农业银行的电子银行营销战略研究

发布时间：2018-06-04 05:50

本文选题：农业银行 + 电子银行　；参考：《西南交通大学》2014年硕士论文

【摘要】：伴随着互联网技术的迅猛发展,借助网络为载体的电子银行产品,凭借其3A特点,即anytime、anywhere、anyway(任何时间、任何地点、任何方式),以及灵活便捷的交易特征,正在为越来越多的大众所接受,甚至成为生活当中的必备品。对银行来说,电子银行有利于其提高服务效率、降低运营成本。尤其是对商业银行而言,在电子银行市场能否占据一席之地,将成为将来能否保持绝对市场份额,以及市场表现的重要一环。然而,从近十年电子银行在我国的高速发展期来看,一方面外资、民营力量的进入令竞争加剧,另一方面行业统一标准未建立,如何能在价格战或混乱的市场竞争中脱颖而出呢?这是每个商业银行都要面对的问题。本文对农行银行的电子银行业务进行了介绍,分析和总结了目前电子银行市场的发展特点和前景,运用了SWOT、STP等营销理论,结合SWOT分析、推理演绎、总结归纳以及比较分析等方法展开研究,提出问题并抛出解决方案。全文共分六个部分,第1章是绪论,简述研究电子银行营销的背景和意义；第2章着重对电子银行的概念、特点、作用做了详细阐述,对国内外电子银行业务的发展历程进行介绍,并介绍了电子银行营销理论；第3章阐述了农业银行现阶段电子银行的发展情况,并对其中的优点和缺点做了分析；第4章对农业银行电子银行营销环境进行分析,并运用SWOT理论对发展环境的优势劣势、机会威胁进行了阐述；第5章在分析具体市场情况的基础上,根据细分市场原则提出了营销战略;第6章针对营销策略具体实施和执行进行了阐述,尤其是农业银行目前的营销意识、营销手段的不足之处做出具体说明并提出针对性解决办法。
[Abstract]:With the rapid development of Internet technology, electronic banking products with the aid of the network, with the help of its 3A characteristics, namely, any time, anywhere, any way, flexible and convenient transaction characteristics, Is being accepted by more and more people, and even become a necessary part of life. For banks, electronic banking is conducive to improving service efficiency and reducing operating costs. Especially for commercial banks, whether they can occupy a place in the electronic banking market will become an important part of whether they can maintain absolute market share and market performance in the future. However, judging from the rapid development of electronic banks in China in the past ten years, on the one hand, the entry of foreign capital and private forces has intensified the competition, and on the other hand, the unified standard of the industry has not been established. How can we stand out in price wars or chaotic market competition? This is the problem that every commercial bank has to face. This paper introduces the electronic banking business of Agricultural Bank of China, analyzes and summarizes the development characteristics and prospects of the current electronic banking market, applies the marketing theory such as SWOTX STP, and deduces with SWOT analysis. Summarize the methods of induction and comparative analysis, put forward the problem and throw out the solution. This paper is divided into six parts, the first chapter is the introduction, briefly describes the background and significance of the study of electronic banking marketing. Chapter 2 focuses on the concept, characteristics, role of electronic banking. This paper introduces the development course of electronic banking business at home and abroad, and introduces the marketing theory of electronic bank, the third chapter expounds the development of agricultural bank at present, and analyzes its advantages and disadvantages. Chapter 4 analyzes the marketing environment of agricultural bank electronic bank, and explains the advantages and disadvantages, opportunities and threats of the development environment by using SWOT theory. Chapter 5 is based on the analysis of the specific market situation. According to the principle of market segmentation, the author puts forward the marketing strategy. Chapter 6 expounds the concrete implementation and implementation of marketing strategy, especially the marketing consciousness of Agricultural Bank of China. The shortcomings of marketing methods are specified and targeted solutions are proposed.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F832.2

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