NL银行电子银行业务营销策略的制定与实施

发布时间：2018-04-22 04:15

本文选题：电子银行业务 + 4P策略　；参考：《东北大学》2014年硕士论文

【摘要】：随着电子化水平的提高,特别是网络技术的迅猛发展,电子银行对银行业的战略意义不言而喻。2013年,我国商业银行电子渠道柜面替代率已超过70%,电子银行交易笔数超过1000亿笔,电子银行业务增长势头迅猛。近年来,随着同业竞争的加剧,各家银行均不惜巨资投入电子银行营销管理。在复杂多变的环境影响下,如何提高NL银行电子银行业务营销竞争力已成为银行管理者切实关注的问题。探讨NL银行如何解决电子银行业务营销中所遇到的问题,通过制定切实可行的营销策略,变粗放营销为精耕细作式营销具有很强的现实意义。本文以NL银行电子银行业务为主要研究对象。首先运用市场营销组合策略的相关理论，通过对其电子银行业务在产品、价格、渠道、促销四个方面的营销现状进行分析,查找出其在市场营销策略运用中存在的问题。其次分别利用PEST模型及SWOT模型对NL银行所处的宏观环境、内部环境及竞争环境进行分析。再次选择并定位目标市场,制定出NL银行电子银行产品周期性营销策略、创新产品策略、提升服务水平等产品策略;免费策略、优惠定价策略、捆绑式销售策略、关系定价等价格策略;优化网点布局,推进自助、移动、电视等渠道建设,整合渠道信息、创新三农服务渠道、开辟第三方支付渠道等渠道策略:人员促销、广告促销、价格促销、营业推广、公共关系促销等促销策略。最后提出实施这些策略的保障措施,包括转变经营观念、加强队伍建设、加大科技支持和加强风险防控等。
[Abstract]:With the improvement of electronic level, especially the rapid development of network technology, the strategic significance of electronic banking is self-evident. In 2013, the substitution rate of electronic channel counter of commercial banks in China has exceeded 70%, and the number of transactions in electronic banks has exceeded 100 billion. E-banking business is growing rapidly. In recent years, with the intensification of interbank competition, banks have invested heavily in electronic banking marketing management. Under the influence of complex and changeable environment, how to improve the marketing competitiveness of NL bank electronic banking has become a real concern of bank managers. This paper discusses how NL Bank solves the problems encountered in the marketing of electronic banking. It is of great practical significance to change extensive marketing into intensive marketing by formulating feasible marketing strategies. In this paper, NL bank electronic banking business as the main research object. Firstly, by using the relevant theory of marketing combination strategy, this paper analyzes the current situation of electronic banking business in four aspects: product, price, channel and promotion, and finds out the problems existing in the application of marketing strategy. Secondly, PEST model and SWOT model are used to analyze the macro environment, internal environment and competition environment of NL Bank. Choose and locate the target market again, formulate the NL bank electronic bank product cycle marketing strategy, innovation product strategy, improve the service level and other product strategies; free strategy, preferential pricing strategy, binding sales strategy, Relationship pricing and other pricing strategies; optimize network layout, promote self-help, mobile, television and other channel construction, integrate channel information, innovate the three rural service channels, open up third-party payment channels and other channel strategies: personnel promotion, advertising promotion, etc. Price promotion, sales promotion, public relations promotion and other promotional strategies. Finally, the guarantee measures of implementing these strategies are put forward, including changing the management concept, strengthening the construction of the team, increasing the support of science and technology, strengthening the prevention and control of risks, and so on.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.2;F724.6;F274

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