我国网上银行营销研究
摘要
在电子商务和计算机技术飞速发展的条件下,网上银行迅速兴起。我国与西方发达国家在网上银行的发展上几乎同时起步,但是由于经济体制及条件等诸多因素的限制,我国的网上银行与国外的网上银行之间存在着一定的差距。随着人民币业务的全面放开,面对国外网上银行的强烈攻势,我国网上银行将面临着更大的压力。营销在竞争中的重要作用是不容置疑的,网上银行的营销能力是构成其竞争实力的重要能力之一,营销战略是其应对激烈的市场竞争的重要战略之一。因此,网上银行的营销对于更好地满足客户的需求吸引优质客户,提高我国商业银行的盈利能力和竞争力有着非常重要的意义。
本文以金融营销理论为基础,通过深入分析我国网上银行营销发展的现状和存在的问题,借鉴国外先进的经验教训,提出了我国网上银行的营销策略,主要包括产品策略、价格策略、促销策略、渠道策略、品牌策略、风险防范策略。首先,产品策略是市场营销4P组合的核心,是市场营销活动的支柱和基石。网上银行应根据不同产品的品种和不同寿命周期采取不同的营销策略,实施差异化产品策略及产品创新策略。其次,价格是市场需求的指示表,网上银行应根据供求状况实施不同的价格策略如免费策略、差别定价策略、捆绑定价策略。再次,渠道是营销过程的重要组成部分,网上银行应通过多种渠道及时的把产品传递到客户手中,以实现营销目标。次之,通过多种促销方式从而使顾客的购买欲望转化成购买行为。最后,树立品牌,在竞争中实现差异化营销。另外,还要注意营销人才的培养和营销风险的防范。
本文的创新之处在于从营销的角度对网上银行进行研究。与以前网上银行研究相比,具有重要理论创新意义;同时,对于网上银行的发展有一定的实践意义。
With the rapid development of Electronic Commerce and Computer technology, the net bank is also on the rise at full speed. Our country and developed countries break the ice nearly at the same time on the development of net bank, due to the factor restricting such as Economy system, there is certain gap between our country net bank and foreign net bank.
With the fact that the RMB business all-round lets go, faced with Fierce rivalry, our country net bank is confronted with bigger pressure. Marketing and sales is one of the competing ability, Marketing strategy is one of important strategies dealing with intensive market competition of banking, the net bank market and sales will be related to our country commercial bank being able to firmly grasp chance, being strengthening competing ability , being answering challenge to exist and develop.
This article's purpose is to analyze the advantage and disadvantage of net bank marketing, draw the marketing experience of net bank abroad, discuss thought and countermeasure developing the net bank marketing of our country, improve core competition ,face challenge actively, gain a competitive position. In carrying out the study on this problem, the thesis has adopt contrast analysis Method, SWOT analysis and marketplace subdividing law, knowing that our country as sufficiently as possible, drawing advanced experience and lessons seaside, taking Philip Kotler's Marketing theory , subdividing the marketplace in our country, carrying out the strength or weakness and threatens and opportunities analysis, comparing with the economy environment abroad , adding up the net bank marketing strategies, including product tactics , price tactics , promote the sales of tactics , channel tactics mainly. Product tactics is the core of marketing theory "4 P", is flexible pillar and foundation stone of enterprise marketing and sales. According to the diversity of breed and the different life cycles, tactics verify, performing product diversity and renovation measure. Price is keen to the market change, putting different price tactics into practice in regard with supply and demand situation, such as price-free tactics, difference pricing tactics, tie-up pricing tactics. The channel is an important ingredient of Marketing Management, taking customer's information in time back to the bank, having market demand trend in hand, improving customer's fidelity degree and degree of satisfaction, strengthening competition. Through the personnel and network sales promotion, making the customer's buy desire change into buy behavior.
Based on the relevance data synthetically, this research on the net bank has the view from the Marketing. Previous studies mainly focus on settlement and risk control, but the importance of marketing is obvious, developing the net bank marketing is necessary choice. At the same time, the distance of net banking business between domestic and aboard is very small, our country net banking must pay close attention to marketing, reducing gap and gaining an advantage. Thus, the research on net bank is very important meaning in practice, giving more proper suggestions to net banking currently.
