發(fā)布時(shí)間：2018-09-19 10:02

【摘要】：進(jìn)入21世紀(jì)以來，隨著科技的不斷創(chuàng)新，移動(dòng)網(wǎng)絡(luò)的飛速發(fā)展，國(guó)內(nèi)外各大銀行均開始以產(chǎn)品質(zhì)量和經(jīng)濟(jì)效益為重要著力點(diǎn)，以有效發(fā)展為核心，改善營(yíng)銷的策略，完善銀行營(yíng)銷的整個(gè)體系，使電子銀行業(yè)務(wù)在整個(gè)銀行經(jīng)營(yíng)中所占的貢獻(xiàn)比重不斷增大，使其營(yíng)銷方式從以產(chǎn)品為核心逐漸向以客戶體驗(yàn)為中心轉(zhuǎn)換。為了在市場(chǎng)上爭(zhēng)奪客戶和業(yè)務(wù)份額，銀行在各方面都有所創(chuàng)新，紛紛設(shè)立了電子銀行部門，，專門負(fù)責(zé)電子銀行產(chǎn)品的業(yè)務(wù)營(yíng)銷、管理、推廣和運(yùn)營(yíng)等工作。 當(dāng)前電子銀行業(yè)務(wù)在銀行業(yè)市場(chǎng)上的地位日益重要，國(guó)內(nèi)外各銀行紛紛采取積極地態(tài)度應(yīng)對(duì)，發(fā)展電子銀行產(chǎn)品，進(jìn)行技術(shù)創(chuàng)新，開展各具特色的服務(wù)功能。作為一個(gè)金融業(yè)發(fā)展相對(duì)落后的發(fā)展中國(guó)家，雖然我國(guó)銀行業(yè)對(duì)電子銀行業(yè)務(wù)的認(rèn)識(shí)和管理起步比較晚，但這也給予了我們充分的“后發(fā)優(yōu)勢(shì)”，讓我們可以借鑒和學(xué)習(xí)國(guó)際上先進(jìn)的管理方法和經(jīng)驗(yàn)，取其精華，去其糟粕，大力發(fā)展我國(guó)的電子銀行業(yè)務(wù)，找到適合我國(guó)電子銀行業(yè)務(wù)發(fā)展的策略。 本文從電子銀行定義和主要特點(diǎn)的分析出發(fā)，提出了電子銀行是目前銀行業(yè)發(fā)展的大趨勢(shì)，通過分析國(guó)內(nèi)外電子銀行的發(fā)展，結(jié)合筆者從事銀行業(yè)工作中的心得體會(huì)，總結(jié)經(jīng)驗(yàn)，指出我國(guó)電子銀行亟待解決的問題并提出為適應(yīng)這種新形勢(shì)我國(guó)電子銀行的發(fā)展策略。
[Abstract]:Since entering the 21st century, with the continuous innovation of science and technology and the rapid development of mobile network, the major banks at home and abroad have begun to focus on product quality and economic benefits, take effective development as the core, and improve marketing strategies. Perfecting the whole system of bank marketing makes the contribution of electronic banking business in the whole bank operation increase constantly and gradually changes its marketing mode from product as the core to customer experience as the center. In order to compete for customers and business share in the market, banks have innovated in all aspects. They have set up electronic banking department, which is responsible for the marketing, management, promotion and operation of electronic banking products. At present, the status of electronic banking business in the banking market is becoming increasingly important. Banks at home and abroad have taken active attitude to deal with it, develop electronic banking products, carry out technological innovation, and carry out their own unique service functions. As a developing country with relatively backward development of the financial industry, although the understanding and management of electronic banking in China's banking industry started relatively late, it also gave us a full "late-development advantage". So that we can learn from the international advanced management methods and experience, take its essence, discard the dross, vigorously develop the electronic banking business in China, and find a suitable strategy for the development of the electronic banking business in our country. Based on the analysis of the definition and main characteristics of electronic banking, this paper puts forward that electronic banking is the main trend of banking development at present. Through the analysis of the development of electronic banking at home and abroad, combined with the author's experience in banking work, This paper summarizes the experience, points out the problems to be solved urgently in electronic banking in China and puts forward the development strategy of electronic bank in order to adapt to this new situation.
【學(xué)位授予單位】：首都經(jīng)濟(jì)貿(mào)易大學(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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