摘要
摘要
随着金融科技的日益成熟、网络技术的不断发展，降低运营成本、节约客户
时间、满足客户需求成为银行业发展电子银行业务的目的和要求。最近几年，互
联网、智能设备的发展日益完善，国内电子银行市场竞争激烈，电子银行业务逐
渐替代柜面业务，成为银行业发展的主力军。新形势下，如何取长补短、开拓创
新，制定有效的营销策略对 H农商行电子银行业务的发展具有重要意义。
笔者结合在 H农商行的工作，借助文献研究法、调查问卷法、实地调研法
对 H农商行电子银行业务营销策略进行研究。首先，查阅大量的相关文献，阐
述研究背景和研究意义，对国内外相关研究进行梳理和总结。其次，分析研究 H
农商行电子银行业务的发展现状，通过对客户及营销人员的问卷调查，提出 H
农商行电子银行业务存在的问题，目前主要存在产品功能创新不足、定价机制不
科学、宣传展示匮乏、宣传渠道落后、服务质量有待提高五个方面的问题。再
次，运用波特五力分析模型和 SWOT分析工具，对 H农商行电子银行业务营销
的市场竞争环境和内部环境进行分析。最后，从产品、促销、渠道、价格、人
员、有形展示和过程管理七个方面提出 H农商行电子银行业务营销应采取的策
略，并制定了激发创新活力、夯实人才基础、建设智慧银行、把控运营风险四个
营销策略实施的保障措施。
本文将理论与实际相结合，通过对 H农商行电子银行业务营销策略进行研
究，进一步丰富了 H农商行电子银行业务营销的理论体系，有助于转变员工营
销理念，提升金融服务质量，降低企业运营成本，从而更好地促进 H农商行电
子银行业务的营销管理和稳定发展。
关键词：农商行，电子银行，营销策略
论文类型：应用类
选题来源：其他
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ABSTRACT
ABSTRACT
With the increasing maturity of financial technology and the continuous
development of network technology, reducing operating costs, saving customers' time
and meeting customers' needs have become the purpose and requirement of developing
e-banking business in the banking industry. In recent years, the development of
Internet and intelligent devices has become increasingly perfect, and the competition
in the domestic e-banking market is fierce. E-banking business has gradually replaced
counter business and become the main force in the development of banking industry.
Under the new situation, how to learn from each other, explore and innovate, and
formulate effective marketing strategies are of great significance to the development of
e-banking business of H rural commercial bank.
Combined with the work in H rural commercial bank, the author studies the e-
banking marketing strategy of H rural commercial bank with the help of literature
research method, questionnaire method and field research method. Firstly, access to a
large number of relevant literature, explain the research background and significance,
and sort out and summarize the relevant research at home and abroad. Secondly, it
analyzes and studies the development status of e-banking business of H rural
commercial bank. Through the questionnaire survey of customers and marketing
personnel, it puts forward the problems existing in e-banking business of H rural
commercial bank. At present, there are mainly five problems: insufficient product
function innovation, unscientific pricing mechanism, lack of publicity and display,
backward publicity channels and service quality to be improved. Thirdly, using Porter's
five forces analysis model and SWOT analysis tool, this paper analyzes the market
competition environment and internal environment of e-banking business marketing of
H rural commercial bank. Finally, it puts forward the strategies that h rural commercial
bank should adopt in e-banking business marketing from seven aspects: product,
promotion, channel, price, personnel, tangible display and process management, and
formulates the safeguard measures for the implementation of four marketing strategies:
stimulating innovation vitality, consolidating talent foundation, building smart bank
and controlling operational risk.
This paper combines theory with practice, through the research on the marketing
strategy of e-banking business of H rural commercial bank, further enriches the
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ABSTRACT
theoretical system of e-banking business marketing of H rural commercial bank, helps
to change the marketing concept of employees, improve the quality of financial
services and reduce the operation cost of enterprises, so as to better promote the
marketing management and stable development of e-banking business of H rural
commercial bank.
KEY WORDS: Rural commercial bank, Electronic banking, Marketing strategy
optimization
Dissertation Type: Application research
Subject source: Other
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