本文以金融营销理论为基础,通过深入分析我国网上银行营销发展的现状和存在的问题,借鉴国外先进的经验教训,提出了我国网上银行的营销策略,主要包括产品策略、价格策略、促销策略、渠道策略、品牌策略、风险防范策略。首先,产品策略是市场营销4P组合的核心,是市场营销活动的支柱和基石。网上银行应根据不同产品的品种和不同寿命周期采取不同的营销策略,实施差异化产品策略及产品创新策略。其次,价格是市场需求的指示表,网上银行应根据供求状况实施不同的价格策略如免费策略、差别定价策略、捆绑定价策略。再次,渠道是营销过程的重要组成部分,网上银行应通过多种渠道及时的把产品传递到客户手中,以实现营销目标。次之,通过多种促销方式从而使顾客的购买欲望转化成购买行为。最后,树立品牌,在竞争中实现差异化营销。另外,还要注意营销人才的培养和营销风险的防范。
本文的创新之处在于从营销的角度对网上银行进行研究。与以前网上银行研究相比,具有重要理论创新意义;同时,对于网上银行的发展有一定的实践意义。
With the rapid development of Electronic Commerce and Computer technology, the net bank is also on the rise at full speed. Our country and developed countries break the ice nearly at the same time on the development of net bank, due to the factor restricting such as Economy system, there is certain gap between our country net bank and foreign net bank.
With the fact that the RMB business all-round lets go, faced with Fierce rivalry, our country net bank is confronted with bigger pressure. Marketing and sales is one of the competing ability, Marketing strategy is one of important strategies dealing with intensive market competition of banking, the net bank market and sales will be related to our country commercial bank being able to firmly grasp chance, being strengthening competing ability , being answering challenge to exist and develop.
This article's purpose is to analyze the advantage and disadvantage of net bank marketing, draw the marketing experience of net bank abroad, discuss thought and countermeasure developing the net bank marketing of our country, improve core competition ,face challenge actively, gain a competitive position. In carrying out the study on this problem, the thesis has adopt contrast analysis Method, SWOT analysis and marketplace subdividing law, knowing that our country as sufficiently as possible, drawing advanced experience and lessons seaside, taking Philip Kotler's Marketing theory , subdividing the marketplace in our country, carrying out the strength or weakness and threatens and opportunities analysis, comparing with the economy environment abroad , adding up the net bank marketing strategies, including product tactics , price tactics , promote the sales of tactics , channel tactics mainly. Product tactics is the core of marketing theory "4 P", is flexible pillar and foundation stone of enterprise marketing and sales. According to the diversity of breed and the different life cycles, tactics verify, performing product diversity and renovation measure. Price is keen to the market change, putting different price tactics into practice in regard with supply and demand situation, such as price-free tactics, difference pricing tactics, tie-up pricing tactics. The channel is an important ingredient of Marketing Management, taking customer's information in time back to the bank, having market demand trend in hand, improving customer's fidelity degree and degree of satisfaction, strengthening competition. Through the personnel and network sales promotion, making the customer's buy desire change into buy behavior.
Based on the relevance data synthetically, this research on the net bank has the view from the Marketing. Previous studies mainly focus on settlement and risk control, but the importance of marketing is obvious, developing the net bank marketing is necessary choice. At the same time, the distance of net banking business between domestic and aboard is very small, our country net banking must pay close attention to marketing, reducing gap and gaining an advantage. Thus, the research on net bank is very important meaning in practice, giving more proper suggestions to net banking currently.
