本科论文摘 要现代信息技术的革新不断地涉足金融领域，尤其是互联网银行的理财产品，不仅申购门槛低，收益高，流动性高而且快捷便利引起了公众极大的兴趣。但是不可否认其在营销策略上也存在一些问题，本文就互联网银行在理财产品方面的问题进行分析，主要从互联网银行的监管制度不匹配、理财产品同质化明显、宣传策略调整不及时、营销渠道单一以及专业理财团队的建设问题等五个方面来进行阐释，在此基础上提出依靠政府监管进一步厘清责任主体、为客户体验增加价值、确保客户资产安全、增加渠道韧性以及灵活使用外部沟通策略。希望对互联网银行理财产品在营销策略方面改进起到一定的促进作用。关键词：互联网银行，理财产品,余额宝,营销策略本科论文AbstractThe innovation of modern information technology has been constantly involved in the financial field, especially the financial products of Internet Banks, which not only have a low subscription threshold, high yield, high liquidity, but also attract great interest from the public. But there is no denying that it also exist some problems in the marketing strategy, in this paper, the analysis of the Internet bank in terms of financial product problems, mainly from the Internet banking supervision system is not matching, financial product homogeneity obvious, publicity strategy adjustment, marketing channels of a single, and not in time for the construction of the professional financial management team problem and so on five aspects to explain, hope the Internet bank financial products in the marketing strategies to improve play a role in promoting.Key words : Financial products, The balance of treasure; The marketing strategy本科论文目 录前 言...........................................................11. 绪论.........................................................21.1. 研究背景...............................................21.2. 研究意义...............................................31.3. 研究方法...........................
