摘要
I
摘要
随着科技快速进步，各类银行都开始意识到，促进电子银行各项业务的快速发展，
能够全面提升银行的综合实力，我国电子银行市场中的竞争也不断强化。虽然 ZBZD
农商行在辖区绝大多数区域皆设有营业网点，但就市区而言，其网点数量对照 ZB 市
四大行及其他民营银行，则并不具备突出优势。通过全力发展电子银行类产品服务，
可使 ZBZD 农商行突破本身地域和规模的限制，通过各种方式和渠道为各类客户提供
差异化的服务。ZBZD 农商行近几年也在大力发展电子银行类产品，整体处于起步阶
段，需要大力加强其服务营销，这也是本文选题的主要依据；另外，ZBZD 农商行在
下属乡镇构建的网点数数量比较少，很难满足各类农户对银行业务的实际需求，而促
进电子电子银行类产品服务发展，则可帮助 ZBZD 农商行保有原存量客户的基础上进
一步拓展 ZBZD 农商行服务的覆盖面以实现竞争力的提升

ZBZD 农商行由于受到起步较晚、技术水平偏低、功能相对单一、服务项目以及
服务的范围有限等因素的制约，ZBZD 农商行电子银行类产品业务的市场占有率整体
处于偏低的位置。因此，本文以电子银行类产品服务营销理论为基础，具体内容是农
商行电子银行类产品服务营销策略，本文基于营销理论，就案例银行 ZBZD 农商行如
何为客户提供更好的电子银行产品营销加以分析，并最终提出具体的营销策略，为得
到全面的结论和良好的实践成效奠定坚实的基础，以保证 ZBZD 农商行电子银行类产
品服务营销策略的顺利实施

关键词：农商行；电子银行；服务营销；营销策略山东理工大学硕士学位论文 ABSTRACT
II
ABSTRACT
With the rapid advancement of science and technology, all kinds of banks are
beginning to realize that, to promote the rapid development of electronic banking business,
to enhance the comprehensive strength of the state-owned banks, China&39;s electronic
banking market competition has also been strengthened. Although ZBZD agricultural firms
in the vast majority of districts have business outlets, but in terms of urban areas, the
number of outlets compared to the four largest ZB city and other private banks, it does not
have outstanding advantages. Through the full development of electronic banking products,
services, ZBZD agricultural firms can break through the limitations of their own
geographical and scale, through various channels and channels for all types of customers to
provide differentiated services. ZBZD agricultural firms in recent years with the
development of electronic banking products, in the initial stage, the need to vigorously
strengthen its service marketing, mainly on the basis of this is also the topic of this article;
in addition, ZBZD agricultural firms in the number of employees less number of outlets of
township construction, it is difficult to meet the actual needs of all kinds of farmers on the
banking business. Promotion of electronic bank service product development, can help to
maintain the original stock of ZBZD agricultural firms based on customers to further
expand the coverage of the ZBZD agricultural services firm to achieve competitiveness.
ZBZD agricultural firms due to a late start, the low level of technology, function is
relatively simple, service items and the limited scope of services and other factors, ZBZD
rural commercial bank electronic banking products business market share in the overall
low position. Therefore, this paper is based on the electronic banking products and services
marketing theory, the specific content of agricultural products firm electronic banking
service marketing strategy based on marketing theory, case bank ZBZD agricultural firms
how to provide customers with better electronic banking products marketing analyze, and
finally put forward specific marketing strategies, to lay a solid foundation to get a
comprehensive conclusion and good practice, to ensure the smooth implementation of
ZBZD rural commercial bank electronic banking products, service marketing strategy.
Key words: agricultural firm; electronic banking; service marketing; marketing strategy山东理工大学硕士学位论文 目录
III
目 录
摘要..........I
ABSTRACT...II
目 录...........III
第一章 绪论...1
1.1 研究的背景与意义...1
1.1.1 研究背景........1
1.1.2 研究意义........1
1.2 国内外研究文献综述...........2
1.2.1 国外研究水平和发展趋势... 2
1.2.2 国内研究现状和发展趋势... 3
1.3 研究内容及方法.......4
1.3.1 本文研究内容4
1.3.2 本文研究方法5
第二章 相关理论综述...........6
2.1 电子银行类产品业务...........6
2.2 其他相关理论方法...7
2.2.1 PEST 分析法.7
2.2.2 SWOT 分析...8
2.2.3 服务市场细分理论... 8
2.2.4 服务营销理论8
2.3 电子银行类产品的发展趋势..
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