摘要
伴随着网络化进程的推进和信息化社会的不断发展，电子银行业务已经作为最重要
的金融创新之一，在全国各大商业银行间迅猛发展。电子银行业务的发展，不仅能够大
大减轻柜面服务压力，还可以从许多方面带来巨大的经济利益，不仅能够降低企业的管
理成本、销售成本，同时还能够提高企业的效率，节省客户的时间，提高客户的满意度
清苑区农村信用社意识到人们对电子银行业务的使用程度将会越来越高，电子银行业务
将会突飞猛进，必须要抓住这一机遇才能创造高效益和企业的巨大改变。清苑区农村信
用社与大型股份制商业银行相比电子银行业务存在着规模小、实力弱、产品创新能力差、
营销渠道开发落后等发展的短板。在电子银行业务的营销策略上也存在许多不足。面临
机遇和挑战，清苑区农村信用社必须迎难而上，大力发展并推广电子银行业务，同时实
施一系列的营销策略，才能在激烈的市场竞争中获得胜利。本文通过对清苑区农村信用
社电子银行业务的营销环境以及优势、劣势、机会和威胁进行分析，提出营销策略及保
障措施，以促进电子银行业务发展
本文共分为六个部分。第一部分简要介绍了论文研究背景、目的和意义、国内外研
究现状、研究内容与研究框架。第二部分分别概述了电子银行业务种类、特点以及相关
理论及研究方法，为后续研究奠定理论基础。第三部分对清苑区农村信用社及其电子银
行业务进行简要介绍，并从宏观环境和微观环境两个方面着手对其电子银行业务营销环
境进行分析。第四部分运用SWOT分析方法，对清苑区农村信用社电子银行业务营销的
优势、劣势、机会与威胁进行分析，列出SWOT分析矩阵。第五部分根据第四部分的分
析做出策略选择，并从产品、价格、渠道、促销等方面对清苑区农村信用社电子银行业
务提出具体营销策略。第六部分对具体如何实施电子银行业务营销策略提出保障措施
最后进行总结，提炼本文基本观点，总结不足之处，为未来的工作指明努力的方向
关键词 清苑区农村信用社电子银行业务营销策略
Abstract
Along with the advancement of network and the continuous development of information
society, electronic banking has been one of the most important financial innovations,
developing rapidly among the major commercial Banks in China.The development of the
electronic banking business, not only can greatly reduce the pressure of counter services, also
can bring huge economic benefits from many aspects, not only can reduce the management
cost, cost of sales of enterprises, but also can improve the efficiency of the enterprises, saving
customers time, improve customer satisfaction.Qingyuan area of rural credit cooperatives
realize people's use in the electronic banking business will be more and more high, the
electronic banking business will be growing by leaps and bounds, must seize this opportunity
to create great changes of high benefit and enterprisepared with large joint-stock
commercial Banks, Qingyuan rural credit cooperatives have the disadvantages of small scale,
weak strength, poor product innovation ability and backward marketing channel
development.There are also many deficiencies in the marketing strategy of electronic banking
business.Facing opportunities and challenges, the Qingyuan court area must be grasped the
nettle of rural credit cooperatives, develop and promote the electronic banking, and the
implementation of a series of marketing strategy, to win in the fierce market competition.This
article through to the Qingyuan area of rural credit cooperatives of electronic banking
business marketing environment and the strengths, weaknesses, opportunities and threats were
analyzed, and put forward the marketing strategy and safeguard measures, in order to promote
the development of electronic banking business.
This paper is divided into six parts.The first part briefly introduces the research
background, purpose and significance of the paper, the current research situation at home and
abroad, the research content and the research framework.The second part summarizes the
types, characteristics, relevant theories and research methods of e-banking respectively, laying
a theoretical foundation for the subsequent research.The third part of Qingyuan area of rural
credit cooperatives and its electronic banking are briefly introduced, and two aspects from the
Abstract
III
macroscopic environment and microcosmic environment analysis of its electronic banking
business marketing environment.The fourth part USES SWOT analysis method to analyze the
advantages, disadvantages, opportunities and threats of e-commerce marketing of rural credit
cooperatives in Qingyuan district, and lists SWOT analysis matrix.The fifth part makes
strategic choices according to the analysis of the fourth part, and puts forward specific
marketing strategies for the electronic banking business of rural credit cooperatives in
Qingyuan district from the aspects of products, prices, channels and promotion.The sixth part
puts forward safeguard measures on how to implement e-banking business marketing
strategy.In the end, the paper summarizes the basic viewpoints, summarizes the shortcomings,
and points out the direction of future work.
Key words Rural credit cooperative of QingyuanElectronic bankingMarketing
strategy。