-I- 中文摘要 随着互联网和通信技术的快速发展，经济全球化已经走入我们的生活，由此 衍生的电子支付也在日趋完善。中国的各家商业银行也紧随时代的脚步，在电子 银行方面投入的人力、财力也在逐年增加。虽然中国各银行的电子银行业务比国 外一些银行起步略晚，但现如今的发展规模已颇为可观。尤其是在近几年，智能 手机的问世和普及，改变了大众沟通交流的方式，改变了我们生活的同时，也改 变了大众对于支付方式的认知。个人电子银行不仅是时代发展的必然趋势，也为 各家银行的经营模式转变带来了契机，但无形中这也加剧了市场的竞争程度。尤 其在微信、支付宝等第三方支付公司获得支付准入后，银行业受到的冲击也越来 越大。 本文以Z银行H分行为研究对象，利用文献研究、市场观察等方法，将理论 与实际相结合进行分析研究，阐述了个人电子银行业务的营销现状及有关问题， 结合内外部环境等因素分析问题的成因，依据市场情况进行准确定位，并通过 SWOT分析提出Z银行H分行有效的营销策略和保障机制，在竞争激烈的市场环 境下为全面推进Z银行H分行的个人电子银行业务快速、稳定发展提供积极对策。 关键词：Z银行；个人电子银行；营销策略；PEST分析法 黑龙江大学硕士学位论文 -II- Abstract With the rapid development of Internet and communication technology, economic globalization has entered our lives. The electronic payment derived from this is also becoming more and more perfect. Chinese commercial banks are also following the footsteps of the times, in the electronic banking investment in human and financial resources are also increasing year by year. Although the electronic banking business of Chinese banks started a little later than that of some foreign banks, the scale of development is considerable nowadays. Especially in recent years, the advent and popularity of smart phones have changed the way of public communication, changed our lives, but also changed the public’s awareness of payment methods. Personal electronic banking is not only the inevitable trend of the development of the times, but also brings opportunities for the transformation of the business model of banks, but invisibly it also intensifies the degree of market competition. Especially after the third party payment companies such as WeChat, Alipay get payment access, the banking industry has been more and more impacted. This article takes the Z bank H branch as the research object, using methods and so on literature research, market observation,unifies the theory and the practice carries on the analysis research, the personal electronic banking business marketing status and marketing problems are elaborated. Then combined with the external environment and other factors to analyze the causes of the problem. The accurate positioning is based on market conditions, SWOT analysis is used to propose an effective marketing strategy and guarantee mechanism for Z Bank H branch. Under the fully promote the rapid and stable development of the personal electronic banking business of Z Bank H branch. Keywords：Z bank; Personal electronic bank; Marketing strategy; Pest model. 目录 -III- 目录 中文摘要...........................................................................................................................I Abstract.............................................................................................................................II 绪论..................................................................................................................................1 一、研究背景...........................................................................................................1 二、研究目的及意义...............................................................................................1 （一）研究目的................................................................................................1 （二）研究意义................................................................................................2 三、国内外研究现状...............................................................................................3 （一）国外研究现状........................................................................................3 （二）国内研究现状........................................................................................5 （三）国内外研究现状评述............................................................................6 四、研究内容及方法...............................................................................................7 （一）研究内容................................................................................................7 （二）研究方法................................................................................................7 第一章 基本概念与相关理论........................................................................................9 第一节 电子银行的有关概念.................................................................................9 一、电子银行的概念及分类............................................................................9 二、个人电子银行的特点..............................................................................10 第二节 营销理论...................................................................................................10 一、STP理论..................................................................................................10 二、4P 理论.....................................................................................................11 三、4C理论.....................................................................................................11 本章小结..................................................................................................................11 第二章 Z银行H分行个人电子银行营销现状及问题..............................................12 第一节 Z银行相关战略与H分行个人电子银行业务概况...............................12 黑龙江大学硕士学位论文 -IV- 一、Z银行个人电子银行相关战略...............................................................12 二、Z银行H分行个人电子银行业务概况..................................................12 三、Z银行H分行个人电子银行业务营销现状..........................................14 第二节 H分行个人电子银行营销的主要问题...................................................16 一、市场占有率低..........................................................................................16 二、利润水平不理想......................................................................................17 三、客户满意度不高......................................................................................17 第三节 H分行个人电子银行营销问题的成因分析...........................................18 一、同业及第三方支付抢占市场..................................................................18 二、缺乏相应的绩效考核机制......................................................................19 三、后台技术创新不足..................................................................................19 本章小结.................................................................................................................20 第三章 Z银行H分行外部环境分析..........................................................................21 第一节 宏观环境分析...........................................................................................21 一、政治环境..................................................................................................22 二、经济环境..................................................................................................22 三、社会文化..................................................................................................24 四、技术环境..................................................................................................24 第二节 波特五力分析...........................................................................................25 一、供应商议价能力......................................................................................25 二、客户议价能力..........................................................................................25 三、潜在进入者威胁.....................