山东建行基于用户体验的渠道管理研究

发布时间：2018-04-03 20:27

本文选题：商业银行　切入点：渠道管理　出处：《山东大学》2017年硕士论文

【摘要】：伴随着信息技术和互联网金融的迅猛发展,银行业传统发展模式面临空前挑战。转型,已经成为传统商业银行的不二选择。工欲善其事,必先利其器。"现代银行,渠道为王"的转型理念正受到越来越多的商业银行的认可。因此,如何建设商业银行渠道、优化商业银行渠道管理策略,成为商业银行应对时代发展和互联网挑战的重要课题。传统商业银行在过去长期渠道运营过程中,主要目标集中在服务自身产品上,从产品出发设计渠道体系是传统银行渠道管理的主要模式。而随着普惠金融理念的星星之火逐渐燎原、非银行金融机构服务客户理念的迅猛发展,传统银行渠道面临着机遇与挑战。原有的"以产品为中心"的经营理念已经难以适应当今的金融发展现状,现阶段,传统商业银行也急需从用户体验出发,打造以客户为中心的银行渠道管理体系。本文以山东建行作为研究对象,将基于用户体验提升的山东建行渠道管理策略作为本文研究的主要内容。从山东建行自身渠道管理范围、运营体制、管理办法出发,运用文献研究法、调查研究法等研究方法与研究工具,以用户体验理论、银行渠道管理理论、营销理论等为基础,对山东建行渠道管理效率进行评价并分析原因。在此基础之上,对现行市场中山东建行的用户群体进行分类,确定核心目标用户群,通过用户访谈发现不同分类的用户各自的首要用户需求及行为模式特征,提炼山东建行渠道用户体验要素及影响用户体验的关键影响因素,包括渠道的种类、数量、布局,渠道功能的实用性、可操作性、渠道响应的迅捷性,渠道的智能化以及渠道可以提供的附加价值等,进而有针对性的提出山东建行渠道管理策略,包括明确山东建行各渠道定位,突出物理渠道综合营销平台、客户体验平台、客户交流咨询平台的作用,突出电子渠道移动、迅捷、个性化的特征,突出自助设备智能化的特征,实现各渠道合力、协同发展,避免渠道冲突,确保山东建行金融产品与服务在用户最需要的时间、地点、以最恰当的渠道形式呈现;建立山东建行全账户管理体系,推进业务联动处理,真正实现线上线下渠道融合;培养员工专业素养,打造最优劳动组合,跨机构高效营销,建设强有力支撑平台;完善渠道管理机制,识别关键风险点,强化风险管理能力,为渠道建设提供强有力的支持保障。这些措施,都是在充分考虑核心目标用户群首要用户需求的前提下,基于提升用户体验、解决现有渠道使用中的用户体验痛点提出的,为山东建行渠道管理研究提供思路,确保以客户为中心,实现山东建行渠道价值,帮助企业有效提升核心竞争力。创新点在于一方面完善了目前国内关于银行渠道管理的用户体验相关研究;另一方面针对用户体验问题给出了山东建行改进渠道管理的具体措施。
[Abstract]:With the rapid development of information technology and Internet finance, the traditional banking development model is facing unprecedented challenges.Transformation, has become the choice of traditional commercial banks.If a workman wants to do good, he must first sharpen his tools. "The transformation idea of modern bank, channel is king is being accepted by more and more commercial banks.Therefore, how to build commercial bank channels and optimize the channel management strategy of commercial banks have become an important topic for commercial banks to deal with the development of the times and the challenges of the Internet.In the long term channel operation process of traditional commercial banks, the main goal is to serve their own products. Designing channel system from product is the main mode of channel management in traditional banks.With the rapid development of the concept of inclusive finance and the rapid development of non-bank financial institutions' concept of customer service, the traditional banking channels are facing opportunities and challenges.The original "product-centered" management concept has been difficult to adapt to the current financial development situation. At this stage, traditional commercial banks also urgently need to build a customer-centered banking channel management system from the user experience.This paper takes Shandong Construction Bank as the research object and takes the channel management strategy of Shandong Construction Bank based on user experience promotion as the main content of this paper.Starting from the scope of channel management, the operation system and the management methods of Shandong Construction Bank, and using the methods of literature research and investigation and research, and based on the user experience theory, the banking channel management theory, the marketing theory, etc.,This paper evaluates the channel management efficiency of Shandong Construction Bank and analyzes the reasons.On this basis, the author classifies the user groups of Shandong Construction Bank in the current market, determines the core target user groups, and finds out the primary user needs and behavior pattern characteristics of different categories of users through user interviews.Refining the factors of channel user experience of Shandong Construction Bank and the key factors that affect the user experience, including the type, quantity, layout, practicability, maneuverability, quick response of the channel,The intellectualization of the channel and the additional value that the channel can provide, etc., and then put forward the channel management strategy of Shandong Construction Bank, including defining the location of each channel of Shandong Construction Bank, highlighting the comprehensive marketing platform of physical channel, the platform of customer experience, etc.The function of customer communication and consultation platform, highlight the characteristics of electronic channel moving, quick and individualized, highlight the intelligent features of self-help equipment, realize the joint efforts of various channels, coordinate development, avoid channel conflict,To ensure that the financial products and services of Shandong Construction Bank are presented in the most appropriate form of channels at the time and place most needed by users, to establish the whole account management system of Shandong Construction Bank, to promote business linkage processing, and to truly realize the integration of on-line and offline channels;Cultivate staff professional quality, create the best labor combination, cross-agency efficient marketing, build a strong support platform, improve the channel management mechanism, identify key risk points, strengthen risk management ability,Provide strong support for channel construction.These measures are all put forward on the premise of fully considering the primary user needs of the core target user group, based on improving the user experience and solving the pain point of the user experience in the use of the existing channel, which provides the train of thought for the channel management research of Shandong Construction Bank.To ensure customer-centered, achieve Shandong Construction Bank channel value, to help enterprises effectively enhance their core competitiveness.The innovation lies in the improvement of the current domestic research on the relevant user experience of banking channel management; on the other hand, the author gives the specific measures to improve the channel management of Shandong Construction Bank in view of the problems of user experience.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F832.33

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