联系我们

论文查询结果	返回搜索

论文编号：	2762
作者编号：	2120082510
上传时间：	2010/11/29 20:22:39
中文题目：	电子银行顾客价值形态与提升途径的研究
英文题目：	The research of the form of electronic banking customer value and promoting methods
指导老师：	王迎军
中文关键字：	电子银行、顾客价值、价值链
英文关键字：	Electronic Banking, Customer Value, Value Chain
中文摘要：	随着我国经济的发展，体制改革的步伐不断加快，金融行业在经济中日益扮演着举足轻重的角色。电子银行业务作为商业银行新兴的业务模式，已经从最初被定义的一种“新渠道”，逐渐被各家商业银行所重视，未来的电子银行业务也被重新定义为一种“综合性银行” 。它对商业银行的业务发展具有显著促进作用，有利于突破网点和人员的不足；可以促进交叉销售，有效提升客户忠诚度及综合收益贡献；可以大量分流大众客户，推动全行网点从操作型向营销型转变；它是改善业务结构，加速中间业务发展的重要基础。 我国加入世界贸易组织以来，按照最初对国际社会的承诺，已经逐步放开我国金融市场。外资银行不断涌入，也给金融市场带来了激烈的竞争。如果我国银行不能给客户提供满意全面的金融服务，客户就会选择外国银行办理业务。电子银行业务在我国还处于起步发展阶段，与先进国家相比仍有差距。它成为各家银行必争之地，也是能否获得竞争优势的决定性因素之一。将电子银行建设成为综合性在线金融产品销售及服务平台，渠道整合度、一致性体验进一步提升，成为行内产品服务销售的重要渠道，全面发挥对集团战略的渠道支持作用。服务企业不仅向客户提供产品，而且还要面对面与顾客接触或者通过其他介质为客户提供全方位的服务。此过程将直接影响客户体验，从而影响到客户感知价值的生成。由此可以看出，顾客价值是服务企业战略创新的基点。而顾客价值的构成要素是创新的源动力，是顾客在市场上选择产品与服务的基本原则。只有研究电子银行业务的顾客价值构成要素，比如融资价值、中间业务价值、便利价值、成本价值，分析出其与传统商业银行顾客价值的区别，才能更好的利用电子银行为顾客提供满意的服务，使自己的电子银行业务处于不败之地，为银行创造更多的经济效益、社会效益。 商业银行的价值链是由货币供给者开始，经过商业银行，最终到达货币需求者手中的一系列实现价值增值的环节与流程相互衔接组成。它是商业银行在产品处理、资金准备、风险控制、市场推广、客户服务以及起辅助作用的各种价值活动的集合。本文将电子银行业务价值链分为基础性活动与支持性活动，而每一种价值链活动对于电子银行价值要素起着不同的作用。本文将电子银行业务价值链进行了分类，将电子银行价值链分解为基础性活动与支持性活动。其中，基础性活动包括提交金融业务、金融业务处理、风险管理、营销与市场推广、客户服务、金融产品设计与定价。支持性活动包括技术支持、人力资源、绩效考核、网点分布与采购、运营管理、监控与审计。商业银行业务的价值链上每个环节都是一种产品，不仅是中间产品，而且是最终产品，由各个相对独立的价值活动构成。价值活动相互作用组成了商业银行的价值链。与此同时，商业银行的价值活动又是相互联系的整体，而不是简单的算术累加，需要经过“化学作用”创造出更大的价值。商业银行的价值链存在于银行内部价值活动与外部价值价值活动中，构成了价值链系统的上、中、下游。然而价值链不是静止不变的，它是动态的、与时俱进的。因为商业银行的价值链与其核心竞争力高度相关，银行在不同时期由于战略调整势必会带来价值链的变化。 电子银行业务的顾客价值要素的组成与传统商业银行相比存在着异同，其价值链的各组成环节也有很大的改进空间。因此，要提升电子银行业务的顾客价值就要从改善顾客价值要素、改进价值链各环节入手。在完善促进原有顾客价值的基础上，开拓新的顾客价值范畴，使电子银行业务实现长期稳定发展，并真正成为另一种银行的模式。虽然改善价值链上各价值活动对于提升电子银行业务的整体顾客价值起着举足轻重的作用，每个价值活动环节的提升都会促进整个价值链的优化，但是由于每个价值活动对价值链的贡献度不同，因此我们要将有限的资源和精力投入到关键活动上，从而达到事半功倍的效果。当价值链上各环节活动提升到一定程度时就会遇到瓶颈，从而减慢整个价值链创造更多顾客价值的效率。而能否为客户创造比同业更多的顾客价值，在一定程度上决定着顾客满意度、忠诚度，进而也决定着电子银行业务在市场中的位置和收益。 我国的商业银行电子银行业务若想在激烈的市场竞争中获得竞争优势，获得经济效益和社会效益，就要一方面了解自己企业的顾客价值，了解竞争对手的顾客价值，做到知己知彼、百战不殆；另一方面认真研究电子银行业务中价值链活动，分析每个活动对于价值要素的影响方式与强度，从中找到提升电子银行业务顾客价值的方法。
英文摘要：	With the development of our national economy, acceleration of system reform, the financial industry in economy plays an important role increasingly. Electronic banking business as a emerging from the original business model of commercial bank, has been defined a "new channel", gradually by his attention. In future ,electronic banking business is being redefined as a "compositive bank". It is the business development of commercial banks, to promote breakthrough in shortage of outlets and staff; to promote interselling, to improve customer loyalty and comprehensive income contribution.；to improve shunting customers and promote banks to change from type of operation to marketing ; it is an important foundation to improve the business structure and accelerate intermediary business. As China has joined the WTO, according to initial commitment to the international community, China has gradually getting our financial market open, Foreign banks has coming, they also brought the competition of financial market. If the our banks cannot give customers comprehensive financial service, customers could choose foreign banks. Electronic banking business in China is still in the initial stage, and there is a gap between ours and advanced countries’. Banks are competing for it, and it is one of the decisive factors in competition. Will be built into a comprehensive electronic banking online financial products sales and service platform, channel integration, consistency and further enhance the experience, products and services within a line of important sales channel for their full support for the role of the channel group strategy. Service enterprises not only provide products to customers, but also face to face contact with customers or through other media to provide a full range of services. This process will directly affect the customer experience, thus affecting the generation of perceived value to the customer. It can be seen, the customer service business strategy is value innovation basis points.And the elements of the customer value is the innovation source, is the basic principle to choose service and product. Only to research the customer value of the electronic banking business, such