中国工商银行辽宁省分行电子银行业务营销策略研究

发布时间：2018-03-15 01:38

本文选题：电子银行　切入点：中国工商银行　出处：《沈阳理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：伴随着网络时代的日益变迁和信息化进程的不断加速，电子银行必然成为现代银行核心领域的业务。各大商业银行纷纷加大投资筹码，把运营资本投入到电子银行这个大蓄水池里。工商银行更是顺势而为，要求各家分行拓展电子银行涉猎领域。辽宁分行跟优秀的兄弟行比，无论是业务渠道和营销方式都存在着这样或者那样的问题。本文探求目的是挖掘辽宁分行电子银行业务营销策略所处的社会背景和存在的问题，通过深刻的研究和分析，从而找到的解决方案，整理出一套适合辽宁分行并可实施的电子银行营销策略方案，，本次论文的研究，希望能对处于相同背景下的公司和其他商业银行市场营销研究提供有价值的借鉴作用。本论文共分六大章节。第一章介绍论文选题的背景，研究的意义，论文研究主要运用了经济管理学、市场营销学、金融学等领域的理论方法作为研究支撑。第二章主要针对电子银行营销战略进行分析，通过战略定位分析，电子银行优劣势分析，国内外成功案例分析等多种方式，探究符合我行电子银行发展的营销战略方向。第三章主要通过宏观环境分析、微观环境分析、SWOT分析，介绍目前中国社会有关电子银行方面的背景、社会条件和我行电子银行业务的优势劣势分析。第四章通过对辽宁分行电子银行业务的产品结构和用户结构进行调研分析，结合电子产品性能、市场大环境和金融监管等因素，指出了电子银行市场营销存在的主要问题以造成这些问题的原因，包括客户层级结构分配不合理、产品结构分配不均匀，导致交易量较小、电子银行客户营销率低等方面存在的问题。第五章针对目前的一些问题和困难，指出了比较有针对性的辽宁分行电子银行营销改进原则和改进策略，以及运用4C营销策略和4V营销策略改进我行电子银行业务的竞争策略；第六章最终将通过安全措施对电子银行业务和营销策略提供保障服务工作，达到电子银行业务的发展目标和营销工作的顺利实施。
[Abstract]:With the increasing changes of the network era and the accelerating of the information process, electronic banking is bound to become the core field of modern banking business. The major commercial banks have increased their investment chips. Put working capital into electronic banking, a big reservoir. ICBC is even more responsive to the trend, requiring all branches to expand the scope of electronic banking. Liaoning branch is compared with excellent brothers. The purpose of this paper is to excavate the social background and existing problems of electronic banking marketing strategy of Liaoning Branch, through profound research and analysis. In order to find a solution, collate out a set of e-banking marketing strategies suitable for Liaoning Branch and can be implemented. It hopes to provide valuable reference to the marketing research of companies and other commercial banks under the same background. This thesis is divided into six chapters. The first chapter introduces the background and significance of the thesis. The second chapter mainly focuses on the analysis of the marketing strategy of electronic bank, including the analysis of strategic orientation, the analysis of advantages and disadvantages of electronic bank, and the analysis of successful cases at home and abroad. The third chapter introduces the background of electronic banking in China through macro-environmental analysis, micro-environmental analysis and SWOT analysis. Social conditions and the strengths and weaknesses of our bank's electronic banking business. Chapter 4th investigates and analyzes the product structure and user structure of the electronic banking business of Liaoning Branch, combining factors such as the performance of electronic products, the market environment and financial supervision. This paper points out the main problems existing in the marketing of electronic banking, including the unreasonable distribution of customer hierarchy and the uneven distribution of product structure, which leads to the small volume of trading volume. Chapter 5th, aiming at some problems and difficulties at present, points out the improving principles and strategies of electronic bank marketing in Liaoning Branch. And using 4C marketing strategy and 4V marketing strategy to improve the competitive strategy of our bank's electronic banking business. Chapter 6th will ultimately provide security services to electronic banking business and marketing strategy through security measures. To achieve the development goals of electronic banking business and the smooth implementation of marketing work.
【学位授予单位】：沈阳理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.33

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