大数据时代中国银行吉林省分行电子银行营销策略研究 随着社会经济的不断发展，人们生活水平的逐步提高，互联网技术对人们 生活的影响已经渗透到各行各业中。互联网技术的不断发展，促使人们的生产 活动，商业经营模式在不同程度上受到了大数据时代的影响。对于商业银行而 言，大数据时代的发展对商业银行的传统经营模式产生了较大的影响，商业银 行传统营销策略方面的不足逐渐显现出来，在一定程度上制约了商业银行的发 展与提升。信息技术背景下，商业银行希望借助于互联网技术实现电子银行业 务的不断拓展与进步，但在大数据背景下，商业银行中电子银行业务的发展与 提升既面临着机遇，也面临着一定的挑战，这与当下电子银行营销策略的不足 有密切的联系。 目前，虽然中国银行吉林省分行电子银行业务发展速度迅猛，逐渐取代银 行柜台基本业务，但在竞争激烈的市场中，不断面临着营销中的成本压力和竞 争压力。传统营销方法的愈加吃力，业务经营中存在许多突出矛盾和亟待破解 的瓶颈。银行拥有大量的客户交易数据，充分挖掘这些数据背后所包含的信息， 可以将不同客户对银行的需求差异充分展示出来，从而为电子银行的营销指明 方向。 为此，本文立足于中国银行吉林省分行，本文以 SWOT 分析为基础，着重对 大数据时代 4PS 和 4CS 营销策略进行研究，通过大数据技术了解客户消费偏好 和行为特征,从而进行营销策略的选择，使其可以更好地引导中国银行吉林省分 行电子银行发展。文章借助于文献分析法、定性定量结合研究、案例研究法， 逐步总结了国内外针对大数据时代下商业银行的电子银行业务的营销策略研究 成果，进一步分析了中国银行吉林省分行电子银行营销现状以及存在的问题， 并对中国银行吉林分行电子银行营销环境进行了全面的分析，并以此为基础，III 提出了中国银行吉林省分行电子银行运用大数据制定与实施的营销策略，（1） 运用大数据结果对电子银行目标客户进行细分；（2）电子银行的客户对产品需 求的定位；（3）电子银行在大数据时代下的营销组合；（4）电子银行的营销策 略实施保障措施。本文旨在通过探索研究，为大数据时代下中国银行吉林省分 行电子银行营销策略的提升与发展提供一定的理论基础与实践指导意见。 关键词: 大数据时代，中国银行吉林省分行，电子银行，营销策略IV Abstract Research on Marketing Strategy of E-bank in Jilin Branch of Bank of China in the Era of Big Data With the continuous development of social economy and the gradual improvement of people's living standard, the impact of Internet technology on people's life has penetrated into all walks of life. With the continuous development of Internet technology, people's production activities and business models are affected by the era of big data to varying degrees. For commercial Banks, the development of the era of big data has a great impact on the traditional business model of commercial Banks, and the deficiencies in the traditional marketing strategies of commercial Banks have gradually emerged, which to some extent restricts the development and improvement of commercial Banks. Information technology background, the commercial Banks hope with the help of the Internet technology to realize electronic banking development and progress, but in the context of large data, the development of the electronic banking business in commercial Banks are faced with both opportunities and ascension, also faces some challenges, it and the shortage of electronic banking marketing strategy are closely linked. At present, although the electronic banking business of the Bank of China Jilin Branch has developed rapidly and gradually replaced the basic business of bank counters, in the highly competitive market, it is constantly facing cost pressures and competitive pressures in marketing. Traditional marketing methods are becoming more and more difficult, and there are many prominent contradictions and bottlenecks that need to be resolved in business operations. Banks have a large amount of customer transaction data. Fully mining the information behind these data can fullyV show the differences in customer demand for different banks, thereby pointing out the direction of electronic banking marketing. To this end, this paper is based on the Bank of China Jilin Branch. Based on the SWOT analysis, this article focuses on the research of 4PS and 4CS marketing strategies in the era of big data, understands consumer preferences and behavior characteristics through big data technology, and then chooses marketing strategies, so that it can better guide the development of electronic banking in Bank of China Jilin Branch. This paper by means of literature analysis，qualitative and quantitative research, case method, step by step at home and abroad are summarized in the era of big data of the electronic banking business of commercial Banks marketing strategy research, further analyzes the bank of China, jilin electronic banking marketing present situation and existing problems, and on the bank of China, jilin electronic bank marketing environment has carried on the comprehensive analysis, based on this, puts forward the electronic bank of bank of China, jilin province branch using big data develop and implement marketing strategies: 1. The use of big data segmentation results of electronic bank target customers; 2. Positioning of customer demand for electronic banking products; 3. Marketing mix of electronic banking in the era of big data; 4. Implement safeguard measures for marketing strategies of electronic banking. This paper aims to provide certain theoretical basis and practical guidance for the promotion and development of e-banking marketing strategy of bank of China jilin branch in the era of big data through exploration and research. Keywords: Big data era; Jilin branch of bank of China; Electronic banking; The marketing strategyVI 目 录 第 1 章 绪论........................................................................................... 1 1.1 研究背景与意义 ............................................................................ 1 1.2 研究方法与内容 ............................................................................ 2 1.3 理论基础和文献综述 .................................................................... 3 第 2 章 中国银行吉林省分行电子银行营销现状及问题................... 9 2.1 传统电子银行到大数据时代电子银行的成长............................ 9 2.2 吉林省分行电子银行营销现状...................................................11 2.3 电子银行的传统营销与大数据营销差异性.............................. 15 2.4 电子银行的营销问题以及成因分析.......................................... 18 第 3 章 中国银行吉林省分行电子银行营销环境分析..................... 24 3.1 电子银行的宏观营销环境分析.................................................. 24 3.2 电子银行的微观营销环境分析.................................................. 26 3.3 电子银行的 SWOT 分析............................................................. 28 第 4 章 中国银行吉林省分行电子银行运用大数据营销策略制定与 实施保障................................................................................................. 32 4.1 运用大数据对电子银行目标客户进行细分.............................. 32 4.2 电子银行的客户对产品需求的定位.......................................... 33 4.3 电子银行在大数据时代下的营销组合...................................... 34 4.4 电子银行的营销策略实施保障措施.......................................... 36 结 论 ..................................................................................................... 40