湖南宜章農(nóng)商銀行電子銀行發(fā)展戰(zhàn)略研究
發(fā)布時(shí)間：2018-11-03 13:24
【摘要】：隨著移動(dòng)互聯(lián)網(wǎng)技術(shù)的飛速發(fā)展和移動(dòng)智能終端(如智能手機(jī)、平板電腦)的普及應(yīng)用,NFC近場(chǎng)支付等移動(dòng)支付、余額寶、阿里小貸、P2P等互聯(lián)網(wǎng)金融和移動(dòng)金融蓬勃興起,農(nóng)村金融的產(chǎn)品服務(wù)、支付方式和競(jìng)爭(zhēng)格局也隨之悄然發(fā)生變化。宜章農(nóng)商銀行是當(dāng)?shù)亟鹑诜⻊?wù)“三農(nóng)”的主力軍和領(lǐng)頭羊,只有不斷加強(qiáng)電子銀行建設(shè)才能為農(nóng)村地區(qū)的客戶(hù)帶來(lái)更好的產(chǎn)品和服務(wù)體驗(yàn),才能增強(qiáng)農(nóng)村商業(yè)銀行的市場(chǎng)份額、產(chǎn)品豐富程度,提高電子銀行替代率。在企業(yè)戰(zhàn)略理論、網(wǎng)絡(luò)營(yíng)銷(xiāo)理論、SWOT分析、五力分析模型和波士頓矩陣等理論分析的基礎(chǔ)上,本文對(duì)湖南宜章農(nóng)商銀行的網(wǎng)上銀行、手機(jī)銀行、電話(huà)銀行和自助銀行、福祥卡繳費(fèi)通業(yè)務(wù)的主要功能、特色服務(wù)、申辦流程和客戶(hù)首次登錄使用操作指南等進(jìn)行了詳細(xì)介紹,還對(duì)湖南宜章農(nóng)商銀行電子銀行的客戶(hù)結(jié)構(gòu)和發(fā)展?fàn)顩r進(jìn)行了具體分析。本文主要采用SWOT法分析了宜章農(nóng)商銀行電子銀行發(fā)展的優(yōu)勢(shì)(Strength)、劣勢(shì)(Weakness)、機(jī)會(huì)(Opportunity)以及可能受到的威脅(Threat),總體來(lái)看,SO戰(zhàn)略是加強(qiáng)“三農(nóng)”營(yíng)銷(xiāo),提升優(yōu)質(zhì)客戶(hù)的遷移率和滲透率。此外,還利用波特五力分析模型從供應(yīng)商的議價(jià)能力、賣(mài)方議價(jià)能力、新進(jìn)入者的威脅、替代品的競(jìng)爭(zhēng)能力、同業(yè)者的競(jìng)爭(zhēng)能力等五個(gè)方面來(lái)分析,宜章農(nóng)商銀行電子銀行業(yè)務(wù)綜合競(jìng)爭(zhēng)能力呈現(xiàn)中上等加速趨勢(shì)。繼而提出了:以服務(wù)“三農(nóng)”為基本定位和根本方向,以“轉(zhuǎn)型、創(chuàng)新、提質(zhì)、增效、安全”為主題,不斷提升資本管理水平和全面風(fēng)險(xiǎn)管控能力為宜章農(nóng)商銀行電子銀行發(fā)展戰(zhàn)略目標(biāo)。湖南宜章農(nóng)商銀行電子銀行發(fā)展戰(zhàn)略要有充分的保障措施。第一,可從引進(jìn)和培養(yǎng)儲(chǔ)備人才、重視員工隊(duì)伍建設(shè)兩方面進(jìn)行人力資源保障。第二,可從財(cái)務(wù)資源配置、效益工資分配和運(yùn)營(yíng)費(fèi)用等方面、對(duì)員工的業(yè)績(jī)、能力素質(zhì)等方面的管理三方面進(jìn)行績(jī)效考核保障。第三,采取加大營(yíng)銷(xiāo)力度、培育穩(wěn)定核心優(yōu)質(zhì)客戶(hù)群、細(xì)分電子銀行客戶(hù)市場(chǎng)、優(yōu)化業(yè)務(wù)流程和提高服務(wù)效率、提升服務(wù)質(zhì)量等營(yíng)銷(xiāo)策略保障措施。第四,采取牢固樹(shù)立“存款立行”的經(jīng)營(yíng)思想、嚴(yán)格新放貸款管理、加大不良資產(chǎn)清收處置力度等資產(chǎn)質(zhì)量保障措施。
[Abstract]:With the rapid development of mobile Internet technology and the popularity of mobile smart terminals (such as smartphones, tablets), mobile payments such as NFC near field payment, Yu'e Bao, Ali Xiaolu, P2P and other Internet finance and mobile finance are booming. The products and services of rural finance, payment mode and competition pattern also quietly change. The Yichang Agricultural and Commercial Bank is the main force and leader of the local financial services, "agriculture, rural areas and farmers". Only by constantly strengthening the construction of electronic banks can we bring better product and service experience to customers in rural areas and enhance the market share of rural commercial banks. Product richness, improve the replacement rate of electronic banking. On the basis of enterprise strategy theory, network marketing theory, SWOT analysis, five forces analysis model and Boston matrix, this paper analyzes the internet bank, mobile phone bank, telephone bank and self-help bank of Hunan Yizhang Agricultural Commercial Bank. This paper introduces the main function, characteristic service, application process and the first login operation guide of Fuxiang card payment service, and analyzes the customer structure and development status of Hunan Yizhang Agricultural Commercial Bank Electronic Bank in detail. This paper mainly uses SWOT method to analyze the advantages and disadvantages of (Strength), and inferior (Weakness), opportunity (Opportunity) in the development of E-bank of Yichang Agricultural and Commercial Bank and the possible threat to (Threat),. Overall, the SO strategy is to strengthen the marketing of "agriculture, rural areas and farmers". Improve mobility and penetration of quality customers. In addition, using Porter's five-force analysis model, the paper analyzes the supplier's bargaining power, the seller's bargaining power, the new entrant's threat, the substitute's competitive ability, the peer's competitive ability, and so on. The comprehensive competitive power of E-bank of Yizhang Agricultural and Commercial Bank presents an accelerating trend. Then put forward: to serve the "three rural areas" as the basic orientation and basic direction, with "transformation, innovation, quality, efficiency, security" as the theme, Improving the level of capital management and overall risk management ability is the strategic goal of the development of E-bank of Yizhang Agricultural Commercial Bank. Hunan Yizhang Agricultural Commercial Bank electronic bank development strategy should have sufficient safeguard measures. First, human resources can