本文選題：客戶差異 + HT公司　； 參考：《北京工業(yè)大學(xué)》2013年碩士論文

【摘要】：隨著銀行業(yè)網(wǎng)銀飛速發(fā)展，網(wǎng)銀安全硬件產(chǎn)品有了更多的發(fā)展空間，但是同時(shí)伴隨著發(fā)展也帶來了更多的產(chǎn)品競爭。更多的換代產(chǎn)品出現(xiàn)在市場，更多的參與產(chǎn)品進(jìn)入市場，更多的銀行由于不同的網(wǎng)銀業(yè)務(wù)發(fā)展?fàn)顟B(tài)，有了不同的網(wǎng)銀安全硬件產(chǎn)品需求。如何面對競爭，企業(yè)在進(jìn)一步的競爭中如何發(fā)展，如何面對不同市場進(jìn)行市場細(xì)分，成為HT公司面臨的重要問題。 針對上述問題，本文首先從網(wǎng)銀安全產(chǎn)品發(fā)展情況進(jìn)行了分析。由于網(wǎng)銀安全產(chǎn)品競爭加劇，HT公司面臨更為嚴(yán)峻的市場競爭壓力。銀行業(yè)網(wǎng)絡(luò)銀行業(yè)務(wù)推廣進(jìn)一步推進(jìn)，業(yè)務(wù)增長帶動了網(wǎng)絡(luò)銀行安全性需求，伴隨網(wǎng)銀硬件安全產(chǎn)品需求增長，參與廠家增多，造成行業(yè)競爭日趨激烈。HT公司在面對同業(yè)公司同質(zhì)化產(chǎn)品，不同銀行客戶類型體系市場，現(xiàn)有標(biāo)準(zhǔn)化產(chǎn)品明顯不適應(yīng)市場競爭，個(gè)性化銀行客戶需求，，需要針對銀行業(yè)市場進(jìn)行差異化銷售調(diào)整，以面對市場競爭 其次，從銀行不同類型，不同需求方面進(jìn)行分析，要求HT公司針對不同銀行客戶需求進(jìn)行調(diào)整。隨著銀行網(wǎng)銀業(yè)務(wù)發(fā)展，不同銀行類型有了不同的網(wǎng)銀安全產(chǎn)品需求內(nèi)容。主要?jiǎng)澐譃椋何宕髧秀y行，全國性股份銀行，區(qū)域各省農(nóng)村信用聯(lián)社，各省城市商業(yè)銀行。主要表現(xiàn)在中國銀行，建設(shè)銀行，農(nóng)業(yè)銀行，工商銀行以及交通銀行這五大銀行在網(wǎng)銀安全產(chǎn)品方面具有明顯的行業(yè)代表性。全國股份銀行有比較多的產(chǎn)品創(chuàng)新要求。各區(qū)域銀行網(wǎng)銀安全產(chǎn)品需求滯后上述銀行需求發(fā)展。 第三，HT公司現(xiàn)有銷售策略不能適合企業(yè)未來發(fā)展需求，需要進(jìn)行差異化營銷策略調(diào)整。本文對現(xiàn)有HT公司銷售策略進(jìn)行了分析，并針對HT公司重點(diǎn)關(guān)注大行市場，重點(diǎn)各省農(nóng)信聯(lián)社客戶市場進(jìn)行了不同的需求分析。 針對網(wǎng)銀安全產(chǎn)品的調(diào)整，銀行不同客戶需求內(nèi)容的不同，針對不同市場需求，本文通過應(yīng)用差異化銷售策略，大客戶策略，目標(biāo)策略等進(jìn)行HT公司銷售策略調(diào)整進(jìn)行了論述，提出本文觀點(diǎn)。
[Abstract]:With the rapid development of banking network silver, the security hardware products have more development space, but also bring more product competition with the development. More replacement products appear in the market, more participating products enter the market, and more banks have different requirements for security hardware products due to different development state of network banking business. How to face the competition, how to develop in the further competition and how to subdivide the market in the face of different markets have become an important problem faced by HT Company. In view of the above problems, this paper first analyzes the development of the security products of network silver. Due to the network silver security products competition intensifies the HT company faces more severe market competition pressure. The promotion of network banking business in banking has been further advanced, and the growth of business has led to the demand for security of network banks. With the increase in the demand for security products for network banking hardware, the number of participating manufacturers has increased. As a result of the increasingly fierce competition in the industry. HT Company is facing the same quality products of the same industry companies, different bank customer type system market, the existing standardized products obviously do not adapt to the market competition, personalized bank customer needs, It is necessary to adjust the differentiated sales to the banking market in order to face the market competition. Secondly, according to different types and different needs of banks, HT company is required to adjust the needs of different bank customers. With the development of bank banking, different types of bank have different security products. Mainly divided into: five state-owned banks, national stock banks, regional provinces rural credit unions, provincial city commercial banks. Mainly in the Bank of China, Construction Bank, Agricultural Bank, Industrial and Commercial Bank and Bank of Communications, these five banks in the network of silver security products have a clear industry representative. National stock banks have more product innovation requirements. Each region bank net silver security product demand lags behind the above bank demand development. Third, the current sales strategy of HT Company can not meet the needs of the future development of the enterprise, need to adjust the differentiated marketing strategy. This paper analyzes the current sales strategy of HT company, focuses on the market of big bank, and analyzes the different needs of the customer market of each province. Aiming at the adjustment of the security products of the bank, the difference of the content of the bank's different customers' demand, and the different market demand, this paper discusses the adjustment of the HT company's sales strategy by applying the differentiated sales strategy, the big account strategy, the target strategy, etc. Put forward the viewpoint of this paper.
【學(xué)位授予單位】：北京工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F832.2

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

1 邱莉紅;對營銷渠道績效衡量的探討[J];中外管理導(dǎo)報(bào);2002年03期

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