内研究现状................................................................................................4 1.2.3相关文献述评................................................................................................6 1.3研究方法..................................................................................................................6 第2章金融营销理论概述................................................................................................7 2.1金融营销环境理论..................................................................................................7 2.2金融营销7P理论....................................................................................................8 2.2.1产品................................................................................................................8 2.2.2价格................................................................................................................8 2.2.3分销................................................................................................................8 2.2.4促销................................................................................................................9 2.2.5人员................................................................................................................9 2.2.6过程................................................................................................................9 2.2.7有形展示......................................................................................................10 第3章J银行数字金融产品营销现状和问题分析.......................................................11 3.1J银行发展现状分析..............................................................................................11 3.2J银行数字金融产品营销现状..............................................................................12 3.3J银行数字金融产品营销面临的机遇和挑战......................................................13 3.4J银行数字金融产品营销存在的问题分析..........................................................13 3.4.1数字金融产品种类单一..............................................................................14 3.4.2数字金融产品分销渠道传统......................................................................14 3.4.3数字金融产品促销方式单调......................................................................15 3.4.4数字金融产品有形展示缺乏......................................................................15 第4章J银行PEST分析和SWOT分析.....................................................................16 4.1J银行PEST分析...................................................................................................16 目录 V 4.1.1政治(politics)环境分析..........................................