商业银行网上银行业务营销策略研究.doc

天津外国语大学 本科毕业论文 商业银行网上银行业务营销策略研究 ——以招商银行为例 The marketing strategies of commercial bank’s online banking business Take China Merchants Bank for example 学科专业： 市场营销 学生姓名： 刘金峰 学生学号： 0607314053 指导教师： 苏力勇 定稿时间： 2010年5月 摘 要 经济全球化发展的步伐促进了商业银行的发展，同时带来了电子商务领域的不断变革，日益频繁的网络交易为电子商务的发展提供了坚实的技术平台，更为商业银行的发展带来了新的契机。与此同时，网上银行作为基于互联网技术的一种新型银行服务手段，以其灵活、高效的服务特征简化了商业银行的业务流程，同时惠及了广大用户。招商银行推出的网上银行业务作为电子商务发展革新的阶段性标志，为各商业银行拓展市场空间、降低经营成本、延伸业务领域、增强核心竞争力以及提高服务质量提供了基础性支撑。本文旨在从现代消费者对商业银行网上银行业务需求特征出发，通过剖析招商银行网上银行业务基本流程、延伸性以及消费者对其需求强度，运用个案研究法、样本分析法等研究方法，为网上银行业务细分市场空间、提升业务效率、以及规划发展前景提供依据，从而为国内商业银行制定出能使业务效率、顾客满意度最大化的网上银行营销策略提供一些有价值的启示和建议。 关键词：招商银行；网上银行；营销策略 ABSTRACT The pace of development of economic globalization have promoted the development of commercial banks, while the area of e-commerce has brought constant change, the growing network of e-commerce transactions provides a solid technology platform, more commercial banks, development has brought new opportunities. At the same time, Internet banking as a new kind of Internet-based technologies means of banking services, with its flexible, efficient and operational features of the commercial banks to simplify business processes, but also benefits the majority of users.China Merchants Bank launched an online banking business as a stage of innovation development of electronic commerce signs, for all commercial banks to expand market space, lower operating costs, extend the business and enhance core competitiveness and enhance the quality of services provided the basis of support.This article aims to commercial banks from the modern consumer demand for Internet banking features, through an analysis of China Merchants Bank online banking business of basic processes, elongation and consumer demand for its strength, the use of case study method, sample analysis and other research methods, in order to Internet banking business segments market space, enhance operational effic