招商银行网上银行营策略研究.doc

毕业设计（论文）报告 招商银行网上银行营销策略的研究 系 别 国际商学院 专 业 电子商务 班 级 商务1201 学生姓名 荀磊磊 学 号 100121862 指导教师 杨从亚 2015 年 4 月 招商银行网上银行营销策略的研究 摘要：近年来，网上银行业务在全球蓬勃发展。在美国、欧洲国家，网上银行已经成为在人们金融生活中占有重要地位的金融形式，发挥着传统银行不可替代的作用。网上银行的出现改变了人们对金融生活的认识和观念，极大的弥补了传统银行的不足，是对传统银行的有力补充，同时也为我国商业银行带来了新的利益。由于各个银行的环境和条件不一样，如果按照千遍一律的发展模式，将会失去竞争优势。 对网上银行和市场营销的一些数据进行分析，从而对各类银行网上银行的发展状况作出表格进行对比，通过招商银行网上银行的实体情况例证分析和对网上银行营销的客户行为分析，提出解决我国网上银行目前所出现的问题，一方面要从客户便利性出发，整合网上银行的营销渠道；另一方面，要以客户需求为中心，与客户双向互动、深入沟通，从而建立学习型关系，提高客户对网上银行的忠诚度。 关键词：网上银行 营销策略 市场细分 Marketing strategy analysis of China merchants bank, the bank on the net Abstract: In recent years, Internet banking business booming all over the world. In the u.s., European countries, has become the people of the bank on the net financial life occupies an important position in the form of financial, play an irreplaceable role in traditional bank. The emergence of Internet banking has changed in the financial knowledge and concept of life, greatly make up for the deficiency of the traditional bank, is a powerful complement to traditional Banks, as well as commercial Banks in China has brought new profit and profit model. In the environment and conditions of each bank is different, if according to the development model of the thousand times, will lose its competitive advantage. This paper draws on the bank on the net and some new research achievements of marketing, for all kinds of development of online bank adopted the research method of comparison, analysis and summary on some of the marketing and economics theory has carried on the correlation analysis. Then paper to STP marketing theory as the instruction, learnt some such as interactive marketing, the relationship between learning the latest marketing idea, a large number of using the latest data of the bank on the net, through the real situation of China merchants bank net silver example analysis and the industrial chain o