中行吉林省分行个人电子银行产品营销策略研究

发布时间：2018-01-30 05:51

本文关键词： 商业银行个人电子银行营销策略　出处：《吉林大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着互联网和信息技术的高速发展，，以及人们对银行业务的便捷性及个性化需求，使得电子银行产品以传统银行业务不可比拟的优势，愈发成为金融业最具竞争力的营销工具，大力拓展电子银行业务是我国商业银行应对金融全球化挑战的必然选择。本文通过对中行吉林省分行目前个人电子银行产品发展情况及现有营销策略的分析研究，发现其营销策略存在一定问题。在产品上各行趋于同质化，竞争较为激烈；在服务定价上缺少优势，无相应的优惠活动与之匹配；市场响应速度亟待加速；营销手段较为单一，缺乏有效的跟踪和售后回访服务；缺乏一支营销队伍与产品匹配。形成以上问题的主要原因是产品设计理念未从客户需求角度出发；价格制定没有与同业对比制定；营销活动没有纳入到银行整体营销概念中；缺乏合理的资源配置、人员配置和考核体系。为了制定科学的产品营销策略，对中行吉林省分行所处的宏观营销环境，包括政治、经济、社会、技术环境，所处的微观环境，包括市场和竞争对手、企业自身发展情况、客户群体进行分析。运用SWOT分析法，明确该行拥有良好的品牌形象、精工细作的产品和优质客户经理队伍建设，同时存在客户基础相对薄弱、营销体系尚未真正建立、大数据利用程度不高等劣势，在面对互联网技术深化发展和社会经济模式变革的机遇下，又有来自于其他三大国有银行、互联网金融等的挑战，据此，其在未来很长一段时间将采用积极的优势机会战略，制定个人电子银行产品营销策略。通过对吉林省个人客户的市场细分，明确了中行吉林省分行个人电子银行产品的目标市场和市场定位。运用4P理论，为其制定新的营销组合策略，主要包括：（1）产品策略。主要是以客户需求为导向，进行产品创新，完善产品功能，深化产品服务。（2）价格策略。主要是在业务拓展期，采取免费方式；在业务发展稳定期，进行差别定价。（3）促销策略。运用品牌策略，综合多种渠道，利用新媒体资源进行市场营销，精准营销，体验式营销。（4）渠道策略。主要是完善网点渠道营销方式，创新其他营销渠道，例如在线渠道，上门推介渠道，直销渠道和异业合作渠道等。并提出需要配套的营销策略实施的保障措施：人力资源保障、绩效考核政策、费用及资源配置、风险防控体系以及信息科技资源支持。
[Abstract]:With the rapid development of Internet and information technology, as well as people's convenience and personalized demand for banking business, electronic banking products with the traditional banking business unparalleled advantages. Increasingly, it has become the most competitive marketing tool in the financial industry. It is an inevitable choice for Chinese commercial banks to deal with the challenge of financial globalization. Through the analysis and research on the current product development and current marketing strategy of Bank of China Jilin Branch, it is found that there are some problems in the marketing strategy, and the products tend to be homogenized. The competition is fierce; Lack of advantages in service pricing, no corresponding preferential activities to match it; The market response speed needs to be accelerated; The marketing method is relatively single, lacks the effective tracking and the after-sale return visit service; Lack of a marketing team to match the product. The main reason for the above problems is that the concept of product design does not start from the point of view of customer demand; Price setting is not compared with the same industry; Marketing activities are not included in the whole marketing concept of banks; Lack of a reasonable allocation of resources, staffing and assessment system. In order to formulate scientific product marketing strategy, the macro marketing environment, including political, economic, social, technological environment, micro environment, including market and competitors, is given to Bank of China Jilin Branch. The development of the enterprise itself, customer group analysis. Using SWOT analysis, clear that the bank has a good brand image, meticulous products and quality account manager team construction. At the same time, the customer base is relatively weak, the marketing system has not really been established, big data use the degree of weakness, in the face of Internet technology deepening development and socio-economic model reform opportunities. There are also challenges from the other three state-owned banks, Internet finance, etc. According to this, it will adopt the positive advantage opportunity strategy and make the marketing strategy of personal electronic bank products for a long time in the future. Through the market segmentation of individual customers in Jilin province, the target market and market positioning of the personal electronic bank products of Bank of China Jilin Province Branch are clarified, and a new marketing combination strategy is formulated for the individual electronic bank products by using 4P theory. It mainly includes: 1) product strategy. It is mainly customer-oriented, product innovation, perfect product function, deepen product service, price strategy, mainly in the period of business expansion. Free of charge; In the business development stable period, carries on the differential pricing. 3) the promotion strategy. Uses the brand strategy, synthesizes various channels, uses the new media resources to carry on the marketing, the accurate marketing. Experience marketing. 4) channel strategy. The main is to improve the network channel marketing methods, innovative other marketing channels, such as online channels, door-to-door referral channels. Direct marketing channels and other channels of cooperation. And put forward the necessary marketing strategies to implement the safeguard measures: human resources security, performance evaluation policy, costs and resource allocation. Risk prevention and control system and information technology resources support.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2

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