本文選題：農(nóng)業(yè)銀行 + 電子銀行　； 參考：《西南交通大學(xué)》2014年碩士論文

【摘要】：伴隨著互聯(lián)網(wǎng)技術(shù)的迅猛發(fā)展,借助網(wǎng)絡(luò)為載體的電子銀行產(chǎn)品,憑借其3A特點(diǎn),即anytime、anywhere、anyway(任何時間、任何地點(diǎn)、任何方式),以及靈活便捷的交易特征,正在為越來越多的大眾所接受,甚至成為生活當(dāng)中的必備品。對銀行來說,電子銀行有利于其提高服務(wù)效率、降低運(yùn)營成本。尤其是對商業(yè)銀行而言,在電子銀行市場能否占據(jù)一席之地,將成為將來能否保持絕對市場份額,以及市場表現(xiàn)的重要一環(huán)。然而,從近十年電子銀行在我國的高速發(fā)展期來看,一方面外資、民營力量的進(jìn)入令競爭加劇,另一方面行業(yè)統(tǒng)一標(biāo)準(zhǔn)未建立,如何能在價格戰(zhàn)或混亂的市場競爭中脫穎而出呢?這是每個商業(yè)銀行都要面對的問題。本文對農(nóng)行銀行的電子銀行業(yè)務(wù)進(jìn)行了介紹,分析和總結(jié)了目前電子銀行市場的發(fā)展特點(diǎn)和前景,運(yùn)用了SWOT、STP等營銷理論,結(jié)合SWOT分析、推理演繹、總結(jié)歸納以及比較分析等方法展開研究,提出問題并拋出解決方案。全文共分六個部分,第1章是緒論,簡述研究電子銀行營銷的背景和意義；第2章著重對電子銀行的概念、特點(diǎn)、作用做了詳細(xì)闡述,對國內(nèi)外電子銀行業(yè)務(wù)的發(fā)展歷程進(jìn)行介紹,并介紹了電子銀行營銷理論；第3章闡述了農(nóng)業(yè)銀行現(xiàn)階段電子銀行的發(fā)展情況,并對其中的優(yōu)點(diǎn)和缺點(diǎn)做了分析；第4章對農(nóng)業(yè)銀行電子銀行營銷環(huán)境進(jìn)行分析,并運(yùn)用SWOT理論對發(fā)展環(huán)境的優(yōu)勢劣勢、機(jī)會威脅進(jìn)行了闡述；第5章在分析具體市場情況的基礎(chǔ)上,根據(jù)細(xì)分市場原則提出了營銷戰(zhàn)略;第6章針對營銷策略具體實(shí)施和執(zhí)行進(jìn)行了闡述,尤其是農(nóng)業(yè)銀行目前的營銷意識、營銷手段的不足之處做出具體說明并提出針對性解決辦法。
[Abstract]:With the rapid development of Internet technology, electronic banking products with the aid of the network, with the help of its 3A characteristics, namely, any time, anywhere, any way, flexible and convenient transaction characteristics, Is being accepted by more and more people, and even become a necessary part of life. For banks, electronic banking is conducive to improving service efficiency and reducing operating costs. Especially for commercial banks, whether they can occupy a place in the electronic banking market will become an important part of whether they can maintain absolute market share and market performance in the future. However, judging from the rapid development of electronic banks in China in the past ten years, on the one hand, the entry of foreign capital and private forces has intensified the competition, and on the other hand, the unified standard of the industry has not been established. How can we stand out in price wars or chaotic market competition? This is the problem that every commercial bank has to face. This paper introduces the electronic banking business of Agricultural Bank of China, analyzes and summarizes the development characteristics and prospects of the current electronic banking market, applies the marketing theory such as SWOTX STP, and deduces with SWOT analysis. Summarize the methods of induction and comparative analysis, put forward the problem and throw out the solution. This paper is divided into six parts, the first chapter is the introduction, briefly describes the background and significance of the study of electronic banking marketing. Chapter 2 focuses on the concept, characteristics, role of electronic banking. This paper introduces the development course of electronic banking business at home and abroad, and introduces the marketing theory of electronic bank, the third chapter expounds the development of agricultural bank at present, and analyzes its advantages and disadvantages. Chapter 4 analyzes the marketing environment of agricultural bank electronic bank, and explains the advantages and disadvantages, opportunities and threats of the development environment by using SWOT theory. Chapter 5 is based on the analysis of the specific market situation. According to the principle of market segmentation, the author puts forward the marketing strategy. Chapter 6 expounds the concrete implementation and implementation of marketing strategy, especially the marketing consciousness of Agricultural Bank of China. The shortcomings of marketing methods are specified and targeted solutions are proposed.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F832.2

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本文編號：1976236