【摘要】：隨著現(xiàn)代科技的迅猛發(fā)展,計算機、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)品的客戶進行基本信息搜集,對該行的電子銀行使用現(xiàn)狀進行詳細地調(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.
【學位授予單位】：電子科技大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F832.2;F274

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