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论文编号：	9834
作者编号：	2120152741
上传时间：	2017/12/13 16:10:11
中文题目：	互联网金融背景下民生银行社区银行营销策略研究
英文题目：	Research on the community bank marketing strategy of CMBC under the background of Internet Finance
指导老师：	刘建华
中文关键字：	社区银行、互联网金融、民生银行、营销策略
英文关键字：	community banks 、Internet finance.、cmbc、marketing strategy
中文摘要：	当今时代，网络技术快速发展，智能手机行业的产能得到飞速提升，智能手机普及率达到了前所未有的高度。据有关数据显示截止到2016年底，每10个中国人中有7人每天会使用智能手机，中国的活跃网民用户达到了9亿，基本上实现了移动互联网适龄人群的全覆盖。互联网的大趋势是科技发展的必然结果，是不可逆的人类文明进步的重要阶段，所有的创业人士都在想如何在这个互联网浪潮中抢占属于自己的一个份额。不仅如此，一些传统的巨头行业如：金融、地产、娱乐、体育、消费等，都在建设自己的互联网运营体系，且都已上线运行，取得了传统运营模式未曾达到的成绩与效率。 这篇论文主要和大家讨论金融行业里的传统银行业在互联网金融背景下的战略转型与改革，主要选取了中国民生银行在社区银行的营销策略研究，通过对宏观经济环境、互联网金融的现状、银行业目前的现状，结合民生银行立行的经营原则，深入剖析民生银行社区银行战略实行以来取得的成果和未来的发展定位，同时用的数据对营销策略进行论证和分析，以期能够对奋斗在一线员工的起到促进和鼓舞的作用。 在综合应用系统研究法，归纳演绎法，对比分析法等，运用PEST分析法，SWOT分析研究工具，五力模型分析法对中国民生银行社区银行面临的问题及问题产生的原因进行梳理。通过对互联网金融的现状及移动互联网对银行业带来的改变，结合前述分析及数据，确定要采取的营销策略。 银行业近三年的发展颠覆了过去三十年的发展模式，客户的习惯随着互联网的普及发生了巨大转变，习惯于使用各种各样的互联网金融工具。所以，传统银行必须转型，从智能化、便捷化、高效率的角度去打造新型的轻型银行，减少客户对网点的依赖。小网点、智能网点的布局将是未来重要的战场，相信将来有一天，便捷型社区银行的网点数量将超过传统全功能型网点，甚至是它的两倍、三倍。
英文摘要：	Nowadays, with the rapid development of network technology, the capacity of the smart phone industry has been improved rapidly, and the popularity rate of smart phones has reached an unprecedented height. According to statistics, by the end of 2016, every 10 Chinese, 7 people a day will use intelligent mobile phone, Chinese active Internet users reached 900 million, basically achieve full coverage of the mobile Internet age population. The trend of the Internet is the inevitable result of the development of science and technology, is an important stage of irreversible progress of human civilization, all entrepreneurs are thinking how in the wave of the Internet to seize a share of their own. Not only that, some of the traditional industry giants such as finance, real estate, entertainment, sports consumption, etc., are building their own operating system of the Internet, and has been running, achievements and efficiency of the traditional operation mode has not reached. The strategic transformation and reform this thesis mainly discuss the traditional banking industry in the financial industry in the Internet financial background, mainly from the Minsheng Bank Chinese in research on the marketing strategy of community bank, based on macro economic environment, financial situation, the Internet banking industry present situation, combined with the operating principle of Minsheng Bank tatsuyuki the analysis made since the implementation of the Minsheng Bank community bank strategic achievements and future development orientation, demonstration and analysis of marketing strategy at the same time with the data, in order to be able to promote and encourage the employees to fight in the play. In the integrated application system of research method, deductive method, comparative analysis method, using PEST analysis method, SWOT analysis tools, five forces model combing method to cause bank community bank China people face the problem and problem analysis. Through the status of Internet banking and mobile Internet banking changes, combined with the foregoing analysis and data, to determine the marketing strategy to be adopted. The development of the banking industry in the past three years has overturned the development model of the past thirty years. The habits of customers have changed in different ways with the popularity of the Internet, and customers are accustomed to using a variety of financial instruments. The traditional bank must transition, convenient from intelligent, efficient point of view to build a light bank model, reduce customer dependence on the network, the small dot, intelligent network layout is an important battlefield of the future. I believe that in the future, the number of convenient community banks will exceed the number of traditional full-featured networks, even two times and three times that of it.
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