吉林省建设银行电子银行营销策略研究

发布时间：2018-05-01 17:29

本文选题：电子银行 + 环境分析　；参考：《吉林大学》2012年硕士论文

【摘要】：随着信息技术的快速发展以及第三方支付公司获得支付准入，银行业传统业务受到越来越大的冲击。在以客户为中心的经营理念下，发展电子银行业务成为传统银行应对第三方支付冲击、节省人力成本提高优质服务、提升客户满意度和忠诚度的必然选择。电子银行已经成为现代商业银行的发展方向，是现代商业银行核心竞争力的重要体现。吉林省建设银行在面临省内经济环境较落后，缺少优势产品、竞争激烈的情况下，需要依靠发展电子银行来保证客户的稳定并提升竞争能力。吉林省建行电子银行业务十年来的发展，证明了电子银行越来越受到客户的钟爱，，客户数量、交易量、交易额都呈爆炸式增长，银行在网点数量有限的情况下，通过电子渠道满足了客户更多的需求。目前，吉林省建行依然存在部分中层人员对发展电子银行业务的战略作用认识不够、落实不到位，使用电子渠道客户比例距先进地区有较大差距，行内外联动营销有待加强等诸多不足。本文通过SWOT分析，指出在大型企业、中小型企业、个人客户等不同目标客户中的市场定位，明确了吉林省建行的营销策略，如产品创新策略、不同的价格策略、多种形式的渠道策略、全方位的促销策略等，提供了有效进行电子银行业务营销的具体手段。营销效果需要有效的考核机制来验证，业务分流率、产品覆盖度、客户活跃度、同步签约率、贡献度等考核指标的设立，有力的保证了电子银行业务营销的有效进行。在贯彻落实营销策略的同时，电子银行业务更需要系统化、精细化的营销措施，要求员工自身做到我学、我用、我营销，开展全员营销；部门间进行联动营销，客户间进行口碑营销；利用数据挖掘技术寻找目标客户，进行精确营销，提高营销成功率。电子银行业务的发展，要求建行顺应时代发展的趋势，不断完善、创新产品，满足客户的需求，准确的市场定位和有效的营销策略及考核措施是促进电子银行业务发展的必要条件，本文的研究将为电子银行的营销实践提供有益的借鉴。
[Abstract]:With the rapid development of information technology and the payment access of third-party payment companies, the traditional banking business has been more and more impacted. Under the concept of customer-centered management, the development of electronic banking business has become the inevitable choice for traditional banks to deal with the impact of third-party payment, save manpower costs, improve quality services, and enhance customer satisfaction and loyalty. Electronic banking has become the development direction of modern commercial banks and an important embodiment of the core competitiveness of modern commercial banks. In the face of the backward economic environment, lack of superior products and fierce competition, Jilin Construction Bank needs to rely on the development of electronic banks to ensure customer stability and enhance competitiveness. The development of the electronic banking business in Jilin Province over the past ten years has proved that electronic banking is becoming more and more popular with customers. The number of customers, the volume of transactions, and the volume of transactions have all increased explosively, and banks have a limited number of outlets. Through electronic channels to meet more customer demand. At present, Jilin Province Construction Bank still has some middle-level personnel who do not know enough about the strategic role of developing electronic banking business, do not implement it in place, and there is a big gap between the proportion of customers using electronic channels and the advanced areas. Internal and external linkage marketing needs to be strengthened, and so on. Through the analysis of SWOT, this paper points out the market orientation of different target customers, such as large enterprises, small and medium-sized enterprises, individual customers, and clarifies the marketing strategies of Jilin Construction Bank, such as product innovation strategy, different price strategy, etc. Various channel strategies and all-round promotion strategies provide effective means for e-banking business marketing. The effect of marketing needs to be verified by an effective assessment mechanism. The establishment of evaluation indexes such as service diversion rate, product coverage, customer activity, synchronous signing rate, contribution degree and so on ensures the effective implementation of electronic banking business marketing. While implementing the marketing strategy, electronic banking needs more systematic and refined marketing measures. It requires employees to do their own learning, I use, I marketing, carry out all-staff marketing; interdepartmental linkage marketing, Customers sell word of mouth; use data mining technology to find target customers, accurate marketing, improve the success rate of marketing. The development of electronic banking business requires CCB to conform to the trend of development of the times, constantly improve and innovate products to meet the needs of customers. Accurate market positioning and effective marketing strategy and assessment measures are the necessary conditions to promote the development of electronic banking business. The research in this paper will provide useful reference for the marketing practice of electronic banking.
【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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