be guaranteed from two aspects: introducing and cultivating reserve talents and paying attention to the construction of staff. Secondly, the performance evaluation can be carried out from the aspects of financial resources allocation, benefit wage distribution and operating expenses, and the management of employee's performance and ability quality. Third, we should strengthen marketing, cultivate stable core and high quality customer base, subdivide electronic bank customer market, optimize business process and improve service efficiency, and improve service quality. Fourth, we should firmly establish the management idea of "deposit and bank", strictly manage the new loan, and strengthen the measures of asset quality assurance, such as clearing and disposal of non-performing assets.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F832.35;F724.6
[Abstract]:With the rapid development of mobile Internet technology and the popularity of mobile smart terminals (such as smartphones, tablets), mobile payments such as NFC near field payment, Yu'e Bao, Ali Xiaolu, P2P and other Internet finance and mobile finance are booming. The products and services of rural finance, payment mode and competition pattern also quietly change. The Yichang Agricultural and Commercial Bank is the main force and leader of the local financial services, "agriculture, rural areas and farmers". Only by constantly strengthening the construction of electronic banks can we bring better product and service experience to customers in rural areas and enhance the market share of rural commercial banks. Product richness, improve the replacement rate of electronic banking. On the basis of enterprise strategy theory, network marketing theory, SWOT analysis, five forces analysis model and Boston matrix, this paper analyzes the internet bank, mobile phone bank, telephone bank and self-help bank of Hunan Yizhang Agricultural Commercial Bank. This paper introduces the main function, characteristic service, application process and the first login operation guide of Fuxiang card payment service, and analyzes the customer structure and development status of Hunan Yizhang Agricultural Commercial Bank Electronic Bank in detail. This paper mainly uses SWOT method to analyze the advantages and disadvantages of (Strength), and inferior (Weakness), opportunity (Opportunity) in the development of E-bank of Yichang Agricultural and Commercial Bank and the possible threat to (Threat),. Overall, the SO strategy is to strengthen the marketing of "agriculture, rural areas and farmers". Improve mobility and penetration of quality customers. In addition, using Porter's five-force analysis model, the paper analyzes the supplier's bargaining power, the seller's bargaining power, the new entrant's threat, the substitute's competitive ability, the peer's competitive ability, and so on. The comprehensive competitive power of E-bank of Yizhang Agricultural and Commercial Bank presents an accelerating trend. Then put forward: to serve the "three rural areas" as the basic orientation and basic direction, with "transformation, innovation, quality, efficiency, security" as the theme, Improving the level of capital management and overall risk management ability is the strategic goal of the development of E-bank of Yizhang Agricultural Commercial Bank. Hunan Yizhang Agricultural Commercial Bank electronic bank development strategy should have sufficient safeguard measures. First, human resources can be guaranteed from two aspects: introducing and cultivating reserve talents and paying attention to the construction of staff. Secondly, the performance evaluation can be carried out from the aspects of financial resources allocation, benefit wage distribution and operating expenses, and the management of employee's performance and ability quality. Third, we should strengthen marketing, cultivate stable core and high quality customer base, subdivide electronic bank customer market, optimize business process and improve service efficiency, and improve service quality. Fourth, we should firmly establish the management idea of "deposit and bank", strictly manage the new loan, and strengthen the measures of asset quality assurance, such as clearing and disposal of non-performing assets.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F832.35;F724.6
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