天誉国际金业有限公司市场营销策略分析

天誉国际金业有限公司市场营销策略分析摘要金融业发展的主旋律将从虚拟化、电子化、网络化、全球化贯穿我们经济发展的未来，电子商务类金融行业也因为新信息时代的变化，开始了美好的发展前途，发展电子商务已经成为全球金融业的必然趋势，电子商务的出现正是在金融领域里一场深刻的革命。随着现代互联网技术的发展，金融业竞争日渐激烈的状况下，我国涌现了大量电子商务型金融企业，导致金融业之间的竞争可以说是在不断白热化。本文首先分析我司天誉国际这种电子商务类金融企业的类型及其定义，然后大致阐述我国电子商务类金融企业在市场营销策略制定和实施其中的重要性和必要性。本文从市场环境和目标市场选择的角度，分析了市场竞争，面对我国的电子商务类金融事业所面临的市场竞争状况。从4P营销组合策略的角度分析了我国电子商务类金融业网络化发展的内外部环境。在这个基础上，运用STP和SWOT等战略评价方法对天誉国际进行分析，得出天誉国际在制定电子商务的网络化发展战略时，应积极采取推广合作和加大投资宣传开发潜在客户的发展战略：结合我国国情，从政府、金融市场、金融企业三个层面选择关键要素，实施天誉国际在金融业网络化发展中不断改善具体操作，战略的主导方向是差异化。重点是从市场推广方面详细分析半年来，天誉国际金业对国内市场所采取的推广策略，最后尝试提出天誉国际金业公司的市场营销策略。关键词：电子商务类金融企业，金融，电子商务AbstractFinancialindustrydevelopmentthemefromvirtualization,electronic,network,through the future of our economic development ofglobalization,the financial industry,electronic commerce also because of the newchanges in the information age,good development prospects,development ofelectronic commerce has become the inevitable trend of global finance,the emergenceof electronic commerce is a profound revolution in the financial sector.With thedevelopment of modern Internet technology,the financial industry competition isincreasingly fierce,China has emerged a large number of e-commerce financialenterprises,leading to the competition between the financial industry can be said to beconstantly white-hot.This paper first analyzes the types and definitions of e-commerce financialenterprises like Tianyu International,and then expounds the importance and necessityof e-commerce financial enterprises in the formulation and implementation ofmarketing strategies in China.From the market environment and target marketselection,this paper analyzes the market competition,facing China's e-commercefinancial enterprise facing the market competition.This paper analyzes the internaland external environment of the network development of e-commerce financialindustry in China from the perspective of 4P marketing mix strategy.On thisbasis,using STP and SWOT and other strategic evaluation methods to analyze TianyuInternational,tianyu International in the development of e-commerce networkdevelopment strategy,should actively take the promotion of cooperation and increaseinvestment publicity to develop potential customers development strategy;Incombination with China's national conditions,the key elements are selected from thethree levels of government,financial market and financial enterprises to carry outtianyu International's continuous improvement of specific operations in the networkdevelopment of the financial industry,and the leading direction of the strategy isdifferentiation.The emphasis is on the detailed analysis of the promotion strategy2adopted by Tianyu International Gold Industry in the domestic market in the past sixmonths from the aspect of marketing,and finally tries to put forward the marketingstrategy of Tianyu International Gold Industry Company.Key words:E-commerce financial enterprises,finance目录一.绪论1.电子商务金融业研究背景分析…12.本课题的研究意义….2二.电子商务类金融企业的市场营销策略概况.21.电子商务类金融企业的定义与类型.32.电子商务