工商银行电子银行业务营销策略研究-工商管理专业论文.docx

I I 工商银行电子银行业务营销策略研究 中文摘要 工商银行电子银行业务营销策略研究 中文摘要 随着社会经济和信息技术的迅猛发展，商业银行电子银行业务发展潜力巨大，如 何提升电子银行业务竞争力也成为了商业银行关注的重要课题。当前，商业银行普遍 将电子银行作为一种业务办理的渠道，未能在营销上予以足够重视，从而也影响了商 业银行综合竞争能力的提升。 本文回顾了国内外商业银行电子银行业务的发展历程，阐述电子银行业务在不同 发展阶段的特点，提出现阶段营销策略选择和创新的重要性。同时，在理论综述的基 础上，全面分析研究工商银行电子银行业务的营销策略，包括营销理念、品牌宣传、 产品创新、客户体验、服务支持和安全教育等方面，并以工行A分行为例，采用实证 分析方法，提出了营销策略的具体实施内容，包括营销方式、营销渠道和营销案例等， 展示了营销策略实际应用的效果。最后，本文就商业银行电子银行策略研究进行了总 结归纳，对今后的发展方向进行了展望。相信契合时代发展步伐的电子银行业务，必 将在商业银行的经营发展中起到更加重要的作用。 关键词：工商银行 电子银行 营销策略 姓 名：江运昌 指导老师：罗正英 II II Abstract ICBC ebanking marketing strategy research ICBC ebanking marketing strategy research Abstract With the rapid development of social economy and informationtechonology, ebanking business of commercial bank possesses giant potential. How to shift ebanking business competitiveness becomes an important subject for commercial banks.nowadays, commercials banks regard the ebanking as a kind of channels of business transaction in general,and hasn’t emphasized enough in marketing. As a result, it influences the promotion of comprehensive competitiveness of commercial banks. In this essay, at first the author reviews the development process of commercial bank ebanking business both at home and abroad,then describes the characteristics of ebanking business at different development periods and points out the importance of marketing strategy selection and creation at present. At the same time, in the basis of theory summarization, the author analyzes ICBC ebanking business marketing strategy, including marketing concept, brand propaganda, product creation, clients experience,service support and safety education ,etc. And take ICBC A Branch as example, with the method of positive analysis, the author proposes the detailed implementation contents of marketing strategy, including marketing ways, marketing channels and marketing cases, etc,which shows the effect of marketing strategy in practical applications. At last, the author summarizes the commercial bank ebanking strategy res