III
Abstract
Research on Marketing Strategy of Online Enterprise Bank of
Jilin Z Bank
Commercial banks are now facing enormous pressure and challenges for the
traditional marketing and services no longer satisfy the increasing demands of
customers as banks are increasingly competitive with the gradual opening up of
financial market and rising of the economics. The business of the enterprises is the
main business for a commercial bank for it takes a large proportion for the
precipitation of funds and benefits. Commercial banks enter a new era of vigorously
developing the electronic bank and seeking and servicing clients on the Internet.
Corporate online banks become the focus of developing corporate business and
competing with other commercial banks for providing a full range of convenient
services for corporate customers.
The electronic banking is the business basics and the electronic currency is
application basics. The Internet and network economy created the external conditions.
The financial business transformation becomes the internal driving force for
developing the online enterprise bank. The research of Internet banking marketing
strategy can effectively promote the development of online enterprise banks as to
promote the transformation of corporate business sites effectively which raising the
incomes of intermediate business, reducing the operating costs and improving
satisfaction and loyalty of the customers then finally promote the bank's core
competitiveness.
This paper introduces the current situation of the online banking business and
marketing strategy of the online enterprise banks and the Z Bank in Jilin province. It
also identifies the existent marketing issues for Z Bank Jilin province, including the
slowing of renewal idea, poor experiences for clients, lack of abundant customer
services and the indelicate management.IV
It analyzes the marketing environment and the macroscopic environment of
politics, economy, society and technology as long as the banking situation of the Jilin
province and the internal business situation of Z Bank. Reasons of the marketing
issues for Z Bank were finally found. The root problems were fierce competitive
environment make it far beyond the normal sales target. The sales target was
completed planned by the higher level and it is difficult for low level to understand
the accurate purpose of target and the indication for business development. Then the
lower level bank simply sale the product to finish the sales target resulting in the
lower activity rate for Internet banking business. The lacking of communication of all
level bank sites, not enough focus in the after sales field for managers and the
fragmented system are also the reasons for Internet online bank marketing.
It also provides the methods to solve the problems for online bank of Z bank
Jilin according to the results of this research. The customers of Z Bank were carefully
divided by different needs and pointed out the proper market position for different
target. It clears the marketing strategy of Z bank Jilin in products, prices, sales
channels and service strategy and explicitly defines the perfect structure of after sales
services, optimizes the maintenance processes and establishes the effective linkage
mechanism for marketing of pre-sales and after-sales.
The development of the Internet online enterprise bank is the result of the
developing requirements of the network information times and fierce competitive
banking environment. Constant innovative products, accurate market positioning and
effective marketing strategies and measures guarantee the development of corporate
banking business. The research of this paper may provide useful reference for
marketing practice of enterprise Internet banking.
Keywords:
Internet banking, corporate clients, marketing strategy, development measuresII
略和服务策略，从产品角度提出了要进行产品创新，增强客户体验；从价格策
略提出了要制定关系价格体系；从渠道策略角度提出了要进行多渠道共同营销，
要动用银行内所有的力量共同发展电子银行业务，包括线上营销和线下营销；
从服务策略角度明确了要完善售后服务体系、优化维护流程，建立营销售前和
服务售后的有效联动机制。

企业网上银行的发展，是信息网络时代发展的要求，是银行业激烈竞争的
结果，要不断创新产品功能，用准确的市场定位和有效的营销策略及措施来促
进企业网上银行业务发展。本文的研究将为企业网上银行的营销实践提供有益
的借鉴。

关键词：
网上银行，企业客户，营销策略，发展措施I
摘 要
吉林省 Z 银行企业网银营销策略研究
随着经济发展和金融市场的逐步开放，银行同业竞争日趋激烈，各家商业
银行面临着巨大的压力和挑战，传统的营销和服务模式已经难以满足日益增长
的客户需求。公司业务是商业银行的基础业务，对公客户为商业银行带来的资
金沉淀和收益占据了较大的比重。各商业银行进入了一个大力发展电子银行，
促进客户通过互联网产生业务的时代。企业网上银行为客户提供了全方位的便
捷的服务，成为商业银行对公业务发展和竞争的焦点。

