华夏银行电子银行产品营销策略研究

发布时间：2018-02-14 09:11

本文关键词： 电子银行华夏银行营销策略　出处：《山东大学》2017年硕士论文　论文类型：学位论文

【摘要】：电子银行业务随着国家互联网普及率的提高改变着人们从事金融活动的方式,发展电子银行业务也成为各家银行转变经营方式应对激烈市场竞争的重中之重。华夏银行电子银行至今发展已经有17年的历史,建立了"华夏龙网"的整体品牌,具备了一定的发展基础。但是面对同业竞争,华夏银行的市场份额、营销状况还处于相对落后的位置。本文在梳理华夏银行电子银行产品和业务的情况下,总结其营销现状存在的问题,运用SWOT等分析方法分析营销环境,提出营销策略的改进建议和保障措施。本文分为六章,第一章提出本文研究背景及选题意义,对电子银行的重要地位予以总体性展望,阐述本文的研究内容及研究方法。第二章是对电子银行产品营销的理论基础和分析工具进行介绍。第三章提出问题,以华夏银行为例,介绍华夏银行电子银行业务营销的运行情况及营销现状,进而总结归纳出电子银行营销策略存在的问题。第四章分析问题,运用相关分析工具对华夏银行电子银行产品营销环境进行剖析,包括宏观环境、行业环境等角度的分析。第五章、第六章解决问题,结合相关理论从市场需求出发,提出华夏银行电子银行营销策略的改进建议;对解决问题的方法予以落实,对具体如何实施电子银行产品营销策略提出保障措施。最后进行总结,提炼本文基本观点,总结不足之处,为未来的工作指明努力方向。
[Abstract]:The electronic banking business with the increase of Internet penetration is changing people engaged in financial activities, the development of electronic banking has become a priority among priorities of the banks to change the mode of operation to deal with the fierce market competition. Huaxia bank electronic banking development so far has been 17 years of history, has established "the overall brand Huaxia network. Have some foundation for development. But in the face of competition, Huaxia Bank's market share, marketing situation is still in the relatively backward position. Based on the reviews of Huaxia bank electronic banking products and services, to summarize the current marketing problems, such as the use of SWOT analysis method to analyze the marketing environment, put forward the improvement suggestions and measures marketing strategy. This paper is divided into six chapters, the first chapter puts forward the research background and the significance of this topic, the important status of electronic banking to the overall outlook. The research contents and research methods of this paper. The second chapter is the theoretical basis of electronic banking products and marketing analysis tools are introduced. The third chapter put forward the question, Huaxia Bank as an example, introduces the running situation and the marketing of Huaxia bank electronic banking marketing, and then summarizes the existing electronic banking marketing strategy. The fourth chapter analyzes the problems related to the use of analysis tools of Huaxia bank electronic banking product marketing environment analysis, including macro environment, industry environment analysis point of view. In the fifth chapter, the sixth chapter to solve the problem, combined with the theory from the point of view of market demand, put forward suggestions for improvement of the marketing strategy of electronic bank Huaxia Bank to implement the method of solving problems; how to carry out the strategy of the electronic banking products marketing security measures are put forward. Finally, summarize, refine the basic viewpoint of this paper, summarized the insufficiency Point out, point out the direction for future work.

【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.2;F274

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