基于数据挖掘的甘肃建行电子银行营销战略研究

发布时间：2018-03-05 19:46

本文选题：电子银行　切入点：营销战略　出处：《兰州大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着互联网技术的迅猛发展,电子商务呈现出高速发展态势。银行业传统的营销模式随之发生了显著的变化,其中最突出的是：电子银行已经成为商业银行业务发展的新型模式和主要渠道。面对日益激烈的行业竞争,各商业银行纷纷把发展电子银行业务作为核心竞争力,成为各项业务市场竞争的重要支点,成为转变经营方式,实现战略转型的重要举措。本文在全面分析电子银行业务发展外部宏观环境和内部营销环境的基础上,对网络营销和建行电子银行现状营销的优劣势进行比较,结合甘肃建行电子银行营销的现状,提出甘肃建行现阶段电子银行营销中存在的问题。进而重点构建以数据挖掘为基础的甘肃建行电子银行营销战略,并根据我国网络金融服务的发展环境,分析其战略重点及其发展趋势,提出了甘肃建行电子银行全面、精准的客户数据库模型建立,是电子银行客户营销的基础；电子银行营销必须建立客户数据挖掘和分析为基础的目标营销战略；以网络模式开展营销应该成为电子营销模式的发展趋势的研究结论。最后,结合自身条件对甘肃建行基于数据挖掘的电子银行的营销战略的实施与控制进行了研究,并提出了系统的改进建议。以期对甘肃建行电子银行业务的发展提供指导,也为国内其他商业银行电子银行的发展提供借鉴。
[Abstract]:With the rapid development of Internet technology, e-commerce shows a rapid development trend, and the traditional marketing model of banking industry has changed significantly. The most outstanding is that electronic banking has become a new model and main channel for the development of commercial bank business. In the face of the increasingly fierce competition in the industry, commercial banks have taken the development of electronic banking business as their core competitiveness. It has become an important fulcrum of business market competition and an important measure to change management mode and realize strategic transformation. Based on the comprehensive analysis of the external macro environment and internal marketing environment of electronic banking business development, this paper compares the advantages and disadvantages of network marketing and current marketing of China Construction Bank, combining with the current situation of Gansu Construction Bank electronic bank marketing. This paper puts forward the problems existing in the E-bank marketing of Gansu Construction Bank at the present stage, and then focuses on constructing the E-bank marketing strategy of Gansu Construction Bank based on data mining, and according to the development environment of our country's network financial service, This paper analyzes its strategic focus and its development trend, and puts forward the establishment of a comprehensive and accurate customer database model of Gansu Construction Bank, which is the basis of electronic bank's customer marketing. E-bank marketing must establish the target marketing strategy based on customer data mining and analysis, and marketing based on network mode should be the research conclusion of the development trend of e-marketing mode. Combined with its own conditions, this paper studies the implementation and control of the marketing strategy of Gansu Construction Bank based on data mining, and puts forward some suggestions for the improvement of the system, in order to provide guidance for the development of the electronic banking business of Gansu Construction Bank. Also for other domestic commercial banks to provide reference for the development of electronic banking.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.33

【参考文献】