我国网络银行营销中的问题及其策略研究  

On the Problem and the Countermeasures of Internet Bank Marketing Strategy

作　　者：裴旭东[1] 尤娜[2] 

机构地区：[1]西安石油大学经济管理学院,陕西西安710065 [2]中国石油长庆油田公司第五采油厂,陕西西安710018

出　　处：《西安石油大学学报（社会科学版）》2016年第6期51-55,共5页Journal of Xi’an Shiyou University:Social Science Edition

基　　金：国家社会科学基金项目(16BGL042);西安市社会科学规划基金攻关项目(16J30);陕西省软科学研究计划面上项目(2015KRM044)

摘　　要：基于消费者行为和市场营销组合理论,从我国网络银行发展现状出发,探讨了我国网络银行营销中存在的问题。结果表明:我国网络银行营销存在产品同质化、价格定位超出消费者预期、促销推广方式单一化等问题,并从产品创新、价格优惠、促销方式、渠道多样四个方面提出了我国网络银行的营销策略,以期促进我国网络银行的健康发展。Based on the combined theory of consumer behavior and marketing, the paper discusses the problems existing in Chinese internet bank marketing according to the status of our internet bank development. The results demonstrate that there are problems in the marketing of our intemet bank, such as the homogenization of products, price positioning beyond the expectation of consumers, the single way of marketing and popularizing. Finally, the marketing strategy of our intemet bank are put forward from four aspects like product innovation, price discount, marketing way and various channels, thus expecting the healthy development of our internet bank.

关 键 词：网络银行 营销策略 商业银行 认证制度 

分 类 号：F270.7[经济管理—企业管理]