本文選題：互聯(lián)網(wǎng)金融 + 農(nóng)商銀行　； 參考：《江西財(cái)經(jīng)大學(xué)》2017年碩士論文

【摘要】：隨著互聯(lián)網(wǎng)技術(shù)的發(fā)展,互聯(lián)網(wǎng)金融作為一個(gè)新興業(yè)態(tài)迅速崛起,余額寶、財(cái)付通、P2P網(wǎng)貸等互聯(lián)網(wǎng)金融產(chǎn)品隨著大潮應(yīng)運(yùn)而生,掀起了互聯(lián)網(wǎng)金融的熱潮。互聯(lián)網(wǎng)金融產(chǎn)品憑借著其支付便利性、融資的快捷性對傳統(tǒng)商業(yè)銀行的發(fā)展和營銷模式產(chǎn)生了強(qiáng)大的沖擊,同時(shí)也倒逼著商業(yè)銀行在金融產(chǎn)品、管理模式、服務(wù)營銷等方面進(jìn)行改革,而GA農(nóng)商銀行作為商業(yè)銀行的一員,不可幸免地受到了互聯(lián)網(wǎng)金融的影響。同時(shí),為應(yīng)對互聯(lián)網(wǎng)金融的沖擊,GA農(nóng)商銀行也采取了一系列措施,如改善服務(wù)環(huán)境、推出網(wǎng)上銀行等,但是與服務(wù)營銷的要求還相距甚遠(yuǎn)。本文在對相關(guān)文獻(xiàn)進(jìn)行研究的基礎(chǔ)上,結(jié)合實(shí)地考察,以互聯(lián)網(wǎng)金融為大背景,就目前GA農(nóng)商銀行服務(wù)營銷存在的問題,提出其服務(wù)營銷策略的提升措施。本文首先查閱了國內(nèi)外有關(guān)互聯(lián)網(wǎng)金融發(fā)展、商業(yè)銀行服務(wù)營銷等方面的文獻(xiàn),以7Ps營銷組合理論、銀行服務(wù)營銷理論等理論為基礎(chǔ)對商業(yè)銀行的服務(wù)營銷進(jìn)行了分析,并提出了一般性的應(yīng)對策略。其次,在對GA農(nóng)商銀行進(jìn)行實(shí)地考察的基礎(chǔ)上,診斷出其服務(wù)營銷存在產(chǎn)品缺乏創(chuàng)新性、價(jià)格缺乏靈活性、渠道缺乏整合、促銷思路陳舊等問題。再次,本文針對GA農(nóng)商銀行服務(wù)營銷存在的問題,以7Ps營銷組合理論為基礎(chǔ),針對性的從產(chǎn)品完善和創(chuàng)新、差異化定價(jià)、互聯(lián)網(wǎng)促銷、多樣化渠道、流程再造、有形展示六個(gè)方面提出來互聯(lián)網(wǎng)金融背景下GA農(nóng)商銀行服務(wù)營銷的策略,為其解決現(xiàn)存的服務(wù)營銷問題提供了新思路。最后,第六章對本文進(jìn)行了總結(jié)和展望。
[Abstract]:With the development of Internet technology, Internet finance as a new form of rapid rise, Yu'e Bao, Tenpay, peer-to-peer network loans and other Internet financial products along with the tide came into being, set off an upsurge in Internet finance. Internet financial products have had a strong impact on the development and marketing mode of traditional commercial banks by virtue of their convenience of payment and the quickness of financing. At the same time, they have also forced commercial banks to use financial products and management models. Service marketing and other aspects of reform, and GA Agricultural Bank as a member of commercial banks, not immune to the impact of Internet finance. At the same time, in order to deal with the impact of Internet finance, GA Agricultural and Commercial Bank has also taken a series of measures, such as improving the service environment, launching online banking, but still far from the requirements of service marketing. On the basis of the research on relevant literature, combined with the field investigation, this paper, taking Internet finance as the background, puts forward the promotion measures of the service marketing strategy of GA agribusiness bank in view of the problems existing in the service marketing of agribusiness bank at present. In this paper, we first refer to the domestic and foreign literature on the development of Internet finance and commercial bank service marketing, and analyze the service marketing of commercial banks on the basis of 7Ps marketing mix theory and bank service marketing theory. And put forward general coping strategies. Secondly, on the basis of field investigation of GA Agricultural Commercial Bank, the problems of product innovation, lack of flexibility in price, lack of integration of channels, old ideas of promotion and so on are diagnosed in service marketing of GA. Thirdly, this paper aims at the problems of service marketing of GA agribusiness bank, based on 7Ps marketing combination theory, from product improvement and innovation, differentiated pricing, Internet promotion, diversified channels, process reengineering. Six aspects of tangible display put forward the strategy of service marketing of GA agribusiness bank under the background of Internet finance, which provides a new way to solve the existing service marketing problems. Finally, the sixth chapter summarizes and prospects this paper.
【學(xué)位授予單位】：江西財(cái)經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F832.35;F274

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