引文
1 邹雅丽、凌鸿、胥正川发表于《管理学报》(2005年9月第2卷增刊)的“网络银行品牌营销策略研究”
2 苏芳荔和王坤发表于《现代情报》(2005年第8期)“浅析我国网上银行网站营销战略”
3 陈学军发表于《中国金融电脑》(2003年第11期)的“关于我国网上银行营销及监管问题的研究”
4 玉梅于2004年第9期发表在《西部论丛》的“网上银行的营销策略”
[1]张艺影.中国网络营销存在的问题与对策[J].经济师,2006.2
[2]苏芳荔.浅析我国网上银行网站营销策略[J].现代商情,2005.8
[3]王志鹏.我国商业银行网络营销的思考[J].统计与决策,2005.17
[4]刘建佳.我国商业银行网络营销的问题及对策研究[J].内蒙古科技与经济,2005.16
[5]邹雅丽.网络银行品牌营销策略研究[J].管理学报,2005.82
[6]齐德义.网络银行的营销策略[J].商场现代化,2005.14
[7]薛崴.网上银行业务营销策略[J].现代金融,2005.6
[8]郑勇.网上银行的营销策略探讨[J].特区经济,2005.3
[9]甘小红.如何走出网上银行发展困境[J].金融与经济,2005.4
[10]夏智灵.安全第-网络银行(SFNB)的营销策略分析[J].新金融,2001.6
[11]王刚.工商银行的网络营销案例[J].银行家,2005.3
[12]周向勇.网银重塑银行形象[J].西部论丛,2004.11
[13]王兴邦.我国网络银行的营销策略研究[J].兰州商学院学报,2004.6
[14]玉梅.网上银行营销策略[J].西部论丛,2004.9
[15]刘华.个人网上银行营销策略[J].数字财富,2004.3
[16]屈昕.网上银行网络金融服务营销策略研究[J].湖南税务高等专科学校学报,2004.5
[17]戴逸飞.网络银行的胜出之道[J].华南金融电脑,2004.8
[18]黄伟.网上银行的市场营销组合策略[J].金融与经济,2004.2
[19]曾照群.网上银行市场营销技巧研究[J].中国金融电脑,2004.3
[20]方乔.再议我国网络银行营销策略[J].江苏商论,2004.1
[21]宗学哲.网上银行营销的难点及对策[J].华南金融电脑,2003.4
[22]戴国强.商业银行经营学[M].高等教育出版社,1999
[23]杨高林.网络银行营销概论[M].中国金融出版社,2001.2
[24]朱正罡.国有商业银行国际化经营战略[M].中国金融出版社,2004.6
[25]商业文等.商业银行差异化营销[M].上海译文出版社,2003
[26]孙森.网上银行[M].中国金融出版社,2004.2
[27]李兴智、丁凌波.网上银行理论与实务[M].清华大学出版社,2003.4
[28]林桦、潘平子.金融产品营销.中国时代经济出版社,2001.11
[29]周平.网上银行[M].周国财政经济出版社,2001.3
[30]陆剑清.金融营销管理[M].立信会计出版社,2002.2
[31]孙森.网络银行[M].中国金融出版社,2004.2
[32]尚华娟.新经济与网络银行[M].上海译文出版社,2003.1
[33]玛丽·J·克罗宁.互联网上的银行与金融[M](王俊译.)经济科学出版社,2001.11
[34]周建波、刘志梅.金融服务营销学[M].中国金融出版社,2004.9
[35]张晶.论我国网上银行的发展与完善.首都经济贸易大学,2006
[36]李雪峰.招商银行网上银行建设的研究[M].北京对外经济贸易大学,2006
[37]王蕾.大连农行网上银行市场营销策略研究[M].大连理工大学,2006
[38]张桐赫.网络银行法律监管现状及进路分析[M].吉林大学,2005
[39]屈昕.农行湖南省分行网络金融的服务营销策略研究[N].长沙:湖南大学,2005
[40]周勇.中国建设银行的网上银行发展策略研究[N].中南大学,2004
[41]薛菲.论营销组合策略在我国网上银行发展中的运用[M].南京航空航天大学,2004
[42]周璇.我国商业银行个人理财产品营销研究[N].首都经济贸易大学,2005
[43]袁仕福.邮政储蓄银行营销策略创新研究[N].中南大学,2003
[44]郝渊晓等.银行营销学[M].中山大学出版社,2004.9
[45]De Young.Robert,The financial performance of pure play intemet bank Economic Perspectives[N],American Banker,2001
[46]F Li,Internet banking:from new distribution channel to new business models[J],International Journal of Business Performance Management Volume 4,P 136 - 160
[47]Ron Adner,Intemet Banking in the UK[J],Barclays,2001- faculty.