银行电子化是业务基础，电子货币是应用基础，互联网和网络经济创造了
外部条件，而面对压力进行的金融业务转型成为了发展企业网上银行的内部驱
动力。通过对企业网上银行营销策略的研究，可以有效的促进企业网上银行的
发展，从而有效的促进对公营业网点转型，增加中间业务收入，降低经营成本，
提高客户满意度和忠诚度，最终提高银行的核心竞争力。

本文对吉林省 Z 银行企业网上银行业务和营销现状进行了介绍，找出了营
销存在的问题，包括理念更新缓慢、用户体验差、缺乏丰富的客户服务、管理
不够精细化等，发现其根源在于激烈的竞争环境促使营销指标超常规增加，而 Z
银行营销指标的完成完全依靠上级下达指令性计划，基层行很难理解上级行制
定指标的意图和对业务发展方向的引导，基层行单纯为了完成任务而营销产品，
造成了企业网上银行活动率偏低，同时各层级人员缺乏沟通、管理层重视售后
服务不够以及系统过于零散等原因也是企业网上银行营销存在问题的原因。

通过对营销环境分析，分别从政治、经济、社会和技术的宏观环境以及行
业环境、内部环境进行了分析，提出了营销存在问题的解决对策。对吉林省 Z
银行的企业网上银行客户按照需求不同进行了细分，指出不同目标客户中的市
场定位，明确了吉林省 Z 银行的营销策略，包括产品策略、价格策略、渠道策V
目 录
第 1 章 绪论.........1
1.1 研究背景.....1
1.2 研究意义.....5
1.3 研究结构.....6
第 2 章 吉林省 Z 银行企业网银营销现状及问题分析...........8
2.1 业务及营销现状.....8
2.2 营销存在的问题...10
2.3 营销存在问题的原因分析.......... 13
第 3 章 吉林省 Z 银行企业网银营销环境分析.........16
3.1 宏观环境分析.......16
3.2 行业环境分析.......20
3.3 内部环境分析.......25
第 4 章 吉林省 Z 银行企业网银营销策略.....28
4.1 目标选择和市场定位.......28
4.2 产品策略...33
4.3 价格策略...35
4.4 渠道策略...35
4.5 服务策略...39
结 论...43
参考文献...44
致 谢...46第 1 章 绪论第 1 章 绪论
当前，世界政治经济格局仍处于深刻调整期，外部环境变化具有较多不确
定性；国内经济发展模式转型进入关键期，发展中不平衡、不协调、不可持续
问题依然突出；随着经济发展和金融市场的逐步开放，金融市场的拓展，利率
市场化的推进，国家相关规章制度、监管政策的变化，以及客户金融服务需求
的多元化，商业银行面临着巨大的挑战和压力。

如何在传统业务的基础上不断创新，如何真正以客户为中心服务于客户，
如何使企业网上银行成为对公业务的主渠道，降低银行的成本，提高客户的贡
献度和依存度成为了企业网上银行营销的重要研究课题。

1.1 研究背景
WEB2.0 技术的应用、移动网络时代的到来，物联网、云计算的出现，公民
网民化的现象、二代支付的推广、第三方支付的合法化不断冲击着电子银行业
务的发展。这势必推动商业银行抓住机遇，迅速调整，在巨大的“网络信息化
经济”中抢占市场，增强竞争力。

1.1.1 金融电子化及网络经济的发展
金融全球化和信息网络技术的结合，金融业进入了网络经济时代，从而促
进了电子银行的发展。各商业银行就进入了一个大力发展电子银行，促进客户
通过互联网产生业务的时代。

20 世纪下半叶，金融业广泛应用计算机和通信技术，实现了商业银行业务
处理自动化，服务电子化，管理信息化，金融电子化使得商业银行业务品种不
断创新，服务方式