基于“屯垦”组织架构的崇仁县农村信用社电子银行业务营销管理研究-工商管理专业论文.docxVIP

万方数据 万方数据 摘要 摘 要 面对电子银行业务竞争日趋白热化的市场环境，基于信息技术的电子银行产 品愈来愈成为金融业最具竞争力的营销工具，成为商业银行创新金融产品、增强 核心竞争力的动力和源泉，各家商业银行除了要降低不良资产、完善公司治理、 强化风险管理、提升队伍素质、加强运营管理以外，还必须加强和创新电子银行 业务的营销管理模式，全面提升服务能力和业务竞争能力，以应对客户服务需求 日趋多元化和激烈市场竞争的挑战。我国农村信用社等传统地方性金融机构信息 化建设相对滞后，电子银行业务产品创新及其发展与先进银行相比还有较大的差 距，在电子银行业务运营模式、市场定位、市场营销、发展策略、风险控制、人 员管理、团队建设等方面研究较少，有的领域还是空白。 本文采取案例分析的研究方法，以崇仁县农村信用社的电子银行产品业务为 例，围绕其电子银行业务的实际发展状况，对其“屯垦”人员机制、营销团队管 理、产品运营推广、营销策略组合和风险管控等方面进行了研究分析，理论联系 实际，并对崇仁县银行业之间的竞争和该县农村信用社产品 SWOT 进行了分析， 吸取毛泽东屯垦思想理念，最终对营销管理模式进行创新，提出了以下核心改善 策略：一是树立屯垦理念；二是建立屯垦长效管理机制；三是建立客户关系管理 体系；四是完善绩效考核管理体系。 关键词：农村信用社；电子银行业务；屯垦；营销 I Abstract Abstract In the face of electronic banking business competition has become increasingly intense market environment, information technology, electronic banking products are increasingly becoming the financial industrys most competitive marketing tool based ona commercial bank financial products, innovation, and enhance the power and the source of core competitiveness,commercial banks in addition to reduce non-performing assets, improve corporate governance, strengthening risk management, enhance team quality, strengthen the operation management, marketing management must also strengthen the innovation of electronic banking business, improve the serviceability and business competition ability,to meet customer service needs become more diversified and fierce competition in the market challenges. Informatization construction of rural credit cooperatives and other traditional local financial institutions relative lag, electronic banking product innovation and development and the advanced banklags behind, in the electronic bank business model, market positioning, marketing, development strategy, risk control,personnel management,team building, research, and some field or blank. This article adopts the research method of case analysis, to thebusiness of electronic banking in ChongrenCounty Rural Credit Cooperativesas an example, actual situation of the development of the electronic b