發(fā)布時(shí)間：2018-06-29 20:32

  本文選題：產(chǎn)品創(chuàng)新 + 校園通　； 參考：《河北金融學(xué)院》2014年碩士論文

【摘要】：隨著銀行金融產(chǎn)品的不斷豐富以及對(duì)高校金融需求的不斷挖掘,越來(lái)越多的金融產(chǎn)品走入了高校生活的方方面面,校園一卡通極大地便利了學(xué)生的在校生活,同時(shí)也方便了學(xué)校對(duì)學(xué)生的管理：各大銀行出國(guó)金融產(chǎn)品包的推出,滿(mǎn)足了大學(xué)生出國(guó)的金融需求；星座卡、卡通卡等個(gè)性卡片的設(shè)計(jì),也迎合了大學(xué)生喜歡個(gè)性時(shí)尚的喜好,不斷占領(lǐng)著學(xué)生市場(chǎng)。但同時(shí),大學(xué)生市場(chǎng)還存在著巨大的潛力,對(duì)大學(xué)生市場(chǎng)的開(kāi)拓也關(guān)系著銀行未來(lái)幾年的發(fā)展。筆者通過(guò)在中國(guó)工商銀行的實(shí)習(xí)經(jīng)歷,對(duì)銀行產(chǎn)品種類(lèi)和服務(wù)模式有了更全面的了解,同時(shí)通過(guò)對(duì)高校師生的調(diào)查走訪(fǎng)了解其訴求,以期在工行現(xiàn)有金融產(chǎn)品的基礎(chǔ)上,創(chuàng)新出更為高校師生滿(mǎn)意的金融產(chǎn)品包。 本文提出的工行“校園通”產(chǎn)品包以服務(wù)大學(xué)生為主,滿(mǎn)足學(xué)生個(gè)性化需求為主要切入點(diǎn),分為“學(xué)生時(shí)代”、“吾愛(ài)吾師”、“和諧校園”三大模塊,通過(guò)“學(xué)生時(shí)代”系列產(chǎn)品,為大學(xué)生提供個(gè)性化專(zhuān)屬定制卡業(yè)務(wù)、低起點(diǎn)學(xué)生理財(cái)業(yè)務(wù)、創(chuàng)業(yè)基金計(jì)劃、旅游基金、愛(ài)情賬戶(hù)等金融服務(wù),深入學(xué)生生活,通過(guò)為在校學(xué)生提供各種便利,培養(yǎng)大學(xué)生對(duì)工商銀行的品牌忠誠(chéng)度,同時(shí)設(shè)置“和諧校園”、“吾愛(ài)吾師”兩個(gè)系列產(chǎn)品,“和諧校園”為校園建設(shè)提供信貸資金支持、提供保險(xiǎn)服務(wù)、賬戶(hù)資金清算服務(wù)、開(kāi)設(shè)高校資金池業(yè)務(wù),基于校園一卡通的非接閃付功能,實(shí)現(xiàn)食堂買(mǎi)餐、校園內(nèi)消費(fèi)等支付應(yīng)用,基于校園一卡通的非接功能實(shí)現(xiàn)對(duì)學(xué)生宿舍門(mén)禁、教室門(mén)禁、校園門(mén)禁等的考勤和安全管理,基于校園一卡通的圈存功能實(shí)現(xiàn)預(yù)付卡模式的融資功能,為校方搭建銀企互聯(lián)平臺(tái),便于通過(guò)一卡通進(jìn)行學(xué)費(fèi)收繳和助學(xué)金、獎(jiǎng)學(xué)金等的發(fā)放等等�！拔釔�(ài)吾師”主要針對(duì)高校教師,為其提供個(gè)人貸款、理財(cái)服務(wù)、財(cái)富顧問(wèn)等金融服務(wù),為學(xué)校及教師提供全面金融產(chǎn)品,兩者相輔相成,以此作為打開(kāi)高校市場(chǎng)的兩個(gè)切入點(diǎn),達(dá)到工行產(chǎn)品的嵌入式營(yíng)銷(xiāo)。與此同時(shí),通過(guò)工商銀行公司部、個(gè)金部、結(jié)現(xiàn)部、運(yùn)管部等部門(mén)的綜合方案設(shè)計(jì),使“校園通”產(chǎn)品成為為高校設(shè)置的專(zhuān)屬、專(zhuān)業(yè)、全方位金融產(chǎn)品。 本文在寫(xiě)作上分為七個(gè)部分,第一章為基本概念和理論的介紹;第二章為市場(chǎng)調(diào)查,通過(guò)問(wèn)卷調(diào)查、查閱文獻(xiàn)等方法對(duì)高校金融市場(chǎng)進(jìn)行了定性和定量分析,得出高校金融市場(chǎng)的成長(zhǎng)性以及需求缺口和金融服務(wù)的空缺性特點(diǎn)；第三章對(duì)產(chǎn)品進(jìn)行了詳細(xì)的介紹；第四章在全面的風(fēng)險(xiǎn)和收益的評(píng)估下對(duì)校園通產(chǎn)品進(jìn)行了綜合評(píng)估；第五章對(duì)產(chǎn)品的可行性進(jìn)行了分析,分別從政策、制度、技術(shù)三個(gè)方面進(jìn)行了研究：第六章為產(chǎn)品的推廣方案,運(yùn)用經(jīng)典4P理論提出了校園通的營(yíng)銷(xiāo)方案；第七章寫(xiě)了產(chǎn)品的退出機(jī)制,對(duì)產(chǎn)品進(jìn)行了進(jìn)一步的完善。
[Abstract]:With the continuous enrichment of bank financial products and the continuous excavation of the financial needs of colleges and universities, more and more financial products have entered into all aspects of college life. At the same time, it also facilitates the school's management of students: the introduction of financial products from major banks abroad meets the financial needs of college students going abroad; the design of personality cards such as constellation cards and cartoon cards also caters to college students' preference for personality fashion. The student market is constantly occupied. But at the same time, the university student market also has the huge potential, the development of the university student market also relates to the bank development in the next few years. Through the practice experience in ICBC, the author has a more comprehensive understanding of the types of bank products and service models, and through the investigation and visit of teachers and students in colleges and universities to understand their demands, with a view to building on the existing financial products of ICBC. Innovative financial products that are more satisfactory to teachers and students in