【摘要】：隨著信息技術(shù)的發(fā)展,數(shù)據(jù)在行業(yè)發(fā)展中的作用變得越發(fā)重要。金融業(yè)作為擁有大量數(shù)據(jù)的行業(yè),在大數(shù)據(jù)時代的浪潮中面臨著前所未有的機遇和挑戰(zhàn)。銀行業(yè)作為金融業(yè)的代表,一方面要應(yīng)對迅速崛起的網(wǎng)絡(luò)金融的競爭,另一方面要面臨金融脫媒和利率市場化的行業(yè)轉(zhuǎn)變。因此,整合各個信息系統(tǒng)中的數(shù)據(jù)形成信息平臺對于科學(xué)管理和營銷變得尤為重要。本文首先全面介紹了商業(yè)銀行管理與營銷理論含義,并以其中管理決策理論、績效管理理論、客戶營銷理論、產(chǎn)品營銷理論、聯(lián)動營銷理論、渠道營銷理論以及企業(yè)系統(tǒng)規(guī)劃法(BSP)作為本文的理論支撐。其次,通過調(diào)查問卷對建行C分行經(jīng)營管理現(xiàn)狀進行分析,得出C分行在實施管理與營銷過程中缺乏有效的信息平臺支持。繼而對照管理與營銷理論和經(jīng)營現(xiàn)狀逐項分析平臺功能的兩部分具體需求,管理決策需求、營銷支持需求。由此本文得出了管理與營銷信息平臺的設(shè)計方案,包括總體目標、運用企業(yè)系統(tǒng)規(guī)劃法(BSP)進行模塊規(guī)劃,最終得出單個模塊設(shè)計方案。為保證該平臺能夠順利實施,本文從數(shù)據(jù)集成、團隊組建、資金保障、政策支持、進度管理五個方面進行保障措施的闡述。本文的研究致力于構(gòu)建建行C分行提升管理和營銷水平的信息平臺,解決其在經(jīng)營管理過程中遇到的問題。對C分行管理和營銷的相關(guān)研究不僅能夠為建行其他分行提供思路,同時也能夠為其他金融行業(yè)提供參考和借鑒。
[Abstract]:With the development of information technology, the role of data in the development of the industry has become more and more important. As an industry with a large number of data, the financial industry faces unprecedented opportunities and challenges in the tide of big data's era. As the representative of the financial industry, the banking industry must deal with the competition of the rapidly rising network finance on the one hand, and face the industry transformation of financial disintermediation and interest rate marketization on the other. Therefore, the integration of each information system data formation information platform for scientific management and marketing has become particularly important. This paper firstly introduces the meaning of management and marketing theory of commercial banks, and makes use of management decision theory, performance management theory, customer marketing theory, product marketing theory, linkage marketing theory. Channel marketing theory and enterprise system planning method (BSP) as the theoretical support of this paper. Secondly, through the questionnaire analysis of CCB C branch management and management status, it is concluded that C branch in the implementation of management and marketing process of the lack of effective information platform support. Then compared with the management and marketing theory and the management status quo, the paper analyzes the specific demand of the platform function, the management decision demand and the marketing support demand one by one. Therefore, the design scheme of management and marketing information platform is obtained in this paper, including the overall goal, using enterprise system planning method (BSP) to carry out module planning, and finally a single module design scheme is obtained. In order to ensure that the platform can be implemented smoothly, this paper describes the security measures from five aspects: data integration, team formation, financial support, policy support and schedule management. The research of this paper is devoted to constructing the information platform of CCB C Branch to improve the management and marketing level, and to solve the problems encountered in the process of management and management. The research on C branch management and marketing can not only provide ideas for other branches of CCB, but also provide reference for other financial industries.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F832.33;F274

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本文編號：2372659