济宁工行个人网上银行营销策略的实施研究

发布时间：2018-03-24 17:47

本文选题：工商银行　切入点：网上银行　出处：《吉林大学》2012年硕士论文

【摘要】：网上银行作为21世纪信息技术与银行业务紧密结合的产物，因其低廉的成本和广阔和前景，已越来越得到人们的重视。网上银行作为现代银行业的重要组成部分，已成为银行经营发展的本质要求。我国网上银行业务发展十分迅速，逐渐成为个人和企业获得金融服务的一个重要渠道。工商银行是全国较早开通网上银行的国内银行，该行网上银行功能齐全、安全措施完善，一直深受广大客户喜欢并占据国内市场的龙头。2011年工商银行网上银行又一次被评为国内最佳网上银行。济宁工行作为一家资金实力雄厚、功能齐全、信誉良好、效益显著、对济宁经济发展有主要支撑作用的国有商业银行，连续7年入选工商银行全国二级分行30强，第五次被山东省银监局评为良好银行。济宁分行的网上银行业务持续、健康的发展，在客户分流、中间业务收入、利润贡献等发挥的作用也越来越大。但同时，中行、建行、农行、交行、商行等兄弟银行网上银行业务的发展也异常迅猛，并都将其作为开发新市场的必选策略，并且，中信、浦发、兴业、恒丰等股份制银行的进驻，对工商银行济宁分行的个人网上银行业务的挑战越来越大。在此背景下，工商银行济宁分行个人网上银行实施何种的营销战略也越来越紧迫，本文拟通过对个人网上银行业务营销环境进行分析，明确营销战略的实施步骤实施过程，对保障策略和效果进行验证，提出适合于济宁工行实际情况的组合营销策略，以应对激烈的市场竞争。本为主要从济宁地区个人网上银行发展环境、现状进行分析，找出当前营销存在的问题，，通过对个人网上银行的市场定位、客户定位，确定营销的目标，利用人员和有形展示等方式，确定营销战略实施步骤，最后通过产品策略的保障及效果、价格策略的保障及效果、渠道策略的保障及效果和促销策略的保障及效果进行综合分析，明确出适合济宁工行的具体营销策略，并提出要实现提出的营销策略所需要的配套措施。
[Abstract]:As the product of the close combination of information technology and banking business in the 21st century, Internet banking has been paid more and more attention because of its low cost, broad and prospect. As an important part of modern banking, Internet banking is an important part of modern banking industry. It has become the essential requirement of the development of bank management. China's online banking business has developed very rapidly, and has gradually become an important channel for individuals and enterprises to obtain financial services. ICBC is a domestic bank that opened online banking earlier in the country. The bank has complete functions and perfect security measures, and has been favored by customers and occupied the leading position in the domestic market. In 2011, ICBC was once again named the best online bank in China. Jining Industrial and Commercial Bank of China, as a state-owned commercial bank with strong capital strength, complete functions, good reputation and remarkable benefits, has been selected as the top 30 national secondary branch of ICBC for seven consecutive years, which plays a major supporting role in the economic development of Jining. Jining Branch's online banking business has continued, developed healthily, played a more and more important role in customer diversion, intermediate business income, profit contribution, etc. But at the same time, Bank of China, China Construction Bank, Agricultural Bank of China, Bank of Communications, Commercial Bank of China and other brother banks, such as online banking, have also developed extremely rapidly, and all of them have taken them as a must-choose strategy for developing new markets. Moreover, Citic, Pudong Development, Societe Generale, Hengfeng and other joint-stock banks have moved in. The challenge to the personal online banking business of ICBC Jining Branch is becoming greater and greater. Against this background, the ICBC Jining Branch personal online Banking Marketing Strategy is becoming more and more urgent. By analyzing the marketing environment of personal online banking business, this paper clarifies the implementation process of marketing strategy, verifies the security strategy and effect, and puts forward a combination marketing strategy suitable for the actual situation of Jining ICBC. To cope with fierce market competition. This paper mainly analyzes the current situation of personal online banking development in Jining area, finds out the problems existing in the current marketing, and determines the marketing objectives through the market positioning and customer orientation of personal online banks. By means of personnel and tangible display, the implementation steps of marketing strategy are determined. Finally, through the protection and effect of product strategy, the guarantee and effect of price strategy, This paper makes a comprehensive analysis of the guarantee and effect of the channel strategy and the guarantee and effect of the promotion strategy, defines the specific marketing strategy suitable for Jining Industrial and Commercial Bank of China, and puts forward the necessary supporting measures to realize the proposed marketing strategy.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.2

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