HT公司网银安全硬件产品营销策略研究

发布时间：2018-05-03 02:15

本文选题：客户差异 + HT公司　；参考：《北京工业大学》2013年硕士论文

【摘要】：随着银行业网银飞速发展，网银安全硬件产品有了更多的发展空间，但是同时伴随着发展也带来了更多的产品竞争。更多的换代产品出现在市场，更多的参与产品进入市场，更多的银行由于不同的网银业务发展状态，有了不同的网银安全硬件产品需求。如何面对竞争，企业在进一步的竞争中如何发展，如何面对不同市场进行市场细分，成为HT公司面临的重要问题。针对上述问题，本文首先从网银安全产品发展情况进行了分析。由于网银安全产品竞争加剧，HT公司面临更为严峻的市场竞争压力。银行业网络银行业务推广进一步推进，业务增长带动了网络银行安全性需求，伴随网银硬件安全产品需求增长，参与厂家增多，造成行业竞争日趋激烈。HT公司在面对同业公司同质化产品，不同银行客户类型体系市场，现有标准化产品明显不适应市场竞争，个性化银行客户需求，，需要针对银行业市场进行差异化销售调整，以面对市场竞争其次，从银行不同类型，不同需求方面进行分析，要求HT公司针对不同银行客户需求进行调整。随着银行网银业务发展，不同银行类型有了不同的网银安全产品需求内容。主要划分为：五大国有银行，全国性股份银行，区域各省农村信用联社，各省城市商业银行。主要表现在中国银行，建设银行，农业银行，工商银行以及交通银行这五大银行在网银安全产品方面具有明显的行业代表性。全国股份银行有比较多的产品创新要求。各区域银行网银安全产品需求滞后上述银行需求发展。第三，HT公司现有销售策略不能适合企业未来发展需求，需要进行差异化营销策略调整。本文对现有HT公司销售策略进行了分析，并针对HT公司重点关注大行市场，重点各省农信联社客户市场进行了不同的需求分析。针对网银安全产品的调整，银行不同客户需求内容的不同，针对不同市场需求，本文通过应用差异化销售策略，大客户策略，目标策略等进行HT公司销售策略调整进行了论述，提出本文观点。
[Abstract]:With the rapid development of banking network silver, the security hardware products have more development space, but also bring more product competition with the development. More replacement products appear in the market, more participating products enter the market, and more banks have different requirements for security hardware products due to different development state of network banking business. How to face the competition, how to develop in the further competition and how to subdivide the market in the face of different markets have become an important problem faced by HT Company. In view of the above problems, this paper first analyzes the development of the security products of network silver. Due to the network silver security products competition intensifies the HT company faces more severe market competition pressure. The promotion of network banking business in banking has been further advanced, and the growth of business has led to the demand for security of network banks. With the increase in the demand for security products for network banking hardware, the number of participating manufacturers has increased. As a result of the increasingly fierce competition in the industry. HT Company is facing the same quality products of the same industry companies, different bank customer type system market, the existing standardized products obviously do not adapt to the market competition, personalized bank customer needs, It is necessary to adjust the differentiated sales to the banking market in order to face the market competition. Secondly, according to different types and different needs of banks, HT company is required to adjust the needs of different bank customers. With the development of bank banking, different types of bank have different security products. Mainly divided into: five state-owned banks, national stock banks, regional provinces rural credit unions, provincial city commercial banks. Mainly in the Bank of China, Construction Bank, Agricultural Bank, Industrial and Commercial Bank and Bank of Communications, these five banks in the network of silver security products have a clear industry representative. National stock banks have more product innovation requirements. Each region bank net silver security product demand lags behind the above bank demand development. Third, the current sales strategy of HT Company can not meet the needs of the future development of the enterprise, need to adjust the differentiated marketing strategy. This paper analyzes the current sales strategy of HT company, focuses on the market of big bank, and analyzes the different needs of the customer market of each province. Aiming at the adjustment of the security products of the bank, the difference of the content of the bank's different customers' demand, and the different market demand, this paper discusses the adjustment of the HT company's sales strategy by applying the differentiated sales strategy, the big account strategy, the target strategy, etc. Put forward the viewpoint of this paper.
【学位授予单位】：北京工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.2

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