民生银行网上银行营销策略研究

发布时间：2018-05-14 23:14

本文选题：民生银行 + 网上银行　；参考：《电子科技大学》2013年硕士论文

【摘要】：伴随着人类社会的不断进步与信息技术的飞速发展,网上银行的优势越来越明显,成为民生银行降低经营成本、开拓市场领域、提高服务质量与效率、分流柜面压力以及增强核心竞争力的重要途径。本文以民生银行的网上银行为研究对象,综合运用4P理论、SWOT分析法等方式,系统的提出了民生银行网上银行营销的具体策略,以推动民生银行网上银行的发展与进步。首先,本文介绍了国内外有关网上银行的研究综述,了解目前网上银行的研究成果。然后,本文对网上银行营销进行概述,包括网上银行营销理论概述以及国内外网上银行营销现状分析;随后,对民生银行网上银行建设情况进行研究,分析了民生银行概况、民生银行网上银行建设现状,并将民生银行网上银行与其他银行网上银行进行对比分析,简要评价了民生银行网上银行的建设。最后,从宏观与微观两个方面分析民生银行网上银行营销的环境,进行SWOT分析,确定了民生银行网上银行营销的目标市场定位与战略选择,基于此,从产品、定价、分销、促销、风险五个方面系统的提出了民生银行网上银行营销的具体策略,主要是:采取金融产品与服务创新策略;在产品营销的不同阶段分别实施免费定价策略、差别定价策略以及捆绑式销售定价策略;自建门户网站改善民生银行形象,成立网上银行客服中心提升顾客满意度,加强与知名网站、证券保险公司合作的渠道策略;重视营销队伍的建设,采用人员促销、广告促销、公共关系促销与营业推广等有机组合的促销策略;建立安全控制系统、客户资信信息库,加强对职工的岗位教育和培训,加强资金授权管理的风险策略。本文采用了理论基础与实证调查相结合的研究方式,通过对研究成果的分析与对客户的调查,获取了大量研究资料,顺利完成论文的写作,本文的研究成果对民生银行网上银行的快速发展与进步具有很大的借鉴和指导意义。
[Abstract]:With the continuous progress of human society and the rapid development of information technology, the advantages of online banking have become more and more obvious, which has become the people's livelihood bank to reduce operating costs, open up market areas, improve service quality and efficiency. Flow counter pressure and enhance the core competitiveness of an important way. This paper takes the online bank of Minsheng Bank as the research object, synthetically uses the 4P theory and SWOT analysis method, and puts forward the concrete strategy of the network bank marketing of the Minsheng Bank systematically, in order to promote the development and progress of the online bank of the Minsheng Bank. First of all, this paper introduces the domestic and foreign online banking research review, to understand the current online banking research results. Then, this paper summarizes the marketing of online banking, including the theory of online banking marketing and domestic and foreign online banking marketing status analysis; subsequently, the construction of Minsheng Bank online banking research, analysis of the general situation of Minsheng Bank, The present situation of the construction of the online bank of Minsheng Bank is compared with that of other banks, and the construction of the online Bank of Minsheng Bank is briefly evaluated. Finally, this paper analyzes the environment of Minsheng Bank's online banking marketing from macro and micro aspects, carries on SWOT analysis, determines the target market positioning and strategic choice of Minsheng Bank's online bank marketing, based on this, from product, pricing, distribution, Five aspects of promotion and risk systematically put forward the specific strategies of online banking marketing of Minsheng Bank, mainly as follows: adopting innovative strategy of financial products and services, implementing free pricing strategy in different stages of product marketing, Differential pricing strategy and bundled sales pricing strategy, self-built portal to improve the image of Minsheng Bank, the establishment of online banking customer service center to enhance customer satisfaction, strengthen the cooperation with well-known websites, securities insurance companies channel strategy; Pay attention to the construction of marketing team, adopt the promotion strategy of personnel promotion, advertising promotion, public relations promotion and business promotion, set up safety control system, customer credit information database, strengthen the post education and training for staff and workers, Strengthen the risk strategy of fund authorization management. This paper adopts the research method of combining the theoretical basis with the empirical investigation, through the analysis of the research results and the investigation of the customers, obtains a lot of research materials, and successfully completes the writing of the thesis. The research results of this paper have great reference and guidance significance for the rapid development and progress of Minsheng Bank online bank.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.2

【参考文献】