中國工商銀行吉林省分行電子銀行產(chǎn)品營銷策略研究
發(fā)布時間：2018-10-19 10:21
【摘要】：面臨現(xiàn)今多變而且日益復雜化的經(jīng)濟和金融現(xiàn)實，充分利用高新技術(shù)與科技優(yōu)化銀行業(yè)服務成為金融行業(yè)新發(fā)展的焦點。電子銀行業(yè)務具有幾大優(yōu)點：成本低廉、滿意度高、工作效率高、有利于流程優(yōu)化，早已融入現(xiàn)今商業(yè)銀行綜合競爭力。如何在市場競爭中獲得有利的地位，全面提升經(jīng)營水平，是工商銀行吉林省分行進一步發(fā)展亟待解決的問題。 論文首先對電子銀行和相關(guān)業(yè)務的定義、特征進行分析，依據(jù)相關(guān)營銷科學理論，說明電子信息化的金融服務對于中國工商銀行吉林省分行（后文簡稱為：工行吉林省分行）的重要性。 本文從科學理論基礎(chǔ)出發(fā)，著眼于宏觀和微觀的外部環(huán)境，利用SWOT分析法，研究工行吉林省分行發(fā)展電子信息化的金融服務已經(jīng)具備的優(yōu)勢及面臨的機遇，自身的劣勢以及外部威脅。 通過回顧發(fā)展歷史、業(yè)務革新和現(xiàn)況，就現(xiàn)階段工行吉林省分行已創(chuàng)立的電子銀行業(yè)務以及相關(guān)類型服務展開研究，討論后，發(fā)覺現(xiàn)行業(yè)務和服務在信用體系、業(yè)務環(huán)境的安全性、業(yè)務發(fā)展組織設計、市場營銷機制、業(yè)務流程體系等方面存在一定缺陷，制約了業(yè)務發(fā)展。 隨后本文在市場營銷的理論基礎(chǔ)上，深入發(fā)展電子信息化的金融業(yè)務和服務的思路和運營戰(zhàn)略與社會經(jīng)濟環(huán)境、業(yè)務定位、市場潛力的評估、業(yè)務的發(fā)展目標等要素之間的關(guān)系，結(jié)合銀行現(xiàn)狀，制定四大營銷策略，即品牌、聯(lián)合、差異化以及伙伴營銷策略。電子信息化的金融業(yè)務和服務的市場營銷，不僅要按照市場規(guī)律，遵循理論原則，更要不斷在業(yè)務和經(jīng)營兩方面開展產(chǎn)品和服務創(chuàng)新，，發(fā)揮營銷策略組合的優(yōu)勢，有效地把握經(jīng)營的方向和競爭的主動，獲得持續(xù)發(fā)展的動力。 最后對全文進行總結(jié)。本文能夠促進研究對象在電子信息化的新型金融延展服務的發(fā)展，在增強其整體競爭能力的同時，為新型電子信息化業(yè)務的可持續(xù)發(fā)展提供保證，更為業(yè)內(nèi)其他競爭者發(fā)展電子信息化金融業(yè)務提供理論和現(xiàn)實參考。
[Abstract]:In the face of the economic and financial reality which is becoming more and more complicated, it has become the focus of the new development of financial industry to make full use of high technology and technology to optimize banking services. Electronic banking business has several advantages: low cost, high satisfaction, high work efficiency, conducive to process optimization, has been integrated into the comprehensive competitiveness of commercial banks. How to gain a favorable position in the market competition and improve the management level in an all-round way is an urgent problem to be solved in the further development of ICBC Jilin Branch. First of all, the paper analyzes the definition and characteristics of electronic banking and related business, according to the relevant marketing theory, This paper explains the importance of the financial service of electronic information to the Industrial and Commercial Bank of China Jilin Branch (hereinafter referred to as ICBC Jilin Branch). Based on the scientific and theoretical basis, this paper studies the advantages and opportunities that ICBC Jilin Branch has had in developing electronic information financial services by using SWOT analysis, focusing on the macro and micro external environment. Their own weaknesses and external threats. Through reviewing the history of development, business innovation and current situation, and starting a study on the electronic banking business and related types of services already established by ICBC Jilin Branch at this stage, it is found that the current business and services are in the credit system. The security of business environment, the design of business development organization, the marketing mechanism, the business process system and so on have some defects, which restrict the business development. Then, on the basis of marketing theory, this paper deeply develops the thought and operation strategy of the financial business and service of electronic information, the social and economic environment, the business orientation, the evaluation of the market potential. The relationship between business development objectives and other factors, combined with the current situation of the bank, four marketing strategies, namely, brand, alliance, differentiation and partner marketing strategy, are formulated. The marketing of the financial business and service of electronic information should not only follow the market law, follow the theory principle, but also carry out the product and service innovation in the business and management constantly, bring the advantage of the marketing strategy combination into full play. Effectively grasp the direction of operation and the initiative of competition, and obtain the power of sustainable development. Finally, the full text is summarized. This paper can promote the development of the new financial extension service in electronic information technology, and guarantee the sustainable development of the new electronic information business while enhancing its overall competitiveness. More competitors in the industry to develop electronic information finance business to provide theoretical and practical reference.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274;F832.33
