湖南宜章农商银行电子银行发展战略研究
发布时间：2018-11-03 13:24
【摘要】：随着移动互联网技术的飞速发展和移动智能终端(如智能手机、平板电脑)的普及应用,NFC近场支付等移动支付、余额宝、阿里小贷、P2P等互联网金融和移动金融蓬勃兴起,农村金融的产品服务、支付方式和竞争格局也随之悄然发生变化。宜章农商银行是当地金融服务“三农”的主力军和领头羊,只有不断加强电子银行建设才能为农村地区的客户带来更好的产品和服务体验,才能增强农村商业银行的市场份额、产品丰富程度,提高电子银行替代率。在企业战略理论、网络营销理论、SWOT分析、五力分析模型和波士顿矩阵等理论分析的基础上,本文对湖南宜章农商银行的网上银行、手机银行、电话银行和自助银行、福祥卡缴费通业务的主要功能、特色服务、申办流程和客户首次登录使用操作指南等进行了详细介绍,还对湖南宜章农商银行电子银行的客户结构和发展状况进行了具体分析。本文主要采用SWOT法分析了宜章农商银行电子银行发展的优势(Strength)、劣势(Weakness)、机会(Opportunity)以及可能受到的威胁(Threat),总体来看,SO战略是加强“三农”营销,提升优质客户的迁移率和渗透率。此外,还利用波特五力分析模型从供应商的议价能力、卖方议价能力、新进入者的威胁、替代品的竞争能力、同业者的竞争能力等五个方面来分析,宜章农商银行电子银行业务综合竞争能力呈现中上等加速趋势。继而提出了:以服务“三农”为基本定位和根本方向,以“转型、创新、提质、增效、安全”为主题,不断提升资本管理水平和全面风险管控能力为宜章农商银行电子银行发展战略目标。湖南宜章农商银行电子银行发展战略要有充分的保障措施。第一,可从引进和培养储备人才、重视员工队伍建设两方面进行人力资源保障。第二,可从财务资源配置、效益工资分配和运营费用等方面、对员工的业绩、能力素质等方面的管理三方面进行绩效考核保障。第三,采取加大营销力度、培育稳定核心优质客户群、细分电子银行客户市场、优化业务流程和提高服务效率、提升服务质量等营销策略保障措施。第四,采取牢固树立“存款立行”的经营思想、严格新放贷款管理、加大不良资产清收处置力度等资产质量保障措施。
[Abstract]:With the rapid development of mobile Internet technology and the popularity of mobile smart terminals (such as smartphones, tablets), mobile payments such as NFC near field payment, Yu'e Bao, Ali Xiaolu, P2P and other Internet finance and mobile finance are booming. The products and services of rural finance, payment mode and competition pattern also quietly change. The Yichang Agricultural and Commercial Bank is the main force and leader of the local financial services, "agriculture, rural areas and farmers". Only by constantly strengthening the construction of electronic banks can we bring better product and service experience to customers in rural areas and enhance the market share of rural commercial banks. Product richness, improve the replacement rate of electronic banking. On the basis of enterprise strategy theory, network marketing theory, SWOT analysis, five forces analysis model and Boston matrix, this paper analyzes the internet bank, mobile phone bank, telephone bank and self-help bank of Hunan Yizhang Agricultural Commercial Bank. This paper introduces the main function, characteristic service, application process and the first login operation guide of Fuxiang card payment service, and analyzes the customer structure and development status of Hunan Yizhang Agricultural Commercial Bank Electronic Bank in detail. This paper mainly uses SWOT method to analyze the advantages and disadvantages of (Strength), and inferior (Weakness), opportunity (Opportunity) in the development of E-bank of Yichang Agricultural and Commercial Bank and the possible threat to (Threat),. Overall, the SO strategy is to strengthen the marketing of "agriculture, rural areas and farmers". Improve mobility and penetration of quality customers. In addition, using Porter's five-force analysis model, the paper analyzes the supplier's bargaining power, the seller's bargaining power, the new entrant's threat, the substitute's competitive ability, the peer's competitive ability, and so on. The comprehensive competitive power of E-bank of Yizhang Agricultural and Commercial Bank presents an accelerating trend. Then put forward: to serve the "three rural areas" as the basic orientation and basic direction, with "transformation, innovation, quality, efficiency, security" as the theme, Improving the level of capital management and overall risk management ability is the strategic goal of the development of E-bank of Yizhang Agricultural Commercial Bank. Hunan Yizhang Agricultural Commercial Bank electronic bank development strategy should have sufficient safeguard measures. First, human resources can be guaranteed from two aspects: introducing and cultivating reserve talents and paying attention to the construction of staff. Secondly, the performance evaluation can be carried out from the aspects of financial resources allocation, benefit wage distribution and operating expenses, and the management of employee's performance and ability quality. Third, we should strengthen marketing, cultivate stable core and high quality customer base, subdivide electronic bank customer market, optimize business process and improve service efficiency, and improve service quality. Fourth, we should firmly establish the management idea of "deposit and bank", strictly manage the new loan, and strengthen the measures of asset quality assurance, such as clearing and disposal of non-performing assets.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.35;F724.6