as financing value,intermediary business value, convenient value, cost value, to analysis the different between them and the customer value of traditional commercial banks. By that way, we can make better use of electronic bank to provide satisfactory service for the customer,make oneself in an invincible position,create more economic benefit and social benefit. The value chain of commercial banks is started from supplier of money to commercial banks,lastly,arrive at the hands of money demanders.This process realizes value-added connected with procession. It is a congregation of the commercial banks in product processing, capital preparation, risk control, marketing, customer service and various assistant value activities. This value chain will be divided into basic activities and support activities of electronic banking business,and each kind of value chain activities plays different roles. This value chain of electronic banking services have been classified in the value chain will be broken down into electronic banking activities and support for basic activities. Among them, the basic activities, including submission of financial business, financial business processes, risk management, marketing, and marketing, customer service, financial product design and pricing. Support activities including technical support, human resources, performance evaluation, network distribution and procurement, operations management, monitoring and auditing. Commercial banking business value chain each link is a product that not only the intermediate products, but the final product, the value from the various activities constitute a relatively independent. Value of the interaction of the composition of the commercial banking activities in the value chain. At the same time, the value of the activities of commercial banks is interrelated whole, rather than simple arithmetic accumulation, need to go through "chemical effect" to create greater value. Value chain of commercial banks exist in the bank's internal activities and external value of the value of the value of activities, constitute a value chain system, the middle and lower reaches. However, the value chain is not static, it is dynamic, advancing with the times. Because of the value chain of commercial banks highly relevant to its core competitiveness, the bank at different times to adjust the strategy is bound to bring changes in the value chain. There are differences in the electronic banking customer value and traditional commercial bank customer value, the former can be improved greatly. Therefore, if we want to enhance the customer value of the electronic banking business, we will embark on improvement of customer value and value chain. On the basis of the original customer value , we will develop new customer value, and make the electronic banking business achieving long-term stable development, and really become another bank mode. Although the value of improving the value chain of electronic banking activities to the overall increase customer value plays an important role in the value of activities in each part of the upgrade will facilitate the entire value chain optimization, but due to the activities of the value chain for each value of the contribution different, so we have limited resources and energy to put into key activities, so as to achieve a multiplier effect. When the value chain activities in all sectors will be promoted to a certain extent, the bottleneck, thus slowing down the entire value chain efficiency and create more customer value. The ability for customers to create more customers than the value of the industry, to a certain extent, determine customer satisfaction, loyalty, and thus also determines the electronic banking business in the market position and earnings. If our e-banking business in the fierce market competition want to gain a competitive advantage and access to economic and social benefits, we must understand their customer value,and competitors’.Do know ourselves, know yourself; carefully study the other hand, electronic banking activities in the value chain to analyze the value of each activity for the way the elements of strength, to find customers to enhance the value of electronic banking methods.
查看全文：	预览  下载(下载需要进行登录)