本文選題：廣州銀行　切入點：個人網(wǎng)銀　出處：《湖南大學(xué)》2016年碩士論文　論文類型：學(xué)位論文

【摘要】：電子商務(wù)的快速增長推動人們對于互聯(lián)網(wǎng)的通信和服務(wù)的利用進(jìn)程。像所有其它行業(yè),銀行業(yè)的競爭也迫使銀行改變傳統(tǒng)方法,以電子方式開展業(yè)務(wù)。電子銀行業(yè)務(wù),為銀行業(yè)提供一個新的服務(wù)渠道。然而,在比較發(fā)達(dá)國家的個人網(wǎng)銀用戶,廣州的用戶接受程度仍然不高。因此,研究電子網(wǎng)上銀行的重點將從傳統(tǒng)的技術(shù)發(fā)展轉(zhuǎn)移到用戶角度,更深層面的掌握消費(fèi)者對電子銀行的基本認(rèn)識,可以幫助銀行更有效地制定發(fā)展策略。網(wǎng)上銀行是一項金融服務(wù)創(chuàng)新,創(chuàng)新擴(kuò)散理論為研究提供了較好的理論基礎(chǔ);同時計劃行為理論為研究提供了把握消費(fèi)者的行為路徑�；诖�,通過理論分析和實證研究,本文探討廣州銀行個人網(wǎng)上銀行使用意愿的具體影響因素,以便為銀行有針對性的營銷策略提供理論依據(jù)。本文通過問卷調(diào)查發(fā)現(xiàn),廣州銀行個人網(wǎng)上銀行業(yè)務(wù)發(fā)展的機(jī)會與威脅在于對于進(jìn)行資金融通的平臺選擇而言,以后的發(fā)展方向也更多的是銀行、非銀行金融機(jī)構(gòu)、IT企業(yè)以及電子商務(wù)公司等等,銀行的用戶群體發(fā)生轉(zhuǎn)移,并且難以回轉(zhuǎn)。先進(jìn)網(wǎng)絡(luò)技術(shù)也讓銀行的服務(wù)水平相當(dāng),各行業(yè)融入市場的門檻下降,極可能會出現(xiàn)替代銀行服務(wù)的功能項目。廣州銀行具備網(wǎng)絡(luò)安全優(yōu)勢、賬戶管理方面的優(yōu)勢、資金集中優(yōu)勢。廣州銀行個人網(wǎng)上銀行業(yè)務(wù)發(fā)展的劣勢在于產(chǎn)品品種較少,品牌形象問題以及網(wǎng)上銀行的支付信用體系有待完善。在廣州銀行的網(wǎng)上銀行發(fā)展背景下,影響廣州人網(wǎng)上銀行使用意向的因素依次是對電子渠道的信任、結(jié)構(gòu)保證、感知易用性、感知風(fēng)險。廣州人主要網(wǎng)上銀行服務(wù)功能相同,主要集中于賬務(wù)查詢、網(wǎng)上支付、修改密碼等較淺層次的網(wǎng)上銀行功能。使用者采用網(wǎng)上銀行的最主要原因均在于其使用方便與節(jié)約時間,未使用者至今沒有使用網(wǎng)上銀行的最主要原因都是由于擔(dān)心網(wǎng)上銀行安全問題與對網(wǎng)上銀行服務(wù)不了解。本文最后提出了廣州銀行個人網(wǎng)上銀行營銷策略的實施,需要確立以客戶為中心的產(chǎn)品理念,建立和完善網(wǎng)上銀行產(chǎn)品的新體系,完善代客理財業(yè)務(wù),開展新的理財產(chǎn)品,完善手機(jī)銀行等電子金融產(chǎn)品服務(wù)。個人網(wǎng)上銀行服務(wù)營銷策略在于加強(qiáng)客戶關(guān)系管理,提升競爭力,建立全方位視野所需的信息科技基礎(chǔ)建設(shè),完善客戶服務(wù)流程,協(xié)助顧客完成工作。最后,個人網(wǎng)銀還需要提供個性化服務(wù),實施精準(zhǔn)式營銷,提供個性化服務(wù)、顧客一站式服務(wù),并注重品牌的推廣和個人網(wǎng)上銀行業(yè)務(wù)的促銷策略。
[Abstract]:The process of the rapid growth of e-commerce to promote people communication and services on the Internet. Like all other industries, the banking industry competition is forcing banks to change the traditional method of doing business electronically. Electronic banking business, providing a new service channel for the banking industry. However, in the developed countries of the personal banking Guangzhou users, user acceptance level is still not high. Therefore, the research focus of electronic online banking will be transferred from the traditional technological development to a deeper level of user perspective, grasp the consumer basic knowledge of electronic banking, the bank can help to develop more effective development strategy. The online banking is a financial service innovation theory provides a better theoretical foundation for the study of diffusion of innovation; and the theory of planned behavior provides a path for the study of consumer behavior to grasp. Based on this, through theoretical analysis and empirical This paper discusses research specific factors affecting the willingness to use personal online banking of the Bank of Guangzhou, so as to provide theoretical basis for the bank's marketing strategy. This article through the questionnaire survey found that the development of Internet banking business of the Bank of Guangzhou lies in the opportunities and threats of financing platform, the future direction of development is also more banks, non bank financial institutions and enterprises, IT e-commerce company, bank users shift, and difficult to swing. Advanced network technology also allows the bank service level when, the industry into the threshold of the market decline, most likely there will be functional project alternative banking services. The Bank of Guangzhou has the advantage of network security. The advantage of capital account management, focus on the advantages of development. Internet banking business of the Bank of Guangzhou has the advantage of less varieties, products Brand image and online banking payment credit system needs to be improved. In the background of Guangzhou bank online banking development, factors affecting the people of Guangzhou are the intention of using Internet banking trust in the electronic channel, structural assurance, perceived ease of use, perceived risk of online banking services. The people of Guangzhou main function the same, mainly focused on account query, online payment, modify the password with a low level of online banking users. The main reason for the use of online banking is the convenience and time saving, not the user has not the main reason for the use of the bank on the net are worried about online banking security problems and the online banking services finally do not understand. The implementation of Personal Online Banking Bank of Guangzhou marketing strategy, need to establish a customer-centric product concept, establish and perfect the banking products online The new system, perfecting the wealth management business, develop new financial products, improve the service of electronic financial products. Mobile phone bank personal internet banking service marketing strategy is to strengthen customer relationship management, enhance the competitiveness of the construction of information technology infrastructure needed to build all-round vision, improve the customer service process, assist customers to finish the work. Finally, individual Internet banking also need to provide personalized service, the implementation of precision marketing, to provide personalized service to customers one-stop service, and focus on brand promotion and personal internet banking business promotion strategy.

【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F832.2;F274;F724.6

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