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| 论文编号： | 11356 | |
| 作者编号： | 2320170293 | |
| 上传时间： | 2019/12/12 21:14:11 | |
| 中文题目： | 智能技术在W支行的应用研究 | |
| 英文题目： | Application Research of Intelligent | |
| 指导老师： | 张金成 | |
| 中文关键字： | 商业银行；智能化运营；智能化营销 | |
| 英文关键字： | Commercial Bank；Intelligent Operation；Intelligent Marketing | |
| 中文摘要： | 随着我国经济发展的进一步提速，银行业面临着前所未有的机遇与挑战。利率市场化的实行、民营银行和外资银行准入的放开以及互联网金融的强势介入，网上银行、手机银行的功能和服务的提升，第三方支付平台的飞速发展都在不断地影响着传统银行业，这使得整个银行业都陷入极其激烈的竞争状态。环境的改变促使着各大银行不断开拓创新，积极寻求在新环境下的创新发展之路。智能技术作为新兴技术，在不断变化的经济环境和银行业持续创新发展之路中起着重要作用。因此，如何有效、合理地将智能技术应用于银行建设是一个非常现实、值得深入研究的问题。本文选择中国工商银行W支行作为主要研究对象，探讨智能技术的应用问题。首先，回顾了工商银行发展历程并分析了它所面临的多方竞争因素，进而从运营管理和营销管理两个大的方面分析揭示了W支行存在的具体问题。针对具体问题，在运营管理方面，研究探讨了智能技术在W支行业务开发、拓展、流程优化、自动化运营和风险管控、客户服务体验强化和服务质量提升等方面的应用设想和相关策略；在营销管理方面分析了W支行基础网点的客户分类和需求特点，探讨了智能技术在W支行精确营销、产品营销过程以及在新老客户关系管理和7P组合营销中的应用思路，并提出了相关策略；最后，从组织结构优化、领导职能加强、资源的合理配置以及风险识别与控制等方面提出了智能技术在W支行应用的实施保障，以期为更多传统银行转型发展提供参考。 | |
| 英文摘要： | With the further acceleration of China's economic development, the banking industry is facing unprecedented opportunities and challenges. The implementation of interest rate liberalization, the liberalization of private banks and foreign bank access, and the strong involvement of Internet finance, the enhancement of functions and services of online banking and mobile banking, and the rapid development of third-party payment platforms are constantly affecting traditional banks. This makes the entire banking industry extremely competitive. The changes in the environment have prompted major banks to continue to innovate and actively seek innovative development in a new environment. As an emerging technology, smart technology plays an important role in the ever-changing economic environment and the continuous innovation and development of the banking industry. Therefore, how to apply intelligent technology to bank construction effectively and reasonably is a very realistic and worthy in-depth study. This paper selects the W branch of Industrial and Commercial Bank of China as the main research object and discusses the application of intelligent technology. Firstly, it reviews the development history of ICBC and analyzes the multi-party competition factors it faces. Then it analyzes the two major aspects of operation management and marketing management and reveals the specific problems of W-branch. In terms of operation and management, in the aspect of operation management, the research explores the application ideas and related strategies of intelligent technology in W branch business development, expansion, process optimization, automation operation and risk management, customer service experience enhancement and service quality improvement; The management analyzes the customer classification and demand characteristics of the W branch base network, and discusses the application of intelligent technology in the W branch sub-precision marketing, product marketing process, and in the new and old customer relationship management and 7P combination marketing, and proposes relevant strategies; Finally, from the aspects of organizational structure optimization, leadership function strengthening, rational allocation of resources and risk identification and control, the implementation guarantee of intelligent technology in W branch application is proposed, in order to provide reference for the transformation and development of more traditional banks. | |
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