| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5-6页 |
| 摘要 | 第7-8页 |
| LIST OF ABBREVIATIONS | 第8-19页 |
| Chapter 1 Introduction | 第19-23页 |
| 1.1 Research Background | 第19-20页 |
| 1.2 Research Objective and Significance | 第20-21页 |
| 1.3 Structure of the thesis | 第21-23页 |
| Chapter 2 Literature Review | 第23-29页 |
| 2.1 The Emerging of Internet Finance | 第23-24页 |
| 2.2 Essentials of Marketing Strategies | 第24-25页 |
| 2.2.1 4Ps | 第24-25页 |
| 2.2.2 4Cs | 第25页 |
| 2.3 SWOT | 第25-26页 |
| 2.4 Innovating Development Models of Internet Finance | 第26页 |
| 2.5 The Impact of Internet Finance on Commercial Banks | 第26-27页 |
| 2.6 The Strategies of Commercial Banks in Facing Internet FinancialDevelopment | 第27-28页 |
| 2.7 Summary | 第28-29页 |
| Chapter 3 Current Situation of CMB and Development of Internet Financial Businessin CMB | 第29-41页 |
| 3.1 The Overall Development of CMB | 第29-33页 |
| 3.1.1 Brief Introduction to CMB Co., Ltd | 第29-31页 |
| 3.1.2 Status Quo of CMB | 第31-33页 |
| 3.2 The Development Situation of Internet Finance in CMB | 第33-41页 |
| 3.2.1 The Overall Development Situation of Internet Finance in CMB | 第33-37页 |
| 3.2.2 The Development Situation of Internet Finance in CMB | 第37-39页 |
| 3.2.3 The Development Situation of CMB’s Long-distance Financial Service | 第39-41页 |
| Chapter 4 SWOT Analysis of the Development of Internet Financial Business ofCMB | 第41-54页 |
| 4.1 CMB’s Advantages in Developing Internet Finance | 第41-47页 |
| 4.1.1 CMB’s Product Advantage in Developing Internet Finance | 第41-43页 |
| 4.1.2 CMB’s Advantages of Human Resources and Brand in DevelopingInternet Finance | 第43-45页 |
| 4.1.3 CMB’s Service Advantage in Developing Internet Finance | 第45-47页 |
| 4.2 CMB’s Weaknesses in Developing Internet Finance | 第47-49页 |
| 4.2.1 Scale Weakness | 第47-49页 |
| 4.2.2 Weakness in Marketing Force | 第49页 |
| 4.3 Opportunities for CMB to Develop Internet Finance | 第49-51页 |
| 4.3.1 Growing Netizen Number | 第49-50页 |
| 4.3.2 Banking Financial Institutions Make Remote Application InterviewPossible | 第50-51页 |
| 4.4 Challenges CMB Encounters in Developing Internet Finance | 第51-54页 |
| 4.4.1 Challenges from Internet Financial Enterprises | 第51-52页 |
| 4.4.2 Counterpart Competition | 第52-54页 |
| Chapter 5 CMB Internet Financial Business Development Strategies | 第54-64页 |
| 5.1 Marketing strategies of CMB in terms of 4Ps | 第54-56页 |
| 5.1.1 Product | 第54-55页 |
| 5.1.2 Price | 第55页 |
| 5.1.3 Promotion | 第55-56页 |
| 5.1.4 Place | 第56页 |
| 5.2 Building the future community direct bank | 第56-60页 |
| 5.2.1 The transformation of the physical branches of CMB | 第58页 |
| 5.2.2“Pan-functional”non-financial Services | 第58-60页 |
| 5.2.3 "Removal function" of bank branches financial transaction | 第60页 |
| 5.3 Extension of the Virtual branches of CMB | 第60-61页 |
| 5.4 CMB’s Strategic Deployment of“Bank-Enterprise Cooperation” | 第61-62页 |
| 5.5 Deepening CMB’s“Private Ordering”Strategy | 第62-63页 |
| 5.6 Other Technical Levels—Construction of Remote Interview Techniques | 第63-64页 |
| Chapter 6 Conclusion | 第64-66页 |
| 6.1 Summary of the study | 第64页 |
| 6.2 Implications of the research | 第64页 |
| 6.3 Limitations of the research | 第64-65页 |
| 6.4 Conclusion | 第65-66页 |
| REFERENCES | 第66-69页 |
| ANNOTATION | 第69页 |
