發(fā)布時(shí)間：2018-07-15 19:21

【摘要】：隨著金融全球化、互聯(lián)網(wǎng)信息技術(shù)的迅猛發(fā)展，銀行業(yè)傳統(tǒng)的柜面客戶服務(wù)模式已無(wú)法適應(yīng)當(dāng)今社會(huì)金融服務(wù)要求，追尋高效、快捷、低成本、全天候的服務(wù)模式已成為現(xiàn)代銀行業(yè)勢(shì)在必行的發(fā)展趨勢(shì)。在這種發(fā)展趨勢(shì)下，電子銀行以其降低金融服務(wù)成本、業(yè)務(wù)操作簡(jiǎn)單、方便、快捷、客戶服務(wù)無(wú)時(shí)間限制等特點(diǎn)逐步取代傳統(tǒng)柜面服務(wù)模式成為現(xiàn)代商業(yè)銀行重要的客戶服務(wù)渠道，是現(xiàn)代商業(yè)銀行各項(xiàng)市場(chǎng)業(yè)務(wù)的重要支點(diǎn)，是商業(yè)銀行實(shí)現(xiàn)戰(zhàn)略轉(zhuǎn)型的重要舉措。 十二五規(guī)劃提出銀行業(yè)泛在、跨界、智慧的發(fā)展方向后，我國(guó)的電子銀行業(yè)務(wù)取得了飛速的發(fā)展，客戶數(shù)量迅猛，電子銀行業(yè)務(wù)逐步融入客戶生活、工作的每一個(gè)場(chǎng)景。雖然我國(guó)電子銀行業(yè)務(wù)獲得了飛速發(fā)展，但我國(guó)電子銀行業(yè)務(wù)相對(duì)于歐美國(guó)家仍存在互聯(lián)網(wǎng)環(huán)境局限、客戶普及度不高、難以創(chuàng)造商業(yè)價(jià)值等問(wèn)題。除此之外，我國(guó)電子銀行還存在以市場(chǎng)覆蓋度較低、產(chǎn)品功能相似、缺乏鮮明特色、客戶使用率不高等問(wèn)題。所以總體來(lái)看，我國(guó)電子銀行業(yè)務(wù)仍處于成長(zhǎng)過(guò)程，發(fā)展空間巨大等特點(diǎn)。 遼寧建行電子銀行發(fā)展模式就是我國(guó)大部分商業(yè)銀行發(fā)展的一個(gè)縮影，發(fā)展中同樣存在上述問(wèn)題。本文通過(guò)介紹數(shù)據(jù)挖掘的理論和技術(shù)，，全面分析遼寧建行電子銀行發(fā)展的內(nèi)外部環(huán)境，結(jié)合遼寧建行營(yíng)銷現(xiàn)狀，提出遼寧建行在電子銀行發(fā)展過(guò)程中出現(xiàn)的問(wèn)題并通過(guò)數(shù)據(jù)分析解決我行電子銀行業(yè)務(wù)發(fā)展實(shí)際問(wèn)題。最后，結(jié)合遼寧建行業(yè)務(wù)發(fā)展中的真實(shí)數(shù)據(jù)制定今后業(yè)務(wù)開展的營(yíng)銷及業(yè)務(wù)發(fā)展策略。
[Abstract]:With the rapid development of financial globalization and Internet information technology, the traditional banking customer service mode has been unable to adapt to the requirements of social financial services, seeking efficiency, speed and low cost. The all-weather service mode has become the development trend of the modern banking industry. In this development trend, electronic banking reduces the cost of financial services, and its operation is simple, convenient and fast. The characteristics of customer service without time limit gradually replace the traditional cabinet service mode as an important customer service channel of modern commercial banks, and are the important fulcrum of various market operations of modern commercial banks. It is an important measure for commercial banks to realize strategic transformation. After the 12th Five-Year Plan put forward the development direction of banking industry, the electronic banking business of our country has made rapid development, the number of customers is swift and violent, the electronic banking business gradually integrates into the customer life, each scene of work. Although the electronic banking business of our country has been developed rapidly, there are still some problems such as the limitation of Internet environment, the low popularity of customers and the difficulty of creating commercial value in China's electronic banking business compared with the European and American countries. In addition, there are still some problems such as low market coverage, similar product functions, lack of distinctive characteristics, low customer utilization rate and so on. So overall, our country's electronic banking business is still in the growth process, huge space for development and other characteristics. The development model of Liaoning Construction Bank Electronic Bank is a microcosm of the development of most commercial banks in China. By introducing the theory and technology of data mining, this paper comprehensively analyzes the internal and external environment of the development of Liaoning Construction Bank Electronic Bank, and combines with the marketing situation of Liaoning Construction Bank. The problems of Liaoning Construction Bank in the development of electronic banking are put forward and the practical problems of the development of electronic banking are solved through data analysis. Finally, combining with the real data of Liaoning Construction Bank's business development, the marketing and business development strategy for future business development is formulated.
【學(xué)位授予單位】：吉林大學(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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