导　　师： 汤清

学科专业： 1251

授予学位： 硕士

作　　者： ;

机构地区： 华南理工大学

摘　　要： 中国移动互联网迅猛发展。2013年中国移动互联网网民的数量达到5亿人。中国移动互联网2013年市场规模为1060.3亿元，同比增长81.2/%。预计到2017年，移动互联网网民将成为互联网的第一大用户群体，移动端将成为网民最主要的上网渠道。中国银行业理财产品存续和发行募集情况良好，个人客户理财意愿和购买能力提升。据统计，截至2014年6月30日，全国银行业理财产品存续51560只，理财资金账面余额12.65万亿元，银行业金融机构共发行理财产品87718只，累计募集资金49.41万亿元。其中，一般个人客户产品募集资金34.33万亿元，私人银行客户专属产品募集资金2.63万亿元。2013年是互联网金融的元年，余额宝等互联网金融产品市场异常火爆，同时，国家对互联网金融的发展持支持态度，各地方政府纷纷出台互联网金融发展扶持政策。在上述良好的背景环境下，专家们一致认为，2014年将迎来移动互联网金融的元年，移动互联网金融产品具有巨大的市场潜力。 ZJB理财产品移动商城是一个购买银行理财产品的移动互联网应用平台，是一款全新的移动互联网金融产品。本文首先介绍了产品的功能、核心价值、目标客户和盈利模式等基本情况；然后对当前的宏观环境和行业环境进行了详细的分析，在SWOT分析的基础上对产品的发展战略作出了选择；接下来，本文重点介绍了产品的营销计划和运营规划，并基于营销目标做了财务预测和效益评估；最后，本文对项目的不确定性及风险进行了分析，给出了相应的风险应对策略。 本文认为，ZJB理财产品移动商城作为一款移动互联网金融产品，符合广大客户的需求，也顺应市场发展的潮流。同时，通过分析和预测，可以看到产品的特点明显，具有较强的盈利能力，投资风险较小。因此，本项目具有较好的社会、经济价值，完全值得投资。 The rapid development of China's mobile Internet. In2013the number of Chinese mobileInternet users reached500million people. China's mobile Internet market size in2013was106.03billion yuan, an increase of81.2/%. Expected to2017, mobile Internet users willbecome the first major user groups of the Internet, mobile end users will be the mostimportant Internet channels. Chinese banking and financial products offering to raisesubsisting in good condition, personal wealth management to enhance the willingness andability to buy. According to statistics, as of June30,2014, the National Banking subsisting51,560financial products, financial book balance of12.65trillion yuan of funds, financialproducts87,718banking financial institutions issued a total, total funds raised49.41trillionyuan. Among them, the general individual customers' products to raise funds34.33trillionyuan, private banking customers exclusive products to raise funds2.63trillion yuan.2013was the first year of Internet financial, Internet and other financial products market balancetreasure booming, while the State of the Internet supportive financial development, localgovernments have introduced Internet financial development policies. In the above goodbackground environment, the experts agreed that2014will usher in the first year of themobile Internet finance, financial products, mobile Internet has huge market potential. ZJB financial products is a mobile mall to buy financial products, mobile Internetapplication platform, is a new mobile Internet financial products. This paper first introducesthe basic situation functionality, core values, target customers and profit model and otherproducts; then the current macroeconomic environment and industry environment carried outa detailed analysis on the basis of SWOT analysis on the development of strategic productsmade a choice; Next, the article focuses on the product's marketing plans and operationalplanning, and marketing goals made based on financial projections and benefitassessment; Finally, uncertainty and risk of the project were analyzed and the correspondingrisk response strategies. This paper argues that, ZJB financial products as a mobile Internet mobile mall offinancial products to meet the needs of our customers, but also conform to the trend of marketdevelopment. At the same time, through analysis and forecasting, you can see the obvious characteristics of the product, with strong profitability, less investment risk. Therefore, thisproject has a better social, economic value, totally worth the investment.

关 键 词： 商业计划书 移动互联网金融 理财产品 移动商城

分 类 号： [F832.2 F49]

领　　域： [经济管理] [经济管理]