农行湖南省分行网络金融的服务营销策略研究

湖南大学硕士学位论文农行湖南省分行网络金融的服务营销策略研究姓名：屈昕申请学位级别：硕士专业：工商管理指导教师：马超群20041024IABSTRACTThearrivalofnetworktimehasnotonlychangedpeople'sidea,lifestyleandworkingway,butalsochangedandinfluencedthemarketingideaandoperationmodeofthebank.Thedevelopmentofnetworkeconomyhasofferedthenewservicefieldandmodeforthefinance.ChinahasalreadyjoinedWTO,andthefinanceofChinaisopeningprogressively,thedomesticbankwillfaceaseveretest.Asoneoffourmajorstate-runcommercialbanks,AgriculturalBankofChinaisinthedomestictroubleandforeigninvasionunavoidably.Inthefaceofthefiercemarketcompetitiondaybyday,themarketingideaoftheAgriculturalBankofChinaisstillverybackward.Undernetworktime,howtoeffectivelydevelopthenetworkfinancialservicemarketingandlookforthenewbusinessopportunitytokeepupwiththetrendofdevelopmentoferahasalreadybecomearealityandneedingsolvingurgentlyproblemforbank.ThetextregardsHunanBranchofAgriculturalBankofChinaastherealbackground,setoutfromitscurrentsituationofthenetworkfinancialmarketingstrategydevelopment.ItanalyzesthattheHunanBranchofAgriculturalBankofChinacarriesonthenecessityoffinancialservicemarketingofthenetwork.Itannouncesthatthedomesticcommercialbankexistsomeproblemsonthemarketingbyintroducingthedevelopmentsituationandexperienceoftheforeigncommercialbanknetworkfinancialservicemarketingandthecontrastbetweenthedomesticandinternationalcommercialbanknetworkfinancialservicemarketingtactics.Onthisbasis,ithasredesignednetworkfinancialservicemarketinggeneralstrategyandstratagemofHunanBranchofAgriculturalBankofChina.Throughthestudyoncombinationofthemarketingtacticsofthedifferentlevels,themarketingofthenetworkfinancialservicetoHunanBranchofAgriculturalBankofChinaisplannedonthewhole.Itputsuptheframeforsettinguptheintactmarketnetworkfinancialservicemarketingsystem,proposestheimaginingandsuggestionforHunanBranchofAgriculturalBankofChina.Keywords:HunanBranchofAgriculturalBankofChina;Onlinebank;Financialserviceofthenetwork;ServiceMarketingStrategyIIII1______22.11997-200382.292.392.4102.52003102.6112.7112.8123.1193.2203.3CapitalCrossing213.4223.526III1995—(securityfirstnetworkbank)[1]1.1,,,[2]20901WTO2006[9]“”“”“”[2]1.22Internet3A(Anytime)(Anywhere)(Anyway)()()[2]internet1971NASDAQ199510(securityfirstnetworkbank),,,4P(ProductPricePlaceDistributionPromotion)“4C”4C(CustomerCostConvenienceCommunication)[3]4C1.33422.1,,2003100025()1311283204601025450.1%326115.9%20002001ISO9000200395599[11]2.22.2.120025362002200213623539(POS)3238ATM5071418920032004ATM55%2.2.22004983219.781%18986%13623539POS3238ATM470141892003477199637.6124199618.32003200272004254062.712420.34.21869ATM1155%35%48.2%200389559995599EmailWAPGPRSB2C8B2B2004103172459229950862.2.32.2.3.1(1)()()(2)(3)(4)(5)(1)()(2)7(3)[5]2.2.3.2161062.2.4200312747.37119.812200411ATM55%12200316.2%[12]2.11997-2003(%)1997199819992000200120022003302929282824.722.2161818181716.916.214161514149.39.0131314151414.213.0272424252734.939.682.22003124474.7632.0641.61747.37606.153467.7738.8714.89572.42464.25852.19-14.83-33.07100.8750.49737.22-14.085.53119.8185.09448.56-6.131.2959.6372.55843.3813.689.28132.78124.2482.070.59-1.0613.768.4762.5514.547.0924.2410.5968.241.3711.5114.1616.0959.165.93-7.6713.9731.7664.4110.0110.4120.5720.72249.9917.7711.0673.3354.252003.12220026()11.8937%18%30%15%[12]2.3200312763.72-1.0010.9169.9859.65568.19-4.459.7861.5846.00358.94-5.120.5561.1560.65574.66-5.2217.69110.09101.3356.410.00-0.1512.035.1842.62-0.99-3.9315.776.0763.19-7.033.1315.9817.0637.411.46-17.2717.827.3649.555.012.1922.8511.85128.01-12.93-0.7124.6829.952003.1292.420031260.321.601.5020.9814.4933.85-0.481.7110.588.8648.611.962.5720.2417.7561.323.862.0328.0110.672.700.160.111.770.653.420.900.172.210.831.430.110.010.870.231.650.020.100.380.912003.1232003540ATM470POS32383539124[12]2.52003239101421%223599021%11126523%349638931%337534132%12104825%153731514%139285813%13199827%373086933%360604834%12364625%11155581100%10610237100%487958100%43628AB20032[12]102.6200312-5.391.48-0.76-5.39-9.35-4.40-3.30-0.14-4.40-3.73-11.13-7.44-5.25-111.13-7.28-3.79-7.21-2.78-3.79-8.400.29-0.31-0.350.290.180.370.060.010.370.260.310.14-0.120.31-0.300.430.000.260.430.400.58-0.060.050.580.320.60-0.170.100.600.205.441.511.065.442.782003.122.2.51[8]2.7ATM199461%27%7%1%4%199841%31%15%6%7%2002884%13%1.7%0.05%0.08%Emat&Young112.811048091.62001304619991055.5%19986%200280.05%200220033.5%[10]2B2C7B2C2212()()(AIM)(POS)()[18]“”“”“”200236200236“95599”()[10]2.32.3.113“”20034P4C[25]2.3.21234“”“”()[27]145CIS6A1MPOS2.3.32.21%[28]50099.3%26.6%12%2.3.4955992.3.5AU15“”“”1633.13.1.120502070ATMPOS20802090Internet3A[37]“3A”“+”17“”ATMInternet“”Directbanking“”“[38]”Internet3.1.211()B2CB2B600[5]183.1.2.1[35](1)3.1ATM()1.00.540.270.01INTERNET()8242424(FDIC)3.1ATM19ATM()3.23.2()10051%3.2(%)3.92$1000.06$801.64$10001.49$5002.25$3001.45$10001.49$1000200012(2)203.3CapitalCrossing3.3CapitalCrossing()250010,00025,00075,0004.505.105.506.25(CDs)(checking)(MMA)(Day-to-Day)100,000200,000100,0000.5100,000250,000()25ATMATM2000[9]213.4ExCDscheckingDay-to-DaySavingMMA1500CDs