网上银行信息安全产品的顾客需求分析与顾客获取策略研究

发布时间：2018-04-24 23:25

本文选题：网上银行 + 信息安全产品　；参考：《陕西师范大学》2012年硕士论文

【摘要】：中国加入WTO后,开放了自己的金融市场,外资银行等金融机构纷纷进入中国,在国内设点开展业务,以前所未有的热情投入到中国这个巨大的市场中。这对本国银行来说不但要面临着本土银行之间的竞争还要面临着有优势的外资银行的竞争,如何在竞争中守住自己已有的市场份额,并开辟新的市场成为本土银行面临的一个重要课题。在信息化的时代,传统的金融业务模式已经不能满足顾客的需求,网上银行已成为银行业发展的一个必然趋势,也成为银行获取顾客的有力工具。网上银行的出现、创新与发展不仅使银行的产业组织经营模式发生改变,也使银行的经营理念与经营战略发生了调整与转变,使各银行都站在同一起跑线上,从而使银行业的竞争格局发生了变化。网上银行业成为了商业银行能否在未来的竞争中抢占到市场制高点的关键,也逐步成为银行提高核心竞争力的必不可少的手段之从20世纪60年代开始,国外的学者开始研究服务营销,并将其作为一种营销手段。在之后的几十年里最终形成了服务营销理论。服务营销在国外银行的应用相对比较成熟,而在国内的应用只是停留在一个模仿阶段,还没有形成适合国内银行特色的服务营销体系。尽管如此,研究银行服务营销的步伐没有停滞,仍有许多学者在研究银行的服务营销,但是都未涉及顾客的获取方面。然而,客户的获取是网上银行信息安全产品营销过程中一个最重要的环节,也是网上银行实现销售和利润提升的前提,网上银行信息安全产品客户的获取即是对网上个人网上银行客户的获取。同时,银行业是属于服务性的行业,银行业的经营模式应从交易型转变为服务型,这样才有利于银行的进一步发展,有利于提升银行客户满意度。本文首先通过对中国工商银行网上银行信息安全产品的市场进行细分,将客户分为高收入高信息化客户,高收入低信息化客户,低收入高信息化客户以及低收入低信息化客户。并通过对网民在不同年龄不同学历人群中的普及率以及网民的特征分析的基础上分别在不同目标客户群体中各找到一类具有代表行的人群进行定位,分析影响他们消费的个人因素,如性别、年龄、受教育程度、家庭等,通过对这些因素的分析找到他们的消费行为特征,并根据这些特征来分析网上银行信息安全产品的目标客户对网上银行信息安全产品的需求。在需求分析的基础上,应用服务营销的7Ps理论对获取不同目标客户的策略进行讨论,并尝试运用层次分析法量化分析各类目标客群体中的其中一类目标客户群体——高收入高信息化的目标客户群体对不同的信息安全产品(如USB-Key,动态口令)在获取目标客户时的重要程度,以及各种服务营销策略在目标客户获取时的重要性,为网上银行最大限度地集中优势资源,有选择性地采取最有效的营销策略组合,获取更多的目标客户提供有价值的参考。
[Abstract]:After China's entry into the WTO, China has opened its own financial market, and the foreign banks and other financial institutions have entered China in succession. They have launched business in China and invested in the huge market with unprecedented enthusiasm. This will not only face the competition between local banks but also the advantageous foreign banks for their own banks. Competition, how to keep the market share of your own market in the competition and open up a new market has become an important issue for local banks. In the era of information, the traditional financial business model can not meet the needs of customers. Online banking has become an inevitable trend in the development of banking industry, and it has also become a bank to obtain customers. Powerful tools. The emergence of online banking, innovation and development not only change the business model of the bank's industrial organization, but also adjust and change the management idea and strategy of the bank, make all the banks stand on the same running line, so that the competition pattern of the banking industry has changed. The online banking has become a commercial bank. Whether we can seize the key to the commanding heights of the market in the future competition has gradually become an essential means for the banks to improve their core competitiveness.
Since 1960s, foreign scholars began to study service marketing and use it as a marketing means. In the last few decades, the service marketing theory was finally formed. The application of service marketing in foreign banks is relatively mature, while the application in China is only in a stage of imitation, and it has not yet formed a suitable domestic silver. In spite of this, the pace of banking service marketing has not stagnated. There are still many scholars studying the service marketing of banks, but none of them are involved in the acquisition of customers. However, the acquisition of customers is one of the most important links in the marketing process of information security products on the Internet, and also the realization of online banking. On the premise of the promotion of sales and profit, the acquisition of the customer of the online bank information security product is to obtain the customer of the online personal online bank. At the same time, the banking industry is a service industry. The banking business model should be transformed from the transaction type to the service type, which is beneficial to the further development of the bank and the promotion of the bank customers. Satisfaction.
By subdividing the market of information security products on the Internet Bank of ICBC, this paper divides the customers into high income and high information customers, high income and low information customers, low income and high information customers and low income and low information customers. On the basis of the analysis of the characteristics of the people, we locate a group of representative groups in different target groups, analyze the individual factors that affect their consumption, such as sex, age, education, family and so on. Through the analysis of these factors, the characteristics of their consumption behavior are found, and the network is analyzed according to these characteristics. On the basis of demand analysis, the 7Ps theory of service marketing is used to discuss the strategies for obtaining different target customers on the basis of demand analysis, and the analytic hierarchy process (AHP) is used to quantify and analyze one of the target customer groups in the target customer groups. The target customer group with high income and high information has the importance of different information security products (such as USB-Key, dynamic password) in obtaining target customers, as well as the importance of various service marketing strategies in the acquisition of target customers. In order to maximize the advantage of the potential resources, the most effective marketing strategy is taken for the online banks to maximize the advantage of the potential resources. Combination, to get more target customers to provide valuable reference.

【学位授予单位】：陕西师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.2

【参考文献】