联系我们

论文查询结果	返回搜索

论文编号：	8287
作者编号：	2120142576
上传时间：	2016/6/6 23:59:50
中文题目：	互联网时代招商银行服务优化与创新策略研究
英文题目：	Research of China Merchants Bank’s Service Optimization and Innovation Strategy in Internet era
指导老师：	白长虹
中文关键字：	互联网时代；招商银行；服务优化与创新；商业银行
英文关键字：	Internet era; China Merchants Bank; Service Optimization and innovation；Commercial bank
中文摘要：	人类社会从农耕时代过渡到工业时代，再到后来的信息时代，其中科技发挥了至关重要的作用，技术推动了时代革命。随着移动互联网、云计算、物联网、大数据等互联网技术的不断发展，互联网正在全球范围内掀起一场深刻影响人类的变革，引领我们从工业时代走向互联网时代，而当下我们正处在互联网新时代的前沿。互联网技术在金融业的应用不仅促进了金融效率的提高，还推动了商业模式的变革，互联网金融如雨后春笋般迅猛发展，第三方支付、在线理财、众筹、P2P等多种互联网金融模式的企业凭借其掌握的互联网技术、用户信息资源优势和互联网思维方式，正在削弱商业银行传统渠道的优势。与此同时，互联网的发展和大规模应用，使得用户的行为习惯发生改变，包括但不限于消费习惯、金融习惯等都趋于互联网化。传统的商业银行的经营和服务模式显然越来越不能满足客户在时间和便捷方面的需求。面对时代变革、强劲的竞争对手和用户更高的要求，传统商业银行面临着前所未有的生存危机，商业银行不得不探索可以走出困局的路。 招商银行以优质服务、创新精神和优异的经营成绩成为全国最具品牌影响力的商业银行之一。招商银行一直是以创新精神领先国内商业银行，在互联网时代下更是紧跟时代步伐，极力打造“平台、流量、大数据”的互联网金融布局，推出一系列互联网化服务和经营模式转型的措施。虽然招商银行不断努力进行服务创新，但是目前在服务方面仍然存在一些不足和需要进一步优化的空间。根据总结分析出的关于招商银行有待进一步优化的服务不足与问题，从服务思维与过程两个方面有针对性的提出用互联网思维优化产品设计和推广、顾客让渡价值最大化思维提升价格优势、大数据应用实现智慧银行优化服务过程、人才队伍建设实现服务过程优化与创新等具体举措。从服务渠道与体验两个方面有针对性的提出打造特色精致体验感的实体网点服务渠道、安全便捷体验感的云端银行服务渠道、用互联网技术打造服务型银行提升客户体验、搭建沟通互动平台以客户参与感提升服务体验等具体举措实现服务优化和创新。 招商银行作为商业银行在服务创新方面的先锋和优秀的示范，因此为招商银行提供服务改进和创新的建议同时也可作为行业的参考。互联网时代下的商业银行未来之路将采用互联网技术、优化互联网渠道、渗入互联网思维的服务创新思路，实现走向云端的互联网银行、互联网技术打造智慧银行的目标、互联网思维经营服务型银行。
英文摘要：	Transition of human society from the agricultural era to the industrial era and then later in the Information Age, in which science and technology play a crucial by most, technology-driven era of revolution. With the continuous development of mobile Internet, cloud computing, networking, big data and other Internet technology, the Internet is a global set off a profound impact on human transformation, leading us from the industrial age to the age of the Internet, and the moment we are in a new Internet forefront of the times. Application of Internet technology in the financial industry not only to promote the financial efficiency, but also promoted the transformation of the business model, the Internet and more financial mushroomed rapid development of third-party payment, online banking, crowdfunding, P2P and other Internet financial model with its enterprise mastered Internet technology, users of information resources and the Internet way of thinking, we are shaking traditional commercial bank channel edge. At the same time, large-scale application and development of the Internet, so that the user's habits are changing, including consumer habits, financial habits have tended to Internet-based. The traditional mode of operation and services of commercial banks obviously can’t meet customer needs in terms of time and convenience. Face of changing times, higher user requirements and strong competitors, traditional commercial banks are facing unprecedented survival crisis, commercial banks have to be able to explore the way out of the doldrums. China Merchants Bank to service, innovation and superior business performance has become one of the most influential brand of commercial banks. China Merchants Bank has always been the spirit of innovation leading domestic commercial banks, in the Internet era is keep up the pace, trying to build "platforms, traffic, big data" Internet financial layout, a series of Internet services and business model transformation measures . Although China Merchants Bank continued efforts to service innovation, but there are still some in the service inadequate and need further optimization space. According to a summary analysis on the CMB to be further optimized with the problem of inadequate service from the service thinking and process both targeted an optimization and innovation strategies proposed to optimize product design and marketing using the Internet thinking, the maximum value of the customer delivered thinking enhance the value of the advantage, large data applications smarter banking service process optimization, qualified personnel to achieve process optimization and innovation services and other specific initiatives. Experience from the service channel and two targeted an optimization and innovation strategy, proposed to build features delicate sense of the experience of the network service entity channels, safe and convenient banking experience a sense of the cloud service channels, to create a service-oriented banks enhance the customer experience with Internet technology , build a platform for communication and interaction with the customer service experience to enhance a sense of participation and other specific initiatives to achieve service optimization and innovation. It recommends that China Merchants Bank as a commercial bank and a pioneer in the service excellent demonstration of innovation, thus providing improved service and innovation for the investment banking industry and also as a reference. Future of the Internet era of commercial banks will use Internet technology to optimize the Internet channel, into thinking the Internet service innovative ideas to achieve cloud Internet banking, Internet banking service management thinking, the wisdom of Internet technology to create the target bank.
查看全文：	预览  下载(下载需要进行登录)