吴铮 1301362082 2013级P1 A银行供应链金融产品市场营销策略(18_25_41).doc

中国政法大学硕士学位论文 A银行供应链金融产品市场营销策略分析 STYLEREF 标题 1 \* MERGEFORMAT 第四章 A银行供应链金融产品外部环境分析 PAGE 20 PAGE 19 论文编号： A银行供应链金融产品市场营销策略分析 吴 铮 中国政法大学研究生院 二○一五年三月 A银行供应链金融产品市场营销策略分析 摘 要 伴随着互联网发展对经济影响的不断深化，未来工业生产组织方式将转向定制、分散和集成，互联网企业与工业企业之间的界限逐渐被打破，生产企业与服务企业之间的界限也越来越模糊，新一轮产业融合即将呈现，同时将带来一轮全新的金融市场变革。如何应对这场变革，对与实体经济动态息息相关的银行供应链金融体系将面临巨大挑战，在大工业时代诞生的供应链金融产品将通过产品重构来实现对互联网产业结构的融合及市场策略的重新布局，从而迎接这一崭新机遇。如何应对机遇，解决新市场环境下的银行供应链金融产品重构与营销策略，是本文着重研究的问题。 本文从研究国内外银行及类银行金融机构供应链金融产品市场分布情况入手，分析出市场现有产品的优势与不足，同时结合互联网市场环境下客户群的需求趋势及技术发展趋势，用定性与定量相结合的方法，寻找适合银行进行供应链金融产品市场营销推广的策略方式。着重以A银行为例，希望通过本文理论研究为该银行找到供应链金融产品的市场营销方法，巩固其核心竞争能力。 关键字：市场营销、供应链金融、互联网金融、电子商务 ABSTRACT With the increasingly deep impact from the Internet development on the economy, the future industrial production organization means is shifting to customization, decentralization and integration. The boundary between Internet companies and industrial companies has gradually been broken through. The boundary between production companies and service companies is becoming increasingly blurred. The new round of industrial integration is on the horizon, bringing about a new round of financial market reform. In face of this reform, the banking supply chain financial system closely related to the dynamics of the real economy is faced with a huge challenge. The supply chain financial products that emerged during the big industry era will adopt product reshuffling to integrate the Internet industry structure and the relocation of market strategies so as to meet this brand-new opportunity. ??How to cope with opportunities and handle the reshuffling and marketing strategies for the supply chain financial products of the bank under the new market environment are the research issues this paper prioritizes. ?? This paper starts from studying market distribution of supply chain financial products for domestic and overseas banks and financial institutions similar to banks. The paper analyzes the advantages and disadvantages of the existing products. A