随着我国经济水平的不断发展，居民生活水平不断提高，我国居民汽车保 有量不断上升。同时，经济的发展带动了我国城镇化的进程，我国高速公路建 设得到了长足发展，高速公路里程不断增加，为人们出行带来了极大的便利。 出行方式的变化催生了高速公路不停车收费系统（ETC）的诞生，目前各家银行 都加入了ETC市场的争夺，市场竞争趋于白热化。HX银行郑州分行的ETC业务 自2012年上线以来，在当地市场取得了较好的口碑和品牌效应。但是随着ETC 市场竞争的加剧，HX银行郑州分行的ETC业务也暴露出定价过高、售后服务不 到位、产品设计有缺陷的缺点，对其下一步ETC业务的发展不利。 基于以上情况，本文对HX银行郑州分行ETC营销策略进行了研究分析，重 点分析了其营销策略的现状、营销策略的不足之处以及出现问题的原因。本文 认为目前HX银行郑州分行ETC业务的营销策略在产品、价格、渠道和促销服务 等方面存在一定的问题。其中主要问题包括产品竞争力不强、定价缺乏竞争力、 促销服务手段单一和营销渠道狭窄等。造成这些问题出现的主要原因则包括营 销观念落后、专业人才缺乏、产品设计不足以及激励机制不完善等。 在此基础上，本文对其营销策略的优化提出了建议，认为其应该调整营销 策略，以客户为核心，采取努力拓宽营销渠道、提升产品质量、加大研发投入、 制定差异化价格策略等措施，打造具有HX银行郑州分行特点的ETC产品。同时， HX银行郑州分行还要加强在资金、人员、技术和制度等方面的保障措施，为营 销策略的实施提供坚实的后盾。 关键词：ETC；银行；营销策略 II Abstract WiththedevelopmentofChina'seconomiclevelandtheimprovementof residents'livingstandards,thecarownershipofresidentsinChinaisincreasing.At thesametime,thedevelopmentofeconomyhasledtotheprocessofurbanizationin China.TheconstructionofExpresswayinChinahasmaderemarkableachievements, andthemileageofexpresswayhasbeenincreasing,whichhasbroughtgreat convenienceforpeopletotravel.Thechangeoftravelmodehasgivenbirthtothe expresswaytollcollectionsystem(ETC).Atpresent,everybankhasjoinedinthe competitionofetcmarket,andthemarketcompetitiontendstobeintense.Sincethe ETCbusinessofHXBankZhengzhoubranchwentonlinein2012,ithasachieved goodreputationandbrandeffectinthelocalmarket.However,withthefierce competitionintheETCmarket,theETCbusinessofHXBankZhengzhoubranch alsoexposedtheshortcomingsofoverpricing,inadequateafter-salesserviceand defectiveproductdesign,whichseriouslyaffectedthedevelopmentofitsETC businessinthenextstep. Basedontheabovesituation,thispaperstudiesandanalyzestheETCmarketing strategyofHXBankZhengzhoubranch,focusingonthestatusofitsmarketing strategy,theshortcomingsofthemarketingstrategyandthecausesofthe problems.Thispaperthinksthattherearesomeproblemsinproduct,price,channel andpromotionserviceofetcbusinessmarketingstrategyofHXBankZhengzhou branch.Themainproblemsincludeweakproductcompetitiveness,lackof competitivenessinpricing,singlemeansofpromotionalservicesandnarrow marketingchannels.Themainreasonsfortheseproblemsincludethebackward marketingconcept,thelackofprofessionaltalents,thelackofproductdesignandthe imperfectincentivemechanism. Onthisbasis,thispaperputsforwardsomesuggestionsontheoptimizationof itsmarketingstrategy.Forexample,takingthecustomerasthecore,takingmeasures suchasexpandingmarketingchannels,improvingproductquality,increasingR&D III investment,etc.,tobuildETCproductswiththecharacteristicsofZhengzhoubranch ofHXBank.Atthesametime,ZhengzhoubranchofHXBankshouldstrengthenthe guaranteemeasuresincapital,personnelandtechnologytoprovidesolidsupportfor theimplementationofmarketingstrategy. Keywords：ETC;bank;marketingstrategy IV 目录 第一章绪论..............................................................................................................1 第一节研究背景及意义......................................................................................1 一研究背景......................................................................................................1 二研究意义......................................................................................................1 第二节研究内容及方法......................................................................................2 一研究内容......................................................................................................2 二研究方法......................................................................................................2 第三节论文的创新与不足..................................................................................3 一论文的创新...................................................................................................3 二论文的不足...................................................................................................4 第二章HX银行郑州分行ETC业务营销环境分析...................................5 第一节HX银行概况及HX银行郑州分行ETC业务现状..............................5 一HX银行概况................................................................................................5 二HX银行郑州分行ETC业务现状...................................................................6 第二节HX银行郑州分行ETC业务面临的宏观环境....................................10 一政策环境....................................................................................................11 二经济环境....................................................................................................12 三社会环境....................................................................................................13 四技术环境....................................................................................................13 第三节HX银行郑州分行ETC业务面临的行业环境....................................13 一卖方的议价能力..........................................................................................14 二买方的议价能力..........................................................................................14 三替代品的威胁.............................................................................................14 四消费者需求.................................................................................................15 五竞争者分析.................................................................................................15 V 第三章HX银行郑州分行ETC业务营销策略现状及问题分析.........17 第一节HX银行郑州分行营销策略现状..........................................................17 一产品策略现状.............................................................................................17 二渠道策略现状.............................................................................................18 三促销策略现状.............................................................................................19 四价格策略现状.............................................................................................20 第二节HX银行郑州分行营销策略存在的问题..............................................20 一产品竞争力有待加强...................................................................................20 二价格缺乏竞争性和差异性............................................................................21 三促销手段较为单一......................................................................................22 四营销渠道较狭窄..........................................................................................23 第三节HX银行郑州分行营销策略问题的成因..............................................24 一创新能力不足.............................................................................................24 二资金人才缺乏.............................................................................................25 三产品开发不足.............................................................................................25 四激励机制尚需完善......................................................................................26 第四章HX银行郑州分行ETC业务营销策略的优化..........................28 第一节产品设计精准化....................................................................................28 一打造HX银行独家品牌...............................................................................28 二差异化的产品功能..........................................................................