中国农业银行发展电子银行业务的策略研究
发布时间：2018-12-31 10:44
【摘要】：随着信息技术的高速发展和互联网的快速普及,以互联网为核心的信息技术革命已经到来,大数据、云计算以及移动互联的汹涌浪潮,带来的不单纯是技术上的进步,也带来整个社会行为模式的转变。处于信息技术发展浪潮中的银行业同样正在经受不断的挑战,电子银行功能、服务等需要不断创新。第三方支付、外资银行投入互联网金融的竞争,其先进的服务营销理念结合其经验丰富、技术先进的电子化手段令人耳目一新,争夺金融市场的硝烟已经燃起,营业网点众多、点多面广将不再是农业银行的优势。电子银行作为银行一种全新的服务方式,它在一定程度上影响着银行业的发展方向,并进一步影响着银行业的竞争格局和管理模式。电子银行业务在分流柜面压力、降低经营成本、提高客户忠诚度等方面发挥越来越重要的作用。 农业银行自2002年推出网上银行以来,电子银行发展十多年来,已经形成5大在线金融服务体系,客户规模达到几亿户,交易量达到300多亿笔,占全行交易笔数的近70%,电子银行业务已经成为农业银行一项不可或缺的业务。但随着近年来,中国银行业面临着金融脱媒、经营转型的要求,特别是第三方支付公司对金融支付业务的渗透,银行业的发展压力空前,那么,农行电子银行业务该如何发展?本文从国家政策、互联网金融、大数据时代的层面研究了市场机会,同时对淄博农行电子银行业务存在的问题进行分析,比如客户数较多,但有效户占比不高；规模发展较快,但售后服务跟不上；电子功能日趋丰富,但员工培训并未跟上等等。这些新问题如果得不到有效的解决,淄博农行电子银行业务将不能得到有效持续发展。 本文对论题的研究采取理论与实践相结合的方式,采取提出问题、分析问题、解决问题的技术路线,从剖析电子银行业务发展状况出发,重点研究并系统分析农行电子银行发展过程中比较突出的问题。同时运用生命周期理论、SWOT分析方法,对农行电子银行业务的发展环境、定位分析。在此基础上,提出具体的发展策略和实施内容。本文旨在通过相应策略的实施,试图对推动农行电子银行业务又好、又快发展提出具有可行性的一些意见和建议,确保农行电子银行业务“第一电子银行”地位。
[Abstract]:With the rapid development of information technology and the rapid popularization of the Internet, the information technology revolution with the Internet as the core has arrived. The surging tide of big data, cloud computing and mobile interconnection has brought not only technological progress. It also brings about the transformation of the whole social behavior pattern. The banking industry in the information technology development wave is also undergoing constant challenges, electronic banking functions, services and other needs to continue to innovate. Third party payment, foreign banks put into the competition of Internet finance, its advanced service marketing concept combines with its rich experience, the advanced electronic means of technology are refreshing, the smoke of fighting for the financial market has been lit up, and there are many business outlets. A wide range of points will no longer be the advantage of the Agricultural Bank. Electronic banking, as a new service mode of banks, to some extent, affects the development direction of the banking industry, and further affects the competition pattern and management mode of the banking industry. Electronic banking plays a more and more important role in distributing counter pressure, reducing operating cost and improving customer loyalty. Since the Agricultural Bank of China launched online banking in 2002, electronic banking has developed for more than 10 years and has formed five online financial service systems, with hundreds of millions of customers and more than 30 billion transactions, accounting for nearly 70 percent of the total number of transactions in the bank. Electronic banking has become an indispensable business of Agricultural Bank. However, with the recent years, the Chinese banking industry is facing the requirements of financial disintermediation and business transformation, especially the penetration of third-party payment companies to the financial payment business, the development pressure of the banking industry is unprecedented, so, how to develop the agricultural bank electronic banking business? This article has studied the market opportunity from the national policy, the Internet finance, big data time stratification plane, simultaneously carries on the analysis to the Zibo agricultural bank electronic bank business existence question, for example, the customer number is many, but the effective account proportion is not high; The scale develops fast, but the after-sales service cannot keep up; the electronic function is becoming richer, but the staff training has not kept up with and so on. If these new problems can not be effectively resolved, Zibo Agricultural Bank electronic banking business will not be effective and sustainable development. In this paper, we combine theory with practice, adopt the technical route of raising problems, analyzing problems, solving problems, and starting from analyzing the development of electronic banking business, the thesis adopts the method of combining theory with practice, taking the technical route of putting forward problems, analyzing problems, and solving problems. Focus on the study and systematic analysis of Agricultural Bank of China Electronic Bank in the development process of the more prominent problems. At the same time, using life cycle theory and SWOT analysis method, the paper analyzes the development environment of Agricultural Bank's electronic banking business. On this basis, put forward the specific development strategy and implementation content. Through the implementation of corresponding strategies, this paper attempts to put forward some feasible suggestions and suggestions to promote the development of Agricultural Bank of China's electronic banking business, so as to ensure the "first electronic bank" status of the bank's electronic banking business.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.2
