發(fā)布時間：2018-03-28 09:32

  本文選題：對公網(wǎng)銀　切入點：企業(yè)網(wǎng)銀　出處：《廣東財經(jīng)大學》2015年碩士論文

【摘要】：企業(yè)在發(fā)展壯大的過程中,對商業(yè)銀行的要求越來越高,不僅希望銀行提供傳統(tǒng)的柜面業(yè)務,更希望得到方便快捷的一站式綜合服務。與此同時,商業(yè)銀行也順應互聯(lián)網(wǎng)時代的新潮流,逐漸改變傳統(tǒng)的“存、貸、匯”為主的對公業(yè)務,積極實踐交易銀行業(yè)務與對公電子渠道的創(chuàng)新融合,通過提高對公網(wǎng)銀交易的活躍度來增加對公客戶對銀行的粘性,由此帶來存款的增加和中間業(yè)務收入的增長以及其他業(yè)務的聯(lián)動發(fā)展。文章通過對A銀行深圳分行對公網(wǎng)銀交易活躍度進行詳細研究,發(fā)現(xiàn)A銀行深圳分行對公網(wǎng)銀交易活躍度近幾年發(fā)展迅速,在A銀行系統(tǒng)內(nèi)考核排名靠前,不僅活躍戶數(shù)量增長較快,戶均交易筆數(shù)和交易額也穩(wěn)步增長,網(wǎng)銀替代率更是超過90%。但本文同時發(fā)現(xiàn),與國內(nèi)其他商業(yè)銀行相比,該行目前還只屬于第三梯隊,交易量也與其他大型銀行存在較大差距,在同業(yè)中所占的市場份額仍然較小。研究同時發(fā)現(xiàn),目前該行對公網(wǎng)銀交易業(yè)務存在著動戶率較低、大型優(yōu)質(zhì)客戶較少、中小客戶增長緩慢且存量客戶不足等問題,進而影響了該行對公網(wǎng)銀的交易活躍度,產(chǎn)生這些問題的原因主要是A銀行深圳分行自身品牌、產(chǎn)品、營銷及考核等方面存在不足以及客戶的特性等。對此,本文從產(chǎn)品、考核、營銷等多個方面入手,通過創(chuàng)新產(chǎn)品設計、細分客戶、加強考核和品牌建設等多種方法,盤活存量,用好增量,希望推進A銀行深圳分行對公網(wǎng)銀交易活躍度的全面發(fā)展。
[Abstract]:In the process of development and expansion of enterprises, the requirements of commercial banks are becoming higher and higher. They not only hope that banks will provide traditional counter business, but also hope to get convenient and quick one-stop comprehensive services. At the same time, Commercial banks also comply with the new trend of the Internet era, gradually change the traditional "deposit, loan, exchange" of the public business, actively practice the exchange of banking business and public electronic channels of innovation integration, To increase the stickiness to the banks of the public customers by increasing the activity of the public banking transactions, This has led to the increase of deposits, the growth of intermediate business income and the linkage development of other businesses. It is found that the Shenzhen branch of Bank A has developed rapidly in recent years with regard to the trading activity of the public network silver. In the A banking system, the number of active accounts has increased rapidly, and the number of transactions and the volume of transactions have also steadily increased. At the same time, this paper finds that, compared with other domestic commercial banks, the bank is still only in the third echelon, and the trading volume is also quite different from that of other large banks. At the same time, the study also found that the bank has some problems such as low mobile account rate, fewer large and high quality customers, slow growth of small and medium-sized customers and insufficient stock of customers, etc. The reasons for these problems are mainly the shortcomings of Bank A Shenzhen Branch's own brand, products, marketing and examination, as well as the characteristics of customers. Starting with assessment, marketing and other aspects, through innovative product design, customer segmentation, strengthening assessment and brand building, and so on, we can activate the stock and make good use of the increment. I hope to promote the A Bank Shenzhen Branch to the full-scale development of public banking transactions.
【學位授予單位】：廣東財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F832.2

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