余额宝的营销策略研究.doc

本科中期论文 余额宝的营销策略研究 学 院 管理学院 专 业 市场营销 年级班别 2011级（3）班 学 号 3111004319 学生姓名 陈晓斌 指导教师 何军红老师 2014年 5 月 摘 要 本文主要研究了余额宝在营销中存在的问题以及对应的营销策略。通过对余额宝营销问题和策略的一系列理论研究，找出互联网金融行业营销策略发展的方向特别是余额宝未来发展的营销发展方向。我国互联网金融行业在过去的一年里经历了野蛮性地增长，以往研究关注的主要在于余额宝的定性以及其资金操作的问题，对余额宝的营销研究不多，互联网金融行业的营销水平也不高。营销工作的重点在于产品的结构设计，而对余额宝类基金营销重视程度不够。在互联网金融行业发展遇到瓶颈时，如何给投资者提供专业的金融理财服务，进行余额宝的营销显得尤为重要。本文对在余额宝目前营销存在的问题，进行了较为详实的分析，结合国内的实际情况提出了相应的对策。 关键词：余额宝 互联网金融 营销策略 注：本设计（论文）题目来源于自选。 Abstract This paper mainly studies the problems existing in the Yu Ebao in the marketing and the corresponding marketing strategy. A range of issues and strategies based on the Yu Ebao marketing theoretical research, find out the direction of the financial industry,Internet marketing strategy development, especially the Yu Ebao development direction for the future development of marketing. Internet financial industry in China in the past year has experienced the brutal growth, the main focus of the past studies is to the Yu Ebao of the qualitative and the question of its capital operation, the Yu Ebao of marketing research is not much, the financial industry, Internet marketing level is not high also. Marketing is focused on the structure of product design, and for the Yu Ebao funds treasure marketing emphasis is not enough. In the financial industry, the Internet development bottleneck, how to provide professional financial planning services to investors, for Yu Ebao marketing is particularly important. In this paper, the Yu Ebao is at the problems existing in the marketing, are discussed in detailed analysis, combined with domestic actual situation proposed the corresponding countermeasure. Key words: Yu Ebao Internet financial The marketing strategy 目 录 1引言 1 1.1研究背景 1 1.2研究意义 1 2 文献综述 2 2.1市场营销学的基本原理 2 2.2基金等金融理财产品的营销理论 4 3 余额宝营销现状与发展趋势 6 3.1余额宝营销现状 6 3.1.1余额宝消费者分析 6 3.1.2余额宝市场竞争者分析 6