西安银行营销渠道优化研究

发布时间：2018-07-10 07:12

本文选题：西安银行 + 营销渠道　；参考：《西北大学》2015年硕士论文

【摘要】：在当前金融大环境下,西安银行面临着前所未有的机遇和挑战。渠道建设被视为提高银行核心竞争力的有效手段,逐渐被重视并迅速提到一个新的高度。长期以来,西安银行主要依靠物理网点渠道占领市场、获得客户、发展业务,虽然近年来自助服务渠道和电子银行渠道的建设也取得了较好的成绩,但对比同业先进水平,仍有巨大的提升空间。从当前银行业的发展速度与方向来看,未来几年,商业银行的竞争力及盈利点很大程度取决于营销渠道的建设及服务能力的提升,大力推动营销渠道的建设是顺应经济发展趋势、体现竞争优势以及提高客户忠诚度的必然要求,更是降低经营成本,提升经营管理水平,促进经营方式转型升级的内在需求。本文以西安银行的三种营销渠道作为研究对象,通过经营数据分析以及问卷调查分析,对物理网点渠道、自助服务渠道和电子银行渠道的现状进行深入研究,找到渠道建设中存在的问题。其中,物理网点渠道中存在的问题包括：选址缺乏科学依据、功能定位差异导致营销功能未充分发挥、业务操作制度与实际脱钩、广告宣传不到位、成本高、未全面实现功能分区等；自助服务渠道中存在的问题包括：业务分流能力有待提高、盈利能力弱、设备稳定性差、业务外包导致服务质量弱化等；电子银行渠道中存在的问题包括：客户对安全性的质疑、流程繁琐、功能有限、数据处理能力弱、产品同质化严重等。找到问题所在后,参照同业的先进经验,本文分别对三种营销渠道提出了具有针对性的优化方案。物理网点应从硬件设施和软件上同时改进；自助服务渠道应对投放前、运行中和运行后三个阶段分步进行优化,确保科学投放、稳健运行、合理评价；电子银行渠道的优化应从产品及功能、营销、流程、部门协同、安全防范、员工培训以及风险防范等全面展开。营销渠道的建设离不开制度、人才、组织架构和科技的保障,本文最后针对这四种保障措施,也提出了一些改进的建议。西安银行在营销渠道的建设上经历了从无到有的阶段,目前正处于从有到优的探索时期,这就需要对未来趋势准确把握,大胆尝试,才能找出适合西安银行自身的发展模式。
[Abstract]:In the current financial environment, Xi'an Bank is facing unprecedented opportunities and challenges. Channel construction is regarded as an effective means to improve the core competitiveness of banks. For a long time, Xi'an Bank has mainly relied on physical network channels to occupy the market, gain customers and develop business. Although the construction of self-service channels and electronic banking channels has also achieved good results in recent years, it has been compared with the advanced level of the same industry. There is still great room for improvement. From the current development speed and direction of the banking industry, in the next few years, the competitiveness and profitability of commercial banks depend to a large extent on the construction of marketing channels and the improvement of their service capacity. To vigorously promote the construction of marketing channels is an inevitable requirement to conform to the trend of economic development, reflect competitive advantages and improve customer loyalty. It is also the internal demand of reducing operating costs, improving management level and promoting the transformation and upgrading of business mode. This paper takes three kinds of marketing channels of Xi'an Bank as the research object, through the management data analysis and the questionnaire survey analysis, carries on the thorough research to the physical network channel, the self-service channel and the electronic bank channel present situation. Find out the existing problems in the channel construction. Among them, the problems existing in the physical network channel include: lack of scientific basis for site selection, difference in function orientation, lack of full play of marketing function, decoupling of business operation system from actual situation, lack of advertising publicity, high cost, etc. The problems in the self-service channel include: the ability of service shunt needs to be improved, the profit ability is weak, the equipment stability is poor, the service quality is weakened due to outsourcing, etc. The problems in the electronic banking channel include: customer's questioning of security, cumbersome process, limited function, weak data processing ability, serious homogeneity of products, and so on. After finding out where the problem lies and referring to the advanced experience of the same industry, this paper puts forward the targeted optimization schemes for the three kinds of marketing channels. The physical network should be improved from the hardware and software at the same time, the self-service channel should be optimized step by step before, during and after operation, to ensure scientific, stable and reasonable evaluation. The optimization of electronic banking channels should be carried out from product and function, marketing, process, departmental coordination, security guard, staff training and risk prevention. The construction of marketing channel can not be separated from the guarantee of system, talent, organization structure and science and technology. Finally, this paper puts forward some suggestions for improvement in view of these four kinds of safeguard measures. Xi'an Bank has experienced a stage from scratch to existence in the construction of marketing channels, and is now in a period of exploration from existence to excellence, which requires an accurate grasp of the future trend and a bold attempt to find out the development model suitable for Xi'an Bank itself.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F832.2

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