中原银行信阳分行手机银行营销策略研究

发布时间：2018-04-25 03:05

本文选题：中原银行 + 手机银行　；参考：《广西师范大学》2017年硕士论文

【摘要】：随着信息通讯技术的发展和互联网金融的兴起,人们的思维方式、消费习惯逐渐网络化,金融脱媒现象日益增多,人们对于传统银行的依赖性大大降低;加上利率市场化发展和第三方支付机构的崛起,银行传统的盈利模式受到严重冲击,商业银行借助网络平台发展业务成为传统银行的现实选择。手机银行是通讯技术创新与电子化货币相结合的产品,它不仅有利于拓宽银行业务服务的范围,而且人们在进行网络金融交易或接受金融服务的时候不受时间、地域的限制,在这一点上手机银行大大优于基于物理网点的传统银行模式和基于PC端的网上银行模式.对于商业银行而言,产品和营销渠道都直接营销着银行盈利状况和市场竞争能力。然而,从我国银行业手机银行发展实践看,“同质化产品和服务、营销策略单一化、渠道之间没有形成合力”等现象广泛存在,尤其对于地方性城商行、农商行更是明显。中原银行,作为一家新成立的地方性城商银行,不论是产品创新能力,市场风险防御能力都存在明显的不足,面对同地区激烈的金融业竞争压力,创新银行产品和服务,拓展营销渠道,建立健全营销策略体系对于中原银行运营和发展都将具有迫切性和现实性。本文结合中原银行信阳分行手机银行发展实践,对手机银行营销策略进行探究,在内容排序上本文首先,对中原银行信阳分行手机银行发展存在的优劣势条件、面临的发展机遇和挑战因素进行了梳理;随后,归纳总结中原银行信阳分行发展的环境因素;紧接着在此基础上,对中原银行信阳分行手机银行营销路径选择进行了逐一分析;最后得出本文的研究结论:第一,中原银行信阳分行手机银行发展优劣势条件并存;第二,市场整体机遇大于挑战;第三,发展面临的宏观环境相对复杂;第四,市场具体的营销活动中应该注重选择差异化特色化策略路径。本研究对信阳地区手机银行营销具有一定的经验启示意义,对于其他地区类似的城商行和农商行手机银行发展也同样具有一定的经验借鉴作用,具有一定的典型意性和参考价值。但研究对象主要围绕手机银行展开,而该行手机银行业务发展较晚,可供分析的样本相对偏少,以及相关信息数据的获取的局限性等,所提出来的营销策略对于中原银行信阳分行手机银行发展所能起到的真实效果有待实践检验。今后研究将以此为方向,以中原银行信阳分行所有网络营销渠道作为研究对象,对互联网背景下网络营销渠道体系进行全面分析,从而对中原银行信阳分行网络化营销体系的构建和完善提供更为全面详细的依据。
[Abstract]:With the development of information and communication technology and the rise of Internet finance, people's mode of thinking and consumption habits are gradually networked, the phenomenon of financial disintermediation is increasing day by day, and people's dependence on traditional banks is greatly reduced. With the development of interest rate marketization and the rise of third-party payment institutions, the traditional profit model of banks has been seriously impacted, and commercial banks have become a realistic choice for traditional banks to develop their business with the help of network platform. Mobile banking is a combination of communication technology innovation and electronic money. It is not only conducive to broaden the scope of banking services, but also people in the network financial transactions or accept financial services are not limited by time and region. At this point, mobile banking is superior to the traditional banking model based on physical network and the online banking mode based on PC. For commercial banks, both products and marketing channels directly market banks' profitability and market competitiveness. However, from the development practice of banking mobile banking in China, the phenomenon of "homogenization of products and services, single marketing strategy and no resultant force between channels" exists widely, especially for local city commercial banks, agricultural and commercial banks are even more obvious. Zhongyuan Bank, as a newly established local city commercial bank, has obvious deficiencies in its ability to innovate its products and defend itself against market risks. In the face of the fierce competition in the financial industry in the same region, it has innovated the products and services of banks. Expanding marketing channels and establishing a sound marketing strategy system will be urgent and realistic for the operation and development of Central Plains Bank. Combined with the development practice of mobile bank in Xinyang Branch of Central Plains Bank, this paper probes into the marketing strategy of mobile bank. First of all, this paper discusses the advantages and disadvantages of the development of mobile bank in Xinyang Branch of Central Plains Bank. The development opportunities and challenges faced by the factors were combed; then summarized the development of Xinyang Branch of the Central Plains Bank environmental factors; then on the basis of the Xinyang Branch of the Central Plains Bank of China mobile phone bank marketing path selection one by one analysis; Finally, the conclusions of this paper are as follows: first, the advantages and disadvantages of the development of mobile banking in Xinyang Branch of Zhongyuan Bank exist; second, the overall market opportunities are greater than the challenges; third, the macro environment facing the development is relatively complex; fourth, In specific marketing activities, attention should be paid to the choice of differentiation strategy path. This research has certain experience enlightenment significance to the mobile phone bank marketing in Xinyang area, and also has the certain experience reference function to the similar city commercial bank and the agriculture commercial bank mobile phone bank development in other regions. It has some typical meaning and reference value. However, the research object is mainly focused on mobile banking, which has developed relatively late, has relatively few samples for analysis, and is limited in obtaining relevant information data, and so on. The real effect of the proposed marketing strategy on the development of mobile banking in Xinyang Branch of Central Plains Bank needs to be tested. The future research will take this as the direction, take all the network marketing channel of Xinyang Branch of Central Plains Bank as the research object, carry on the comprehensive analysis to the network marketing channel system under the Internet background, Therefore, it provides a more comprehensive and detailed basis for the construction and improvement of network marketing system of Xinyang Branch of Zhongyuan Bank.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.2;F724.6;F274

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