中国工商银行枣庄分行移动银行营销策略研究

发布时间：2018-01-06 10:04

本文关键词：中国工商银行枣庄分行移动银行营销策略研究　出处：《江西师范大学》2015年硕士论文　论文类型：学位论文

【摘要】：伴随着中国经济的快速增长,移动通讯技术不断更新,移动智能终端设备的日益普及,移动互联网的发展已成为大势所趋,已经渗透到人民生活的各个领域。截至2013年6月底,全国有近40家大中小型银行推出了手机银行业务以及对应的安卓、苹果等操作系统客户端APP,目前各城市商业银行、农商行也加入手机银行、微信银行等移动银行业务的竞争。作为一家一直以变革为动力的商业银行——中国工商银行枣庄分行(以下简称枣庄工行),面临移动互联网带来的机遇与挑战,一方面,要考虑自身在新的环境下产业格局中的定位,发展战略上从传统手机银行向移动金融转移;另一方面亦需要拓宽视野,关注新的格局和发展趋势,保持自己的优势和竞争力。本文以枣庄工行移动银行业务为研究对象,结合枣庄工行移动银行业务发展现状和特点,从营销内、外部环境、项目的优劣势、机遇与挑战进行了分析,对市场进行细分,明确目标市场并进行市场定位。其次,运用服务营销、网络营销、营销组合理论、品牌营销和金融学等理论,对枣庄工行营销策略进行研究并给出建议,包括:对移动银行业务进行重新定位,明确移动银行的战略地位和品牌营销策略实施;大力加强金融产品创新,按照客户需求推进产品细分与差异化,保持产品竞争力;重点运用营销组合策略,实施免费低价、差异化和捆绑式销售定价策略和多元化促销策略巩固和扩大市场份额;构建新一代多元化电子银行服务营销体系,由移动银行向移动金融过渡,融合web2.0时代互动营销策略、微信营销策略、大数据营销策略,品牌营销继续保持同业领先地位。希望本文所研究的营销策略,能为我国银行移动金融业务的发展提供借鉴意义和实践参考。
[Abstract]:With the rapid growth of Chinese economy, the continuous updating of mobile communication technology and the increasing popularity of mobile intelligent terminal devices, the development of mobile Internet has become the trend of the times. By the end of June 2013, nearly 40 large, medium and small banks across the country had launched mobile banking and the corresponding Android, Apple and other operating system client APP. At present, the city commercial banks, agribusiness also joined the mobile phone banks. WeChat Bank and other mobile banking business competition. As a transformation-driven commercial bank-Industrial and Commercial Bank of China Zaozhuang Branch (hereinafter referred to as ICBC Zaozhuang). In the face of the opportunities and challenges brought by the mobile Internet, on the one hand, we should consider the positioning of our own industry structure in the new environment, and shift the development strategy from traditional mobile banking to mobile finance; On the other hand, we also need to broaden our horizons, pay attention to new patterns and development trends, and maintain our own advantages and competitiveness. This paper takes ICBC Mobile Bank of Zaozhuang as the research object. Combined with Zaozhuang ICBC mobile bank business development status and characteristics, from the marketing internal, external environment, the advantages and disadvantages of the project, opportunities and challenges are analyzed, market segmentation. Secondly, using the service marketing, network marketing, marketing combination theory, brand marketing and finance theory, this paper studies the marketing strategy of ICBC in Zaozhuang and gives some suggestions. Including: to reposition the mobile bank business, clear the strategic position of the mobile bank and brand marketing strategy implementation; Strengthen the innovation of financial products, promote product segmentation and differentiation according to customer needs, and maintain the competitiveness of products; Focus on the use of marketing mix strategy, the implementation of free low-cost, differentiated and bundled sales pricing strategy and diversification promotion strategy to consolidate and expand market share; Build a new generation of diversified electronic banking services marketing system, from mobile banking to mobile finance transition, integration of the web2.0 era of interactive marketing strategy, WeChat marketing strategy, big data marketing strategy. Brand marketing continues to maintain the leading position in the same industry. I hope that the marketing strategy studied in this paper can provide reference and practical reference for the development of mobile banking business in China.
【学位授予单位】：江西师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2

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