[48]F Li,the Internet and the Deconstruction of the Integrated Banking Model[J],British Journal of Management,Volume 12 Issue 4 Page 307 - December 2001
[49]De Young.Robert,Internet-only banking is down but shouldn't be counted out[N],American Banker,2002-12-04
[50]Ptacek.Megan J,USA branch latest to shift strategy away from internet[N],American Banker.2003-04-04
[51]Research-Chinese Internet Research Center,P7-10
[52]Steve Cocheo,First Net bank to add branches to its mix[J],ABA Banking Journal,Vol.88,1996
[53]Peter S.Rose,Commercial Bank Management[M],McGraw-Hill,2000
[54]Anthony Saunders,Financial Institutions Management[M],2000
[55]Direct Line appoints Merchant to broaden financial services brand[J],Marketing Week (UK),05/20/99,Vol.22 Issue 16,p6
[56]Gerrard,Philip,Why consumers are not using internet banking:a qualitative study[J],Journal of Services Marketing,Volume 20,Number 3,2006,p160-168(9)
[57]Fred Tannenbaum.Staff Writer,Bank brand not just ads,analysts say.http://www.bizj oumals.com/charlotte/stories/2001/09/03/story7.html
[58]Wells,Keith,Do financial services brands have a future?[J],Banker,Jun,2002.Vo 1.152Issue916,p72
[59]Martyn Williams,Sony considering creation of Internet bank,www.cnn.com,1999
[60]Paul Buse,Jennifer Davis,Does Your Bank Insurance Cover Web Banking?[J],ABA Banking Journal,Vol.90,1998
2 苏芳荔和王坤发表于《现代情报》(2005年第8期)“浅析我国网上银行网站营销战略”
3 陈学军发表于《中国金融电脑》(2003年第11期)的“关于我国网上银行营销及监管问题的研究”
4 玉梅于2004年第9期发表在《西部论丛》的“网上银行的营销策略”
[1]张艺影.中国网络营销存在的问题与对策[J].经济师,2006.2
[2]苏芳荔.浅析我国网上银行网站营销策略[J].现代商情,2005.8
[3]王志鹏.我国商业银行网络营销的思考[J].统计与决策,2005.17
[4]刘建佳.我国商业银行网络营销的问题及对策研究[J].内蒙古科技与经济,2005.16
[5]邹雅丽.网络银行品牌营销策略研究[J].管理学报,2005.82
[6]齐德义.网络银行的营销策略[J].商场现代化,2005.14
[7]薛崴.网上银行业务营销策略[J].现代金融,2005.6
[8]郑勇.网上银行的营销策略探讨[J].特区经济,2005.3
[9]甘小红.如何走出网上银行发展困境[J].金融与经济,2005.4
[10]夏智灵.安全第-网络银行(SFNB)的营销策略分析[J].新金融,2001.6
[11]王刚.工商银行的网络营销案例[J].银行家,2005.3
[12]周向勇.网银重塑银行形象[J].西部论丛,2004.11
[13]王兴邦.我国网络银行的营销策略研究[J].兰州商学院学报,2004.6
[14]玉梅.网上银行营销策略[J].西部论丛,2004.9
[15]刘华.个人网上银行营销策略[J].数字财富,2004.3
[16]屈昕.网上银行网络金融服务营销策略研究[J].湖南税务高等专科学校学报,2004.5
[17]戴逸飞.网络银行的胜出之道[J].华南金融电脑,2004.8
[18]黄伟.网上银行的市场营销组合策略[J].金融与经济,2004.2
[19]曾照群.网上银行市场营销技巧研究[J].中国金融电脑,2004.3
[20]方乔.再议我国网络银行营销策略[J].江苏商论,2004.1
[21]宗学哲.网上银行营销的难点及对策[J].华南金融电脑,2003.4
[22]戴国强.商业银行经营学[M].高等教育出版社,1999
[23]杨高林.网络银行营销概论[M].中国金融出版社,2001.2
[24]朱正罡.国有商业银行国际化经营战略[M].中国金融出版社,2004.6
[25]商业文等.商业银行差异化营销[M].上海译文出版社,2003
