本文選題：銀行線上支付 + 市場營銷�。� 參考：《對外經(jīng)濟貿(mào)易大學》2016年碩士論文

【摘要】：互聯(lián)網(wǎng)金融的迅猛發(fā)展使得電子商務(wù)這一新的交易模式的地位越來越重要,也深刻影響著人們購物習慣和生活方式。電子商務(wù)健康、可持續(xù)發(fā)展的一個核心問題就是資金能否通過網(wǎng)絡(luò)順利周轉(zhuǎn),這也就成為推動我國第三方互聯(lián)網(wǎng)支付誕生、發(fā)展和壯大的一個重要原因。安全可靠的網(wǎng)上支付能夠打破傳統(tǒng)的資金流動模式,使貨幣以電子信息的形式在網(wǎng)上流通,對電子商務(wù)活動的成功起到關(guān)鍵作用。A銀行作為國內(nèi)傳統(tǒng)銀行中的翹楚,正在進軍互聯(lián)網(wǎng)金融領(lǐng)域,尤其是發(fā)展線上支付業(yè)務(wù)等方面,積累了經(jīng)驗,在同業(yè)中具有一定的影響力,也開始積極擁抱互聯(lián)網(wǎng)思維,從線上線下兩個層面發(fā)力,即創(chuàng)新產(chǎn)品和服務(wù),優(yōu)化細化戰(zhàn)略和策略,但是與第三方機構(gòu)相比,其產(chǎn)品和服務(wù)還有一定的局限性,還不能完全的滿足市場和客戶的需要。本文首先對國內(nèi)外第三方支付業(yè)務(wù)進行了對比研究,然后分析了A銀行線上支付產(chǎn)品業(yè)務(wù)營銷現(xiàn)狀及問題,并用PEST分析和SWOT分析來評估A銀行所面臨的市場營銷環(huán)境,進而通過問卷調(diào)查對A銀行線上支付產(chǎn)品進行市場細分,瞄準目標市場,明確市場定位;在此基礎(chǔ)上將4P營銷策略與A銀行的線上支付產(chǎn)品相結(jié)合,并提出了這些營銷策略實施的保障措施,探尋出適合A銀行的線上支付產(chǎn)品的營銷之路,提高A銀行的經(jīng)營水平和盈利能力。
[Abstract]:With the rapid development of Internet finance, the status of e-commerce as a new transaction mode is becoming more and more important, and it also has a profound impact on people's shopping habits and lifestyle.One of the core problems of the healthy and sustainable development of electronic commerce is whether the funds can flow smoothly through the network, which has become an important reason to promote the birth, development and expansion of third-party Internet payment in China.Secure and reliable online payment can break the traditional mode of capital flow, make currency circulate online in the form of electronic information, and play a key role in the success of e-commerce activities.Has accumulated experience in the field of Internet finance, especially in the development of online payment business, has certain influence in the industry, and has also begun to actively embrace the thinking of the Internet, and to exert its power from both the online and the offline levels.That is, to innovate products and services, optimize and refine strategies and strategies, but compared with third-party organizations, its products and services have some limitations, and can not fully meet the needs of the market and customers.This paper firstly makes a comparative study on the third-party payment business at home and abroad, then analyzes the current situation and problems of the online payment product business of Bank A, and evaluates the marketing environment faced by Bank A by using PEST analysis and SWOT analysis.Then through the questionnaire survey to the A bank on-line payment product market segmentation, aiming at the target market, clear market positioning, on the basis of 4P marketing strategy and A bank online payment products combined,And put forward the safeguard measures of these marketing strategies, find out the marketing way of online payment products suitable for bank A, improve the management level and profitability of bank A.
【學位授予單位】：對外經(jīng)濟貿(mào)易大學
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：F832.2;F724.6

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