中国建设银行“善融商务”平台营销策略研究

发布时间：2018-02-14 16:47

本文关键词： 银行善融商务互联网+ 服务营销　出处：《安徽大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着互联网经济的快速发展,为落实国家"十三五规划"中创新、协调、绿色、开放、共享的发展理念,建设银行将网络金融战略作为转型发展规划的核心载体之一,加快由传统的银行服务向全面的网络金融服务模式转型,按照建设银行"智慧、生态、协同"的发展方向,真正以客户为中心,利用"互联网+"的思维和技术以及大数据应用对建行进行再造,打造建行牵头,建行、第三方金融服务商和客户为主体的电子商务平台。为全力打造建行新型的网络金融生态:以支付结算、信贷融资、投资理财、第三方等全量金融产品以及多样化的非金融服务作为"产品工厂",以善融商务平台作为展示和交易中心,以线上入口为主、线上线下配合为纽带,将金融产品和服务融入到客户的场景化应用中,为善融商务平台全量客户提供全方位线上和线下服务。本文以中国建设银行"善融商务"平台为例,依据服务营销的相关理论基础,结合实际工作,采用PEST分析法对善融商务平台所处的宏观环境、行业环境的主要竞争者进行分析,并运用SWOT分析对平台的优势、劣势、机遇和挑战进行研究探索,并根据服务营销组合7P组合从产品、价格、渠道、促销、人员、有形展示和服务7个方面,对善融商务平台的营销现状进行全面梳理,发现平台遇到的问题并对产生的原因进行分析,为善融商务平台制定一套科学有效的营销策略,最后,从加强组织领导、商户管理、移动客户端的发展、加强银政企之间的合作、风控措施和大数据研究等方面进行分析和总结,采取相应的保障措施为实施该营销策略组合保驾护航。本文通过对善融商务平台进行营销策略研究,可以使得平台的决策更加有针对性,进而使得平台可以做到精准营销;通过对平台的营销策略研究工作,能有效地增强善融商务的市场竞争能力;提升平台客户黏性,从而可以对中国建设银行的传统业务得到有效的整合利用,最终提高善融商务对银行传统业务的综合贡献度。本研究依据服务营销概念,基于银行发展电子商务平台实际,采用服务营销理论,剖析银行电商营销现状,以服务营销的全方位思维,研究商业银行电子商务平台服务营销组合策略和建议,本文的研究同时具有实践意义,对其他同业银行电商的发展具有的一定的参考价值。
[Abstract]:With the rapid development of the Internet economy, in order to implement the concept of innovation, coordination, green, openness and sharing in the 13th Five-Year Plan, China Construction Bank regards the network finance strategy as one of the core carriers of the transformation and development plan. Speed up the transition from traditional banking services to a comprehensive network financial service model, according to the "wisdom, ecology, synergy" development direction of the Construction Bank, truly customer-centric, Using the thinking and technology of the "Internet" and big data's application to reengineer CCB, the CCB will take the lead. Third-party financial service providers and customers as the main e-commerce platform. In order to create a new network of CCB financial ecology: payment settlement, credit financing, investment and financial management, Third parties and other full-volume financial products, as well as diversified non-financial services as "product factories", with good financial platform as display and trading center, mainly online entry, online and offline cooperation as a link, The financial products and services are integrated into the scene application of the customer, which provides a full range of online and offline services for all customers of the commercial platform. This paper takes the "good Finance Business" platform of China Construction Bank as an example. According to the relevant theory foundation of service marketing, combined with the actual work, the paper uses PEST analysis method to analyze the macro environment and the main competitors of the industry environment, and uses the SWOT analysis to analyze the advantages and disadvantages of the platform. Opportunities and challenges are studied and explored. According to the 7P combination of service marketing portfolio, the current marketing situation of the business platform is comprehensively combed from seven aspects: product, price, channel, promotion, personnel, tangible display and service. Find out the problems encountered by the platform and analyze the causes, and formulate a set of scientific and effective marketing strategies for the platform. Finally, from the strengthening of organizational leadership, business management, mobile client development, Strengthen the cooperation between banks and governments, risk control measures and big data research and other aspects of analysis and summary, take appropriate safeguards for the implementation of the marketing strategy combination escort. Can make the platform more targeted decision-making, and then the platform can achieve accurate marketing; through the platform marketing strategy research, can effectively enhance the market competitiveness of good financial business; enhance the platform customer stickiness, Thus, the traditional business of China Construction Bank can be effectively integrated and utilized, and finally the comprehensive contribution of good Finance Commerce to the traditional business of bank can be improved. This study is based on the concept of service marketing and the actual development of e-commerce platform based on the bank. By using the theory of service marketing, this paper analyzes the current situation of e-commerce marketing in banks, studies the strategies and suggestions of service marketing combination of e-commerce platform of commercial banks with the omni-directional thinking of service marketing. The research in this paper has practical significance at the same time. It has certain reference value for the development of other interbank e-commerce.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.33;F274

【相似文献】