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论文编号：	5156
作者编号：	2120112522
上传时间：	2013/6/2 2:36:25
中文题目：	中国工商银行多渠道整合研究
英文题目：	Research on the Multi-channel Integration of Industrial and Commercial Bank of China
指导老师：	任星耀
中文关键字：	多渠道整合;中国工商银行;竞争优势
英文关键字：	Multi-channel integration;Industrial and Commercial Bank of China;Competitive advantage
中文摘要：	随着网络经济的快速发展，我国银行业内外环境都在发生着潜移默化的改变，银行之间的竞争愈演愈烈。在传统模式下的银行盈利空间逐渐缩小，在网络冲击下，部分银行也在不断调整着经营模式。网上银行、手机银行等模式进入中国并发展得十分迅速，这些也为银行业提供了潜在的市场空间和崭新的竞争领域。越来越多的银行已经意识到，如果要在竞争中立于不败之地，发展多渠道整合营销来提升银行的总体竞争力，从而全面地形成银行的核心竞争优势已经刻不容缓。传统的银行营销渠道主要是店铺型的物理网点，随着市场竞争和技术进步，新的营销渠道尤其是电子银行等新渠道不断产生，使银行营销渠道逐步由单一发展为多元。以网上银行、电话银行、手机银行、自助银行等为代表的电子银行渠道在银行营销服务中发挥着日益重要的作用。目前，一些银行正引入多渠道整合的理念，使传统银行模式、网上银行、手机银行模式同时立体式铺开。 本文通过研究背景和对研究意义的分析，以及相关理论知识的回顾总结，分析银行所面临的内外部机遇和挑战，对提高银行多渠道整合模式进行了综合性的探讨和分析。文章在对中国工商银行营销环境分析和多渠道整合现状总结归纳的基础上，对中国工商银行渠道进行了剖析，使用PEST和五力模型分析方法进行分析，得出多渠道整合存在的问题和对策建议。随后从渠道优化升级、理念更新与平台组织流程管理、信息安全技术保障三方面提出了中国工商银行多渠道整合实施的保障。
英文摘要：	As the rapid development of internet economic, China's banking industry’s environment changed. In traditional mode of space, the bank profitability is gradually reduced. By the impact of the internet, some banks also constantly adjust the business model. Online banking and mobile banking entered China and developed very rapidly. They provided a potential market space and a new field of competition for the banking industry. The banks must develop multi-channel integrated marketing to improve the overall competitiveness. The multi-channel integrated marketing formed the bank core competitive advantage. The core competitive advantage can make the bank remain invincible in the competition. More and more banks have already realized the fact. Traditional bank marketing channel is physical outlets. With the market competition and technological progress today, new marketing channels are coming out. Especially the new electronic banking channels emerged. It makes the bank marketing from single to diverse. The electronic banking channels such as online banking, telephone banking, mobile banking, and self-service banking played an increasingly important role in bank marketing services. At present, some banks are introducing the concept of multi-channel integration. The traditional banking, online banking, mobile banking fully spread. The paper analyzed the background and significance. It also reviewed the relevant theoretical literature. The paper analyzed internal and external opportunities and challenges of banks. It also discussed and analyzed a comprehensive of multi-channel integrated business model. The author analyzed bank multi-channel integrated marketing model. It also summarized marketing environment of multi-channel integration. The study analyzed the Industrial and Commercial Bank of China’s channels. The research used PEST and five forces model analysis method. The paper showed the present problem and provided advice on multi-channel integration. The paper gave the suggestions about the renewal of ideas, upgrading existing channels, platform’s organization process management, and information security technology. All of the suggestions aimed to ensure the implementation of the Industrial and Commercial Bank of China’s multi-channel integration.
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