本文選題：電子銀行　切入點：中國工商銀行　出處：《沈陽理工大學》2014年碩士論文　論文類型：學位論文

【摘要】：伴隨著網絡時代的日益變遷和信息化進程的不斷加速，電子銀行必然成為現(xiàn)代銀行核心領域的業(yè)務。各大商業(yè)銀行紛紛加大投資籌碼，把運營資本投入到電子銀行這個大蓄水池里。工商銀行更是順勢而為，要求各家分行拓展電子銀行涉獵領域。遼寧分行跟優(yōu)秀的兄弟行比，無論是業(yè)務渠道和營銷方式都存在著這樣或者那樣的問題。本文探求目的是挖掘遼寧分行電子銀行業(yè)務營銷策略所處的社會背景和存在的問題，通過深刻的研究和分析，從而找到的解決方案，整理出一套適合遼寧分行并可實施的電子銀行營銷策略方案，，本次論文的研究，希望能對處于相同背景下的公司和其他商業(yè)銀行市場營銷研究提供有價值的借鑒作用。 本論文共分六大章節(jié)。第一章介紹論文選題的背景，研究的意義，論文研究主要運用了經濟管理學、市場營銷學、金融學等領域的理論方法作為研究支撐。第二章主要針對電子銀行營銷戰(zhàn)略進行分析，通過戰(zhàn)略定位分析，電子銀行優(yōu)劣勢分析，國內外成功案例分析等多種方式，探究符合我行電子銀行發(fā)展的營銷戰(zhàn)略方向。第三章主要通過宏觀環(huán)境分析、微觀環(huán)境分析、SWOT分析，介紹目前中國社會有關電子銀行方面的背景、社會條件和我行電子銀行業(yè)務的優(yōu)勢劣勢分析。第四章通過對遼寧分行電子銀行業(yè)務的產品結構和用戶結構進行調研分析，結合電子產品性能、市場大環(huán)境和金融監(jiān)管等因素，指出了電子銀行市場營銷存在的主要問題以造成這些問題的原因，包括客戶層級結構分配不合理、產品結構分配不均勻，導致交易量較小、電子銀行客戶營銷率低等方面存在的問題。第五章針對目前的一些問題和困難，指出了比較有針對性的遼寧分行電子銀行營銷改進原則和改進策略，以及運用4C營銷策略和4V營銷策略改進我行電子銀行業(yè)務的競爭策略；第六章最終將通過安全措施對電子銀行業(yè)務和營銷策略提供保障服務工作，達到電子銀行業(yè)務的發(fā)展目標和營銷工作的順利實施。
[Abstract]:With the increasing changes of the network era and the accelerating of the information process, electronic banking is bound to become the core field of modern banking business. The major commercial banks have increased their investment chips. Put working capital into electronic banking, a big reservoir. ICBC is even more responsive to the trend, requiring all branches to expand the scope of electronic banking. Liaoning branch is compared with excellent brothers. The purpose of this paper is to excavate the social background and existing problems of electronic banking marketing strategy of Liaoning Branch, through profound research and analysis. In order to find a solution, collate out a set of e-banking marketing strategies suitable for Liaoning Branch and can be implemented. It hopes to provide valuable reference to the marketing research of companies and other commercial banks under the same background. This thesis is divided into six chapters. The first chapter introduces the background and significance of the thesis. The second chapter mainly focuses on the analysis of the marketing strategy of electronic bank, including the analysis of strategic orientation, the analysis of advantages and disadvantages of electronic bank, and the analysis of successful cases at home and abroad. The third chapter introduces the background of electronic banking in China through macro-environmental analysis, micro-environmental analysis and SWOT analysis. Social conditions and the strengths and weaknesses of our bank's electronic banking business. Chapter 4th investigates and analyzes the product structure and user structure of the electronic banking business of Liaoning Branch, combining factors such as the performance of electronic products, the market environment and financial supervision. This paper points out the main problems existing in the marketing of electronic banking, including the unreasonable distribution of customer hierarchy and the uneven distribution of product structure, which leads to the small volume of trading volume. Chapter 5th, aiming at some problems and difficulties at present, points out the improving principles and strategies of electronic bank marketing in Liaoning Branch. And using 4C marketing strategy and 4V marketing strategy to improve the competitive strategy of our bank's electronic banking business. Chapter 6th will ultimately provide security services to electronic banking business and marketing strategy through security measures. To achieve the development goals of electronic banking business and the smooth implementation of marketing work.
【學位授予單位】：沈陽理工大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F832.33

【參考文獻】

相關期刊論文 前1條

1 張衛(wèi)民;汪洋;;國外典型私人銀行發(fā)展經驗借鑒[J];財會學習;2010年02期

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