摘要甜橙金融是中国电信股份有限公司全资子公司天翼电子商务有限公司的核心品牌。是中国人民银行核准的第三方支付机构，中国证监会核准的基金支付结算机构，现在已拥有支付、财富管理、供应链融资、消费金融、征信、信息技术等互联网金融关键要素。从翼支付到甜橙金融，是一次典型的品牌升级的过程，是从在线支付商业模式向互联网金融商业模式升级的过程。安徽电信集团公司继而推出“免计划”金融产品，本文首先对个人理财产品的概念进行了界定，深入研究和学习了国内外市场营销策略相关的理论和文献。 其次，分析了安徽电信面对的激烈的行业竞争，通过 SWOT 分析法，对安徽电信本身的优势、劣势以及面临的机遇和威胁进行了进一步的说明。 最后，本文通过对产品、渠道、价格、促销等安徽电信现有个人理财产品营销策略的分析，指出了安徽电信个人理财产品营销策略中存在的诸如理财产品缺乏创新、市场定位不准确、促销方面重视程度不够、客户关系有待提升等问题，并在分析相应问题的基础上，提出了一些有针对性的改进建议，以期能够促进安徽电信个人理财产品业务的发展，扩大安徽电信个人理财产品的市场份额，实现长久、有序的发展。关键词：安徽电信；个人理财产品；营销策略AbstractSweet Orange Finance is the core brand of Tianyi E-Commerce Co., Ltd., a wholly-owned subsidiary of China Telecom Co., Ltd. Is a third party payment agency approved by the People's Bank of China. The fund payment and settlement institution approved by the China Securities Regulatory Commission now has the key elements of Internet finance such as payment, wealth management, supply chain financing, consumer finance, credit information and information technology. From the wing to the sweet orange financial, is a typical brand upgrade process, is from the online payment business model to the Internet financial business model upgrade process.Anhui Telecom Group Company and then launched the "free planning" financial products, this paper first defined the concept of personal financial products, in-depth study and study of domestic and foreign marketing ...
