N银行苏州分行电子银行产品营销现状与问题研究

发布时间：2018-04-06 01:00

本文选题：商业银行　切入点：电子银行产品　出处：《苏州大学》2015年硕士论文

【摘要】：随着计算机、互联网、手机等技术的快速发展,电子银行产品作为一种全新的商业银行业务模式,凭借其方便性、快捷性、交易成本低和效率高等特点,受到越来越多的客户欢迎,它可以有效分担银行柜台人员的压力,提升银行的服务水平和质量,它也深受国内商业银行的推崇。电子银行产品是商业银行业务的向外延伸和拓展,是未来商业银行赖以生存不可或缺的竞争手段。N银行苏州分行是中国N银行总行下辖的二级分行,资本实力雄厚,服务意识强烈,下辖一级支行十几个,二级支行和网点150多个,自助存取款设备将近1000台,网点在苏州市分布广泛,遍布整个苏州城乡。虽然苏州N银行的电子银行产品起步较晚,但发展速度很快,目前电子银行业务的客户规模已经突破800万。本文从理论与实际相结合的角度剖析了苏州N银行的电子银行产品的营销状况,采取提出问题、分析问题、解决问题的思路,对N银行营销过程中比较突出的问题进行了逐一分析。本文第三部分详细分析了N银行苏州分行电子银行产品的营销状况,介绍了产品的发展历程和规模,以及目前所具备的优势。第四部分主要运用SWOT分析法对苏州N银行的电子银行产品内外部环境进行了深入分析,并在分析过程中找出了存在的问题,最后给出了相应的对策建议,如完善激励考核机制、加强员工队伍建设、完善产品创新和内部管理机制、加强电子银行业务数据的挖掘等。本文旨在通过相应对策建议的实施,试图推动苏州N银行电子银行业务又好又快地发展,巩固和发展N银行分行在同业界的地位。
[Abstract]:With the rapid development of computer, Internet, mobile phone and other technologies, electronic banking products, as a new business model of commercial banks, are characterized by their convenience, rapidity, low transaction cost and high efficiency.More and more customers welcome it, it can effectively share the pressure of bank counter staff, improve the service level and quality of banks, it is also highly praised by domestic commercial banks.Electronic banking products are the outward extension and expansion of commercial banking business. They are the indispensable means of competition for future commercial banks. N Bank Suzhou Branch is a secondary branch under the head office of N Bank of China, with strong capital strength.The service consciousness is strong, there are more than a dozen sub-branches, more than 150 sub-branches and branches, nearly 1000 self-service equipment, which are widely distributed in Suzhou, covering the whole city and countryside of Suzhou.Although Suzhou N Bank's electronic banking products started late, but the rapid development rate, the current electronic banking business customer size has exceeded 8 million.This paper analyzes the marketing situation of electronic banking products of Suzhou N Bank from the angle of combining theory with practice, and adopts the idea of putting forward problems, analyzing problems and solving problems.To N bank marketing process more outstanding problem has carried on the analysis one by one.The third part of this paper analyzes the marketing situation of electronic bank products in Suzhou Branch of N Bank in detail, introduces the development process and scale of the products, and the advantages of the products at present.The fourth part mainly uses the SWOT analysis method to carry on the thorough analysis to the Suzhou N bank electronic bank product internal and external environment, and in the analysis process has found the existence question, finally has given the corresponding countermeasure suggestion, such as consummates the incentive appraisal mechanism,Strengthen the construction of staff, perfect product innovation and internal management mechanism, strengthen the mining of electronic banking business data, etc.Through the implementation of corresponding countermeasures and suggestions, this paper attempts to promote the development of electronic banking business of Suzhou N Bank, and to consolidate and develop the position of N Bank Branch in the same industry.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2

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