發(fā)布時間：2018-05-16 15:56

  本文選題：吐魯番市 + 農(nóng)村信用社�。� 參考：《新疆大學(xué)》2017年碩士論文

【摘要】：當(dāng)前,電子銀行在全世界范圍內(nèi)迅猛發(fā)展,其作為網(wǎng)絡(luò)信息技術(shù)與傳統(tǒng)銀行柜面業(yè)務(wù)有機結(jié)合的產(chǎn)物,未來發(fā)展?jié)摿薮?有關(guān)電子銀行的研究已經(jīng)成為一個熱點。作為最重要的金融創(chuàng)新之一,電子銀行不僅大大減輕了柜面服務(wù)壓力,迅速擴大市場份額,而且通過提供豐富的金融產(chǎn)品和服務(wù),提高客戶體驗度與滿意度,帶動中間業(yè)務(wù)收入的增長,并且能夠大大降低經(jīng)營成本。電子銀行的這些優(yōu)點,逐漸被各家銀行機構(gòu)所重視,各家銀行紛紛將電子銀行作為重要戰(zhàn)略目標(biāo)予以重點發(fā)展。吐魯番市農(nóng)村信用社基于自身歷史發(fā)展的原因,電子銀行業(yè)務(wù)從開始起步就晚于同業(yè)機構(gòu),因其科技研發(fā)能力和營銷管理存在薄弱環(huán)節(jié),電子銀行業(yè)務(wù)發(fā)展速度一直較為緩慢,已經(jīng)成為制約其經(jīng)營發(fā)展的因素,影響了吐魯番市農(nóng)村信用社盈利水平和核心競爭力的提高,不利于在當(dāng)前激烈的市場競爭中發(fā)展壯大。本文以吐魯番市農(nóng)村信用社作為研究對象,對其電子銀行業(yè)務(wù)的營銷管理現(xiàn)狀進行深入分析,找出營銷管理中存在的問題,并運用PEST分析方法對其所處營銷環(huán)境進行分析,運用STP理論方法對其進行市場細(xì)分、目標(biāo)市場選擇和市場定位分析,最后以4P營銷理論為基礎(chǔ)提出改進營銷管理的對策建議,為吐魯番市農(nóng)村信用社電子銀行業(yè)務(wù)的持續(xù)、穩(wěn)健發(fā)展提供參考建議。第一部分,筆者首先查閱了“電子銀行業(yè)務(wù)營銷管理”這一課題的國內(nèi)外文獻(xiàn),分析了國內(nèi)外學(xué)者對相關(guān)問題的研究方法和成果,并在此基礎(chǔ)上展開了對吐魯番市農(nóng)村信用社電子銀行業(yè)務(wù)營銷管理的研究。認(rèn)為隨著網(wǎng)絡(luò)信息科技的不斷進步以及智能化手機在農(nóng)村區(qū)域的進一步普及,電子銀行業(yè)務(wù)勢必成為吐魯番市農(nóng)村信用社一個新的利潤增長點,同時也是其不斷降低經(jīng)營管理成本,提高核心競爭力,實現(xiàn)快速發(fā)展的有力時機。第二部分,從吐魯番市農(nóng)村信用社電子銀行業(yè)務(wù)主要的發(fā)展歷程入手,結(jié)合其經(jīng)營推廣現(xiàn)狀、管理組織結(jié)構(gòu)、業(yè)務(wù)種類及特征等五個方面,全面介紹吐魯番市農(nóng)村信用社電子銀行業(yè)務(wù)營銷管理現(xiàn)狀。第三部分,對吐魯番市農(nóng)村信用社電子銀行業(yè)務(wù)在營銷管理中存在的問題進行了分析,指出其電子銀行產(chǎn)品功能有待優(yōu)化、促銷推廣不夠充分、營銷渠道建設(shè)有待改三個方面的問題。第四部分,對吐魯番市農(nóng)村信用社電子銀行業(yè)務(wù)宏觀營銷環(huán)境及市場定位進行了分析,確定了目標(biāo)市場和客戶群體,為后期制定營銷改進措施打好基礎(chǔ)。第五部分,結(jié)合吐魯番市農(nóng)村信用社電子銀行業(yè)務(wù)目標(biāo)市場及市場定位,運用4P營銷理論知識,從升級電子銀行產(chǎn)品功能、豐富促銷推廣方式、完善營銷渠道建設(shè)、制定靈活價格體系四個方面提出改進的措施建議,以推進吐魯番市農(nóng)村信用社電子銀行業(yè)務(wù)的持續(xù)、穩(wěn)定發(fā)展。
[Abstract]:At present, the electronic bank is developing rapidly throughout the world. As the product of the combination of network information technology and traditional bank counter business, the future development potential is great. The research on electronic banks has become a hot spot. As one of the most important financial innovations, electronic banks not only greatly reduce the pressure of counter service, but also greatly reduce the pressure of the counter service. By expanding market share, and providing rich financial products and services to increase customer experience and satisfaction, promote the growth of intermediate business income and greatly reduce operating costs, these advantages of electronic banks are gradually being paid attention to by various banking institutions, and each bank has taken electronic banks as an important strategic target. Based on the reasons of the historical development of Turpan rural credit cooperatives, the electronic banking business has started from the beginning to the same industry. Because of its weak link in its R & D ability and marketing management, the speed of the electronic banking business has been slow, which has become a factor restricting its operation and development, and has influenced the spitting. The improvement of the profit level and core competitiveness of the rural credit cooperatives in Tulu is not conducive to the development of the current fierce market competition. This paper, taking the Turpan rural credit cooperatives as the research object, analyzes the current marketing management of the electronic banking business, finds out the existing problems in the marketing management, and uses the PEST analysis side. The marketing environment is analyzed by the law. The market segmentation, target market selection and market positioning analysis are carried out by STP theory and method. Finally, the countermeasures and suggestions for improving marketing management are put forward based on 4P marketing theory, and the first part is provided for the sustainable and steady development of the electronic banking business of rural credit cooperatives in Turpan. The author first consulted the domestic and foreign literature on the subject of "e-banking marketing management", analyzed the research methods and achievements of domestic and foreign scholars on related issues, and carried out the research on the marketing management of Electronic Bank of Turpan rural credit cooperatives on this basis. And the further popularization of intelligent mobile phone in rural areas, electronic banking business is bound to become a new profit growth point in Turpan rural credit cooperatives, but it is also a powerful time to reduce management costs, improve core competitiveness and achieve rapid development. The second part, from Turpan rural credit cooperatives electronic banking industry Starting with the development process of the main business, combined with five aspects of its operation and promotion status, management organization structure, business types and characteristics, the present situation of the marketing management of Electronic Bank of Turpan rural credit cooperatives is introduced in an all-round way. The third part is divided into the problems in the marketing management of the electronic banking business of the rural credit cooperatives in Turpan. It points out that the function of the electronic bank product needs to be optimized, the promotion and promotion are not enough, and the marketing channel construction needs to be changed in three aspects. The fourth part analyzes the macro marketing environment and market positioning of the electronic banking business in Turpan rural credit cooperatives, determines the target market and the customer group, and makes the marketing improvement for the later period. The fifth part, in the fifth part, combined with the target market and market positioning of the electronic bank of Turpan rural credit cooperatives, using the knowledge of the marketing theory, from upgrading the function of the electronic bank, enriching the way of promotion and promotion, perfecting the marketing channel construction and making the four aspects of the flexible price system, put forward the improvement measures to promote the vomiting. The electronic banking business of Tulu rural credit cooperatives continued and developed steadily.

【學(xué)位授予單位】：新疆大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F832.2;F274

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