互联网理财产品营销策略研究.doc

互联网理财产品营销策略研究 摘 要 随着互联网的发展，互联网理财作为第三方服务机构被称为21世纪投资者公认的朝阳行业，前景十分可观。据悉，近一两年来，越来越多的理财产品涌入市场，普通市民开始对互联网理财产品如：余额宝、股票、基金等领域产生了浓厚的兴趣。然而，利率市场化是大势所趋，差异化和多元化成为理财产品未来主要发展趋势，如何改进营销策略，提高其市场占有率，已成为互联网理财产品所面临的重要问题。 在巨大的市场竞争压力下，由于产品推广、目标客户等方面不够完善，使淘宝金融产品的销售量不是很高。本文将对互联网理财产品营销目标客户以及营销现状进行分析，找出问题，并针对互联网理财产品的营销策略中存在的问题提出解决对策。通过这些对策能够扩大互联网理财产品的市场知名度，提高其电商领域的竞争地位，使企业获得更大的效益。 关键词：互联网；理财产品；营销策略 Abstract with the development of Internet, the Internet banking as a third party service agency referred to as the investors recognized sunrise industry of the 21st century, foreground is very considerable. It is reported that in recent one or two years, more and more financial products into the market, ordinary citizens to Internet financial products such as: balance treasure, stocks, funds, and other fields developed an interest. Interest rate marketization is the trend of The Times, however, differentiation and diversification of financial products in the future the main developing trend, how to improve the marketing strategy, increase its market share, has become an important problem faced by Internet financial product. in the huge market competition pressure, because the product promotion, mperfection of the target customers, etc, make the taobao sales of financial products is not very high. This article on the Internet financial product marketing target customers and marketing present situation analysis, find out problems, and in view of the Internet financial product marketing strategy put forward to solve the problems of countermeasures. Through these measures can enlarge the market popularity of the Internet financial products, improve its competitive position in the field of electricity, make the enterprise gain greater benefits. Keywords: Internet; Wealth management products; The marketing strategy 目 录 1 引 言 1 1.1 选题背景意义 1 1.2 研究内容 2 1.3 研究过程 2 1.4 创新点 2 2 互联网理财产品简介 3 2.1 互联网理财产品的产生 3 2.2 互联网理财产品的类型 4 2.3 互联网理财产品的运作模式 5 2.3.1 主要互联网理财产品的衡量标准 5 2.3.2 主要的互联网金融理财模式 5 3 互联网理财产品