N银行A支行个人电子银行业务营销策略研究

发布时间：2018-06-23 02:11

本文选题：个人电子银行 + 问卷调查　；参考：《昆明理工大学》2014年硕士论文

【摘要】：商业银行的业务处理系统和经营管理模式随着计算机、网络通信等科学技术的迅猛发展而不断变革。电子银行的出现与发展给整个金融行业,特别是银行业,带来全新的挑战。电子银行作为传统银行业务与先进的现代信息交流技术的结合,市场空间的拓展、柜面压力的分流、经营成本的降低、核心竞争力的增强、服务质量和效率的提高都离不开电子银行的发展。电子银行业务在整个经济社会领域中扮演着重要角色,商业银行需要主动发展电子银行业务,走出作为简单资金中介的局限,为客户提供更多个性化、高附加值的金融服务,才能在未来发展中占据领先地位,成为网络经济时代的领头人。本论文以N银行A支行营业部个人电子银行业务作为研究背景,对于个人电子银行业务发展过程中存在的问题进行研究。本文采用理论研究和实证分析结合等多种研究方法,对于N银行A支行营业部个人电子银行业务的发展进行了外部环境的机会与威胁、内部环境的优势与劣势等营销环境分析,细分客户群,依据调查问卷结果等因素进行营销策略目标定位,以7PS理论为基础,为N银行A支行营业部电子银行营销中存在的问题提出相应策略。值得-提的是,不同于以往的理论研究,本文创新性地采取问卷调查的方式了解N银行A支行营业部的现有客户对于电子银行的态度与使用感受,深入地了解客户需求与满意度,并根据挖掘的数据进行目标市场定位,确定第五章所陈述的营销策略主要针对的客户群。
[Abstract]:With the rapid development of computer, network communication and other science and technology, the business processing system and management mode of commercial banks are constantly changing. The emergence and development of electronic banking has brought new challenges to the entire financial industry, especially the banking industry. As the combination of traditional banking business and advanced modern information exchange technology, the expansion of market space, the diversion of counter pressure, the reduction of operating cost, and the enhancement of core competitiveness, electronic banking is a combination of traditional banking business and advanced modern information exchange technology. The improvement of service quality and efficiency is inseparable from the development of electronic banking. Electronic banking plays an important role in the whole economic and social field. Commercial banks need to take the initiative to develop electronic banking business, go beyond the limitations of simple capital intermediary, and provide more personalized and high value-added financial services to customers. Ability to occupy a leading position in the future development, become the leader of the network economy era. In this paper, the personal electronic banking business of branch A of N Bank is taken as the research background, and the problems existing in the development of personal electronic banking business are studied. In this paper, with the combination of theoretical research and empirical analysis and other research methods, the paper analyzes the opportunities and threats of external environment, the advantages and disadvantages of internal environment, and so on, for the development of personal electronic banking business in branch A of N Bank. Based on the 7PS theory, this paper puts forward the corresponding strategies for the problems existing in the marketing of E-bank in the business department of branch A of N Bank. It is worth mentioning that, unlike previous theoretical studies, this paper innovatively adopts a questionnaire survey to find out the existing customers' attitude and experience towards electronic banking in Branch A of N Bank. In this paper, we deeply understand the customer demand and satisfaction, and locate the target market according to the excavated data, and determine the customer group that the marketing strategy stated in Chapter 5 is mainly aimed at.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F832.2

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