建行南通分行网上银行业务营销策略研究-工商管理专业论文.docxVIP

南京理工大学硕士学位论文 南京理工大学硕士学位论文 建荦亍南通分行网上银行业务营销簟略研究 摘要 网上银行作为新型的服务渠道，具有方便客户、成本低、业务创新力强等特点， 己经成为国内外银行提升业务、争夺市场的重要方式。 国内网上银行建设，经过近几年发展，已经初具规模，但与国外发达国家银行相 比，差距还很大。入世后，面对国外银行业的竞争，如何尽快提升网上银行的建设水 平，己经成为国内银行的当务之急，本文以建行南通分行网上银行的市场营销管理为 研究背景，综合应用。4P”和。4C”理论，提出了较为系统的建设银行南通分行网上 银行的营销策略。 本文从建行南通分行网上银行业务发展中存在的问题展开分析和研究入手，首先 通过对影响网上银行业务发展的宏观环境、竞争环境分析找出了建行南通分行网上银 行业务的机遇与威胁；接着通过对内部环境的分析找出了企业的优势和劣势，并运用 SWOT分析方法进行分析，确定了企业的最优战略；然后通过对网上银行市场顾客的 需求特征和消费行为进行分析，将市场细分并进行准确的产品定位，重点找出了现阶 段适用建行网上银行业务的顾客细分市场；最后结合建行南通分行的实际情况，提出 了以提高服务质量，以消费者为核心的发展思路，制定出适合于建行南通分行网上银 行业务营销的产品、价格、渠道和促销的组合策略，以应对激烈的市场竞争。 本文提出的营销策略建议，对建行南通分行网上银行业务的发展，将具有较大的 理论意义，并具有可操作性的实际应用价值。 关键词：市场营销建设银行网上银行营销策略 南京理工大学硕士学位论文 南京理工大学硕士学位论文 建行商通分行明上银行业务营销簧咯研究 Abstract As a new fmancial service．the online banks have the characteristics of convenient for Customers,low coSTS,strong business creativity ability,etc．It has already become all hnportant way for domestic and abroad banks tO improve their services level and win their competition in the market． After rapidly development in recent years the domestic online banks have already grown up．But comparing with the abroad advanced banks,local banks are still far behind them．It has become the urgent matter for domestic banks，which are facing the competition of abroad competitors，that how to enhance the developing level of online banks as Soon as possible．In this essay we will learn the background of the online banks’ marketing management of the Construction Bank of China(CCB)based on theories of 4P and 4C and bring up the systems’marketing management strategy of CCB Nantong branch’S online bank． Firstly,the status of China online bank market and its scale will be introduced．1 will bring up the opportunities and challenges of Nantong online banks throu曲analyzing the macrocconornic and competition environments that influence the enterprises．Secondly,rll discuss the advantages and disadvantages of Nantong oRUne banks along、埔lh applying SWOT analysis method on domestic environment