试论互联网金融与商业银行的个人客户营销模式

随着社会经济的发展，科学技术水平的提高，互联网的出现使得互联网金融的实现有了可能。同时也为商业银行的个人客户营销模式提供了一些新的思维模式。互联网金融由于其自身具有的独特平台、普惠以及长尾特征，使得它不仅具有将交易对象集聚化的功能，还可以使得产品市场实现规模化以及受众群体实现平民化等特征。互联网金融可以实现大批量、低成本以及实现广泛覆盖的个人客户营销模式。而商业银行具有的精准营销、精细管理以及精英客户的营销模式与互联网金融特质就形成了一个明显的比较。本文主要针对互联网金融与商业银行的个人客户营销模式进行讨论分析，以期为相关研究人员提供借鉴意义。

With the development of the social economy, the improvement of the level of science and technology and the emergence of the Internet, the realization of Internet finance is possible. At the same time, it also provides some new mode of thinking for commercial bank＇s personal customer marketing model. Internet finance, because of its own unique platform, inclusive and long tail characteristics, makes it not only have the function of centralization of trading objects, but also enable the product market to scale up and the audiences to become civilians. Intemet finance can achieve mass, low cost and a wide coverage of personal customer marketing model. And the precise marketing, fine management of commercial banks and the marketing patterns of the elite customers have formed a significant comparison with the characteristics of the Internet. This paper mainly discusses the personal customer marketing model of Internet Finance and commercial banks, in order＇to provide reference for relevant researchers.