發(fā)布時(shí)間：2018-03-15 01:38

  本文選題：電子銀行　切入點(diǎn)：中國(guó)工商銀行　出處：《沈陽(yáng)理工大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：伴隨著網(wǎng)絡(luò)時(shí)代的日益變遷和信息化進(jìn)程的不斷加速，電子銀行必然成為現(xiàn)代銀行核心領(lǐng)域的業(yè)務(wù)。各大商業(yè)銀行紛紛加大投資籌碼，把運(yùn)營(yíng)資本投入到電子銀行這個(gè)大蓄水池里。工商銀行更是順勢(shì)而為，要求各家分行拓展電子銀行涉獵領(lǐng)域。遼寧分行跟優(yōu)秀的兄弟行比，無(wú)論是業(yè)務(wù)渠道和營(yíng)銷方式都存在著這樣或者那樣的問(wèn)題。本文探求目的是挖掘遼寧分行電子銀行業(yè)務(wù)營(yíng)銷策略所處的社會(huì)背景和存在的問(wèn)題，通過(guò)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(shí)施的電子銀行營(yíng)銷策略方案，，本次論文的研究，希望能對(duì)處于相同背景下的公司和其他商業(yè)銀行市場(chǎng)營(yíng)銷研究提供有價(jià)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(yùn)用了經(jīng)濟(jì)管理學(xué)、市場(chǎng)營(yíng)銷學(xué)、金融學(xué)等領(lǐng)域的理論方法作為研究支撐。第二章主要針對(duì)電子銀行營(yíng)銷戰(zhàn)略進(jìn)行分析，通過(guò)戰(zhàn)略定位分析，電子銀行優(yōu)劣勢(shì)分析，國(guó)內(nèi)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(yíng)銷戰(zhàn)略方向。第三章主要通過(guò)宏觀環(huán)境分析、微觀環(huán)境分析、SWOT分析，介紹目前中國(guó)社會(huì)有關(guān)電子銀行方面的背景、社會(huì)條件和我行電子銀行業(yè)務(wù)的優(yōu)勢(shì)劣勢(shì)分析。第四章通過(guò)對(duì)遼寧分行電子銀行業(yè)務(wù)的產(chǎn)品結(jié)構(gòu)和用戶結(jié)構(gòu)進(jìn)行調(diào)研分析，結(jié)合電子產(chǎn)品性能、市場(chǎng)大環(huán)境和金融監(jiān)管等因素，指出了電子銀行市場(chǎng)營(yíng)銷存在的主要問(wèn)題以造成這些問(wèn)題的原因，包括客戶層級(jí)結(jié)構(gòu)分配不合理、產(chǎn)品結(jié)構(gòu)分配不均勻，導(dǎo)致交易量較小、電子銀行客戶營(yíng)銷率低等方面存在的問(wèn)題。第五章針對(duì)目前的一些問(wèn)題和困難，指出了比較有針對(duì)性的遼寧分行電子銀行營(yíng)銷改進(jìn)原則和改進(jìn)策略，以及運(yùn)用4C營(yíng)銷策略和4V營(yíng)銷策略改進(jìn)我行電子銀行業(yè)務(wù)的競(jìng)爭(zhēng)策略；第六章最終將通過(guò)安全措施對(duì)電子銀行業(yè)務(wù)和營(yíng)銷策略提供保障服務(wù)工作，達(dá)到電子銀行業(yè)務(wù)的發(fā)展目標(biāo)和營(yíng)銷工作的順利實(shí)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(xué)位授予單位】：沈陽(yáng)理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F832.33

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