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论文编号：	6674
作者编号：	2220120492
上传时间：	2014/12/3 16:37:48
中文题目：	网络环境下中信银行零售业务营销策略研究
英文题目：	The Marketing Strategy Research of China Citic Bank’s Retail Business under the Network Environment
指导老师：	吴晓云
中文关键字：	网络环境；中信银行；零售业务；营销策略
英文关键字：	Network Environment; China Citic Bank; Retail Business; Marketing Strategy; Network Bank
中文摘要：	网络信息技术的快速发展，在促进网络经济快速发展的同时，也在方方面面深刻改变着人们的生产、生活与消费习惯，尤其智能手机、平板电脑、无限网络等智能信息技术的普及，使得消费者的在网时间呈级数增长，传统的现场交易形式已经不能满足消费者的数字化需求，消费者更多的倾向数字化的、虚拟的、非现场的交易模式。在这样的网络环境下，商业银行零售业务在业务流程、服务内容、服务渠道和服务方式等方面应当做出怎样的调整才能快速适应消费者的需求变化，是银行管理层和学者们亟待解决的一个重要问题。 为了解决上述问题，本文从商业银行所处的外部网络环境出发，以中信银行为例，研究中国商业银行的零售业务应当制定哪些营销策略以满足消费者的需求变化，为中信银行战略实施提供具体的营销策略和指导方针，具有一定的理论意义和实践价值。一方面，本文的研究成果补充了网络环境下商业银行零售业务营销策略方面的研究空白，通过对中信银行零售业务的案例分析，揭示了我国商业银行零售业务在网络环境下营销中存在的问题和原因，并对网络环境下商业银行零售业务营销策略的制定和实施做出了理论探讨；另一方面，本文的研究成果也为我国商业银行零售业务在信息时代，如何基于网络设备、网络服务能力和互联网数据展开营销和服务提供了具体的执行方式，有很强的实践指导意义。
英文摘要：	The rapid development of network information technology, is promoting network economy’s rapid development, at the same time, is deeply changing all aspects of people's production, living and consumption habits. Especially, the popularity of intelligent information technology such as smart phones, tablets, and wireless network, makes consumers spending more and more time on the network. Traditional trade forms can't meet consumers’ demand any more, consumers tend to more digital, virtual, offsite trading patterns. In such network environment, how to adjust commercial banks’ retail business’s process, service mode, service contents, service channels, etc, to quickly adapt to the consumer demand changes, is an important problem to be solved. In order to solve the above problem, this article embarking from the external network environment of commercial bank, taking the China Citic Bank for example, studies what marketing strategies should be made to meet the consumers’ demand changes for retail business of chinese commercial banks. This paper provides specific marketing strategies and guidelines for the China Citic Bank, having a certain theoretical significance and practical value. On the one hand, this article adds to the research blank of commercial bank retail business’s marketing strategy under the network environment, and by the case analysis of China Citic Bank’s retail business, reveals that the commercial banks’ retail business marketing’s problems and reasons under the network environment, and studies the theory of the commercial banks’ retail business’s marketing strategy formulation and implementation under the network environment. On the other hand, this article also provides a concrete implementation methods for how to make marketing based on the network devices, network service ability and Internet data for commercial banks’ retail business in this information age, has a strong practical significance.
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