colleges and universities. The product package of ICBC "campus communication", which mainly serves college students and meets students' individualized needs, is divided into three modules: "student time", "my love my teacher" and "harmonious campus". Through the "student time" series of products, to provide college students with personalized customized card business, low-starting students financial services, venture capital plans, tourism funds, love accounts and other financial services, in-depth student life, By providing all kinds of convenience for the students, cultivating the brand loyalty of college students to ICBC, setting up "harmonious campus", "my love my teacher" two series products, "harmonious campus" to provide credit fund support for campus construction, Provide insurance service, account fund clearing service, set up college fund pool business, based on campus one-card non-flash payment function, realize dining hall food, campus consumption and other payment applications, Based on the non-connection function of campus one-card, the attendance and safety management of student dormitory entrance guard, classroom entrance guard and campus entrance guard is realized, and the financing function of prepaid card mode is realized based on campus one-card ring storage function. Set up bank-enterprise interconnection platform for school, easy to collect tuition fees and grant scholarships and so on through one-card. "my Love my teacher" is aimed at college teachers, providing them with financial services such as personal loans, financial services, wealth advisory services, and comprehensive financial products for schools and teachers. The two complement each other. To open the university market as two entry points to achieve ICBC products embedded marketing. At the same time, through the comprehensive program design of ICBC Company, Gold Department, Junction Department, Transportation Management Department and so on, the "campus communication" products become the exclusive, professional and omni-directional financial products for colleges and universities. This paper is divided into seven parts, the first chapter is the introduction of the basic concepts and theories, the second chapter is the market survey, through questionnaire survey, literature review and other methods to carry out qualitative and quantitative analysis of the financial market in colleges and universities. The third chapter introduces the products in detail, the fourth chapter gives a comprehensive evaluation of the campus communication products under the comprehensive risk and benefit evaluation; the third chapter gives a detailed introduction to the financial market growth, the gap of demand and the vacancy of the financial services, the third chapter introduces the products in detail, the fourth chapter gives a comprehensive evaluation of the campus communication products under the comprehensive risk and benefit evaluation. The fifth chapter analyzes the feasibility of the product, respectively from the policy, system, technology three aspects of research: the sixth chapter is the product promotion plan, using the classical 4P theory to put forward the campus communication marketing plan; The seventh chapter writes about the exit mechanism of the product and further consummates the product.
【學(xué)位授予單位】：河北金融學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F832.2

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