中国工商银行吉林省分行电子银行产品营销策略研究
发布时间：2018-10-19 10:21
【摘要】：面临现今多变而且日益复杂化的经济和金融现实，充分利用高新技术与科技优化银行业服务成为金融行业新发展的焦点。电子银行业务具有几大优点：成本低廉、满意度高、工作效率高、有利于流程优化，早已融入现今商业银行综合竞争力。如何在市场竞争中获得有利的地位，全面提升经营水平，是工商银行吉林省分行进一步发展亟待解决的问题。 论文首先对电子银行和相关业务的定义、特征进行分析，依据相关营销科学理论，说明电子信息化的金融服务对于中国工商银行吉林省分行（后文简称为：工行吉林省分行）的重要性。 本文从科学理论基础出发，着眼于宏观和微观的外部环境，利用SWOT分析法，研究工行吉林省分行发展电子信息化的金融服务已经具备的优势及面临的机遇，自身的劣势以及外部威胁。 通过回顾发展历史、业务革新和现况，就现阶段工行吉林省分行已创立的电子银行业务以及相关类型服务展开研究，讨论后，发觉现行业务和服务在信用体系、业务环境的安全性、业务发展组织设计、市场营销机制、业务流程体系等方面存在一定缺陷，制约了业务发展。 随后本文在市场营销的理论基础上，深入发展电子信息化的金融业务和服务的思路和运营战略与社会经济环境、业务定位、市场潜力的评估、业务的发展目标等要素之间的关系，结合银行现状，制定四大营销策略，即品牌、联合、差异化以及伙伴营销策略。电子信息化的金融业务和服务的市场营销，不仅要按照市场规律，遵循理论原则，更要不断在业务和经营两方面开展产品和服务创新，，发挥营销策略组合的优势，有效地把握经营的方向和竞争的主动，获得持续发展的动力。 最后对全文进行总结。本文能够促进研究对象在电子信息化的新型金融延展服务的发展，在增强其整体竞争能力的同时，为新型电子信息化业务的可持续发展提供保证，更为业内其他竞争者发展电子信息化金融业务提供理论和现实参考。
[Abstract]:In the face of the economic and financial reality which is becoming more and more complicated, it has become the focus of the new development of financial industry to make full use of high technology and technology to optimize banking services. Electronic banking business has several advantages: low cost, high satisfaction, high work efficiency, conducive to process optimization, has been integrated into the comprehensive competitiveness of commercial banks. How to gain a favorable position in the market competition and improve the management level in an all-round way is an urgent problem to be solved in the further development of ICBC Jilin Branch. First of all, the paper analyzes the definition and characteristics of electronic banking and related business, according to the relevant marketing theory, This paper explains the importance of the financial service of electronic information to the Industrial and Commercial Bank of China Jilin Branch (hereinafter referred to as ICBC Jilin Branch). Based on the scientific and theoretical basis, this paper studies the advantages and opportunities that ICBC Jilin Branch has had in developing electronic information financial services by using SWOT analysis, focusing on the macro and micro external environment. Their own weaknesses and external threats. Through reviewing the history of development, business innovation and current situation, and starting a study on the electronic banking business and related types of services already established by ICBC Jilin Branch at this stage, it is found that the current business and services are in the credit system. The security of business environment, the design of business development organization, the marketing mechanism, the business process system and so on have some defects, which restrict the business development. Then, on the basis of marketing theory, this paper deeply develops the thought and operation strategy of the financial business and service of electronic information, the social and economic environment, the business orientation, the evaluation of the market potential. The relationship between business development objectives and other factors, combined with the current situation of the bank, four marketing strategies, namely, brand, alliance, differentiation and partner marketing strategy, are formulated. The marketing of the financial business and service of electronic information should not only follow the market law, follow the theory principle, but also carry out the product and service innovation in the business and management constantly, bring the advantage of the marketing strategy combination into full play. Effectively grasp the direction of operation and the initiative of competition, and obtain the power of sustainable development. Finally, the full text is summarized. This paper can promote the development of the new financial extension service in electronic information technology, and guarantee the sustainable development of the new electronic information business while enhancing its overall competitiveness. More competitors in the industry to develop electronic information finance business to provide theoretical and practical reference.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F832.33
本文编号：2280848
[Abstract]:In the face of the economic and financial reality which is becoming more and more complicated, it has become the focus of the new development of financial industry to make full use of high technology and technology to optimize banking services. Electronic banking business has several advantages: low cost, high satisfaction, high work efficiency, conducive to process optimization, has been integrated into the comprehensive competitiveness of commercial banks. How to gain a favorable position in the market competition and improve the management level in an all-round way is an urgent problem to be solved in the further development of ICBC Jilin Branch. First of all, the paper analyzes the definition and characteristics of electronic banking and related business, according to the relevant marketing theory, This paper explains the importance of the financial service of electronic information to the Industrial and Commercial Bank of China Jilin Branch (hereinafter referred to as ICBC Jilin Branch). Based on the scientific and theoretical basis, this paper studies the advantages and opportunities that ICBC Jilin Branch has had in developing electronic information financial services by using SWOT analysis, focusing on the macro and micro external environment. Their own weaknesses and external threats. Through reviewing the history of development, business innovation and current situation, and starting a study on the electronic banking business and related types of services already established by ICBC Jilin Branch at this stage, it is found that the current business and services are in the credit system. The security of business environment, the design of business development organization, the marketing mechanism, the business process system and so on have some defects, which restrict the business development. Then, on the basis of marketing theory, this paper deeply develops the thought and operation strategy of the financial business and service of electronic information, the social and economic environment, the business orientation, the evaluation of the market potential. The relationship between business development objectives and other factors, combined with the current situation of the bank, four marketing strategies, namely, brand, alliance, differentiation and partner marketing strategy, are formulated. The marketing of the financial business and service of electronic information should not only follow the market law, follow the theory principle, but also carry out the product and service innovation in the business and management constantly, bring the advantage of the marketing strategy combination into full play. Effectively grasp the direction of operation and the initiative of competition, and obtain the power of sustainable development. Finally, the full text is summarized. This paper can promote the development of the new financial extension service in electronic information technology, and guarantee the sustainable development of the new electronic information business while enhancing its overall competitiveness. More competitors in the industry to develop electronic information finance business to provide theoretical and practical reference.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F832.33
【参考文献】
相关期刊论文 前2条
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2 尹洪祥;;电子银行产品营销要做好“三抓”[J];现代金融;2012年04期
本文编号：2280848
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