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论文编号：	15058
作者编号：	2320223865
上传时间：	2024/12/9 22:07:31
中文题目：	移动互联网时代BC商业银行个人金融业务营销策略研究
英文题目：	Research on marketing tactics of personal finance business of BC commercial bank in the era of mobile Internet
指导老师：	白长虹教授
中文关键字：	商业银行；个人金融；场景；社群；内容；连接
英文关键字：	Commercial Bank；Personal Finance； Context；Community；Content；Connection
中文摘要：	随着金融市场的不断发展以及经济环境的逐步开放，商业银行作为金融领域的代表，发展方向与发展特点也在同步演化，个人金融业务的重要程度逐步提升。但因为信息透明、产品同质、营销策略类似等现象，市场竞争愈加白热化，传统的营销模式已经难以适应市场的需要。 与此同时，移动互联网时代的逐步深入，不断促使用户特点发生变化，从而也推动了企业营销的新趋势，商业银行个人金融业务营销也需要及时调整，研究更具时代特色的营销策略。 本文尝试使用市场营销学基础理论分析工具，在充分考虑时代发展特点基础上，针对案例企业面临的瓶颈及成因，通过对场景、社群、内容、连接四个方面开展较为深入的分析评估，总结提炼问题所在，并运用大数据思维、互联网营销方式，拓展新路径、制定新措施，积极调整适应场景化、平台化、数智化发展新模式，提出营销提升策略建议，以推进案例企业突破当前发展瓶颈。 同时引发未来发展新话题，引导业内更多主体参与其中进行探索与尝试，不断推陈出新，促进商业银行个人金融业务在移动互联网时代背景下健康持久稳健发展。
英文摘要：	With the continuous development of the financial market and the gradual opening of the economic environment, commercial banks, as the direction of the representative of the financial field, are also evolving simultaneously, and the importance of personal financial business is gradually increasing. However, due to information transparency, product homogeneity, similar marketing strategies and other phenomena, the market competition is becoming more and more intense.The traditional marketing model has been difficult to adapt to the needs of the market. At the same time, the gradual deepening of the mobile Internet era constantly promotes the change of user characteristics, and thus also promotes the new trend of enterprise marketing. The personal financial business of commercial banks needs to be adjusted in time to study the marketing tactics with more characteristics of The Times. This paper tries to use the marketing basic theory analysis tools, on the basis of fully considering the era development characteristics, in view of the bottlenecks and causes faced by the case enterprises, through the scene, community, content, connecting four aspects to carry out more in-depth analysis and evaluation, summarizes the problems, and use big data thinking, Internet marketing, expand new path, develop new measures, actively adjust to adapt to the scene, platform, number intellectualization development new model, put forward the marketing promotion strategy suggestions to promote the case enterprises to break through the current development bottleneck. At the same time, it will trigger new topics of future development, and guide more subjects in the industry to participate in the exploration and attempt, and constantly bring forth the new，to promote the healthy, sustained and steady development of commercial banks' personal financial services in the mobile Internet era.
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