济南农村商业银行电子银行业务发展对策研究
发布时间：2018-08-28 20:35
【摘要】：随着互联网、固定电话、移动电话等通讯设备及科技的日益完善和发展,以网上银行、手机银行、自助终端服务为核心业务的电子银行业务逐渐走进大众的视线,作为近年来最重要的金融创新之一,通过最近二十年的创新与发展,电子银行业务逐渐被消费者所认可,并成为银行柜面业务最主要的替代方式,电子银行业务也因此成为了银行业务发展的生力军。近年来,电子银行业务在我国迅速发展,通过电子银行,客户不需要到银行物理网点,只要利用电脑、IPAD、手机、ATM,POS等电子终端,就可以方便地进行账户查询、转账、缴费、购物、理财等多种传统及衍生银行业务,所以电子银行业务在分流柜面压力、降低经营成本、提高客户忠诚度等方面发挥了越来越重要的作用。作为一种全新的服务方式,电子银行在一定程度上影响着银行业乃至整个金融行业的发展方向,并进一步影响着银行业的竞争格局、管理模式和服务营销方式。同时,随着各家银行越发意识到电子银行发展对银行竞争力提升的重要性,国内电子银行市场的竞争也日益激烈。2015年1月挂牌成立的济南农村商业银行,由于其本身特殊的发展历程、服务“三农”的经济体制、以及面向客户群体的特殊性,电子银行业务起步较晚,发展不够成熟,并且信息化程度相对落后,在一定程度上制约了电子银行业务以及农村金融电子化的发展。随着农商行对电子银行业务重视程度的提高,农村商业银行的电子银行业务在高速发展的同时,也面临着许多突出的问题,在电子银行业务运营模式、营销方式、人才储备、服务水平等方面与四大行及部分商业银行均存在较大的差距。本文应用企业管理的理论和方法,在借鉴同行业成功经验的基础上,将服务营销理论作为研究的理论核心,以济南农村商业银行作为研究的主要对象,运用PEST分析方法对济南农商行电子银行发展进行环境分析,并运用SWOT分析工具,详细分析济南农村商业银行发展电子银行业务的优势、劣势、机会和威胁,并对得出的结论进行总结,结合7P服务营销理论,为济南农村商业银行电子银行业务的持续、稳健发展提供建议。
[Abstract]:With the improvement and development of the Internet, fixed telephone, mobile phone and other communication equipment and technology, the electronic banking business, whose core business is Internet banking, mobile banking and self-service terminal services, has gradually come to the attention of the public. As one of the most important financial innovations in recent years, through the innovation and development of the last two decades, electronic banking business has gradually been recognized by consumers, and has become the most important alternative to bank counter business. Electronic banking business has therefore become a new force in the development of banking business. In recent years, electronic banking business has developed rapidly in China. Through electronic banking, customers do not need to go to the physical network of banks. As long as they make use of electronic terminals such as IPAD, mobile phones, ATM POS and so on, they can easily carry out account inquiries, transfers, fees, and shopping. Financial management and other traditional and derivative banking business, so electronic banking business in the distribution of counter pressure, reduce operating costs, improve customer loyalty and so on has played an increasingly important role. As a new service mode, electronic bank influences the development direction of banking industry and the whole financial industry to a certain extent, and further influences the competition pattern, management mode and service marketing mode of banking industry. At the same time, as banks become increasingly aware of the importance of the development of electronic banking to the competitiveness of banks, the competition in the domestic electronic banking market is becoming increasingly fierce. Jinan Rural Commercial Bank was established in January 2015. Due to its own special development course, serving the economic system of "agriculture, countryside and farmers" and the particularity of facing the customer group, the electronic banking business starts late, develops not mature enough, and the degree of information is relatively backward. To a certain extent, it restricts the development of electronic banking and rural financial computerization. With the development of the rural commercial bank's electronic banking business, the rural commercial bank's electronic banking business is facing many outstanding problems, such as the operation mode, the marketing mode and the talent reserve of the electronic bank, while the rural commercial bank's electronic banking business is developing at a high speed. There is a big gap between the service level and the four banks and some commercial banks. This paper applies the theory and method of enterprise management, on the basis of the successful experience of the same industry, takes the service marketing theory as the theoretical core of the research, and takes Jinan rural commercial bank as the main object of the research. Using the PEST analysis method to analyze the environment of the development of Jinan Rural Commercial Bank Electronic Bank, and using the SWOT analysis tool, the paper analyzes in detail the advantages, disadvantages, opportunities and threats of Jinan Rural Commercial Bank's development of electronic banking business. The conclusion is summarized, combined with the 7P service marketing theory, to provide suggestions for the sustainable and steady development of the electronic banking business of Jinan Rural Commercial Bank.
【学位授予单位】：山东财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2
本文编号：2210542
[Abstract]:With the improvement and development of the Internet, fixed telephone, mobile phone and other communication equipment and technology, the electronic banking business, whose core business is Internet banking, mobile banking and self-service terminal services, has gradually come to the attention of the public. As one of the most important financial innovations in recent years, through the innovation and development of the last two decades, electronic banking business has gradually been recognized by consumers, and has become the most important alternative to bank counter business. Electronic banking business has therefore become a new force in the development of banking business. In recent years, electronic banking business has developed rapidly in China. Through electronic banking, customers do not need to go to the physical network of banks. As long as they make use of electronic terminals such as IPAD, mobile phones, ATM POS and so on, they can easily carry out account inquiries, transfers, fees, and shopping. Financial management and other traditional and derivative banking business, so electronic banking business in the distribution of counter pressure, reduce operating costs, improve customer loyalty and so on has played an increasingly important role. As a new service mode, electronic bank influences the development direction of banking industry and the whole financial industry to a certain extent, and further influences the competition pattern, management mode and service marketing mode of banking industry. At the same time, as banks become increasingly aware of the importance of the development of electronic banking to the competitiveness of banks, the competition in the domestic electronic banking market is becoming increasingly fierce. Jinan Rural Commercial Bank was established in January 2015. Due to its own special development course, serving the economic system of "agriculture, countryside and farmers" and the particularity of facing the customer group, the electronic banking business starts late, develops not mature enough, and the degree of information is relatively backward. To a certain extent, it restricts the development of electronic banking and rural financial computerization. With the development of the rural commercial bank's electronic banking business, the rural commercial bank's electronic banking business is facing many outstanding problems, such as the operation mode, the marketing mode and the talent reserve of the electronic bank, while the rural commercial bank's electronic banking business is developing at a high speed. There is a big gap between the service level and the four banks and some commercial banks. This paper applies the theory and method of enterprise management, on the basis of the successful experience of the same industry, takes the service marketing theory as the theoretical core of the research, and takes Jinan rural commercial bank as the main object of the research. Using the PEST analysis method to analyze the environment of the development of Jinan Rural Commercial Bank Electronic Bank, and using the SWOT analysis tool, the paper analyzes in detail the advantages, disadvantages, opportunities and threats of Jinan Rural Commercial Bank's development of electronic banking business. The conclusion is summarized, combined with the 7P service marketing theory, to provide suggestions for the sustainable and steady development of the electronic banking business of Jinan Rural Commercial Bank.
【学位授予单位】：山东财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2
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