【摘要】：隨著互聯(lián)網(wǎng)、固定電話、移動(dòng)電話等通訊設(shè)備及科技的日益完善和發(fā)展,以網(wǎng)上銀行、手機(jī)銀行、自助終端服務(wù)為核心業(yè)務(wù)的電子銀行業(yè)務(wù)逐漸走進(jìn)大眾的視線,作為近年來最重要的金融創(chuàng)新之一,通過最近二十年的創(chuàng)新與發(fā)展,電子銀行業(yè)務(wù)逐漸被消費(fèi)者所認(rèn)可,并成為銀行柜面業(yè)務(wù)最主要的替代方式,電子銀行業(yè)務(wù)也因此成為了銀行業(yè)務(wù)發(fā)展的生力軍。近年來,電子銀行業(yè)務(wù)在我國迅速發(fā)展,通過電子銀行,客戶不需要到銀行物理網(wǎng)點(diǎn),只要利用電腦、IPAD、手機(jī)、ATM,POS等電子終端,就可以方便地進(jìn)行賬戶查詢、轉(zhuǎn)賬、繳費(fèi)、購物、理財(cái)?shù)榷喾N傳統(tǒng)及衍生銀行業(yè)務(wù),所以電子銀行業(yè)務(wù)在分流柜面壓力、降低經(jīng)營成本、提高客戶忠誠度等方面發(fā)揮了越來越重要的作用。作為一種全新的服務(wù)方式,電子銀行在一定程度上影響著銀行業(yè)乃至整個(gè)金融行業(yè)的發(fā)展方向,并進(jìn)一步影響著銀行業(yè)的競爭格局、管理模式和服務(wù)營銷方式。同時(shí),隨著各家銀行越發(fā)意識(shí)到電子銀行發(fā)展對(duì)銀行競爭力提升的重要性,國內(nèi)電子銀行市場的競爭也日益激烈。2015年1月掛牌成立的濟(jì)南農(nóng)村商業(yè)銀行,由于其本身特殊的發(fā)展歷程、服務(wù)“三農(nóng)”的經(jīng)濟(jì)體制、以及面向客戶群體的特殊性,電子銀行業(yè)務(wù)起步較晚,發(fā)展不夠成熟,并且信息化程度相對(duì)落后,在一定程度上制約了電子銀行業(yè)務(wù)以及農(nóng)村金融電子化的發(fā)展。隨著農(nóng)商行對(duì)電子銀行業(yè)務(wù)重視程度的提高,農(nóng)村商業(yè)銀行的電子銀行業(yè)務(wù)在高速發(fā)展的同時(shí),也面臨著許多突出的問題,在電子銀行業(yè)務(wù)運(yùn)營模式、營銷方式、人才儲(chǔ)備、服務(wù)水平等方面與四大行及部分商業(yè)銀行均存在較大的差距。本文應(yīng)用企業(yè)管理的理論和方法,在借鑒同行業(yè)成功經(jīng)驗(yàn)的基礎(chǔ)上,將服務(wù)營銷理論作為研究的理論核心,以濟(jì)南農(nóng)村商業(yè)銀行作為研究的主要對(duì)象,運(yùn)用PEST分析方法對(duì)濟(jì)南農(nóng)商行電子銀行發(fā)展進(jìn)行環(huán)境分析,并運(yùn)用SWOT分析工具,詳細(xì)分析濟(jì)南農(nóng)村商業(yè)銀行發(fā)展電子銀行業(yè)務(wù)的優(yōu)勢、劣勢、機(jī)會(huì)和威脅,并對(duì)得出的結(jié)論進(jìn)行總結(jié),結(jié)合7P服務(wù)營銷理論,為濟(jì)南農(nóng)村商業(yè)銀行電子銀行業(yè)務(wù)的持續(xù)、穩(wěn)健發(fā)展提供建議。
[Abstract]:With the improvement and development of the Internet, fixed telephone, mobile phone and other communication equipment and technology, the electronic banking business, whose core business is Internet banking, mobile banking and self-service terminal services, has gradually come to the attention of the public. As one of the most important financial innovations in recent years, through the innovation and development of the last two decades, electronic banking business has gradually been recognized by consumers, and has become the most important alternative to bank counter business. Electronic banking business has therefore become a new force in the development of banking business. In recent years, electronic banking business has developed rapidly in China. Through electronic banking, customers do not need to go to the physical network of banks. As long as they make use of electronic terminals such as IPAD, mobile phones, ATM POS and so on, they can easily carry out account inquiries, transfers, fees, and shopping. Financial management and other traditional and derivative banking business, so electronic banking business in the distribution of counter pressure, reduce operating costs, improve customer loyalty and so on has played an increasingly important role. As a new service mode, electronic bank influences the development direction of banking industry and the whole financial industry to a certain extent, and further influences the competition pattern, management mode and service marketing mode of banking industry. At the same time, as banks become increasingly aware of the importance of the development of electronic banking to the competitiveness of banks, the competition in the domestic electronic banking market is becoming increasingly fierce. Jinan Rural Commercial Bank was established in January 2015. Due to its own special development course, serving the economic system of "agriculture, countryside and farmers" and the particularity of facing the customer group, the electronic banking business starts late, develops not mature enough, and the degree of information is relatively backward. To a certain extent, it restricts the development of electronic banking and rural financial computerization. With the development of the rural commercial bank's electronic banking business, the rural commercial bank's electronic banking business is facing many outstanding problems, such as the operation mode, the marketing mode and the talent reserve of the electronic bank, while the rural commercial bank's electronic banking business is developing at a high speed. There is a big gap between the service level and the four banks and some commercial banks. This paper applies the theory and method of enterprise management, on the basis of the successful experience of the same industry, takes the service marketing theory as the theoretical core of the research, and takes Jinan rural commercial bank as the main object of the research. Using the PEST analysis method to analyze the environment of the development of Jinan Rural Commercial Bank Electronic Bank, and using the SWOT analysis tool, the paper analyzes in detail the advantages, disadvantages, opportunities and threats of Jinan Rural Commercial Bank's development of electronic banking business. The conclusion is summarized, combined with the 7P service marketing theory, to provide suggestions for the sustainable and steady development of the electronic banking business of Jinan Rural Commercial Bank.
【學(xué)位授予單位】：山東財(cái)經(jīng)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)：2210542