建行C分行管理与营销信息平台方案设计
发布时间：2018-12-11 13:48
【摘要】：随着信息技术的发展,数据在行业发展中的作用变得越发重要。金融业作为拥有大量数据的行业,在大数据时代的浪潮中面临着前所未有的机遇和挑战。银行业作为金融业的代表,一方面要应对迅速崛起的网络金融的竞争,另一方面要面临金融脱媒和利率市场化的行业转变。因此,整合各个信息系统中的数据形成信息平台对于科学管理和营销变得尤为重要。本文首先全面介绍了商业银行管理与营销理论含义,并以其中管理决策理论、绩效管理理论、客户营销理论、产品营销理论、联动营销理论、渠道营销理论以及企业系统规划法(BSP)作为本文的理论支撑。其次,通过调查问卷对建行C分行经营管理现状进行分析,得出C分行在实施管理与营销过程中缺乏有效的信息平台支持。继而对照管理与营销理论和经营现状逐项分析平台功能的两部分具体需求,管理决策需求、营销支持需求。由此本文得出了管理与营销信息平台的设计方案,包括总体目标、运用企业系统规划法(BSP)进行模块规划,最终得出单个模块设计方案。为保证该平台能够顺利实施,本文从数据集成、团队组建、资金保障、政策支持、进度管理五个方面进行保障措施的阐述。本文的研究致力于构建建行C分行提升管理和营销水平的信息平台,解决其在经营管理过程中遇到的问题。对C分行管理和营销的相关研究不仅能够为建行其他分行提供思路,同时也能够为其他金融行业提供参考和借鉴。
[Abstract]:With the development of information technology, the role of data in the development of the industry has become more and more important. As an industry with a large number of data, the financial industry faces unprecedented opportunities and challenges in the tide of big data's era. As the representative of the financial industry, the banking industry must deal with the competition of the rapidly rising network finance on the one hand, and face the industry transformation of financial disintermediation and interest rate marketization on the other. Therefore, the integration of each information system data formation information platform for scientific management and marketing has become particularly important. This paper firstly introduces the meaning of management and marketing theory of commercial banks, and makes use of management decision theory, performance management theory, customer marketing theory, product marketing theory, linkage marketing theory. Channel marketing theory and enterprise system planning method (BSP) as the theoretical support of this paper. Secondly, through the questionnaire analysis of CCB C branch management and management status, it is concluded that C branch in the implementation of management and marketing process of the lack of effective information platform support. Then compared with the management and marketing theory and the management status quo, the paper analyzes the specific demand of the platform function, the management decision demand and the marketing support demand one by one. Therefore, the design scheme of management and marketing information platform is obtained in this paper, including the overall goal, using enterprise system planning method (BSP) to carry out module planning, and finally a single module design scheme is obtained. In order to ensure that the platform can be implemented smoothly, this paper describes the security measures from five aspects: data integration, team formation, financial support, policy support and schedule management. The research of this paper is devoted to constructing the information platform of CCB C Branch to improve the management and marketing level, and to solve the problems encountered in the process of management and management. The research on C branch management and marketing can not only provide ideas for other branches of CCB, but also provide reference for other financial industries.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.33;F274
本文编号：2372659
[Abstract]:With the development of information technology, the role of data in the development of the industry has become more and more important. As an industry with a large number of data, the financial industry faces unprecedented opportunities and challenges in the tide of big data's era. As the representative of the financial industry, the banking industry must deal with the competition of the rapidly rising network finance on the one hand, and face the industry transformation of financial disintermediation and interest rate marketization on the other. Therefore, the integration of each information system data formation information platform for scientific management and marketing has become particularly important. This paper firstly introduces the meaning of management and marketing theory of commercial banks, and makes use of management decision theory, performance management theory, customer marketing theory, product marketing theory, linkage marketing theory. Channel marketing theory and enterprise system planning method (BSP) as the theoretical support of this paper. Secondly, through the questionnaire analysis of CCB C branch management and management status, it is concluded that C branch in the implementation of management and marketing process of the lack of effective information platform support. Then compared with the management and marketing theory and the management status quo, the paper analyzes the specific demand of the platform function, the management decision demand and the marketing support demand one by one. Therefore, the design scheme of management and marketing information platform is obtained in this paper, including the overall goal, using enterprise system planning method (BSP) to carry out module planning, and finally a single module design scheme is obtained. In order to ensure that the platform can be implemented smoothly, this paper describes the security measures from five aspects: data integration, team formation, financial support, policy support and schedule management. The research of this paper is devoted to constructing the information platform of CCB C Branch to improve the management and marketing level, and to solve the problems encountered in the process of management and management. The research on C branch management and marketing can not only provide ideas for other branches of CCB, but also provide reference for other financial industries.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.33;F274
【参考文献】
相关硕士学位论文 前1条
1 徐佩佩;银行绩效考核管理系统的设计与实现[D];电子科技大学;2013年
，本文编号：2372659
本文链接：https://www.wllwen.com/guanlilunwen/yingxiaoguanlilunwen/2372659.html
