XX银行电子银行产品消费特点及营销策略研究
发布时间：2018-10-09 11:01
【摘要】：随着现代科技的迅猛发展,计算机、网络、信息伴随着金融产品的电子化,电子金融产品以网上银行为代表,在这几年逐步成熟和完善中受到了社会公众的青睬,它能给客户提供转账交易、查询功能、网络购物、网上理财等方便快捷的金融服务,现在已经成为人们日常经济生活中的“24小时服务银行”的一部份。在银行实际工作中,银行加强电子银行产品的推广,能够很好的缓解柜台柜员的工作压力和资源压力,极大地缩短了客户的等待时间,进一步的改善了银行中间业务收入结构,从而增加各家银行的电子银行产品中间业务费用收入,这是银行产品电子化信息化的一种趋势。 本文以一家商业银行的营业各网点的电子银行类产品使用情况作为数据来源,对该行使用电子银行产品的客户进行基本信息搜集,对该行的电子银行使用现状进行详细地调研了解,从中分析电子银行类产品在银行业务中起到的分流客户作用以及提高客户迁移率方面的作用,与此同时,通过分析XX商业银行的客户心理,找出客户不愿意使用电子银行产品的根本原因,根据客户需求营销适合客户的电子银行产品和功能,从而加快该行电子银行产品的使用率,提升金融服务质量,能以电子银行的产品功能绑定客户。 根据该银行实际情况和营销经验,制定适合该行的电子银行产品营销方案,最后提出新型电子银行产品的营销模式和电子银行产品的创新,从而推广电子银行产品,加速业务发展,提高中间业务收入。
[Abstract]:With the rapid development of modern science and technology, computers, networks and information are accompanied by the electronic financial products. The electronic financial products, represented by online banking, have been gradually mature and perfected by the public in recent years. It can provide customers with transfer transactions, query functions, online shopping, online financial services and other convenient and fast financial services, has become a part of the daily economic life of people "24 hours a service bank" part. In the actual work of the bank, the bank strengthens the promotion of electronic banking products, which can relieve the pressure on the counter teller and the pressure on the resources, greatly shorten the waiting time of the customer, and further improve the income structure of the intermediate business of the bank. Thus increasing the income of electronic banking products intermediate business costs, this is a trend of electronic banking products informatization. This paper takes the use of electronic banking products in each branch of a commercial bank as a data source to collect basic information for customers who use electronic banking products in this bank. This paper makes a detailed investigation and understanding of the current situation of the use of electronic banking in the bank, and analyzes the role of electronic banking products in diverting customers and improving customer mobility in the banking business, and at the same time, By analyzing the customer psychology of XX commercial bank, we find out the fundamental reason why customers are unwilling to use electronic bank products, and marketing the electronic banking products and functions suitable for customers according to customer demand, so as to speed up the utilization rate of electronic banking products in this bank. Improve the quality of financial services, can bind customers with the function of electronic banking products. According to the actual situation and marketing experience of the bank, the marketing scheme of electronic banking products suitable for the bank is formulated. Finally, the marketing mode of new electronic banking products and the innovation of electronic banking products are put forward, so as to promote electronic banking products. Accelerate business development, raise intermediate business income.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.2;F274
本文编号：2259088
[Abstract]:With the rapid development of modern science and technology, computers, networks and information are accompanied by the electronic financial products. The electronic financial products, represented by online banking, have been gradually mature and perfected by the public in recent years. It can provide customers with transfer transactions, query functions, online shopping, online financial services and other convenient and fast financial services, has become a part of the daily economic life of people "24 hours a service bank" part. In the actual work of the bank, the bank strengthens the promotion of electronic banking products, which can relieve the pressure on the counter teller and the pressure on the resources, greatly shorten the waiting time of the customer, and further improve the income structure of the intermediate business of the bank. Thus increasing the income of electronic banking products intermediate business costs, this is a trend of electronic banking products informatization. This paper takes the use of electronic banking products in each branch of a commercial bank as a data source to collect basic information for customers who use electronic banking products in this bank. This paper makes a detailed investigation and understanding of the current situation of the use of electronic banking in the bank, and analyzes the role of electronic banking products in diverting customers and improving customer mobility in the banking business, and at the same time, By analyzing the customer psychology of XX commercial bank, we find out the fundamental reason why customers are unwilling to use electronic bank products, and marketing the electronic banking products and functions suitable for customers according to customer demand, so as to speed up the utilization rate of electronic banking products in this bank. Improve the quality of financial services, can bind customers with the function of electronic banking products. According to the actual situation and marketing experience of the bank, the marketing scheme of electronic banking products suitable for the bank is formulated. Finally, the marketing mode of new electronic banking products and the innovation of electronic banking products are put forward, so as to promote electronic banking products. Accelerate business development, raise intermediate business income.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.2;F274
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