广州银行个人网银营销策略研究

发布时间：2018-03-08 10:15

本文选题：广州银行　切入点：个人网银　出处：《湖南大学》2016年硕士论文　论文类型：学位论文

【摘要】：电子商务的快速增长推动人们对于互联网的通信和服务的利用进程。像所有其它行业,银行业的竞争也迫使银行改变传统方法,以电子方式开展业务。电子银行业务,为银行业提供一个新的服务渠道。然而,在比较发达国家的个人网银用户,广州的用户接受程度仍然不高。因此,研究电子网上银行的重点将从传统的技术发展转移到用户角度,更深层面的掌握消费者对电子银行的基本认识,可以帮助银行更有效地制定发展策略。网上银行是一项金融服务创新,创新扩散理论为研究提供了较好的理论基础;同时计划行为理论为研究提供了把握消费者的行为路径。基于此,通过理论分析和实证研究,本文探讨广州银行个人网上银行使用意愿的具体影响因素,以便为银行有针对性的营销策略提供理论依据。本文通过问卷调查发现,广州银行个人网上银行业务发展的机会与威胁在于对于进行资金融通的平台选择而言,以后的发展方向也更多的是银行、非银行金融机构、IT企业以及电子商务公司等等,银行的用户群体发生转移,并且难以回转。先进网络技术也让银行的服务水平相当,各行业融入市场的门槛下降,极可能会出现替代银行服务的功能项目。广州银行具备网络安全优势、账户管理方面的优势、资金集中优势。广州银行个人网上银行业务发展的劣势在于产品品种较少,品牌形象问题以及网上银行的支付信用体系有待完善。在广州银行的网上银行发展背景下,影响广州人网上银行使用意向的因素依次是对电子渠道的信任、结构保证、感知易用性、感知风险。广州人主要网上银行服务功能相同,主要集中于账务查询、网上支付、修改密码等较浅层次的网上银行功能。使用者采用网上银行的最主要原因均在于其使用方便与节约时间,未使用者至今没有使用网上银行的最主要原因都是由于担心网上银行安全问题与对网上银行服务不了解。本文最后提出了广州银行个人网上银行营销策略的实施,需要确立以客户为中心的产品理念,建立和完善网上银行产品的新体系,完善代客理财业务,开展新的理财产品,完善手机银行等电子金融产品服务。个人网上银行服务营销策略在于加强客户关系管理,提升竞争力,建立全方位视野所需的信息科技基础建设,完善客户服务流程,协助顾客完成工作。最后,个人网银还需要提供个性化服务,实施精准式营销,提供个性化服务、顾客一站式服务,并注重品牌的推广和个人网上银行业务的促销策略。
[Abstract]:The process of the rapid growth of e-commerce to promote people communication and services on the Internet. Like all other industries, the banking industry competition is forcing banks to change the traditional method of doing business electronically. Electronic banking business, providing a new service channel for the banking industry. However, in the developed countries of the personal banking Guangzhou users, user acceptance level is still not high. Therefore, the research focus of electronic online banking will be transferred from the traditional technological development to a deeper level of user perspective, grasp the consumer basic knowledge of electronic banking, the bank can help to develop more effective development strategy. The online banking is a financial service innovation theory provides a better theoretical foundation for the study of diffusion of innovation; and the theory of planned behavior provides a path for the study of consumer behavior to grasp. Based on this, through theoretical analysis and empirical This paper discusses research specific factors affecting the willingness to use personal online banking of the Bank of Guangzhou, so as to provide theoretical basis for the bank's marketing strategy. This article through the questionnaire survey found that the development of Internet banking business of the Bank of Guangzhou lies in the opportunities and threats of financing platform, the future direction of development is also more banks, non bank financial institutions and enterprises, IT e-commerce company, bank users shift, and difficult to swing. Advanced network technology also allows the bank service level when, the industry into the threshold of the market decline, most likely there will be functional project alternative banking services. The Bank of Guangzhou has the advantage of network security. The advantage of capital account management, focus on the advantages of development. Internet banking business of the Bank of Guangzhou has the advantage of less varieties, products Brand image and online banking payment credit system needs to be improved. In the background of Guangzhou bank online banking development, factors affecting the people of Guangzhou are the intention of using Internet banking trust in the electronic channel, structural assurance, perceived ease of use, perceived risk of online banking services. The people of Guangzhou main function the same, mainly focused on account query, online payment, modify the password with a low level of online banking users. The main reason for the use of online banking is the convenience and time saving, not the user has not the main reason for the use of the bank on the net are worried about online banking security problems and the online banking services finally do not understand. The implementation of Personal Online Banking Bank of Guangzhou marketing strategy, need to establish a customer-centric product concept, establish and perfect the banking products online The new system, perfecting the wealth management business, develop new financial products, improve the service of electronic financial products. Mobile phone bank personal internet banking service marketing strategy is to strengthen customer relationship management, enhance the competitiveness of the construction of information technology infrastructure needed to build all-round vision, improve the customer service process, assist customers to finish the work. Finally, individual Internet banking also need to provide personalized service, the implementation of precision marketing, to provide personalized service to customers one-stop service, and focus on brand promotion and personal internet banking business promotion strategy.

【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F832.2;F274;F724.6

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