本文選題：電子銀行　切入點(diǎn)：營(yíng)銷(xiāo)戰(zhàn)略　出處：《蘭州大學(xué)》2013年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：隨著互聯(lián)網(wǎng)技術(shù)的迅猛發(fā)展,電子商務(wù)呈現(xiàn)出高速發(fā)展態(tài)勢(shì)。銀行業(yè)傳統(tǒng)的營(yíng)銷(xiāo)模式隨之發(fā)生了顯著的變化,其中最突出的是：電子銀行已經(jīng)成為商業(yè)銀行業(yè)務(wù)發(fā)展的新型模式和主要渠道。面對(duì)日益激烈的行業(yè)競(jìng)爭(zhēng),各商業(yè)銀行紛紛把發(fā)展電子銀行業(yè)務(wù)作為核心競(jìng)爭(zhēng)力,成為各項(xiàng)業(yè)務(wù)市場(chǎng)競(jìng)爭(zhēng)的重要支點(diǎn),成為轉(zhuǎn)變經(jīng)營(yíng)方式,實(shí)現(xiàn)戰(zhàn)略轉(zhuǎn)型的重要舉措。 本文在全面分析電子銀行業(yè)務(wù)發(fā)展外部宏觀環(huán)境和內(nèi)部營(yíng)銷(xiāo)環(huán)境的基礎(chǔ)上,對(duì)網(wǎng)絡(luò)營(yíng)銷(xiāo)和建行電子銀行現(xiàn)狀營(yíng)銷(xiāo)的優(yōu)劣勢(shì)進(jìn)行比較,結(jié)合甘肅建行電子銀行營(yíng)銷(xiāo)的現(xiàn)狀,提出甘肅建行現(xiàn)階段電子銀行營(yíng)銷(xiāo)中存在的問(wèn)題。進(jìn)而重點(diǎn)構(gòu)建以數(shù)據(jù)挖掘?yàn)榛A(chǔ)的甘肅建行電子銀行營(yíng)銷(xiāo)戰(zhàn)略,并根據(jù)我國(guó)網(wǎng)絡(luò)金融服務(wù)的發(fā)展環(huán)境,分析其戰(zhàn)略重點(diǎn)及其發(fā)展趨勢(shì),提出了甘肅建行電子銀行全面、精準(zhǔn)的客戶(hù)數(shù)據(jù)庫(kù)模型建立,是電子銀行客戶(hù)營(yíng)銷(xiāo)的基礎(chǔ)；電子銀行營(yíng)銷(xiāo)必須建立客戶(hù)數(shù)據(jù)挖掘和分析為基礎(chǔ)的目標(biāo)營(yíng)銷(xiāo)戰(zhàn)略；以網(wǎng)絡(luò)模式開(kāi)展?fàn)I銷(xiāo)應(yīng)該成為電子營(yíng)銷(xiāo)模式的發(fā)展趨勢(shì)的研究結(jié)論。最后,結(jié)合自身?xiàng)l件對(duì)甘肅建行基于數(shù)據(jù)挖掘的電子銀行的營(yíng)銷(xiāo)戰(zhàn)略的實(shí)施與控制進(jìn)行了研究,并提出了系統(tǒng)的改進(jìn)建議。以期對(duì)甘肅建行電子銀行業(yè)務(wù)的發(fā)展提供指導(dǎo),也為國(guó)內(nèi)其他商業(yè)銀行電子銀行的發(fā)展提供借鑒。
[Abstract]:With the rapid development of Internet technology, e-commerce shows a rapid development trend, and the traditional marketing model of banking industry has changed significantly. The most outstanding is that electronic banking has become a new model and main channel for the development of commercial bank business. In the face of the increasingly fierce competition in the industry, commercial banks have taken the development of electronic banking business as their core competitiveness. It has become an important fulcrum of business market competition and an important measure to change management mode and realize strategic transformation. Based on the comprehensive analysis of the external macro environment and internal marketing environment of electronic banking business development, this paper compares the advantages and disadvantages of network marketing and current marketing of China Construction Bank, combining with the current situation of Gansu Construction Bank electronic bank marketing. This paper puts forward the problems existing in the E-bank marketing of Gansu Construction Bank at the present stage, and then focuses on constructing the E-bank marketing strategy of Gansu Construction Bank based on data mining, and according to the development environment of our country's network financial service, This paper analyzes its strategic focus and its development trend, and puts forward the establishment of a comprehensive and accurate customer database model of Gansu Construction Bank, which is the basis of electronic bank's customer marketing. E-bank marketing must establish the target marketing strategy based on customer data mining and analysis, and marketing based on network mode should be the research conclusion of the development trend of e-marketing mode. Combined with its own conditions, this paper studies the implementation and control of the marketing strategy of Gansu Construction Bank based on data mining, and puts forward some suggestions for the improvement of the system, in order to provide guidance for the development of the electronic banking business of Gansu Construction Bank. Also for other domestic commercial banks to provide reference for the development of electronic banking.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F832.33

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