本文選題：電子銀行 + 顧客體驗(yàn)　； 參考：《吉林大學(xué)》2014年碩士論文

【摘要】：隨著計(jì)算機(jī)與通信網(wǎng)絡(luò)技術(shù)的迅猛發(fā)展，中國(guó)的銀行業(yè)在不斷創(chuàng)新服務(wù)方式，銀行業(yè)務(wù)已由早期的銀行柜臺(tái)服務(wù)方式向顧客自助服務(wù)方式過渡，銀行自動(dòng)化服務(wù)程度越來(lái)越高，其中電子銀行在銀行自動(dòng)化服務(wù)系統(tǒng)中發(fā)揮著巨大的作用。這種變化不僅提升了銀行的競(jìng)爭(zhēng)力，更重要的是它正在改變中國(guó)人的生活方式。一方面，消費(fèi)者購(gòu)買產(chǎn)品的地點(diǎn)和方式發(fā)生了改變。進(jìn)入了互聯(lián)網(wǎng)時(shí)代，便捷的服務(wù)和工具越來(lái)越多，人們不再受地點(diǎn)、傳統(tǒng)媒體以及各種場(chǎng)所環(huán)境的限制，而是利用手機(jī)、電腦，只要?jiǎng)觿?dòng)手指搜索和獲取他們需要的任何信息、商品或服務(wù)，可以更輕松地滿足自我實(shí)現(xiàn)需求。另一方面，人們?cè)诃h(huán)境中評(píng)估時(shí)間、設(shè)定預(yù)期目標(biāo)和看待自我的方式有所改變。隨著互聯(lián)網(wǎng)、移動(dòng)技術(shù)的應(yīng)用，商品、服務(wù)變得容易復(fù)制，人們接受商品和服務(wù)的過程中的體驗(yàn)是內(nèi)在的，存在于每個(gè)人心中，因此顧客享有過去不曾擁有的主控權(quán)、效率和多重選擇權(quán)。 繼農(nóng)業(yè)經(jīng)濟(jì)、工業(yè)經(jīng)濟(jì)和服務(wù)經(jīng)濟(jì)之后，出現(xiàn)的體驗(yàn)經(jīng)濟(jì)，這既是對(duì)顧客需求層次提升的一種精確概括，更是企業(yè)確立未來(lái)戰(zhàn)略目標(biāo)的良好契機(jī)，于是更多的企業(yè)開始關(guān)注以服務(wù)為舞臺(tái)、以產(chǎn)品為道具，正視并重視顧客體驗(yàn)，創(chuàng)造并傳遞出值得顧客回憶的體驗(yàn)活動(dòng)，不斷提升顧客價(jià)值。當(dāng)前，各大行紛紛推出網(wǎng)上銀行、手機(jī)銀行、電話銀行、智慧銀行等電子銀行服務(wù)，來(lái)順應(yīng)經(jīng)濟(jì)發(fā)展的新趨勢(shì)，來(lái)改變傳統(tǒng)金融，應(yīng)對(duì)競(jìng)爭(zhēng)，提升顧客的滿意度。 本文以電子銀行業(yè)務(wù)顧客體驗(yàn)管理為研究主題，結(jié)合文獻(xiàn)研究分析和提取顧客體驗(yàn)管理的影響因素，采用調(diào)查法和觀察法對(duì)建行吉林省分行電子銀行業(yè)務(wù)顧客進(jìn)行調(diào)查。通過數(shù)據(jù)統(tǒng)計(jì)分析，形成影響顧客體驗(yàn)的主要因素，在此基礎(chǔ)上，結(jié)合顧客體驗(yàn)管理理論以及當(dāng)前建設(shè)銀行電子銀行業(yè)務(wù)環(huán)境，，為建行吉林省分行電子銀行業(yè)務(wù)顧客體驗(yàn)管理提供建設(shè)性的意見和建議，旨在實(shí)現(xiàn)“泛在、跨界、智慧”的建設(shè)銀行吉林省分行電子銀行業(yè)務(wù)領(lǐng)域在未來(lái)的發(fā)展目標(biāo)，踐行中國(guó)建設(shè)銀行建設(shè)現(xiàn)代生活的發(fā)展戰(zhàn)略，更是基于以市場(chǎng)為導(dǎo)向以顧客為中心的經(jīng)營(yíng)理念，更好的將顧客至上注重細(xì)節(jié)的服務(wù)理念落實(shí)在日常經(jīng)營(yíng)的支撐性決策。 本文在創(chuàng)新點(diǎn)上具有如下幾個(gè)方面：首先對(duì)中國(guó)電子銀行市場(chǎng)環(huán)境進(jìn)行分析，提出了適應(yīng)目前市場(chǎng)環(huán)境的建行吉林省分行電子銀行業(yè)務(wù)策略。其次，建立建行吉林省分行電子銀行未來(lái)發(fā)展戰(zhàn)略——即顧客體驗(yàn)管理策略。建行吉林省分行電子銀行業(yè)務(wù)顧客體驗(yàn)管理，是在體驗(yàn)經(jīng)濟(jì)到來(lái)的變革時(shí)期升級(jí)市場(chǎng)競(jìng)爭(zhēng)力，落實(shí)以顧客為中心的經(jīng)營(yíng)理念的重要研究課題。電子銀行顧客體驗(yàn)管理由顧客自主選擇和自主完成操作的本質(zhì)屬性，決定了其顧客體驗(yàn)的重要性，是電子銀行業(yè)務(wù)發(fā)展的生命線，是把握信息化機(jī)遇，占領(lǐng)互聯(lián)網(wǎng)金融制高點(diǎn)的關(guān)鍵所在，正是本文研究意義所在。
[Abstract]:With the rapid development of computer and communication network technology, the banking industry in China is constantly innovating the service mode. The banking business has been transferred from the early bank counter service to the customer self service, and the degree of the bank automation service is getting higher and higher. The electronic bank plays a great role in the Bank automation service system. This change not only improves the competitiveness of the banks, but more importantly it is changing the way of life for the Chinese. On the one hand, the place and way of buying products have changed. The use of mobile phones, computers, as long as it moves fingers to search for and obtain any information that they need, goods or services, can more easily meet the needs of self fulfillment. On the other hand, people evaluate time in the environment, set expected goals and look at themselves. With the Internet, mobile technology applications, goods, services become It is easy to copy. The experience in the process of people's acceptance of goods and services is inherent and exists in everyone's mind, so the customer has the power of control, efficiency and multiple choices that they had not had in the past.
