吐鲁番市农村信用社电子银行业务营销管理研究

发布时间：2018-05-16 15:56

本文选题：吐鲁番市 + 农村信用社　；参考：《新疆大学》2017年硕士论文

【摘要】：当前,电子银行在全世界范围内迅猛发展,其作为网络信息技术与传统银行柜面业务有机结合的产物,未来发展潜力巨大,有关电子银行的研究已经成为一个热点。作为最重要的金融创新之一,电子银行不仅大大减轻了柜面服务压力,迅速扩大市场份额,而且通过提供丰富的金融产品和服务,提高客户体验度与满意度,带动中间业务收入的增长,并且能够大大降低经营成本。电子银行的这些优点,逐渐被各家银行机构所重视,各家银行纷纷将电子银行作为重要战略目标予以重点发展。吐鲁番市农村信用社基于自身历史发展的原因,电子银行业务从开始起步就晚于同业机构,因其科技研发能力和营销管理存在薄弱环节,电子银行业务发展速度一直较为缓慢,已经成为制约其经营发展的因素,影响了吐鲁番市农村信用社盈利水平和核心竞争力的提高,不利于在当前激烈的市场竞争中发展壮大。本文以吐鲁番市农村信用社作为研究对象,对其电子银行业务的营销管理现状进行深入分析,找出营销管理中存在的问题,并运用PEST分析方法对其所处营销环境进行分析,运用STP理论方法对其进行市场细分、目标市场选择和市场定位分析,最后以4P营销理论为基础提出改进营销管理的对策建议,为吐鲁番市农村信用社电子银行业务的持续、稳健发展提供参考建议。第一部分,笔者首先查阅了“电子银行业务营销管理”这一课题的国内外文献,分析了国内外学者对相关问题的研究方法和成果,并在此基础上展开了对吐鲁番市农村信用社电子银行业务营销管理的研究。认为随着网络信息科技的不断进步以及智能化手机在农村区域的进一步普及,电子银行业务势必成为吐鲁番市农村信用社一个新的利润增长点,同时也是其不断降低经营管理成本,提高核心竞争力,实现快速发展的有力时机。第二部分,从吐鲁番市农村信用社电子银行业务主要的发展历程入手,结合其经营推广现状、管理组织结构、业务种类及特征等五个方面,全面介绍吐鲁番市农村信用社电子银行业务营销管理现状。第三部分,对吐鲁番市农村信用社电子银行业务在营销管理中存在的问题进行了分析,指出其电子银行产品功能有待优化、促销推广不够充分、营销渠道建设有待改三个方面的问题。第四部分,对吐鲁番市农村信用社电子银行业务宏观营销环境及市场定位进行了分析,确定了目标市场和客户群体,为后期制定营销改进措施打好基础。第五部分,结合吐鲁番市农村信用社电子银行业务目标市场及市场定位,运用4P营销理论知识,从升级电子银行产品功能、丰富促销推广方式、完善营销渠道建设、制定灵活价格体系四个方面提出改进的措施建议,以推进吐鲁番市农村信用社电子银行业务的持续、稳定发展。
[Abstract]:At present, the electronic bank is developing rapidly throughout the world. As the product of the combination of network information technology and traditional bank counter business, the future development potential is great. The research on electronic banks has become a hot spot. As one of the most important financial innovations, electronic banks not only greatly reduce the pressure of counter service, but also greatly reduce the pressure of the counter service. By expanding market share, and providing rich financial products and services to increase customer experience and satisfaction, promote the growth of intermediate business income and greatly reduce operating costs, these advantages of electronic banks are gradually being paid attention to by various banking institutions, and each bank has taken electronic banks as an important strategic target. Based on the reasons of the historical development of Turpan rural credit cooperatives, the electronic banking business has started from the beginning to the same industry. Because of its weak link in its R & D ability and marketing management, the speed of the electronic banking business has been slow, which has become a factor restricting its operation and development, and has influenced the spitting. The improvement of the profit level and core competitiveness of the rural credit cooperatives in Tulu is not conducive to the development of the current fierce market competition. This paper, taking the Turpan rural credit cooperatives as the research object, analyzes the current marketing management of the electronic banking business, finds out the existing problems in the marketing management, and uses the PEST analysis side. The marketing environment is analyzed by the law. The market segmentation, target market selection and market positioning analysis are carried out by STP theory and method. Finally, the countermeasures and suggestions for improving marketing management are put forward based on 4P marketing theory, and the first part is provided for the sustainable and steady development of the electronic banking business of rural credit cooperatives in Turpan. The author first consulted the domestic and foreign literature on the subject of "e-banking marketing management", analyzed the research methods and achievements of domestic and foreign scholars on related issues, and carried out the research on the marketing management of Electronic Bank of Turpan rural credit cooperatives on this basis. And the further popularization of intelligent mobile phone in rural areas, electronic banking business is bound to become a new profit growth point in Turpan rural credit cooperatives, but it is also a powerful time to reduce management costs, improve core competitiveness and achieve rapid development. The second part, from Turpan rural credit cooperatives electronic banking industry Starting with the development process of the main business, combined with five aspects of its operation and promotion status, management organization structure, business types and characteristics, the present situation of the marketing management of Electronic Bank of Turpan rural credit cooperatives is introduced in an all-round way. The third part is divided into the problems in the marketing management of the electronic banking business of the rural credit cooperatives in Turpan. It points out that the function of the electronic bank product needs to be optimized, the promotion and promotion are not enough, and the marketing channel construction needs to be changed in three aspects. The fourth part analyzes the macro marketing environment and market positioning of the electronic banking business in Turpan rural credit cooperatives, determines the target market and the customer group, and makes the marketing improvement for the later period. The fifth part, in the fifth part, combined with the target market and market positioning of the electronic bank of Turpan rural credit cooperatives, using the knowledge of the marketing theory, from upgrading the function of the electronic bank, enriching the way of promotion and promotion, perfecting the marketing channel construction and making the four aspects of the flexible price system, put forward the improvement measures to promote the vomiting. The electronic banking business of Tulu rural credit cooperatives continued and developed steadily.

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

【参考文献】