河南财经政法大学硕士学位论文
Abstract
With the development of network and the change of people's life style, online
business has become one of the businesses vigorously developed by banks. Online
marketing breaks the original inherent marketing mode of the bank. The bank no
longer enjoys a unique monopoly advantage. It will face more competitors and obtain
lower customer acquisition costs. At the same time, it will also face many problems to
be solved, such as how to obtain customers online, how to live customers, and how to
maximize the potential of customers, How to increase customers' stickiness to banks,
what services should online banks provide, etc. How to solve these problems becomes
extremely important.
Firstly, the paper introduces the background of this research, summarizes the
literature at home and abroad, and then introduces the relevant theoretical basis and
concepts. Then, by issuing questionnaires and interviews with bank employees, this
paper investigates the current situation of individual customer online marketing in
Jinshuibranch ofbankJ. Throughsortingoutand in-depthanalysisof the
questionnaire data, and sorting out and summarizing the employee interview results,
this paper puts forward the problems of individual customer online marketing in
Jinshui branch of bank J: insufficient customer acquisition ability, weak product
competitiveness, online service ability can not meet the actual needs, narrow online
marketing channels and inaccurate customer acquisition. In view of these problems,
this paper uses SWOT analysis method to analyze the advantages and disadvantages,
opportunities and threats faced by Jinshui branch of bank J, then uses STP theory to
segment the market, select the target market, finally carry out market positioning, and
then puts forward corresponding strategies and some safeguard measures according to
these problems faced by Jinshui branch of bank J.
After demonstration and analysis, the following marketing strategy optimization
scheme for personal customer online business of Jinshui branch of bank J is obtained:
using big data technology to improve the ability to win customers and live customers,
paying attention to the development of long tail market, carrying out full online
marketing mode, optimizing online service process, combining marketing and service,
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河南财经政法大学硕士学位论文
integrating offline and online, and carrying out full online marketing, Expand the
marketing exploration of social platforms, accelerate the expansion of marketing
scenarios, promote the construction of financial ecosystem, accelerate online product
innovation, and establish an online product R & D team. At the same time, the
following guarantee measures can be implemented: establish a professional online
marketing team, improve the online marketing assessment system, coordinate the
internal resources of bank J, establish the online marketing guarantee system, and
improve the online marketing customer evaluation and feedback mechanism.
Key words:Online marketing; J bank; Marketing strategy
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河南财经政法大学硕士学位论文
目录
摘 要.............I
ABSTRACT..........II
目录............IV
1绪论.............1
1.1选题背景............1
1.2研究目的和意义......1
1.3研究的思路和方法...........2
1.4国内外研究文献综述.........4
1.4.1国外文献综述...........4
1.4.2国内文献综述...........5
1.4.3文献评述........6
2相关概念和基础理论......7
2.1相关概念............7
2.1.1线上营销........7
2.1.2湿营销..........8
2.2相关理论基础.......11
2.2.1STP理论........11
2.2.2长尾理论.......11
2.2.3客户关系管理理论......12
3J银行金水支行个人客户线上营销现状分析.......14
3.1J银行金水支行简介.........14
3.2现状调查...........16
3.2.1问卷调查.......16
3.2.2访谈调查.......16
3.2.3统计结果分析..........17
3.3线上营销存在的主要问题...........31
3.3.1获客能力不足..........32
3.3.2产品竞争力不强........32
3.3.3线上服务反馈迟缓......32
IV