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Y银行广东省分行ETC金融服务项目商业计划书DOC

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ETC(Electronic Toll Collection)不停车收费系统主要应用于公路收费,是通过安装 在车辆挡风玻璃上的车载电子标签,与在收费站 ETC 车道上的微波天线之间进行微波 专用短程通讯,利用计算机联网技术与银行后台读写车辆信息和通行费用结算处理,从 而达到车辆通过路桥收费站不需停车而能交纳路桥费的目的。 2014 年 4 月,交通运输部启动全国高速公路 ETC(电子不停车收费系统)联网工 作。Y 集团公司受交通运输部委托,建设全国 ETC 清分结算数据容灾备份系统,由 Y 集团全资子公司 Y 银行承担 ETC 跨省资金清算职责。以此为背景,本文主要阐述 Y 银 行广东省分行,通过提供一站式的 ETC 综合金融服务的商业计划,利用差异化的服务 优势锁定车主客户群体,抢占高端客户市场份额。 首先本文通过市场环境和行业发展分析,研究 ETC 全国联网背景下,银行业通过 开展 ETC 金融服务,达到锁定车主客户群体的可行性及发展前景,包括高速公路发展 及汽车保有量、高速公路收费模式及发展趋势。其次,利用 SWOT 分析,分析目前银 行同业竞争对手采取的措施及其优、劣势,市场占有情况。通过 Y 银行的资源状况,分 析 Y 银行广东省分行发展 ETC 金融服务项目的竞争优劣势。本文针对以上情况,提出 差异化的商业计划。主要内容包括,第一、利用 Y 集团横跨信息流、资金流、实物流的 行业资源优势,提供跨行业的整体服务方案,使 Y 银行 ETC 金融服务项目在竞争中, 具有自己的特点和优势,能够为客户提供更加综合性服务;第二、发挥产品优势,利用 Y 银行遍布城乡的网点资源,为 ETC 业务的宣传推广和 ETC 卡的充值服务提供有力支 持;第三、在 Y 银行广东省分行与交通运输行业持续深入合作的基础上,提供更为全面 的 ETC 资金归集和结算服务。包括,从现阶段的跨省资金清算服务,到授信、理财投 资,以及为高速公路收费站提供上门收钞服务;第四、针对 ETC 用户提供的一系列营 销方案。发行 ETC 联名卡,针对 ETC 联名卡用户的赠送电子标签、用卡优惠、投融资服 务等。 本文研究 Y 银行广东省分行在竞争中采取的策略,最后对 Y 银行广东省分行 ETC 金融服务项目的商业计划作出效益分析。本文研究的意义在于通过跨行业 ETC 金融服 务方案的实施,最终锁定目标客户群体,提升 Y 银行社会形象,同时使 Y 银行广东省 分行现有的客户结构得到优化。 关键词,ETC;金融服务;商业计划书II Abstract ETC (Electronic Toll Collection) also known as Non-stop Charged System is a system used for toll collecting with OBUs (on board unit) installed on the vehicles’ windshields communicating with RSUs (road side unit) using microwave communication technology, meanwhile using the computer network and bank settlement system to process vehicles’ information and toll settlement, so as to achieve the goal of non-stop toll collecting. In April, 2014, the Ministry of Transport start the national highway ETC networking program and Y Group Corporation is authorized to build a national ETC distribution and settlement data backup system as well as Y bank, the wholly-owned subsidiary of Y Group to undertake the task of trans-provincial ETC capital settlement. At this background, this paper mainly discuss the Guangdong Branch of Y Bank how to seize the high-end market share by providing one-stop ETC comprehensive financial services business proposal and using the differentiated service advantage to target the vehicle owners customer group. Firstly,this paper will use the market environment and industry development analysis to study the feasibility and development prospect including the national highway development, car ownership,highway toll mode as well as development trend of ETC comprehensive financial services used by Y Bank to target the vehicle owners customer group under the national ETC networking background.Secondly, this paper will discuss the measures,its strengths and weaknesses and market share of Y Bank’s competitors using the SWOT analysis.Also through the resource analysis, it will weigh the advantages and disadvantages of Y Bank.Last but not least,considering the problems above,this paper will bring up a differentiated business proposal including:1)Use the resource advantages of Y Group’s wide-span information,capital and material flow to design a unique and cross-industry overall ETC financial service proposal to provide more comprehensive services for customers;2)Use the product advantages and widespread outlets of Y Bank to promote ETC and give strong support for its cards recharge;3)Provide more comprehensive ETC capital collection and settlement services from the present trans-provincial capital settlement to crediting business, financial investment and door-to-door cash escort service on the basic of sustained and in-depth cooperation between Y Bank’s Guangdong Branch and transportation industry;4)Present a series of promotions targeting the ETC users such as issuing ETC branded cards,distributing free OBUs,offering preferential fees,giving financial investment consultants and so on. This paper will study the competitive strategy of Y bank’s Guangdong Branch to finallyIII come up with a benefit analysis of its ETC financial services business proposal.Through this process,we will reach the goal of targeting the right customer group,promoting Y Bank's image, in the meantime optimising its customer structure. Key words,ETC(Electronic Toll Collection); financial services; business proposalIV 目 录 摘要.........................................................................................................................................I Abstract...................................................................................................................................... II 图表清单................................................................................................................................VIII 第一章 绪 论.............................................................................................................................1 1.1 研究背景与意义..............................................................................................................1 1.1.1 研究背景...................................................................................................................1 1.1.2 研究目的和意义.......................................................................................................1 1.2 文献综述..........................................................................................................................2 1.2.1 商业计划书相关的文献综述...................................................................................2 1.2.2 战略管理相关的文献综述.......................................................................................3 1.2.3 市场营销相关的文献综述.......................................................................................4 1.3 研究方法..........................................................................................................................5 1.4 报告结构..........................................................................................................................5 第二章 项目实施单位与项目介绍...........................................................................................8 2.1 Y 银行广东省分行简介...................................................................................................8 2.1.1 Y 银行的历史与现状................................................................................................8 2.1.2 Y 银行广东省分行简介............................................................................................8 2.2 项目介绍..........................................................................................................................9 2.2.1 项目的来源及性质...................................................................................................9 2.2.2 项目甲方广东联合电子服务股份有限公司简介.................................................11 2.2.3 高速公路 ETC 系统简介和 ETC 卡基本情况..................................................... 