本文選題：網(wǎng)上銀行 + 信息安全產(chǎn)品　； 參考：《陜西師范大學(xué)》2012年碩士論文

【摘要】：中國加入WTO后,開放了自己的金融市場,外資銀行等金融機構(gòu)紛紛進入中國,在國內(nèi)設(shè)點開展業(yè)務(wù),以前所未有的熱情投入到中國這個巨大的市場中。這對本國銀行來說不但要面臨著本土銀行之間的競爭還要面臨著有優(yōu)勢的外資銀行的競爭,如何在競爭中守住自己已有的市場份額,并開辟新的市場成為本土銀行面臨的一個重要課題。在信息化的時代,傳統(tǒng)的金融業(yè)務(wù)模式已經(jīng)不能滿足顧客的需求,網(wǎng)上銀行已成為銀行業(yè)發(fā)展的一個必然趨勢,也成為銀行獲取顧客的有力工具。網(wǎng)上銀行的出現(xiàn)、創(chuàng)新與發(fā)展不僅使銀行的產(chǎn)業(yè)組織經(jīng)營模式發(fā)生改變,也使銀行的經(jīng)營理念與經(jīng)營戰(zhàn)略發(fā)生了調(diào)整與轉(zhuǎn)變,使各銀行都站在同一起跑線上,從而使銀行業(yè)的競爭格局發(fā)生了變化。網(wǎng)上銀行業(yè)成為了商業(yè)銀行能否在未來的競爭中搶占到市場制高點的關(guān)鍵,也逐步成為銀行提高核心競爭力的必不可少的手段之 從20世紀60年代開始,國外的學(xué)者開始研究服務(wù)營銷,并將其作為一種營銷手段。在之后的幾十年里最終形成了服務(wù)營銷理論。服務(wù)營銷在國外銀行的應(yīng)用相對比較成熟,而在國內(nèi)的應(yīng)用只是停留在一個模仿階段,還沒有形成適合國內(nèi)銀行特色的服務(wù)營銷體系。盡管如此,研究銀行服務(wù)營銷的步伐沒有停滯,仍有許多學(xué)者在研究銀行的服務(wù)營銷,但是都未涉及顧客的獲取方面。然而,客戶的獲取是網(wǎng)上銀行信息安全產(chǎn)品營銷過程中一個最重要的環(huán)節(jié),也是網(wǎng)上銀行實現(xiàn)銷售和利潤提升的前提,網(wǎng)上銀行信息安全產(chǎn)品客戶的獲取即是對網(wǎng)上個人網(wǎng)上銀行客戶的獲取。同時,銀行業(yè)是屬于服務(wù)性的行業(yè),銀行業(yè)的經(jīng)營模式應(yīng)從交易型轉(zhuǎn)變?yōu)榉⻊?wù)型,這樣才有利于銀行的進一步發(fā)展,有利于提升銀行客戶滿意度。 本文首先通過對中國工商銀行網(wǎng)上銀行信息安全產(chǎn)品的市場進行細分,將客戶分為高收入高信息化客戶,高收入低信息化客戶,低收入高信息化客戶以及低收入低信息化客戶。并通過對網(wǎng)民在不同年齡不同學(xué)歷人群中的普及率以及網(wǎng)民的特征分析的基礎(chǔ)上分別在不同目標(biāo)客戶群體中各找到一類具有代表行的人群進行定位,分析影響他們消費的個人因素,如性別、年齡、受教育程度、家庭等,通過對這些因素的分析找到他們的消費行為特征,并根據(jù)這些特征來分析網(wǎng)上銀行信息安全產(chǎn)品的目標(biāo)客戶對網(wǎng)上銀行信息安全產(chǎn)品的需求。在需求分析的基礎(chǔ)上,應(yīng)用服務(wù)營銷的7Ps理論對獲取不同目標(biāo)客戶的策略進行討論,并嘗試運用層次分析法量化分析各類目標(biāo)客群體中的其中一類目標(biāo)客戶群體——高收入高信息化的目標(biāo)客戶群體對不同的信息安全產(chǎn)品(如USB-Key,動態(tài)口令)在獲取目標(biāo)客戶時的重要程度,以及各種服務(wù)營銷策略在目標(biāo)客戶獲取時的重要性,為網(wǎng)上銀行最大限度地集中優(yōu)勢資源,有選擇性地采取最有效的營銷策略組合,獲取更多的目標(biāo)客戶提供有價值的參考。
[Abstract]:After China's entry into the WTO, China has opened its own financial market, and the foreign banks and other financial institutions have entered China in succession. They have launched business in China and invested in the huge market with unprecedented enthusiasm. This will not only face the competition between local banks but also the advantageous foreign banks for their own banks. Competition, how to keep the market share of your own market in the competition and open up a new market has become an important issue for local banks. In the era of information, the traditional financial business model can not meet the needs of customers. Online banking has become an inevitable trend in the development of banking industry, and it has also become a bank to obtain customers. Powerful tools. The emergence of online banking, innovation and development not only change the business model of the bank's industrial organization, but also adjust and change the management idea and strategy of the bank, make all the banks stand on the same running line, so that the competition pattern of the banking industry has changed. The online banking has become a commercial bank. Whether we can seize the key to the commanding heights of the market in the future competition has gradually become an essential means for the banks to improve their core competitiveness.
Since 1960s, foreign scholars began to study service marketing and use it as a marketing means. In the last few decades, the service marketing theory was finally formed. The application of service marketing in foreign banks is relatively mature, while the application in China is only in a stage of imitation, and it has not yet formed a suitable domestic silver. In spite of this, the pace of banking service marketing has not stagnated. There are still many scholars studying the service marketing of banks, but none of them are involved in the acquisition of customers. However, the acquisition of customers is one of the most important links in the marketing process of information security products on the Internet, and also the realization of online banking. On the premise of the promotion of sales and profit, the acquisition of the customer of the online bank information security product is to obtain the customer of the online personal online bank. At the same time, the banking industry is a service industry. The banking business model should be transformed from the transaction type to the service type, which is beneficial to the further development of the bank and the promotion of the bank customers. Satisfaction.
By subdividing the market of information security products on the Internet Bank of ICBC, this paper divides the customers into high income and high information customers, high income and low information customers, low income and high information customers and low income and low information customers. On the basis of the analysis of the characteristics of the people, we locate a group of representative groups in different target groups, analyze the individual factors that affect their consumption, such as sex, age, education, family and so on. Through the analysis of these factors, the characteristics of their consumption behavior are found, and the network is analyzed according to these characteristics. On the basis of demand analysis, the 7Ps theory of service marketing is used to discuss the strategies for obtaining different target customers on the basis of demand analysis, and the analytic hierarchy process (AHP) is used to quantify and analyze one of the target customer groups in the target customer groups. The target customer group with high income and high information has the importance of different information security products (such as USB-Key, dynamic password) in obtaining target customers, as well as the importance of various service marketing strategies in the acquisition of target customers. In order to maximize the advantage of the potential resources, the most effective marketing strategy is taken for the online banks to maximize the advantage of the potential resources. Combination, to get more target customers to provide valuable reference.

【學(xué)位授予單位】：陜西師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F832.2

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