發(fā)布時(shí)間：2018-01-06 10:04

  本文關(guān)鍵詞：中國工商銀行棗莊分行移動(dòng)銀行營銷策略研究　出處：《江西師范大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 棗莊工行 移動(dòng)銀行 營銷策略

【摘要】：伴隨著中國經(jīng)濟(jì)的快速增長,移動(dòng)通訊技術(shù)不斷更新,移動(dòng)智能終端設(shè)備的日益普及,移動(dòng)互聯(lián)網(wǎng)的發(fā)展已成為大勢所趨,已經(jīng)滲透到人民生活的各個(gè)領(lǐng)域。截至2013年6月底,全國有近40家大中小型銀行推出了手機(jī)銀行業(yè)務(wù)以及對(duì)應(yīng)的安卓、蘋果等操作系統(tǒng)客戶端APP,目前各城市商業(yè)銀行、農(nóng)商行也加入手機(jī)銀行、微信銀行等移動(dòng)銀行業(yè)務(wù)的競爭。作為一家一直以變革為動(dòng)力的商業(yè)銀行——中國工商銀行棗莊分行(以下簡稱棗莊工行),面臨移動(dòng)互聯(lián)網(wǎng)帶來的機(jī)遇與挑戰(zhàn),一方面,要考慮自身在新的環(huán)境下產(chǎn)業(yè)格局中的定位,發(fā)展戰(zhàn)略上從傳統(tǒng)手機(jī)銀行向移動(dòng)金融轉(zhuǎn)移;另一方面亦需要拓寬視野,關(guān)注新的格局和發(fā)展趨勢,保持自己的優(yōu)勢和競爭力。本文以棗莊工行移動(dòng)銀行業(yè)務(wù)為研究對(duì)象,結(jié)合棗莊工行移動(dòng)銀行業(yè)務(wù)發(fā)展現(xiàn)狀和特點(diǎn),從營銷內(nèi)、外部環(huán)境、項(xiàng)目的優(yōu)劣勢、機(jī)遇與挑戰(zhàn)進(jìn)行了分析,對(duì)市場進(jìn)行細(xì)分,明確目標(biāo)市場并進(jìn)行市場定位。其次,運(yùn)用服務(wù)營銷、網(wǎng)絡(luò)營銷、營銷組合理論、品牌營銷和金融學(xué)等理論,對(duì)棗莊工行營銷策略進(jìn)行研究并給出建議,包括:對(duì)移動(dòng)銀行業(yè)務(wù)進(jìn)行重新定位,明確移動(dòng)銀行的戰(zhàn)略地位和品牌營銷策略實(shí)施;大力加強(qiáng)金融產(chǎn)品創(chuàng)新,按照客戶需求推進(jìn)產(chǎn)品細(xì)分與差異化,保持產(chǎn)品競爭力;重點(diǎn)運(yùn)用營銷組合策略,實(shí)施免費(fèi)低價(jià)、差異化和捆綁式銷售定價(jià)策略和多元化促銷策略鞏固和擴(kuò)大市場份額;構(gòu)建新一代多元化電子銀行服務(wù)營銷體系,由移動(dòng)銀行向移動(dòng)金融過渡,融合web2.0時(shí)代互動(dòng)營銷策略、微信營銷策略、大數(shù)據(jù)營銷策略,品牌營銷繼續(xù)保持同業(yè)領(lǐng)先地位。希望本文所研究的營銷策略,能為我國銀行移動(dòng)金融業(yè)務(wù)的發(fā)展提供借鑒意義和實(shí)踐參考。
[Abstract]:With the rapid growth of Chinese economy, the continuous updating of mobile communication technology and the increasing popularity of mobile intelligent terminal devices, the development of mobile Internet has become the trend of the times. By the end of June 2013, nearly 40 large, medium and small banks across the country had launched mobile banking and the corresponding Android, Apple and other operating system client APP. At present, the city commercial banks, agribusiness also joined the mobile phone banks. WeChat Bank and other mobile banking business competition. As a transformation-driven commercial bank-Industrial and Commercial Bank of China Zaozhuang Branch (hereinafter referred to as ICBC Zaozhuang). In the face of the opportunities and challenges brought by the mobile Internet, on the one hand, we should consider the positioning of our own industry structure in the new environment, and shift the development strategy from traditional mobile banking to mobile finance; On the other hand, we also need to broaden our horizons, pay attention to new patterns and development trends, and maintain our own advantages and competitiveness. This paper takes ICBC Mobile Bank of Zaozhuang as the research object. Combined with Zaozhuang ICBC mobile bank business development status and characteristics, from the marketing internal, external environment, the advantages and disadvantages of the project, opportunities and challenges are analyzed, market segmentation. Secondly, using the service marketing, network marketing, marketing combination theory, brand marketing and finance theory, this paper studies the marketing strategy of ICBC in Zaozhuang and gives some suggestions. Including: to reposition the mobile bank business, clear the strategic position of the mobile bank and brand marketing strategy implementation; Strengthen the innovation of financial products, promote product segmentation and differentiation according to customer needs, and maintain the competitiveness of products; Focus on the use of marketing mix strategy, the implementation of free low-cost, differentiated and bundled sales pricing strategy and diversification promotion strategy to consolidate and expand market share; Build a new generation of diversified electronic banking services marketing system, from mobile banking to mobile finance transition, integration of the web2.0 era of interactive marketing strategy, WeChat marketing strategy, big data marketing strategy. Brand marketing continues to maintain the leading position in the same industry. I hope that the marketing strategy studied in this paper can provide reference and practical reference for the development of mobile banking business in China.
【學(xué)位授予單位】：江西師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F832.2

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本文編號(hào)：1387379