当前，中国特色社会主义进入了新的时代，我国也由经济高速增长的阶段走向了经 济高质量发展阶段，这对银行转型以及业务发展提出了更高更新的要求。而银行的电子 银行业务已经基本代替柜面成为商业银行维系客户、发展客户和服务客户的核心业务。 从目前对商业银行电子银行业务发展调查发现，物理网点和电子银行的功能基本趋同， 但是在存贷款、汇款和支付等功能方面却受到了支付平台、网络投融资贷款公司等影子 银行的制约，科学技术的发展和金融渠道的创新不断揭示着电子银行存在的问题，但同 时也对传统的银行业务和营销运营渠道产生了影响。本文选取具体银行，并对其电子银 行营销进行分析，结合国内外的营销经验和市场营销的各种理论，寻找目前M行大连 市分行在电子银行营销上存在的问题，并提出相应的解决对策制定M银行大连市分行 电子银行营销优化战略，希望对其他商业银行的营销起到借鉴作用。 对商业银行电子银行业务的营销战略研究，既要从营销策略、客户关系、市场划分 等理论角度进行理论研究，又要结合银行的实际运行情况进行实证分析，这样才能对M 银行大连分行今后的电子银行业务发展提出合理化建议。第一部分是绪论，简要阐述论 文研究的时代背景和意义所在，大致给出研究方向。第二部分针对已有的研究方向、思 路和文献进行归纳介绍，为本文研究提供理论支撑。第三部分对本文选取的实证研究对 象情况进行介绍，阐述对现阶段M银行大连分行电子银行业务发展现状，并提出M银 行大连分行电子银行业务的不足和问题；第四部分依据前面的研究基础，用环境分析、 市场战略分析等方法进行相关问题分析。第五部分是市场营销战略完善，制定出M银 行大连分行在电子银行营销上的具体营销战略，通过详细介绍达到解决现有电子银行问 题的目的。第六部分给出总结性内容，阐述本文的研究结论，并对未来进行合理化展望 和预测。 关键词：电子银行；市场营销；营销策略；创新；沟通 M银行大连市分行电子银行营销战略研究 -II- ResearchonE-bankingMarketingStrategyofMBankDalianBranch Abstract Atpresent,socialismwithChinesecharacteristicshasenteredanewera,andChinahas alsomovedfromthestageofhigh-speedeconomicgrowthtothestageofhigh-quality economicdevelopment,whichputsforwardhigherandnewerrequirementsforbank transformationandbusinessdevelopment.Andthebank'selectronicbankingbusinesshas basicallyreplacedcounterasthecorebusinessofcommercialbankstomaintaincustomers, developcustomersandservecustomers.Fromthecurrentsurveyofthedevelopmentof electronicbankingbusinessofcommercialbanks,itisfoundthatthefunctionsofphysical networksandelectronicbanksarebasicallythesame,butthefunctionsofdepositandloan, remittanceandpaymentarerestrictedbypaymentplatforms,networkinvestmentand financingcompaniesandothershadowbanks.Thedevelopmentofscienceandtechnology andtheinnovationoffinancialchannelscontinue.Itrevealstheexistingproblemsof electronicbanking,butalsohasanimpactonthetraditionalbankingbusinessandmarketing channels.Thispaperselectsspecificbanksandanalyzestheire-bankingmarketing,combines domesticandforeignmarketingexperienceandvariousmarketingtheoriestofindtheexisting problemsinthee-bankingmarketingofMBankDalianBranch,andputsforward correspondingsolutionstoformulatetheoptimizationstrategyofe-bankingmarketingofM BankDalianBranch.Hopewillserveasareferenceforothercommercialbanks. Tostudythemarketingstrategyofe-bankingbusinessofcommercialbanks,weshould notonlymaketheoreticalresearchfromtheangleofmarketingstrategy,customer relationshipandmarketdivision,butalsomakeempiricalanalysisontheactualoperationof banks,soastoputforwardreasonablesuggestionsforthefuturedevelopmentofe-banking businessofMBankDalianBranch.Thefirstpartistheintroduction,whichbrieflyexpounds thebackgroundandsignificanceoftheresearch,andgivestheresearchdirection.Thesecond partsummarizestheexistingresearchdirections,ideasandliterature,providingtheoretical supportforthisstudy.Thethirdpartintroducestheselectedempiricalresearchobject, analyzesthecurrentmarketingstrategyofE-bankingbusinessofMBankDalianBranch,and putsforwardtheshortcomingsandproblemsofE-bankingbusinessmarketingstrategyofM BankDalianBranch;thefourthpartgivestheE-bankingbusinessofMBankDalianBranch accordingtothepreviousresearchfoundation.SpecificCountermeasuresinthemarketingof e-banking,throughdetailedintroductiontosolvetheexistinge-bankingproblems.Thefifth partgivesasummaryofthecontent,directlyexpoundstheconclusionsofthisstudy,and makesareasonableoutlookandforecastforthefuture. 大连理工大学专业学位硕士学位论文 -III- KeyWords：ElectronicBanking;Marketing;MarketingStrategy;Innovation; Communication M银行大连市分行电子银行营销战略研究 -IV- 目录 摘要.............................................................................................................................I Abstract..............................................................................................................................II 1绪论...............................................................................................................................1 1.1研究背景与意义................................................................................................1 1.1.1研究背景.................................................................................................1 1.1.2研究意义.................................................................................................1 1.2研究思路及内容................................................................................................2 1.2.1研究思路.................................................................................................2 1.2.2本文研究内容.........................................................................................2 2理论依据及研究现状...................................................................................................4 2.1研究理论............................................................................................................4 2.1.1市场营销理论.........................................................................................4 2.1.2市场细分理论.........................................................................................5 2.1.3关系营销理论.........................................................................................5 2.1.4客户关系管理理论.................................................................................6 2.2国内外研究现状................................................................................................7 2.2.1商业银行营销工作的影响因素研究.....................................................7 2.2.2市场细分理论.........................................................................................8 2.2.3关系营销理论.........................................................................................8 2.2.4客户关系管理理论.................................................................................9 2.2.5电子银行市场营销实践进展...............................................................10 3M银行大连分行电子银行业务发展现状分析........................................................12 3.1M银行简介.....................................................................................................12 3.1.1M银行大连分行发展情况..................................................................12 3.1.2M银行大连分行电子银行业务发展现状..........................................12 3.2银行营销战略现状..........................................................................................13 3.2.1市场定位战略.......................................................................................13 3.2.2产品战略...............................................................................................14 3.2.3渠道战略...............................................................................................15 3.2.4促销战略...............................................................................................15 3.3M银行大连分行电子银行业务营销战略存在的问题分析.........................16 大连理工大学专业学位硕士学位论文 -V- 3.3.1市场定位不够准确...............................................................................16 3.3.2产品同质现象严重...............................................................................16 3.3.3营销渠道过于单一...............................................................................17 3.3