After the agricultural economy, the industrial economy and the service economy, the experience economy appears, which is not only an accurate generalization of the upgrading of the customer's demand level, but also a good opportunity for the enterprise to establish the future strategic goal. So more enterprises begin to pay attention to the service stage, take the product as the prop, face the customer experience, create and deliver it. At present, the major banks have launched e-banking services such as online banking, mobile banking, telephone banking, and smart banks to adapt to the new trend of economic development, to change the traditional finance, to cope with the competition and to improve the customer satisfaction.
This paper, taking customer experience management of electronic banking business as the research topic, combined with literature research and analysis and extraction of the influence factors of customer experience management, uses investigation and observation methods to investigate the customers of electronic banking business in Jilin branch of China Construction Bank. Through data statistical analysis, the main factors affecting customer experience are formed, and on this basis, Based on the theory of customer experience management and the current electronic banking environment of Construction Bank, it provides constructive suggestions and suggestions for the customer experience management of electronic banking in Jilin branch of China Construction Bank, aiming at realizing the future development goal of the electronic banking business in Jilin branch of the Construction Bank of the Construction Bank. The Construction Bank of China Construction Bank builds the development strategy of modern life, which is based on the market oriented customer centered management concept, and better implement the service concept of customer first attention to detail in the support decision of daily operation.
This article has the following aspects in the innovation point: first, the market environment of China electronic bank is analyzed, and the electronic bank business strategy of Jilin branch, which is adapted to the current market environment, is put forward. Secondly, the future development strategy of the electronic bank of Jilin branch of China Construction Bank is established - the strategy of customer experience management. The Construction Bank is divided into Jilin province. Customer experience management of e-banking is an important research topic to upgrade market competitiveness and implement customer centered management concept during the period of experience economic change. Customer experience management of electronic bank is the essential attribute of customer experience management, which determines the importance of customer experience, and it is electronic banking. The lifeline of business development is the key to grasp the information opportunity and occupy the commanding heights of Internet finance. This is the significance of this paper.

【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F832.2

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本文編號(hào)：1809140