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吐鲁番市农村信用社电子银行业务营销管理研究_MBA毕业论文DOC

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文本描述
摘要
当前,电子银行在全世界范围内迅猛发展,其作为网络信息技术与传统银行
柜面业务有机结合的产物,未来发展潜力巨大,有关电子银行的研究已经成为一
个热点。作为最重要的金融创新之一,电子银行不仅大大减轻了柜面服务压力,
迅速扩大市场份额,而且通过提供丰富的金融产品和服务,提高客户体验度与满
意度,带动中间业务收入的增长,并且能够大大降低经营成本。电子银行的这些
优点,逐渐被各家银行机构所重视,各家银行纷纷将电子银行作为重要战略目标
予以重点发展

吐鲁番市农村信用社基于自身历史发展的原因,电子银行业务从开始起步就
晚于同业机构,因其科技研发能力和营销管理存在薄弱环节,电子银行业务发展
速度一直较为缓慢,已经成为制约其经营发展的因素,影响了吐鲁番市农村信用
社盈利水平和核心竞争力的提高,不利于在当前激烈的市场竞争中发展壮大

本文以吐鲁番市农村信用社作为研究对象,对其电子银行业务的营销管理现
状进行深入分析,找出营销管理中存在的问题,并运用 PEST 分析方法对其所处
营销环境进行分析,运用 STP 理论方法对其进行市场细分、目标市场选择和市场
定位分析,最后以 4P 营销理论为基础提出改进营销管理的对策建议,为吐鲁番
市农村信用社电子银行业务的持续、稳健发展提供参考建议

第一部分,笔者首先查阅了“电子银行业务营销管理”这一课题的国内外文
献,分析了国内外学者对相关问题的研究方法和成果,并在此基础上展开了对吐
鲁番市农村信用社电子银行业务营销管理的研究。认为随着网络信息科技的不断
进步以及智能化手机在农村区域的进一步普及,电子银行业务势必成为吐鲁番市
农村信用社一个新的利润增长点,同时也是其不断降低经营管理成本,提高核心
竞争力,实现快速发展的有力时机

第二部分,从吐鲁番市农村信用社电子银行业务主要的发展历程入手,结合
其经营推广现状、管理组织结构、业务种类及特征等五个方面,全面介绍吐鲁番III
市农村信用社电子银行业务营销管理现状

第三部分,对吐鲁番市农村信用社电子银行业务在营销管理中存在的问题进
行了分析,指出其电子银行产品功能有待优化、促销推广不够充分、营销渠道建
设有待改三个方面的问题

第四部分,对吐鲁番市农村信用社电子银行业务宏观营销环境及市场定位进
行了分析,确定了目标市场和客户群体,为后期制定营销改进措施打好基础

第五部分,结合吐鲁番市农村信用社电子银行业务目标市场及市场定位,运
用 4P 营销理论知识,从升级电子银行产品功能、丰富促销推广方式、完善营销
渠道建设、制定灵活价格体系四个方面提出改进的措施建议,以推进吐鲁番市农
村信用社电子银行业务的持续、稳定发展

关键词:吐鲁番市 农村信用社 电子银行 营销管理IV
Abstract
At present, the rapid development of electronic Banks around the world, as the
network information technology and the product of the organic combination of
traditional bank counter business, the future development potential is tremendous,
studies of electronic banking has become a hot spot. As one of the most important
financial innovation, electronic banking not only greatly reduce the service counter
pressure, rapidly expanding market share, and by providing rich financial products
and services, improve customer experience and satisfaction, driving the growth of the
middle business income, and can greatly reduce operating costs. These advantages of
electronic banking, gradually paid great attention by the Banks, the banks have been
will be focus on developing electronic banking as an important strategic goal.
Turpan city rural credit cooperatives based on the reason of its historical
development, the electronic banking business from the beginning is later than the
trade organization, for its science and technology research and development
capabilities and marketing management existence weak link, electronic banking
business development has been relatively slow, has become the factors restricting the
development of its business, has affected the rural credit cooperatives profit turpan
city level and the enhancement of core competitiveness, is not conducive to develop
in the fierce market competition.
Rural credit cooperatives in turpan city as the research object, the electronic
banking business marketing management present situation analysis, find out the
problems existing in the marketing management, And using PEST analysis method to
analyze its marketing environment, using the STP theory approach to market
segmentation, target market selection and market positioning analysis ,Finally based
on the 4P marketing theory and puts forward some countermeasures to improve the
marketing management construction, for the turpan city rural credit cooperativesV
sustained and steady development of electronic banking business to provide the
reference suggestion.
The first part, the author first refer to the electronic banking business marketing
management the topic of the literature at home and abroad, analyzes the domestic
and foreign scholars research methods and results of related issues, and on the basis of
the rural credit cooperatives in turpan city electronic banking business marketing
management research.Think along with the advance of network information
technology and intelligent mobile phones in rural areas to further popularization, the
electronic banking business is bound to become a new profit growth point of rural
credit cooperatives, turpan city and its continuously reduce management cost,
improve the core competitiveness, a powerful time to achieve rapid development.
The second part, the author from turpan city rural credit cooperatives mainly
with the development of electronic banking business, combined with its marketing
present situation, the management organization structure, business types and
characteristics of five aspects, such as, a comprehensive introduction turpan city
electronic banking business marketing management present situation of rural credit
cooperatives.
The third part, the author of turpan city rural credit cooperatives in electronic
banking business marketing management is analyzed, the problems of function to be
optimized, and points out its electronic banking products sales promotion is
insufficient, the marketing channel construction needs to be change to three aspects of
problems.
The fourth part, the rural credit cooperatives in turpan city electronic banking
macro marketing environment and market positioning was analyzed, and determine
the target market and customer groups, for the late marketing measures.
The fifth part, combining the turpan city rural credit cooperatives electronic
banking business target market and market positioning, use 4P marketing theoryVI
knowledge, from the upgrading function of electronic banking products, rich
marketing promotion way, perfect the marketing channel construction, formulate
flexible price system four aspects improvement measures are put forward Suggestions,
in order to promote turpan city rural credit cooperatives sustained, stable development
of electronic banking business.
Key words:Turpan;Rural Credit Cooperatives;Electronic Banking;Marketing
ManagementVII
目 录
目 录
..........
VII
1 绪论
...........1.1 研究背景及意义
..1.1.1 研究背景
..1.1.2 研究意义
..1.2 国内外文献综述
..1.2.1 国外文献综述
......1.2.2 国内文献综述
......1.3 研究内容及方法
..1.3.1 研究内容
..1.3.2 研究方法
..1.4 研究的技术路线
..2 吐鲁番市农村信用社电子银行业务营销管理现状分析
..........2.1 吐鲁番市农村信用社概况
..........2.2 吐鲁番市农村信用社电子银行业务发展历程
...........2.2.1 吐鲁番市农村信用社电子银行业务初建阶段
...........2.2.2 吐鲁番市农村信用社电子银行业务成长阶段
...........2.3 吐鲁番市农村信用社电子银行业务营销管理现状
.....
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