本文選題：個人電子銀行 + 問卷調(diào)查��； 參考：《昆明理工大學(xué)》2014年碩士論文

【摘要】：商業(yè)銀行的業(yè)務(wù)處理系統(tǒng)和經(jīng)營管理模式隨著計(jì)算機(jī)、網(wǎng)絡(luò)通信等科學(xué)技術(shù)的迅猛發(fā)展而不斷變革。電子銀行的出現(xiàn)與發(fā)展給整個金融行業(yè),特別是銀行業(yè),帶來全新的挑戰(zhàn)。電子銀行作為傳統(tǒng)銀行業(yè)務(wù)與先進(jìn)的現(xiàn)代信息交流技術(shù)的結(jié)合,市場空間的拓展、柜面壓力的分流、經(jīng)營成本的降低、核心競爭力的增強(qiáng)、服務(wù)質(zhì)量和效率的提高都離不開電子銀行的發(fā)展。電子銀行業(yè)務(wù)在整個經(jīng)濟(jì)社會領(lǐng)域中扮演著重要角色,商業(yè)銀行需要主動發(fā)展電子銀行業(yè)務(wù),走出作為簡單資金中介的局限,為客戶提供更多個性化、高附加值的金融服務(wù),才能在未來發(fā)展中占據(jù)領(lǐng)先地位,成為網(wǎng)絡(luò)經(jīng)濟(jì)時(shí)代的領(lǐng)頭人。本論文以N銀行A支行營業(yè)部個人電子銀行業(yè)務(wù)作為研究背景,對于個人電子銀行業(yè)務(wù)發(fā)展過程中存在的問題進(jìn)行研究。 本文采用理論研究和實(shí)證分析結(jié)合等多種研究方法,對于N銀行A支行營業(yè)部個人電子銀行業(yè)務(wù)的發(fā)展進(jìn)行了外部環(huán)境的機(jī)會與威脅、內(nèi)部環(huán)境的優(yōu)勢與劣勢等營銷環(huán)境分析,細(xì)分客戶群,依據(jù)調(diào)查問卷結(jié)果等因素進(jìn)行營銷策略目標(biāo)定位,以7PS理論為基礎(chǔ),為N銀行A支行營業(yè)部電子銀行營銷中存在的問題提出相應(yīng)策略。值得-提的是,不同于以往的理論研究,本文創(chuàng)新性地采取問卷調(diào)查的方式了解N銀行A支行營業(yè)部的現(xiàn)有客戶對于電子銀行的態(tài)度與使用感受,深入地了解客戶需求與滿意度,并根據(jù)挖掘的數(shù)據(jù)進(jìn)行目標(biāo)市場定位,確定第五章所陳述的營銷策略主要針對的客戶群。
[Abstract]:With the rapid development of computer, network communication and other science and technology, the business processing system and management mode of commercial banks are constantly changing. The emergence and development of electronic banking has brought new challenges to the entire financial industry, especially the banking industry. As the combination of traditional banking business and advanced modern information exchange technology, the expansion of market space, the diversion of counter pressure, the reduction of operating cost, and the enhancement of core competitiveness, electronic banking is a combination of traditional banking business and advanced modern information exchange technology. The improvement of service quality and efficiency is inseparable from the development of electronic banking. Electronic banking plays an important role in the whole economic and social field. Commercial banks need to take the initiative to develop electronic banking business, go beyond the limitations of simple capital intermediary, and provide more personalized and high value-added financial services to customers. Ability to occupy a leading position in the future development, become the leader of the network economy era. In this paper, the personal electronic banking business of branch A of N Bank is taken as the research background, and the problems existing in the development of personal electronic banking business are studied. In this paper, with the combination of theoretical research and empirical analysis and other research methods, the paper analyzes the opportunities and threats of external environment, the advantages and disadvantages of internal environment, and so on, for the development of personal electronic banking business in branch A of N Bank. Based on the 7PS theory, this paper puts forward the corresponding strategies for the problems existing in the marketing of E-bank in the business department of branch A of N Bank. It is worth mentioning that, unlike previous theoretical studies, this paper innovatively adopts a questionnaire survey to find out the existing customers' attitude and experience towards electronic banking in Branch A of N Bank. In this paper, we deeply understand the customer demand and satisfaction, and locate the target market according to the excavated data, and determine the customer group that the marketing strategy stated in Chapter 5 is mainly aimed at.
【學(xué)位授予單位】：昆明理工大學(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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