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论文编号：	6026
作者编号：	2120112826
上传时间：	2013/12/11 9:07:35
中文题目：	客户关系导向下电子银行营销策略与营销模式创新研究
英文题目：	Research on Marketing Mode Innovation and Marketing Strategy Innovation for E-Banking Based on CRM
指导老师：	吴晓云
中文关键字：	商业银行;电子银行;营销模式创新;客户关系管理
英文关键字：	Commercial bank;electronic banking;innovation of marketing mode;customer relationship management
中文摘要：	随着信息化与金融创新不断协同发展，金融信息化趋势显著，以网上银行、客服中心、自助金融、移动银行为主要形式的电子银行服务模式快速发展，为客户提供传统银行渠道无法比拟的便利、高效、标准化的金融服务体验。传统银行主要靠增加网点、人员配备和机具设施拓宽服务面，这种金融资源配置模式存在成本高、耗时长、同质无序竞争等问题。金融信息化的趋势下，商业银行从战略上应将网点这个服务成本最高的金融渠道定位于开展营销产品、开发新客户、维护客户关系等高附加值活动，而不应将过多精力放在低附加值业务处理上。电子银行是支持网点转型、提供便利的客户体验式金融服务、扩大服务覆盖面、支持新型城镇化建设的关键突破口。因此，电子银行作为除物理网点外的必要服务渠道与业务模式，能够凭借其低成本、全天候、高效优质的金融服务特色为商业银行建立更佳的客户关系，提升客户满意度。 本文针对商业银行电子银行业务的发展及相应产品和服务的设计从客户关系管理的视角对电子银行营销模式创新进行了研究。电子银行时代，客户需求多元化、客户体验为先、客户始终至上，针对这些发展趋势和特点，商业银行应采用差异化营销和体验式营销模式，并注重客户关系管理。同时，本文研究了商业银行电子银行的客户关系管理问题。关系营销理论能否顺利应用于商业银行电子银行业务的战略发展中十分关键，同时结合电子银行高度金融信息化的特点，建立E-CRM管理框架和系统并科学地进行客户关系管理具有深远的意义。此外，本文对我国商业银行电子银行业务发展提出了策略建议，主要从战略定位、客户关系管理、营销模式、运营服务及风险控制等几个层面的问题进行了研究。
英文摘要：	The development of information technology has greatly facilitated financial innovation and financial informatization. By offering convenient and standardized financial service, such electronic banking as online banking, customer service center, self-service banking and mobile banking have been gaining momentum. To accelerate development, traditionally, commercial banks used to establish more bank offices and recruit more people, which is not cost-effective at all. With the mushrooming and thriving of E-banking, commercial banks should strategically transform bank offices into relationship centers that focus on maintaining customer relationships, seeking new customers and promoting products. Meanwhile, commercial banks should move all of their low value added banking activities, e.g. balance inquiry or loss report, to the E-banking channels. E-banking can effectively cover more customers and greatly enhance customer experience; therefore, it will be an indispensable service mode for commercial banks. This paper studies on marketing mode innovation for E-banking based on CRM. In the era of E-banking, customer needs are more diversified, commercial banks become more customer-centric. Regarding this business philosophy, commercial banks should adopt such contemporary marketing modes as differentiated marketing and experiential marketing. Meanwhile, this paper studies on implementation of CRM on E-banking. Based on relationship marketing theory, commercial banks should value CRM, specifically, conduct E-CRM in the process of developing E-banking. Lastly, this paper focuses on how to better develop E-banking for China's commercial banks by putting forward suggestions from the aspects of strategic positioning, CRM, marketing mode, operation and risk control.
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