本文編號：2280848
[Abstract]:In the face of the economic and financial reality which is becoming more and more complicated, it has become the focus of the new development of financial industry to make full use of high technology and technology to optimize banking services. Electronic banking business has several advantages: low cost, high satisfaction, high work efficiency, conducive to process optimization, has been integrated into the comprehensive competitiveness of commercial banks. How to gain a favorable position in the market competition and improve the management level in an all-round way is an urgent problem to be solved in the further development of ICBC Jilin Branch. First of all, the paper analyzes the definition and characteristics of electronic banking and related business, according to the relevant marketing theory, This paper explains the importance of the financial service of electronic information to the Industrial and Commercial Bank of China Jilin Branch (hereinafter referred to as ICBC Jilin Branch). Based on the scientific and theoretical basis, this paper studies the advantages and opportunities that ICBC Jilin Branch has had in developing electronic information financial services by using SWOT analysis, focusing on the macro and micro external environment. Their own weaknesses and external threats. Through reviewing the history of development, business innovation and current situation, and starting a study on the electronic banking business and related types of services already established by ICBC Jilin Branch at this stage, it is found that the current business and services are in the credit system. The security of business environment, the design of business development organization, the marketing mechanism, the business process system and so on have some defects, which restrict the business development. Then, on the basis of marketing theory, this paper deeply develops the thought and operation strategy of the financial business and service of electronic information, the social and economic environment, the business orientation, the evaluation of the market potential. The relationship between business development objectives and other factors, combined with the current situation of the bank, four marketing strategies, namely, brand, alliance, differentiation and partner marketing strategy, are formulated. The marketing of the financial business and service of electronic information should not only follow the market law, follow the theory principle, but also carry out the product and service innovation in the business and management constantly, bring the advantage of the marketing strategy combination into full play. Effectively grasp the direction of operation and the initiative of competition, and obtain the power of sustainable development. Finally, the full text is summarized. This paper can promote the development of the new financial extension service in electronic information technology, and guarantee the sustainable development of the new electronic information business while enhancing its overall competitiveness. More competitors in the industry to develop electronic information finance business to provide theoretical and practical reference.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274;F832.33
【參考文獻】
相關(guān)期刊論文 前2條
1 余霞;;我國電子銀行業(yè)務的發(fā)展問題淺析——基于產(chǎn)品開發(fā)和營銷角度[J];經(jīng)營管理者;2010年14期
2 尹洪祥;;電子銀行產(chǎn)品營銷要做好“三抓”[J];現(xiàn)代金融;2012年04期
本文編號：2280848
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