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论文编号：	10543
作者编号：	2220160890
上传时间：	2018/12/6 21:24:40
中文题目：	M公司网络借贷在线投资产品 营销策略研究
英文题目：	M公司网络借贷在线投资产品 营销策略研究
指导老师：	杜建刚
中文关键字：	网络借贷信息中介(P2P);营销策略;互联网营销;用户画像
英文关键字：	Internet lending information intermediation（P2P）;Marketing strategy;Internet marketing;User portrait
中文摘要：	网络借贷信息中介(P2P)行业自2013年在国内兴起之后，通过5年的时间成为中国金融产业领域的新兴力量。为解决消费者的消费信贷需求和小微企业的融资需求，提供了不可或缺的社会服务。 M公司旗下的网贷网站，在2014年起根据行业监管的要求以及自身M公司借贷网站发展的需要，不断优化和调整网络投资产品营销策略和方案。本文将结合营销及金融营销的理论研究，结合M公司的实际营销运营数据，通过文献分析、案例分析和数据分析，为M公司旗下的网贷网站寻找网络个性化营销的解决方案。 论文由以下六章组成：第一章为导论，说明研究的背景、目的，以及研究的意义、内容、方法、思路和框架等；第二章对营销以及金融营销的理论和相关文献进行综述，为网络个性化营销策略现状奠定理论基础；第三章介绍M公司旗下网贷网站的营销策略现状。首先对M公司借贷网站的现状和发展趋势进行介绍，然后结合前一章的理论对M公司借贷网站的营销策略进行阐述；第四章会对M公司借贷网站在线投资产品的市场和竞争环境进行分析，说明M公司借贷网站在线投资产品的营销环境和现状。通过波特五力模型分析，对行业以及M公司借贷网站的营销环境进行全面的分析，发现M公司借贷网站的外部机遇和挑战，内部优势和劣势。为进一步研究M公司借贷网站在线投资产品的营销策略问题奠定基础。第五章从M公司借贷网站在线投资产品本身的营销策略现状和数据出发，分析M公司借贷网站在线投资产品营销策略存在的问题和原因。第六章对M公司借贷网站在线投资产品网络个性化营销策略的问题进行对策研究，为M公司借贷网站合规和发展寻找对策和创新的思路。第七章为研究的结论和对未来的展望。
英文摘要：	The Internet lending information intermediation (P2P) industry has emerged as a new force in China's financial industry in five years since its rise in China in 2013. In order to solve consumer's consumer credit demand and financing needs of small and micro enterprises, indispensable social services are provided. M company's online loan platform, from 2014, based on the requirements of industry supervision and the needs of its own platform development, continue to optimize and adjust the network personalized marketing strategies and programs. This thesis will combine the theoretical research of marketing and financial marketing, combined with the company's actual marketing and operational data, through the literature analysis, case analysis and data analysis, for the M company's online loan platform to find network personalized marketing solutions. This thesis consists of six chapters: The first chapter is an introduction, which explains the background and purpose of the research, as well as the significance, content, methods, ideas, and frameworks of the research. The second chapter reviews the theory of marketing and financial marketing, and related literature. It lays a theoretical foundation for the status quo of online personalized marketing strategy. Chapter 3 introduces the current marketing strategy of M company's online loan platform. Firstly, introduce the status quo and development trend of the platform, and then explain the marketing strategy of the platform based on the theory of the previous chapter. The fourth chapter will analyze the market and competitive environment of the platform, and explain the marketing environment and status of the platform. Through Potter's five-force model and SWOT analysis, the industry and the platform's marketing environment are comprehensively analyzed to discover the external opportunities and challenges of the platform, internal advantages and disadvantages. To lay the foundation for further research on the marketing strategy of the platform. The fifth chapter analyzes the existing problems and causes of the platform based on the status quo and data of the platform's own marketing strategy. The sixth chapter carries on the countermeasure research to the platform individual network marketing strategy question, seeks the countermeasure and the innovation thought for the platform conformity and the development. The seventh chapter is the conclusion of the study and the outlook for the future.
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