本文選題：農(nóng)村信用社 + 電子銀行��； 參考：《山東大學(xué)》2012年碩士論文

【摘要】：伴隨著信息化和經(jīng)濟(jì)全球化的進(jìn)程,金融業(yè)正在經(jīng)歷著前所未有的創(chuàng)新與變革。作為最重要的金融創(chuàng)新之一,電子銀行憑借其在降低經(jīng)營成本、豐富金融產(chǎn)品及功能、提升客戶滿意度、拓寬收入來源等方面的突出優(yōu)勢,日益成為現(xiàn)代化銀行的核心競爭力,成為銀行發(fā)展的重要戰(zhàn)略目標(biāo)之一。在電子銀行業(yè)務(wù)創(chuàng)新浪潮沖擊下,銀行業(yè)正逐步從依靠實(shí)體網(wǎng)點(diǎn)發(fā)展模式向依靠實(shí)體網(wǎng)點(diǎn)和電子銀行渠道并行的發(fā)展模式轉(zhuǎn)變,從磚墻式的有形網(wǎng)點(diǎn)向無時空限制的虛擬網(wǎng)點(diǎn)經(jīng)營轉(zhuǎn)變,并帶動管理方式、盈利模式、隊(duì)伍結(jié)構(gòu)的深刻轉(zhuǎn)變。電子銀行日新月異的發(fā)展對銀行業(yè)產(chǎn)生了革命性影響,不僅為銀行帶來更多回報(bào),更為重要的是為客戶創(chuàng)造了更多價值,為銀行與客戶搭建了更好的互動平臺,實(shí)現(xiàn)了銀行與客戶“雙贏”。近年來,我國電子銀行業(yè)務(wù)呈現(xiàn)快速發(fā)展的良好勢頭,在為客戶提供快捷高效服務(wù)、分流柜面壓力、降低經(jīng)營成本、拓寬收入來源等方面具有較大優(yōu)勢,成為產(chǎn)品創(chuàng)新和服務(wù)創(chuàng)新的重要平臺和載體。目前,國內(nèi)外銀行業(yè)和金融理論界對電子銀行業(yè)務(wù)發(fā)展的研究日趨成熟,主要集中在電子銀行業(yè)務(wù)運(yùn)營模式、組織管理體系、市場定位、產(chǎn)品創(chuàng)新、風(fēng)險防控、市場營銷等方面。但是我國農(nóng)村信用社等傳統(tǒng)地方性金融機(jī)構(gòu)信息化建設(shè)相對滯后,電子銀行業(yè)務(wù)發(fā)展和產(chǎn)品創(chuàng)新與先進(jìn)銀行相比還有較大差距,在電子銀行業(yè)務(wù)運(yùn)營模式、發(fā)展策略、市場定位、風(fēng)險控制、市場營銷、品牌建設(shè)等方面研究較少,有的領(lǐng)域還是空白。本文以山東省農(nóng)村信用社電子銀行業(yè)務(wù)發(fā)展為研究對象,在借鑒同行業(yè)成功經(jīng)驗(yàn)基礎(chǔ)上,結(jié)合業(yè)務(wù)發(fā)展實(shí)際,運(yùn)用競爭優(yōu)勢理論、市場營銷理論、市場細(xì)分理論和SWOT分析模型,對發(fā)展電子銀行業(yè)務(wù)的優(yōu)勢、劣勢、機(jī)遇、挑戰(zhàn)進(jìn)行全面分析,提出了構(gòu)建符合自身特點(diǎn)的組織管理、產(chǎn)品研發(fā)、風(fēng)險防控、市場營銷、客戶服務(wù)、業(yè)務(wù)管理等六大體系,以及加快推進(jìn)電子銀行業(yè)務(wù)發(fā)展的工作思路和措施。
[Abstract]:With the process of information and economic globalization, the financial industry is experiencing unprecedented innovation and change. As one of the most important financial innovations, electronic banking has become the core competitiveness of modern banks because of its outstanding advantages in reducing operating costs, enriching financial products and functions, enhancing customer satisfaction and broadening revenue sources. It has become one of the important strategic goals for the development of banks. Under the impact of the innovation wave of electronic banking business, the banking industry is gradually changing from relying on the development model of entity network to relying on the parallel development mode of entity network and electronic banking channel. From the brick-wall type of visible network to the virtual network without space-time restriction, and drive the management mode, profit model, team structure of the profound changes. The rapid development of electronic banking has a revolutionary impact on the banking industry, not only for the bank to bring more returns, more important is to create more value for customers, for banks and customers to build a better platform for interaction, The bank and the customer realize "win-win". In recent years, China's electronic banking business has shown a good momentum of rapid development, in providing fast and efficient services for customers, diverting counter pressure, reducing operating costs, broadening revenue sources and other aspects have a great advantage. Become the important platform and carrier of product innovation and service innovation. At present, the domestic and foreign banking and financial theorists' research on the development of electronic banking business is becoming more and more mature, mainly focusing on the electronic banking business operation mode, organization and management system, market positioning, product innovation, risk prevention and control. Marketing and other aspects. However, the information construction of traditional local financial institutions such as rural credit cooperatives in China lags behind, and the development of electronic banking business and product innovation still lags behind those of advanced banks. Market positioning, risk control, marketing, brand building and other aspects of research, some areas are blank. This paper takes the electronic bank business development of Shandong rural credit cooperatives as the research object, based on the successful experience of the same industry, combined with the actual business development, using the competitive advantage theory, marketing theory, market segmentation theory and SWOT analysis model. This paper comprehensively analyzes the advantages, disadvantages, opportunities and challenges of developing electronic banking business, and puts forward six systems, such as organization management, product research and development, risk prevention and control, marketing, customer service, business management, etc. And to speed up the development of electronic banking business thinking and measures.
【學(xué)位授予單位】：山東大學(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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