12 2.2.4 高速公路 ETC 系统综合金融服务的内容...........................................................13 2.2.5 项目特点.................................................................................................................13 2.3 本章小结........................................................................................................................14 第三章 外部环境分析.............................................................................................................15 3.1 社会环境分析................................................................................................................15 3.1.1 宏观分析.................................................................................................................15 3.1.2 公路行业、汽车行业发展情况.............................................................................15V 3.2 高速公路 ETC 使用市场环境分析..............................................................................17 3.2.1 中国高速公路 ETC 发展历程...............................................................................17 3.2.2 全国与广东省市场发展情况.................................................................................18 3.3 高速公路 ETC 配套金融服务市场环境分析..............................................................18 3.3.1 需求特点与趋势分析.............................................................................................18 3.3.2 竞争结构分析(五力模型).................................................................................19 3.3.3 市场盈利模式分析.................................................................................................20 3.4 竞争对手分析................................................................................................................21 3.4.1 竞争对手战略目标.................................................................................................22 3.4.2 竞争对手营销分析.................................................................................................22 3.4.3 竞争对手优劣势分析.............................................................................................23 3.5 ETC 金融服务的关键成功因素....................................................................................24 3.6 本章小结........................................................................................................................24 第四章 Y 银行广东省分行 ETC 项目内部环境分析...........................................................25 4.1 Y 银行及其所属集团架构概述.....................................................................................25 4.1.1 Y 银行与 Y 集团的架构关系.................................................................................25 4.1.2 Y 集团公司概述......................................................................................................26 4.1.3 Y 银行面临的境况..................................................................................................26 4.2 Y 银行广东省分行运行 ETC 项目的资源分析...........................................................27 4.2.1 Y 银行广东省分行自身的资源分析......................................................................27 4.2.2 Y 银行广东省分行可利用的资源分析..................................................................28 4.3 Y 银行广东省分行运行 ETC 项目的能力分析...........................................................28 4.4 Y 银行广东省分行运行 ETC 项目优劣势分析...........................................................29 4.4.1 优势分析.................................................................................................................29 4.4.2 劣势分析.................................................................................................................30 4.5 本章小结........................................................................................................................30 第五章 项目定位与目标.........................................................................................................31 5.1 Y 银行广东省分行 SWOT 分析................................................................................... 31 5.2 目标市场分析................................................................................................................31 5.3 项目定位........................................................................................................................32VI 5.3.1 ETC 金融服务差异化.............................................................................................32 5.3.2 ETC 金融服务的盈利模式与金融产品组合.........................................................34 5.4 本章小结........................................................................................................................35 第六章 项目的营销策略.........................................................................................................36 6.1 针对联合电子的营销策略............................................................................................36 6.1.1 跨行业的综合服务方案.........................................................................................36 6.1.2 建立多元化的充值服务渠道.................................................................................37 6.1.3 跨省资金清算向授信业务延伸.............................................................................37 6.1.4 提供便利省内资金归集和结算服务.....................................................................39 6.2 针对广大车主群体的营销策略....................................................................................40 6.2.1 以粤通卡为载体的营销.........................................................................................40 6.2.2 以跨行业综合服务为载体的营销.........................................................................41 6.2.3 以联动优势为载体的营销.....................................................................................42 6.3 促销方案........................................................................................................................43 6.3.1 方案实施对象.........................................................................................................43 6.3.2 实施计划.................................................................................................................43 6.4 配套综合服务方案........................................................................................................43 6.4.1 账单服务方案.........................................................................................................43 6.4.2 自邮一族会员服务.................................................................................................44 6.5 项目的营销策略 4P 分析............................................................................................. 44 6.6 本章小结........................................................................................................................45 第七章 项目效益分析及风险预测分析.................................................................................46 7.1 项目组织架构................................................................................................................46 7.2 项目效益分析................................................................................................................46 7.2.1 投入分析.................................................................................................................46 7.2.2 产出分析.................................................................................................................47 7.2.3 综合效益分析.........................................................................................................48 7.3 项目风险分析和对策....................................................................................................50 7.3.1 项目风险分析.........................................................................................................50 7.3.2 项目风险防范对策.................................................................................................51VII 7.4 本章小结........................................................................................................................51 结 论.......................................................................................................................................52