摘 要互联网技术的发展，人们越来越偏爱高效快捷的业务办理模式，互联网科技的进步和推广，使得商业银行传统的工作模式丧失竞争力。对商业银行的个人理财业务产生深远影响。商业银行在金融市场中面临的竞争越来越激烈。在这种竞争环境下贵阳银行要想提高竞争力应不断更新自己的个人理财产品，并将产品与互联网相结合满足客户的多样化需求。本文以贵阳银行个人理财业务的具体实践为出发点，首先对国内外环境和互联网金融概念分析，及贵阳银行理财产品营销环境进行分析。通过 SWOT 分析和 EFE 综合评价，指出其理财业务营销拥有的优势与劣势，面临的机遇与挑战。对存在的问题做营销策略。关键词：贵阳银行；互联网金融；理财产品AbstractWith the development of Internet technology, more and more people prefer efficient and fast business management mode, and the progress and promotion of Internet technology make the traditional working mode of commercial banks lose their competitiveness. has a profound impact on the personal finance business of commercial banks. Commercial banks are facing more and more fierce competition in financial markets. In this competitive environment, if Guiyang Bank wants to improve its competitiveness, it should constantly update its personal financial products and combine the products with the Internet to meet the diversified needs of customers. Based on the concrete practice of personal finance business of Guiyang Bank, this paper firstly analyzes the concept of environment and internet finance at home and abroad, and Yang bank financial products marketing environment analysis. Through SWOT analysis and EFE comprehensive evaluation, it points out the advantages and disadvantages, opportunities and challenges of its financial management business marketing. Make marketing strategies for existing problems.Key words: Guiyang Bank; Internet Finance; Financial Products目 录1 引 言 .................................................