[26]孙森.网上银行[M].中国金融出版社,2004.2
[27]李兴智、丁凌波.网上银行理论与实务[M].清华大学出版社,2003.4
[28]林桦、潘平子.金融产品营销.中国时代经济出版社,2001.11
[29]周平.网上银行[M].周国财政经济出版社,2001.3
[30]陆剑清.金融营销管理[M].立信会计出版社,2002.2
[31]孙森.网络银行[M].中国金融出版社,2004.2
[32]尚华娟.新经济与网络银行[M].上海译文出版社,2003.1
[33]玛丽·J·克罗宁.互联网上的银行与金融[M](王俊译.)经济科学出版社,2001.11
[34]周建波、刘志梅.金融服务营销学[M].中国金融出版社,2004.9
[35]张晶.论我国网上银行的发展与完善.首都经济贸易大学,2006
[36]李雪峰.招商银行网上银行建设的研究[M].北京对外经济贸易大学,2006
[37]王蕾.大连农行网上银行市场营销策略研究[M].大连理工大学,2006
[38]张桐赫.网络银行法律监管现状及进路分析[M].吉林大学,2005
[39]屈昕.农行湖南省分行网络金融的服务营销策略研究[N].长沙:湖南大学,2005
[40]周勇.中国建设银行的网上银行发展策略研究[N].中南大学,2004
[41]薛菲.论营销组合策略在我国网上银行发展中的运用[M].南京航空航天大学,2004
[42]周璇.我国商业银行个人理财产品营销研究[N].首都经济贸易大学,2005
[43]袁仕福.邮政储蓄银行营销策略创新研究[N].中南大学,2003
[44]郝渊晓等.银行营销学[M].中山大学出版社,2004.9
[45]De Young.Robert,The financial performance of pure play intemet bank Economic Perspectives[N],American Banker,2001
[46]F Li,Internet banking:from new distribution channel to new business models[J],International Journal of Business Performance Management Volume 4,P 136 - 160
[47]Ron Adner,Intemet Banking in the UK[J],Barclays,2001- faculty.
[48]F Li,the Internet and the Deconstruction of the Integrated Banking Model[J],British Journal of Management,Volume 12 Issue 4 Page 307 - December 2001
[49]De Young.Robert,Internet-only banking is down but shouldn't be counted out[N],American Banker,2002-12-04
[50]Ptacek.Megan J,USA branch latest to shift strategy away from internet[N],American Banker.2003-04-04
[51]Research-Chinese Internet Research Center,P7-10
[52]Steve Cocheo,First Net bank to add branches to its mix[J],ABA Banking Journal,Vol.88,1996
[53]Peter S.Rose,Commercial Bank Management[M],McGraw-Hill,2000
[54]Anthony Saunders,Financial Institutions Management[M],2000
[55]Direct Line appoints Merchant to broaden financial services brand[J],Marketing Week (UK),05/20/99,Vol.22 Issue 16,p6
[56]Gerrard,Philip,Why consumers are not using internet banking:a qualitative study[J],Journal of Services Marketing,Volume 20,Number 3,2006,p160-168(9)
[57]Fred Tannenbaum.Staff Writer,Bank brand not just ads,analysts say.http://www.bizj oumals.com/charlotte/stories/2001/09/03/story7.html
[58]Wells,Keith,Do financial services brands have a future?[J],Banker,Jun,2002.Vo 1.152Issue916,p72
[59]Martyn Williams,Sony considering creation of Internet bank,www.cnn.com,1999
[60]Paul Buse,Jennifer Davis,Does Your Bank Insurance Cover Web Banking?[J],ABA Banking Journal,Vol.90,1998