本文编号：2396462
[Abstract]:With the rapid development of information technology and the rapid popularization of the Internet, the information technology revolution with the Internet as the core has arrived. The surging tide of big data, cloud computing and mobile interconnection has brought not only technological progress. It also brings about the transformation of the whole social behavior pattern. The banking industry in the information technology development wave is also undergoing constant challenges, electronic banking functions, services and other needs to continue to innovate. Third party payment, foreign banks put into the competition of Internet finance, its advanced service marketing concept combines with its rich experience, the advanced electronic means of technology are refreshing, the smoke of fighting for the financial market has been lit up, and there are many business outlets. A wide range of points will no longer be the advantage of the Agricultural Bank. Electronic banking, as a new service mode of banks, to some extent, affects the development direction of the banking industry, and further affects the competition pattern and management mode of the banking industry. Electronic banking plays a more and more important role in distributing counter pressure, reducing operating cost and improving customer loyalty. Since the Agricultural Bank of China launched online banking in 2002, electronic banking has developed for more than 10 years and has formed five online financial service systems, with hundreds of millions of customers and more than 30 billion transactions, accounting for nearly 70 percent of the total number of transactions in the bank. Electronic banking has become an indispensable business of Agricultural Bank. However, with the recent years, the Chinese banking industry is facing the requirements of financial disintermediation and business transformation, especially the penetration of third-party payment companies to the financial payment business, the development pressure of the banking industry is unprecedented, so, how to develop the agricultural bank electronic banking business? This article has studied the market opportunity from the national policy, the Internet finance, big data time stratification plane, simultaneously carries on the analysis to the Zibo agricultural bank electronic bank business existence question, for example, the customer number is many, but the effective account proportion is not high; The scale develops fast, but the after-sales service cannot keep up; the electronic function is becoming richer, but the staff training has not kept up with and so on. If these new problems can not be effectively resolved, Zibo Agricultural Bank electronic banking business will not be effective and sustainable development. In this paper, we combine theory with practice, adopt the technical route of raising problems, analyzing problems, solving problems, and starting from analyzing the development of electronic banking business, the thesis adopts the method of combining theory with practice, taking the technical route of putting forward problems, analyzing problems, and solving problems. Focus on the study and systematic analysis of Agricultural Bank of China Electronic Bank in the development process of the more prominent problems. At the same time, using life cycle theory and SWOT analysis method, the paper analyzes the development environment of Agricultural Bank's electronic banking business. On this basis, put forward the specific development strategy and implementation content. Through the implementation of corresponding strategies, this paper attempts to put forward some feasible suggestions and suggestions to promote the development of Agricultural Bank of China's electronic banking business, so as to ensure the "first electronic bank" status of the bank's electronic banking business.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.2
【参考文献】
相关期刊论文 前7条
1 潘成云;产品生命周期细分与营销策略[J];当代财经;2003年06期
2 高旭;;体验视角下的网上银行营销策略研究[J];东疆学刊;2012年04期
3 徐小龙;王方华;;基于网络虚拟社区平台的企业战略营销模型[J];经济管理;2008年03期
4 郭迎春;;知识型客户关系管理研究[J];生产力研究;2009年02期
5 庞鸿藻;;论网络化条件下商业银行营销策略的转变[J];现代财经(天津财经大学学报);2006年10期
6 张陶;;论我国电子银行业务中的问题及其对策[J];时代金融;2007年10期
7 张金林;付林;梁振雨;;商业银行产品定价理论综述[J];中南财经政法大学学报;2006年03期
，本文编号：2396462
本文链接：https://www.wllwen.com/guanlilunwen/bankxd/2396462.html
