本文選題：民生銀行 + 網(wǎng)上銀行��； 參考：《電子科技大學(xué)》2013年碩士論文

【摘要】：伴隨著人類社會(huì)的不斷進(jìn)步與信息技術(shù)的飛速發(fā)展,網(wǎng)上銀行的優(yōu)勢(shì)越來越明顯,成為民生銀行降低經(jīng)營(yíng)成本、開拓市場(chǎng)領(lǐng)域、提高服務(wù)質(zhì)量與效率、分流柜面壓力以及增強(qiáng)核心競(jìng)爭(zhēng)力的重要途徑。本文以民生銀行的網(wǎng)上銀行為研究對(duì)象,綜合運(yùn)用4P理論、SWOT分析法等方式,系統(tǒng)的提出了民生銀行網(wǎng)上銀行營(yíng)銷的具體策略,以推動(dòng)民生銀行網(wǎng)上銀行的發(fā)展與進(jìn)步。首先,本文介紹了國(guó)內(nèi)外有關(guān)網(wǎng)上銀行的研究綜述,了解目前網(wǎng)上銀行的研究成果。然后,本文對(duì)網(wǎng)上銀行營(yíng)銷進(jìn)行概述,包括網(wǎng)上銀行營(yíng)銷理論概述以及國(guó)內(nèi)外網(wǎng)上銀行營(yíng)銷現(xiàn)狀分析;隨后,對(duì)民生銀行網(wǎng)上銀行建設(shè)情況進(jìn)行研究,分析了民生銀行概況、民生銀行網(wǎng)上銀行建設(shè)現(xiàn)狀,并將民生銀行網(wǎng)上銀行與其他銀行網(wǎng)上銀行進(jìn)行對(duì)比分析,簡(jiǎn)要評(píng)價(jià)了民生銀行網(wǎng)上銀行的建設(shè)。最后,從宏觀與微觀兩個(gè)方面分析民生銀行網(wǎng)上銀行營(yíng)銷的環(huán)境,進(jìn)行SWOT分析,確定了民生銀行網(wǎng)上銀行營(yíng)銷的目標(biāo)市場(chǎng)定位與戰(zhàn)略選擇,基于此,從產(chǎn)品、定價(jià)、分銷、促銷、風(fēng)險(xiǎn)五個(gè)方面系統(tǒng)的提出了民生銀行網(wǎng)上銀行營(yíng)銷的具體策略,主要是:采取金融產(chǎn)品與服務(wù)創(chuàng)新策略;在產(chǎn)品營(yíng)銷的不同階段分別實(shí)施免費(fèi)定價(jià)策略、差別定價(jià)策略以及捆綁式銷售定價(jià)策略;自建門戶網(wǎng)站改善民生銀行形象,成立網(wǎng)上銀行客服中心提升顧客滿意度,加強(qiáng)與知名網(wǎng)站、證券保險(xiǎn)公司合作的渠道策略;重視營(yíng)銷隊(duì)伍的建設(shè),采用人員促銷、廣告促銷、公共關(guān)系促銷與營(yíng)業(yè)推廣等有機(jī)組合的促銷策略;建立安全控制系統(tǒng)、客戶資信信息庫,加強(qiáng)對(duì)職工的崗位教育和培訓(xùn),加強(qiáng)資金授權(quán)管理的風(fēng)險(xiǎn)策略。本文采用了理論基礎(chǔ)與實(shí)證調(diào)查相結(jié)合的研究方式,通過對(duì)研究成果的分析與對(duì)客戶的調(diào)查,獲取了大量研究資料,順利完成論文的寫作,本文的研究成果對(duì)民生銀行網(wǎng)上銀行的快速發(fā)展與進(jìn)步具有很大的借鑒和指導(dǎo)意義。
[Abstract]:With the continuous progress of human society and the rapid development of information technology, the advantages of online banking have become more and more obvious, which has become the people's livelihood bank to reduce operating costs, open up market areas, improve service quality and efficiency. Flow counter pressure and enhance the core competitiveness of an important way. This paper takes the online bank of Minsheng Bank as the research object, synthetically uses the 4P theory and SWOT analysis method, and puts forward the concrete strategy of the network bank marketing of the Minsheng Bank systematically, in order to promote the development and progress of the online bank of the Minsheng Bank. First of all, this paper introduces the domestic and foreign online banking research review, to understand the current online banking research results. Then, this paper summarizes the marketing of online banking, including the theory of online banking marketing and domestic and foreign online banking marketing status analysis; subsequently, the construction of Minsheng Bank online banking research, analysis of the general situation of Minsheng Bank, The present situation of the construction of the online bank of Minsheng Bank is compared with that of other banks, and the construction of the online Bank of Minsheng Bank is briefly evaluated. Finally, this paper analyzes the environment of Minsheng Bank's online banking marketing from macro and micro aspects, carries on SWOT analysis, determines the target market positioning and strategic choice of Minsheng Bank's online bank marketing, based on this, from product, pricing, distribution, Five aspects of promotion and risk systematically put forward the specific strategies of online banking marketing of Minsheng Bank, mainly as follows: adopting innovative strategy of financial products and services, implementing free pricing strategy in different stages of product marketing, Differential pricing strategy and bundled sales pricing strategy, self-built portal to improve the image of Minsheng Bank, the establishment of online banking customer service center to enhance customer satisfaction, strengthen the cooperation with well-known websites, securities insurance companies channel strategy; Pay attention to the construction of marketing team, adopt the promotion strategy of personnel promotion, advertising promotion, public relations promotion and business promotion, set up safety control system, customer credit information database, strengthen the post education and training for staff and workers, Strengthen the risk strategy of fund authorization management. This paper adopts the research method of combining the theoretical basis with the empirical investigation, through the analysis of the research results and the investigation of the customers, obtains a lot of research materials, and successfully completes the writing of the thesis. The research results of this paper have great reference and guidance significance for the rapid development and progress of Minsheng Bank online bank.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F832.2

【參考文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

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本文編號(hào)：1889905