校园通银行产品设计

发布时间：2018-06-29 20:32

本文选题：产品创新 + 校园通　；参考：《河北金融学院》2014年硕士论文

【摘要】：随着银行金融产品的不断丰富以及对高校金融需求的不断挖掘,越来越多的金融产品走入了高校生活的方方面面,校园一卡通极大地便利了学生的在校生活,同时也方便了学校对学生的管理：各大银行出国金融产品包的推出,满足了大学生出国的金融需求；星座卡、卡通卡等个性卡片的设计,也迎合了大学生喜欢个性时尚的喜好,不断占领着学生市场。但同时,大学生市场还存在着巨大的潜力,对大学生市场的开拓也关系着银行未来几年的发展。笔者通过在中国工商银行的实习经历,对银行产品种类和服务模式有了更全面的了解,同时通过对高校师生的调查走访了解其诉求,以期在工行现有金融产品的基础上,创新出更为高校师生满意的金融产品包。本文提出的工行“校园通”产品包以服务大学生为主,满足学生个性化需求为主要切入点,分为“学生时代”、“吾爱吾师”、“和谐校园”三大模块,通过“学生时代”系列产品,为大学生提供个性化专属定制卡业务、低起点学生理财业务、创业基金计划、旅游基金、爱情账户等金融服务,深入学生生活,通过为在校学生提供各种便利,培养大学生对工商银行的品牌忠诚度,同时设置“和谐校园”、“吾爱吾师”两个系列产品,“和谐校园”为校园建设提供信贷资金支持、提供保险服务、账户资金清算服务、开设高校资金池业务,基于校园一卡通的非接闪付功能,实现食堂买餐、校园内消费等支付应用,基于校园一卡通的非接功能实现对学生宿舍门禁、教室门禁、校园门禁等的考勤和安全管理,基于校园一卡通的圈存功能实现预付卡模式的融资功能,为校方搭建银企互联平台,便于通过一卡通进行学费收缴和助学金、奖学金等的发放等等。“吾爱吾师”主要针对高校教师,为其提供个人贷款、理财服务、财富顾问等金融服务,为学校及教师提供全面金融产品,两者相辅相成,以此作为打开高校市场的两个切入点,达到工行产品的嵌入式营销。与此同时,通过工商银行公司部、个金部、结现部、运管部等部门的综合方案设计,使“校园通”产品成为为高校设置的专属、专业、全方位金融产品。本文在写作上分为七个部分,第一章为基本概念和理论的介绍;第二章为市场调查,通过问卷调查、查阅文献等方法对高校金融市场进行了定性和定量分析,得出高校金融市场的成长性以及需求缺口和金融服务的空缺性特点；第三章对产品进行了详细的介绍；第四章在全面的风险和收益的评估下对校园通产品进行了综合评估；第五章对产品的可行性进行了分析,分别从政策、制度、技术三个方面进行了研究：第六章为产品的推广方案,运用经典4P理论提出了校园通的营销方案；第七章写了产品的退出机制,对产品进行了进一步的完善。
[Abstract]:With the continuous enrichment of bank financial products and the continuous excavation of the financial needs of colleges and universities, more and more financial products have entered into all aspects of college life. At the same time, it also facilitates the school's management of students: the introduction of financial products from major banks abroad meets the financial needs of college students going abroad; the design of personality cards such as constellation cards and cartoon cards also caters to college students' preference for personality fashion. The student market is constantly occupied. But at the same time, the university student market also has the huge potential, the development of the university student market also relates to the bank development in the next few years. Through the practice experience in ICBC, the author has a more comprehensive understanding of the types of bank products and service models, and through the investigation and visit of teachers and students in colleges and universities to understand their demands, with a view to building on the existing financial products of ICBC. Innovative financial products that are more satisfactory to teachers and students in colleges and universities. The product package of ICBC "campus communication", which mainly serves college students and meets students' individualized needs, is divided into three modules: "student time", "my love my teacher" and "harmonious campus". Through the "student time" series of products, to provide college students with personalized customized card business, low-starting students financial services, venture capital plans, tourism funds, love accounts and other financial services, in-depth student life, By providing all kinds of convenience for the students, cultivating the brand loyalty of college students to ICBC, setting up "harmonious campus", "my love my teacher" two series products, "harmonious campus" to provide credit fund support for campus construction, Provide insurance service, account fund clearing service, set up college fund pool business, based on campus one-card non-flash payment function, realize dining hall food, campus consumption and other payment applications, Based on the non-connection function of campus one-card, the attendance and safety management of student dormitory entrance guard, classroom entrance guard and campus entrance guard is realized, and the financing function of prepaid card mode is realized based on campus one-card ring storage function. Set up bank-enterprise interconnection platform for school, easy to collect tuition fees and grant scholarships and so on through one-card. "my Love my teacher" is aimed at college teachers, providing them with financial services such as personal loans, financial services, wealth advisory services, and comprehensive financial products for schools and teachers. The two complement each other. To open the university market as two entry points to achieve ICBC products embedded marketing. At the same time, through the comprehensive program design of ICBC Company, Gold Department, Junction Department, Transportation Management Department and so on, the "campus communication" products become the exclusive, professional and omni-directional financial products for colleges and universities. This paper is divided into seven parts, the first chapter is the introduction of the basic concepts and theories, the second chapter is the market survey, through questionnaire survey, literature review and other methods to carry out qualitative and quantitative analysis of the financial market in colleges and universities. The third chapter introduces the products in detail, the fourth chapter gives a comprehensive evaluation of the campus communication products under the comprehensive risk and benefit evaluation; the third chapter gives a detailed introduction to the financial market growth, the gap of demand and the vacancy of the financial services, the third chapter introduces the products in detail, the fourth chapter gives a comprehensive evaluation of the campus communication products under the comprehensive risk and benefit evaluation. The fifth chapter analyzes the feasibility of the product, respectively from the policy, system, technology three aspects of research: the sixth chapter is the product promotion plan, using the classical 4P theory to put forward the campus communication marketing plan; The seventh chapter writes about the exit mechanism of the product and further consummates the product.
【学位授予单位】：河北金融学院
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.2

【参考文献】