[Abstract]:With the rapid development of mobile Internet technology and the popularity of mobile smart terminals (such as smartphones, tablets), mobile payments such as NFC near field payment, Yu'e Bao, Ali Xiaolu, P2P and other Internet finance and mobile finance are booming. The products and services of rural finance, payment mode and competition pattern also quietly change. The Yichang Agricultural and Commercial Bank is the main force and leader of the local financial services, "agriculture, rural areas and farmers". Only by constantly strengthening the construction of electronic banks can we bring better product and service experience to customers in rural areas and enhance the market share of rural commercial banks. Product richness, improve the replacement rate of electronic banking. On the basis of enterprise strategy theory, network marketing theory, SWOT analysis, five forces analysis model and Boston matrix, this paper analyzes the internet bank, mobile phone bank, telephone bank and self-help bank of Hunan Yizhang Agricultural Commercial Bank. This paper introduces the main function, characteristic service, application process and the first login operation guide of Fuxiang card payment service, and analyzes the customer structure and development status of Hunan Yizhang Agricultural Commercial Bank Electronic Bank in detail. This paper mainly uses SWOT method to analyze the advantages and disadvantages of (Strength), and inferior (Weakness), opportunity (Opportunity) in the development of E-bank of Yichang Agricultural and Commercial Bank and the possible threat to (Threat),. Overall, the SO strategy is to strengthen the marketing of "agriculture, rural areas and farmers". Improve mobility and penetration of quality customers. In addition, using Porter's five-force analysis model, the paper analyzes the supplier's bargaining power, the seller's bargaining power, the new entrant's threat, the substitute's competitive ability, the peer's competitive ability, and so on. The comprehensive competitive power of E-bank of Yizhang Agricultural and Commercial Bank presents an accelerating trend. Then put forward: to serve the "three rural areas" as the basic orientation and basic direction, with "transformation, innovation, quality, efficiency, security" as the theme, Improving the level of capital management and overall risk management ability is the strategic goal of the development of E-bank of Yizhang Agricultural Commercial Bank. Hunan Yizhang Agricultural Commercial Bank electronic bank development strategy should have sufficient safeguard measures. First, human resources can be guaranteed from two aspects: introducing and cultivating reserve talents and paying attention to the construction of staff. Secondly, the performance evaluation can be carried out from the aspects of financial resources allocation, benefit wage distribution and operating expenses, and the management of employee's performance and ability quality. Third, we should strengthen marketing, cultivate stable core and high quality customer base, subdivide electronic bank customer market, optimize business process and improve service efficiency, and improve service quality. Fourth, we should firmly establish the management idea of "deposit and bank", strictly manage the new loan, and strengthen the measures of asset quality assurance, such as clearing and disposal of non-performing assets.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.35;F724.6
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