具体地，本文首先阐述选题背景和研究意义，明确了电子银行业务的发展必将成
为商业银行发展的利器，同时根据选题背景中所述的电子银行的优势及研究意义中阐
述的在互联网经济时代下，客户对产品服务与体验的重视度越来越高。第二章主要简
述了一些市场营销策略的相关理论，其中重点简述了与客户体验有关的体验营销策略
理论。第三章先是对淮北工行电子银行业务的客户体验现状进行简述，然后通过关于
淮北工行电子银行业务客户体验的具体问卷调研，统计与分析出客户对淮北工行电子
银行业务的满意率占比，进而得出淮北工行电子银行业务客户体验营销的优势与存在
问题。第四章主要是针对第三章分析出的淮北工行电子银行业务客户体验营销存在的
具体问题，从八个具体的营销策略详细阐述了淮北工行应该如何提升电子银行客户的
体验感，如何更好地发展电子银行业务，旨在通过具体策略提升淮北工行电子银行业
务的客户体验感，从而促进淮北工行电子银行业务的发展。第五章也是最后一章，是
对文章的总结以及对淮北工行电子银行业务发展的展望
总之，本文以工行淮北分行电子银行业务为分析与研究对象，结合传统营销策略
与体验式营销策略以及客户需求特征，旨在提升客户体验感，从而促进工行淮北分行
电子银行业务的长足发展
关键词：电子银行业务；体验式营销策略；工商银行淮北分行基于客户体验的工行淮北分行电子银行业务营销策略研究
I
ABSTRACT
AS the internet economydevelops rapidly, electronic banking has become an
important business carrier, because of its huge advantages and great convenience,
electronic banking has gradually become an indispensable part of people&39;s life. in view of
this, the commercial banks have increased their marketing efforts to electronic banking,
gradually increasing the investment in all aspects of electronic banking, aimed at
constantly improving customer experience and satisfaction, increasing the viscosity of the
customer, thereby expanding more customer resources. It is in this background that the
ICBC, with the electronic bank as the focus, actively change marketing strategy, fully
develop the electronic banking business, and strive to promote the development of ICBC
business through electronic banking.
Specifically, this paper first describes the background and significance of the topic,
clarify the development of electronic banking business will become a tool for the
development of commercial banks, at the same time, according to the advantages and
research significance of the electronic banking described in the background of the internet
economy era, customers pay more attention to the product service and experience. The
second chapter mainly introduces some related theories of marketing strategy, which focus
on the experiential marketing strategy theory related to customer experience. The third
chapter is the customer experience status of the electronic banking products of ICBC
Huaibei branch, and then through the specific questionnaire survey of Huaibei ICBC
electronic banking customer experience, statistics and analysis of the customer satisfaction
rate of Huaibei ICBC electronic banking business, then obtains the customer experience
marketing advantages and problems of Huaibei ICBC electronic banking business. The
fourth chapter mainly focuses on the specific problems of customer experience marketing
of the electronic banking customer experience in Huaibei ICBC, which is analyzed in the
third chapter. from five aspects, it elaborates the specific marketing strategy of Huaibei
ICBC to improve the customer experience of electronic banking, in order to improve the
customer experience feeling of the electronic banking business of Huaibei ICBC, so as to
promote the development of the electronic banking business of ICBC. The fifth chapter is
the last chapter, is the summary of the article and the prospect of the development of the
electronic banking business of ICBC in Huaibei.
In short, this paper analyzes and research the electronic banking business of ICBCABSTRACT
II
Huaibei branch, combined with the traditional marketing strategy and experiential
marketing strategy and customer demand characteristics, aiming to enhance customer
experience, so as to promote the rapid development of electronic banking business in
Huaibei branch of ICBC.
KEYWORDS: Electronic banking; Experiential marketing strategy; Industrial and
commercial bank Huaibei branch基于客户体验的工行淮北分行电子银行业务营销策略研究目录
第一章绪论....1
第一节选题背景.........1
第二节研究意义.........2
第三节研究综述.........3
一、用户体验的相关研究.3
二、电子银行业务营销的研究.....3
三、用户体验与电子银行业务营销相结合的研究.........4
四、研究小结.........5
第四节研究内容.........5
第二章市场营销策略相关理论........7
第一节体验营销策略.7
一、客户体验.........7
二、客户体验影响因素.....7
三、体验营销的概念和特点.........8
四、体验营销策略.9
第二节4PS 营销理论...........10
第三节4C 营销理论.10
第四节关系营销策略理论...11
第五节网络营销理论...........11
第三章工行淮北分行电子银行业务营销客户体验现状.12
第一节中国工商银行淮北分行电子银行业务营销概况...12
一、工行淮北分行电子银行业务发展现状.......12
二、工行淮北分行电子银行业务营销状况.......12
三、工行淮北分行电子银行业务存在的问题...12
第二节基于客户体验视角的淮北工行电子银行满意度问卷调研...........14
一、调查对象分析...........14目录二、问卷设计.......14
三、问卷发放与回收.......16
四、调研结果与统计分析...........16
第四章工行淮北分行电子银行业务营销策略研究
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