互联网时代平安银行营销策略研究

目录

摘要 (1)

Abstract (3)

目录 (1)

一、绪论 (4)

（一）研究背景及意义 (4)

（二）文献综述 (6)

（三）研究方案和思路 (9)

（四）论文结构 (10)

二、平安银行营销策略现状 (10)

（一）平安银行概况 (10)

（二）平安银行目标市场营销策略 (11)

1.平安银行市场细分策略 (11)

2.平安银行目标市场策略 (11)

3.平安银行市场定位策略 (12)

（三）平安银行营销组合策略 (12)

1.平安银行产品策略 (12)

2.平安银行价格策略 (13)

3.平安银行渠道策略 (13)

4.平安银行促销策略 (14)

（四）平安银行营销成果 (14)

（五）本章小结 (15)

三、互联网时代下平安银行营销环境分析 (15)

（一）宏观环境分析 (15)

1.政治与法律环境 (15)

2.经济环境 (16)

3.社会文化环境 (16)

4.技术环境 (16)

（二）市场与行业环境分析 (17)

1.市场环境分析 (17)

2.行业环境分析 (17)

（三）竞争与合作环境分析 (18)

1.竞争对手的实力分析 (19)

2.竞争对手的战略分析 (19)

（四）SWOT分析 (20)

（五）本章小结 (21)

四、平安银行营销策略存在问题 (21)

（一）平安银行目标市场营销策略存在问题 (21)

（二）平安银行渠道与促销策略存在问题 (22)

（三）平安银行产品策略存在问题 (23)

（四）本章小结 (23)

五、平安银行营销策略问题解决 (24)

（一）打造多层次获客渠道 (24)

（二）多角度创新营销活动 (25)

（三）加速建立独特产品线 (26)

（四）本章小结 (27)

研究结论 (27)

参考文献 (28)

致谢............................................................................................................. 错误!未定义书签。

摘要

近年互联网技术与相关产业发展迅速，互联网巨头如阿里巴巴等纷纷布局金融业务，给零售银行发展带来全新的挑战。互联网企业可以为客户提供全天候、全场景、全渠道的嵌入式金融服务，这一模式全面冲击了商业银行零售业务的传统经营思维和方式。因此国有五大商业银行和股份制商业银行纷纷开始布局互联网金融与零售业务。而

平安银行是股份制商业银行中的佼佼者。本研究以平安银行为主要研究对象，通过文献分析，案例分析，调查研究与比较研究等方式透视互联网时代商业银行营销策略。通过对平安银行互联网金融业务的分析及与其主要竞争对手的研究，结合有关营销理论，得出平安银行目前在互联网金融领域营销活动所取得的成果与体现的优势。与此同时，针对其在转型过程中在营销业务上所产生的一系列问题与不足，本文也结合了有关理论进行分析，重点在于提出相应的营销策略，以此促进平安银行互联网金融业务的可持续发展，同时也可以为其他商业银行在互联网时代下的营销转型所采取的策略提供参考与借鉴。

关键词：互联网金融；商业银行；营销策略；平安银行

Abstract

In recent years, Internet technology and related industries have developed rapidly, and Internet giants such as Alibaba have laid out financial businesses one after another, bringing new challenges to the development of retail banks. Internet companies can provide customers with round-the-clock, full-scale, omni-channel embedded financial services. This model has completely impacted the traditional business thinking and methods of commercial banking retail business. Therefore, the five state-owned commercial banks and joint-stock commercial banks have begun to lay out Internet finance and retail business. Ping An Bank is the leader in joint-stock commercial banks. This study takes Ping An Bank as the main research object, and analyzes the marketing strategy of commercial banks in the Internet era through literature analysis, case analysis, investigation and comparative research. Through the analysis of Ping An Bank's internet finance business and the research of its main competitors, combined with the relevant marketing theories, the achievements and advantages of Ping An Bank's current marketing activities in the Internet finance field are obtained. At the same time, in view of a series of problems and shortcomings in the marketing process during the transformation process, this paper also combines the relevant theory to analyze, the focus is on proposing corresponding marketing strategies to promote continuous development of the Internet financial business of Ping An Bank. In the meantime, it can also provide experience and