發(fā)布時間：2018-01-30 05:51

  本文關(guān)鍵詞： 商業(yè)銀行 個人電子銀行 營銷策略　出處：《吉林大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著互聯(lián)網(wǎng)和信息技術(shù)的高速發(fā)展，，以及人們對銀行業(yè)務(wù)的便捷性及個性化需求，使得電子銀行產(chǎn)品以傳統(tǒng)銀行業(yè)務(wù)不可比擬的優(yōu)勢，愈發(fā)成為金融業(yè)最具競爭力的營銷工具，大力拓展電子銀行業(yè)務(wù)是我國商業(yè)銀行應(yīng)對金融全球化挑戰(zhàn)的必然選擇。 本文通過對中行吉林省分行目前個人電子銀行產(chǎn)品發(fā)展情況及現(xiàn)有營銷策略的分析研究，發(fā)現(xiàn)其營銷策略存在一定問題。在產(chǎn)品上各行趨于同質(zhì)化，競爭較為激烈；在服務(wù)定價(jià)上缺少優(yōu)勢，無相應(yīng)的優(yōu)惠活動與之匹配；市場響應(yīng)速度亟待加速；營銷手段較為單一，缺乏有效的跟蹤和售后回訪服務(wù)；缺乏一支營銷隊(duì)伍與產(chǎn)品匹配。形成以上問題的主要原因是產(chǎn)品設(shè)計(jì)理念未從客戶需求角度出發(fā)；價(jià)格制定沒有與同業(yè)對比制定；營銷活動沒有納入到銀行整體營銷概念中；缺乏合理的資源配置、人員配置和考核體系。 為了制定科學(xué)的產(chǎn)品營銷策略，對中行吉林省分行所處的宏觀營銷環(huán)境，包括政治、經(jīng)濟(jì)、社會、技術(shù)環(huán)境，所處的微觀環(huán)境，包括市場和競爭對手、企業(yè)自身發(fā)展情況、客戶群體進(jìn)行分析。運(yùn)用SWOT分析法，明確該行擁有良好的品牌形象、精工細(xì)作的產(chǎn)品和優(yōu)質(zhì)客戶經(jīng)理隊(duì)伍建設(shè)，同時存在客戶基礎(chǔ)相對薄弱、營銷體系尚未真正建立、大數(shù)據(jù)利用程度不高等劣勢，在面對互聯(lián)網(wǎng)技術(shù)深化發(fā)展和社會經(jīng)濟(jì)模式變革的機(jī)遇下，又有來自于其他三大國有銀行、互聯(lián)網(wǎng)金融等的挑戰(zhàn)，據(jù)此，其在未來很長一段時間將采用積極的優(yōu)勢機(jī)會戰(zhàn)略，制定個人電子銀行產(chǎn)品營銷策略。 通過對吉林省個人客戶的市場細(xì)分，明確了中行吉林省分行個人電子銀行產(chǎn)品的目標(biāo)市場和市場定位。運(yùn)用4P理論，為其制定新的營銷組合策略，主要包括：（1）產(chǎn)品策略。主要是以客戶需求為導(dǎo)向，進(jìn)行產(chǎn)品創(chuàng)新，完善產(chǎn)品功能，深化產(chǎn)品服務(wù)。（2）價(jià)格策略。主要是在業(yè)務(wù)拓展期，采取免費(fèi)方式；在業(yè)務(wù)發(fā)展穩(wěn)定期，進(jìn)行差別定價(jià)。（3）促銷策略。運(yùn)用品牌策略，綜合多種渠道，利用新媒體資源進(jìn)行市場營銷，精準(zhǔn)營銷，體驗(yàn)式營銷。（4）渠道策略。主要是完善網(wǎng)點(diǎn)渠道營銷方式，創(chuàng)新其他營銷渠道，例如在線渠道，上門推介渠道，直銷渠道和異業(yè)合作渠道等。并提出需要配套的營銷策略實(shí)施的保障措施：人力資源保障、績效考核政策、費(fèi)用及資源配置、風(fēng)險(xiǎn)防控體系以及信息科技資源支持。
[Abstract]:With the rapid development of Internet and information technology, as well as people's convenience and personalized demand for banking business, electronic banking products with the traditional banking business unparalleled advantages. Increasingly, it has become the most competitive marketing tool in the financial industry. It is an inevitable choice for Chinese commercial banks to deal with the challenge of financial globalization. Through the analysis and research on the current product development and current marketing strategy of Bank of China Jilin Branch, it is found that there are some problems in the marketing strategy, and the products tend to be homogenized. The competition is fierce; Lack of advantages in service pricing, no corresponding preferential activities to match it; The market response speed needs to be accelerated; The marketing method is relatively single, lacks the effective tracking and the after-sale return visit service; Lack of a marketing team to match the product. The main reason for the above problems is that the concept of product design does not start from the point of view of customer demand; Price setting is not compared with the same industry; Marketing activities are not included in the whole marketing concept of banks; Lack of a reasonable allocation of resources, staffing and assessment system. In order to formulate scientific product marketing strategy, the macro marketing environment, including political, economic, social, technological environment, micro environment, including market and competitors, is given to Bank of China Jilin Branch. The development of the enterprise itself, customer group analysis. Using SWOT analysis, clear that the bank has a good brand image, meticulous products and quality account manager team construction. At the same time, the customer base is relatively weak, the marketing system has not really been established, big data use the degree of weakness, in the face of Internet technology deepening development and socio-economic model reform opportunities. There are also challenges from the other three state-owned banks, Internet finance, etc. According to this, it will adopt the positive advantage opportunity strategy and make the marketing strategy of personal electronic bank products for a long time in the future. Through the market segmentation of individual customers in Jilin province, the target market and market positioning of the personal electronic bank products of Bank of China Jilin Province Branch are clarified, and a new marketing combination strategy is formulated for the individual electronic bank products by using 4P theory. It mainly includes: 1) product strategy. It is mainly customer-oriented, product innovation, perfect product function, deepen product service, price strategy, mainly in the period of business expansion. Free of charge; In the business development stable period, carries on the differential pricing. 3) the promotion strategy. Uses the brand strategy, synthesizes various channels, uses the new media resources to carry on the marketing, the accurate marketing. Experience marketing. 4) channel strategy. The main is to improve the network channel marketing methods, innovative other marketing channels, such as online channels, door-to-door referral channels. Direct marketing channels and other channels of cooperation. And put forward the necessary marketing strategies to implement the safeguard measures: human resources security, performance evaluation policy, costs and resource allocation. Risk prevention and control system and information technology resources support.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F832.2

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