基于顾客感知价值的网上银行信息安全产品的服务定价策略研究

发布时间：2019-01-20 08:23

【摘要】：在电子信息化时代,网上银行逐渐走进了人们的生活,成为人们生活中的一部分,同时,它也是未来银行业发展的新趋势,是金融业与科学技术完美结合的产物。它的出现、发展和创新,对于顾客来说,代表着一种便捷的生活方式和全新的服务体验；对于银行业来说,它不仅开创了一种全新的银行经营模式,促使传统银行不得不转变和调整经营理念和经营方式,而且导致银行业竞争格局的剧烈变动。网上银行正逐渐成为各大商业银行在未来竞争中取胜的关键因素,并成为各大银行努力改进和创新自身服务的重要途径。各大商业银行在网点数量、人际关系、技术、产品等竞争领域中的差异也变得越来越小。银行之间的竞争逐渐转向网上银行领域。商业银行成功开展网上银行服务营销,可以提升服务质量,开拓服务领域,降低硬件成本,获取更多客户,进而树立银行自身服务品牌。上世纪六十年代开始,服务营销逐渐引起国外经营者的注意,它以客户需求为中心、以提供优质服务为手段和方式,除了向顾客提供满意的产品以外,还注重向顾客提供与之相关的各种服务。因此很多经营者逐渐将服务营销列为重要的营销手段,经过几十年的发展,服务营销终于形成了比较完善的理论体系。其中的价格策略更是用来吸引顾客较常用的手段,但与传统的价格理论相比,服务产品的定价更为困难,因为服务产品自身的无形性、易逝性、异质性等特点,使得经营者往往按照自身主观感受或经验来决定定价策略,缺少比较全面的理论支持。本文以网上银行信息安全产品为研究对象,基于顾客感知价值的视角,以提升顾客感知价值为前提,提出相应的定价策略组合,为更好的吸引网上银行用户提供一种较为直观的手段,以此来提升商业银行的核心竞争力。本文试图从服务营销中的顾客感知价值的角度出发,将服务营销的基本理论以及常用的服务定价策略,结合运筹学的层次分析法,根据网上银行信息安全产品(如USB-key,动态口令卡)自身的特点,构建出了网上银行信息安全产品顾客感知价值的层次分析结构模型,并针对模型进行了相应的问卷设计,量化分析出影响网上银行信息安全产品(如USB-key,动态口令卡)顾客感知价值的多个因素的相对重要程度,归纳出了网上银行信息安全产品顾客感知价值影响因素的归一化权重。并结合服务营销理论中常用的服务定价方法,对量化结果中所占比重较大的前五个影响因素提出了相应的服务定价策略,主要包括提升产品价值的服务定价策略,提升服务价值的服务定价策略,提升关系价值的服务定价策略、降低货币成本的服务定价策略和提升形象价值的服务定价策略。为提升网上银行信息安全产品的顾客感知价值,促进网上银行进一步地发展,提供有价值的参考依据。
[Abstract]:In the era of electronic information, online banking has gradually entered into people's lives and become a part of people's lives. At the same time, it is also a new trend of banking development in the future and a product of the perfect combination of finance and science and technology. Its emergence, development and innovation, for customers, represents a convenient way of life and a new service experience; For the banking industry, it not only creates a new mode of banking management, but also makes the traditional banks have to change and adjust their management concepts and modes, and it also leads to drastic changes in the competition pattern of the banking industry. Internet banking is gradually becoming the key factor to win the future competition of commercial banks, and it has become an important way for banks to improve and innovate their own services. The differences in the number of outlets, interpersonal relationships, technology, products and other areas of competition between major commercial banks are becoming smaller and smaller. The competition between banks is gradually turning to the field of online banking. Commercial banks successfully carry out online banking service marketing can improve service quality, open up service areas, reduce hardware costs, obtain more customers, and then set up their own service brand. Since the 1960s, service marketing has gradually attracted the attention of foreign business operators. It takes customer demand as the center and provides quality services as the means and means, in addition to providing satisfied products to customers. Also focus on providing customers with a variety of related services. Therefore, many operators gradually regard service marketing as an important means of marketing. After decades of development, service marketing has finally formed a relatively perfect theoretical system. The price strategy is more commonly used to attract customers, but compared with the traditional pricing theory, the pricing of service products is more difficult, because the service product itself is invisible, perishable, heterogeneous and so on. The operator often decides the pricing strategy according to his own subjective feeling or experience, and lacks more comprehensive theoretical support. Based on the perspective of customer perceived value and the premise of enhancing customer perceived value, this paper puts forward the corresponding pricing strategy combination, taking the information security products of online banking as the research object, and based on the perspective of customer perceived value. In order to better attract online banking users to provide a more intuitive means to enhance the core competitiveness of commercial banks. From the perspective of customer perceived value in service marketing, this paper attempts to combine the basic theory of service marketing and common service pricing strategies, combined with the Analytic hierarchy process of operational Research, according to the information security products of online banking (such as USB-key,). Based on the characteristics of dynamic password card, a hierarchical analysis structure model of customer perceived value of information security products of online banking is constructed, and the corresponding questionnaire is designed for the model. The relative importance of several factors affecting the perceived value of information security products (such as USB-key, dynamic password card) of online banking is analyzed quantitatively. This paper summarizes the normalized weight of the influencing factors of customer perceived value of information security products of online banking. Combined with the service pricing methods commonly used in the service marketing theory, the paper puts forward the corresponding service pricing strategies for the first five influencing factors which account for a large proportion of the quantitative results, mainly including the service pricing strategies to enhance the value of the products. The service pricing strategy of improving the service value, the service pricing strategy of enhancing the relationship value, the service pricing strategy of reducing the monetary cost and the service pricing strategy of enhancing the image value. In order to enhance the customer perceived value of information security products of internet banking, promote the further development of internet banking, and provide valuable reference basis.
【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】：F274;F832.2;F224

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