發(fā)布時間：2018-05-01 17:29

  本文選題：電子銀行 + 環(huán)境分析　； 參考：《吉林大學(xué)》2012年碩士論文

【摘要】：隨著信息技術(shù)的快速發(fā)展以及第三方支付公司獲得支付準(zhǔn)入，銀行業(yè)傳統(tǒng)業(yè)務(wù)受到越來越大的沖擊。在以客戶為中心的經(jīng)營理念下，發(fā)展電子銀行業(yè)務(wù)成為傳統(tǒng)銀行應(yīng)對第三方支付沖擊、節(jié)省人力成本提高優(yōu)質(zhì)服務(wù)、提升客戶滿意度和忠誠度的必然選擇。電子銀行已經(jīng)成為現(xiàn)代商業(yè)銀行的發(fā)展方向，是現(xiàn)代商業(yè)銀行核心競爭力的重要體現(xiàn)。 吉林省建設(shè)銀行在面臨省內(nèi)經(jīng)濟(jì)環(huán)境較落后，缺少優(yōu)勢產(chǎn)品、競爭激烈的情況下，需要依靠發(fā)展電子銀行來保證客戶的穩(wěn)定并提升競爭能力。吉林省建行電子銀行業(yè)務(wù)十年來的發(fā)展，證明了電子銀行越來越受到客戶的鐘愛，，客戶數(shù)量、交易量、交易額都呈爆炸式增長，銀行在網(wǎng)點(diǎn)數(shù)量有限的情況下，通過電子渠道滿足了客戶更多的需求。目前，吉林省建行依然存在部分中層人員對發(fā)展電子銀行業(yè)務(wù)的戰(zhàn)略作用認(rèn)識不夠、落實(shí)不到位，使用電子渠道客戶比例距先進(jìn)地區(qū)有較大差距，行內(nèi)外聯(lián)動營銷有待加強(qiáng)等諸多不足。本文通過SWOT分析，指出在大型企業(yè)、中小型企業(yè)、個人客戶等不同目標(biāo)客戶中的市場定位，明確了吉林省建行的營銷策略，如產(chǎn)品創(chuàng)新策略、不同的價格策略、多種形式的渠道策略、全方位的促銷策略等，提供了有效進(jìn)行電子銀行業(yè)務(wù)營銷的具體手段。營銷效果需要有效的考核機(jī)制來驗(yàn)證，業(yè)務(wù)分流率、產(chǎn)品覆蓋度、客戶活躍度、同步簽約率、貢獻(xiàn)度等考核指標(biāo)的設(shè)立，有力的保證了電子銀行業(yè)務(wù)營銷的有效進(jìn)行。在貫徹落實(shí)營銷策略的同時，電子銀行業(yè)務(wù)更需要系統(tǒng)化、精細(xì)化的營銷措施，要求員工自身做到我學(xué)、我用、我營銷，開展全員營銷；部門間進(jìn)行聯(lián)動營銷，客戶間進(jìn)行口碑營銷；利用數(shù)據(jù)挖掘技術(shù)尋找目標(biāo)客戶，進(jìn)行精確營銷，提高營銷成功率。 電子銀行業(yè)務(wù)的發(fā)展，要求建行順應(yīng)時代發(fā)展的趨勢，不斷完善、創(chuàng)新產(chǎn)品，滿足客戶的需求，準(zhǔn)確的市場定位和有效的營銷策略及考核措施是促進(jìn)電子銀行業(yè)務(wù)發(fā)展的必要條件，本文的研究將為電子銀行的營銷實(shí)踐提供有益的借鑒。
[Abstract]:With the rapid development of information technology and the payment access of third-party payment companies, the traditional banking business has been more and more impacted. Under the concept of customer-centered management, the development of electronic banking business has become the inevitable choice for traditional banks to deal with the impact of third-party payment, save manpower costs, improve quality services, and enhance customer satisfaction and loyalty. Electronic banking has become the development direction of modern commercial banks and an important embodiment of the core competitiveness of modern commercial banks. In the face of the backward economic environment, lack of superior products and fierce competition, Jilin Construction Bank needs to rely on the development of electronic banks to ensure customer stability and enhance competitiveness. The development of the electronic banking business in Jilin Province over the past ten years has proved that electronic banking is becoming more and more popular with customers. The number of customers, the volume of transactions, and the volume of transactions have all increased explosively, and banks have a limited number of outlets. Through electronic channels to meet more customer demand. At present, Jilin Province Construction Bank still has some middle-level personnel who do not know enough about the strategic role of developing electronic banking business, do not implement it in place, and there is a big gap between the proportion of customers using electronic channels and the advanced areas. Internal and external linkage marketing needs to be strengthened, and so on. Through the analysis of SWOT, this paper points out the market orientation of different target customers, such as large enterprises, small and medium-sized enterprises, individual customers, and clarifies the marketing strategies of Jilin Construction Bank, such as product innovation strategy, different price strategy, etc. Various channel strategies and all-round promotion strategies provide effective means for e-banking business marketing. The effect of marketing needs to be verified by an effective assessment mechanism. The establishment of evaluation indexes such as service diversion rate, product coverage, customer activity, synchronous signing rate, contribution degree and so on ensures the effective implementation of electronic banking business marketing. While implementing the marketing strategy, electronic banking needs more systematic and refined marketing measures. It requires employees to do their own learning, I use, I marketing, carry out all-staff marketing; interdepartmental linkage marketing, Customers sell word of mouth; use data mining technology to find target customers, accurate marketing, improve the success rate of marketing. The development of electronic banking business requires CCB to conform to the trend of development of the times, constantly improve and innovate products to meet the needs of customers. Accurate market positioning and effective marketing strategy and assessment measures are the necessary conditions to promote the development of electronic banking business. The research in this paper will provide useful reference for the marketing practice of electronic banking.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F832.2

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