【摘要】：隨著現(xiàn)代科技的迅猛發(fā)展,計算機(jī)、網(wǎng)絡(luò)、信息伴隨著金融產(chǎn)品的電子化,電子金融產(chǎn)品以網(wǎng)上銀行為代表,在這幾年逐步成熟和完善中受到了社會公眾的青睬,它能給客戶提供轉(zhuǎn)賬交易、查詢功能、網(wǎng)絡(luò)購物、網(wǎng)上理財?shù)确奖憧旖莸慕鹑诜⻊?wù),現(xiàn)在已經(jīng)成為人們?nèi)粘＝?jīng)濟(jì)生活中的“24小時服務(wù)銀行”的一部份。在銀行實際工作中,銀行加強(qiáng)電子銀行產(chǎn)品的推廣,能夠很好的緩解柜臺柜員的工作壓力和資源壓力,極大地縮短了客戶的等待時間,進(jìn)一步的改善了銀行中間業(yè)務(wù)收入結(jié)構(gòu),從而增加各家銀行的電子銀行產(chǎn)品中間業(yè)務(wù)費(fèi)用收入,這是銀行產(chǎn)品電子化信息化的一種趨勢。 本文以一家商業(yè)銀行的營業(yè)各網(wǎng)點(diǎn)的電子銀行類產(chǎn)品使用情況作為數(shù)據(jù)來源,對該行使用電子銀行產(chǎn)品的客戶進(jìn)行基本信息搜集,對該行的電子銀行使用現(xiàn)狀進(jìn)行詳細(xì)地調(diào)研了解,從中分析電子銀行類產(chǎn)品在銀行業(yè)務(wù)中起到的分流客戶作用以及提高客戶遷移率方面的作用,與此同時,通過分析XX商業(yè)銀行的客戶心理,找出客戶不愿意使用電子銀行產(chǎn)品的根本原因,根據(jù)客戶需求營銷適合客戶的電子銀行產(chǎn)品和功能,從而加快該行電子銀行產(chǎn)品的使用率,提升金融服務(wù)質(zhì)量,能以電子銀行的產(chǎn)品功能綁定客戶。 根據(jù)該銀行實際情況和營銷經(jīng)驗,制定適合該行的電子銀行產(chǎn)品營銷方案,最后提出新型電子銀行產(chǎn)品的營銷模式和電子銀行產(chǎn)品的創(chuàng)新,從而推廣電子銀行產(chǎn)品,加速業(yè)務(wù)發(fā)展,提高中間業(yè)務(wù)收入。
[Abstract]:With the rapid development of modern science and technology, computers, networks and information are accompanied by the electronic financial products. The electronic financial products, represented by online banking, have been gradually mature and perfected by the public in recent years. It can provide customers with transfer transactions, query functions, online shopping, online financial services and other convenient and fast financial services, has become a part of the daily economic life of people "24 hours a service bank" part. In the actual work of the bank, the bank strengthens the promotion of electronic banking products, which can relieve the pressure on the counter teller and the pressure on the resources, greatly shorten the waiting time of the customer, and further improve the income structure of the intermediate business of the bank. Thus increasing the income of electronic banking products intermediate business costs, this is a trend of electronic banking products informatization. This paper takes the use of electronic banking products in each branch of a commercial bank as a data source to collect basic information for customers who use electronic banking products in this bank. This paper makes a detailed investigation and understanding of the current situation of the use of electronic banking in the bank, and analyzes the role of electronic banking products in diverting customers and improving customer mobility in the banking business, and at the same time, By analyzing the customer psychology of XX commercial bank, we find out the fundamental reason why customers are unwilling to use electronic bank products, and marketing the electronic banking products and functions suitable for customers according to customer demand, so as to speed up the utilization rate of electronic banking products in this bank. Improve the quality of financial services, can bind customers with the function of electronic banking products. According to the actual situation and marketing experience of the bank, the marketing scheme of electronic banking products suitable for the bank is formulated. Finally, the marketing mode of new electronic banking products and the innovation of electronic banking products are put forward, so as to promote electronic banking products. Accelerate business development, raise intermediate business income.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F832.2;F274

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 陶良華;;不同種類電子銀行的安全威脅[J];計算機(jī)安全;2011年11期

2 中國工商銀行上海市分行課題組;成善棟;謝倩;陳秋敏;;商業(yè)銀行財富客戶金融消費(fèi)行為的統(tǒng)計與分析[J];金融論壇;2011年03期

3 李海申;;我國商業(yè)銀行的網(wǎng)絡(luò)營銷策略研究[J];金融教學(xué)與研究;2007年01期

4 李媛;;網(wǎng)絡(luò)經(jīng)濟(jì)下企業(yè)營銷策略研究[J];學(xué)理論;2011年12期

5 周建;;農(nóng)業(yè)銀行經(jīng)營客戶的策略研究[J];現(xiàn)代金融;2010年08期

6 王振林;;電子商務(wù)環(huán)境下的網(wǎng)絡(luò)營銷建設(shè)[J];科技傳播;2011年08期

7 伍璐;;我國網(wǎng)絡(luò)銀行業(yè)務(wù)的市場營銷策略[J];金融經(jīng)濟(jì);2008年20期

8 唐詩;;文化營銷——企業(yè)如何制定營銷策略[J];企業(yè)導(dǎo)報;2010年09期

9 霍曉麗;;再議網(wǎng)上銀行的風(fēng)險與防范[J];商場現(xiàn)代化;2011年02期

10 康曉東;;從包容性增長角度談電子銀行作用[J];現(xiàn)代商業(yè);2011年03期

相關(guān)碩士學(xué)位論文 前2條

1 郭申普;興業(yè)銀行電子銀行業(yè)務(wù)發(fā)展研究[D];北京郵電大學(xué);2008年

2 王儒;客戶使用ATM機(jī)的行為特征與ATM機(jī)現(xiàn)金管理的研究[D];西南財經(jīng)大學(xué);2011年

，

本文編號：2259088