【作者】 张力；

【导师】 刘轶；

【作者基本信息】 湖南大学 ， MBA， 2010， 硕士

【摘要】 随着计算机、网络通信等技术的迅猛发展,银行系统的业务处理和经营管理模式也正经历着新的变革。网上银行的产生与发展,给整个金融业尤其是银行业带来前所未有的冲击与挑战,它作为先进的现代信息网络技术与传统银行业相结合的产物,随着科技的进步而不断发展,具有强大的生命力。目前网上银行业务已经成为整个社会经济流通领域中重要的组成部份,传统银行只有主动发展网络银行,摒弃简单资金中介的身份,提供更多更好的高附加值的金融服务,并在网上银行业务中占据领先地位,才能成为网络经济时代的赢家。中国银行网上银行业务的发展落后于其他国有大型银行除了客户情况存在一定的差异外,一个主要原因就是在网上银行营销发展的思路中对客户需求和客户的分析不够。本文采取理论研究和实证分析相结合等多种研究方法,从国内外网上银行的发展情况和中行网上银行的实际状况入手,通过与国内其他大型银行的网上银行发展进行对比,结合调查问卷获取的数据进行分析,对中国银行网上银行客户分类、客户需求等进行更深入细致的了解和诠释,引入客户分析和客户管理理论,将调研中抽取的具有代表性的网上银行客户群信息进行细化,并对网上银行高速发展时期的营销策略进行了探讨,根据调研情况对目前中行提升网上银行营销中存在的问题进行深层次讨论研究,同时结合中行网上银行产品和营销策略及渠道服务的现状,提出相应的营销策略。根据本次调查结果,中国银行应真正坚持“以客户为中心”营销,做到想客户之所想,最大限度地满足客户要求,实现“以产品为中心”向“以客户为中心”的转移;加强客户分析和客户关系管理,做好全员营销工作,充分发挥物理网点优势。只有这样才能使中国银行网上银行业务发展得到快速提升,有效提高网上银行营销效率。更多还原

【Abstract】 With the rapid development of computer, internet and communication technology, the business operation process and management models of banks are also undergoing new changes. The emergence and development of online banking has brought an unpredictable impact on the entire financial industry, particularly the banking industry, as a combination product of advanced modern information network technology and traditional banking, it has strong vitality along with science technology development. At present, the on-line banking has become a key component of the entire social economic circulation, to be the winner in the E-commerce age, the traditional banks can only through developing on-line banking business actively in stead of a simple financial intermediation and provide more and better value-added services to occupy a leading position. Besides the reason of differences in customer segmentation, a major reason why the development of online banking of Bank of China lags behind other large state-owned banks is the lack of marketing and customer analysis.This thesis has adopted a mix research methodology of theoretical and empirical analysis, beginning from the comparison of the development of on-line banking at home and abroad and the current situation of on-line banking of Bank of China, combining with the data analysis of questionnaire, introduced with the theory of customer analysis and management, classifying the typical extracted information of on-line banking clients, and discussing about the promotion strategy of on-line banking under the high-speed development. According to the surveys, the article also gives an analysis of the major problems which Bank of China has to face currently. At last, combined with the present situation analysis of marketing and distribution strategies of on-line banking in Bank of China, the author proposes relative marketing strategies.According to the survey, some conclusions can be drew: Bank of China should insist on the "customer-focused" policy to meet and satisfy customers’needs and wants in maximum and achieving the transfer of "product-focused" to "customer-focused". The company also need to strengthen customer analysis and relationship management, to do 360 degrees marketing communication and fully take the advantages of the physical networks. Therefore, the performance of on-line banking business in Bank of China can be improved rapidly and efficiency.更多还原