首页 >  华体汇app安卓下载专栏 >  论文 >  财税论文 >  金融机构论文 >  MBA毕业论文_银行浙江分行ETC业务营销策略研究_孙杰(Mou_mouPDF

MBA毕业论文_银行浙江分行ETC业务营销策略研究_孙杰(Mou_mouPDF

华体汇app安卓下载大小:4005KB(压缩后)
文档格式:PDF
华体汇app安卓下载语言:中文版/英文版/日文版
支持系统:Win9X/XP/Vista/7/8/10
解压密码:m448
更新时间:2022/1/6

类型:金牌华体汇app安卓下载
积分:--
推荐:升级会员

   ==>> 点击下载文档


相关下载
推荐华体汇app安卓下载
内容简介
ETC支付场景兼具高频应用、客群价值高等特点,对促进Y银行浙江分行 信用卡业务以及揽储、获新、获得流量和新的增量市场具有重要价值。同时,推 广ETC业务也是为了响应国家政策号召和满足省分行考核目标的需要。在突如 其来的激烈的用户争夺战中,Y银行浙江分行为了快速抢占ETC用户市场份额, 亟需制定针对性的营销策略。 随着服务业快速发展,营销理论界对服务营销特性进行了深入研究,服务营 销理论也得到了广泛应用。本文依托服务营销理论,运用比较分析法和调查研究 法等,通过对Y银行浙江省分行ETC业务环境相关调研数据分析,以及对比借 鉴其他银行ETC业务营销特色,对Y银行浙江省分行ETC业务营销策略进行了 设计。首先,对国内外ETC业务发展概况进行对比分析,并进行了宏观环境的 PEST分析,结合波特五力模型对竞争环境进行了分析,获得有关ETC营销的机 遇与挑战。然后对Y银行浙江分行的资源和能力、ETC营销现状进行梳理,并 通过问卷调研指出其存在的问题。最后,通过STP分析,进行了具体营销策略 优化设计,并给出具体的保障措施。 本文认为,Y银行浙江省分行ETC营销还存在产品定位模糊、价格设置粗 略、渠道单一、促销方式僵化、业务人员数量少和专业性不足,形象展示过于传 统、不够精准以及流程繁琐、服务体验差等问题。具体的营销策略的优化包括: 安全性能提升、定制化产品服务和融合化的产品功能以及ETC设备免费提供和 安装,通行费折扣差异化定价;线下渠道优化和线上渠道开辟ETC办理入口; 多样化促销方式组合;增加人员数量、提升人员专业性和服务水平;充分挖掘线 上媒体资源优势,开展各项公关活动;优化服务流程,实行服务标准化。 关键词:ETC,服务营销,STP分析,营销策略 浙江工业大学博士/硕士学位论文 II RESEARCH ON MARKETING STRATEGY OF ETC BUSINESS OF Y BANK ZHEJIANG BRANCH ABSTRACT The ETC payment scenario has both high-frequency applications and high customer value. It is of great value in promoting the credit card business of Bank Y of Zhejiang Branch, as well as the acquisition of new deposits, new traffic, and new incremental markets. At the same time, the promotion of ETC business is also in response to national policy calls and to meet the needs of provincial branch evaluation goals. In the sudden and fierce battle for users, Bank Y of Zhejiang Branch quickly seized the market share of ETC users, and urgently needed to develop a targeted marketing strategy. With the rapid development of the service industry, the marketing theory community has conducted in-depth research on the characteristics of service marketing, and service marketing theory has also been widely used. Based on service marketing theories, this paper uses comparative analysis and survey research methods to analyze the ETC business environment of Bank Y of Zhejiang Branch, and compare the characteristics of other banks' ETC business marketing. The strategy was designed. First, it analyzes and compares the development of ETC business at home and abroad, and conducts a PEST analysis of the macro environment. It analyzes the competitive environment in combination with the Porter five-force model, and obtains the opportunities and challenges related to ETC marketing. Then sort out the resources and capabilities of Bank Y of Zhejiang Branch and the current status of ETC marketing, and point out its problems through questionnaire surveys. Finally, through STP analysis, specific marketing strategy optimization design was carried out, and specific safeguard measures were given. Y银行浙江分行ETC业务营销策略研究 III This article believes that ETC marketing of Bank Y Zhejiang Branch also has fuzzy product positioning, rough price settings, single channels, rigid promotion methods, small number of business personnel, and insufficient professionalism. The image display is too traditional, inaccurate, cumbersome processes, and poor service experience. And other issues. The optimization of specific marketing strategies includes: improved security performance, customized product services and integrated product functions, and free provision and installation of ETC equipment, differentiated pricing of toll discounts; offline channel optimization and online channels to open ETC processing entrances; Diversify the combination of promotional methods; increase the number of personnel, improve the professionalism and service level of personnel; fully tap the advantages of online media resources, carry out various public relations activities; optimize service processes, and implement service standardization. KEY WORDS: ETC, service marketing, STP analysis, marketing strategy 浙江工业大学博士/硕士学位论文 IV 目 录 摘要 .I ABSTRACT .....................II 目 录 .............................IV 插图清单 .......................VII 附表清单 ......................VIII 第一章 绪 论 .................1 1.1 研究背景 ............1 1.2 研究目的和意义 1 1.2.1 研究目的 .1 1.2.2 研究意义 .2 1.3 研究现状 ............2 1.3.1 国内研究现状 ........................2 1.3.2 国外研究现状 ........................4 1.3.3 研究综述 .5 1.4 研究内容与方法 5 1.4.1 研究内容 .5 1.4.2 研究方法 .6 第二章 相关概念与理论 .8 2.1 相关概念 ............8 2.1.1 ETC的概念 ............................8 2.1.2 ETC的工作流程及特点 ........8 2.2 相关理论 ............9 2.2.1 营销理论 .9 2.2.2 STP分析 11 2.2.3 相关分析工具 ......................12 第三章 营销外部环境分析 ..........................15 3.1 国内外ETC发展概况 ...................15 3.1.1 国外状况 ..............................15 Y银行浙江分行ETC业务营销策略研究 V 3.1.2 国内状况 ..............................17 3.1.3 国内外状况对比 ..................18 3.2 宏观环境分析 ..19 3.2.1 政策环境 ..............................19 3.2.2 经济环境 ..............................19 3.2.3 社会环境 ..............................21 3.2.4 技术环境 ..............................21 3.3 竞争环境分析 ..22 3.3.1 现有竞争者分析 ..................22 3.3.2 供应商议价能力 ..................25 3.3.3 客户讨价还价的能力 ..........26 3.3.4 替代品威胁 ..........................26 3.3.5 潜在进入者 ..........................27 3.4 其他银行营销特色分析 .................27 第四章 营销内部环境分析 ..........................31 4.1 Y银行介绍 .......31 4.1.1 概况介绍 ..............................31 4.1.2 资源和能力分析 ..................31 4.2 ETC营销现状 ..35 4.2.1 产品 .......35 4.2.2 价格 .......36 4.2.3 渠道 .......36 4.2.4 促销 .......37 4.2.5 人员 .......37 4.2.6 有形展示 ..............................38 4.2.7 服务过程 ..............................38 4.3 ETC业务满意度调研 .....................40 4.3.1 问卷设计 ..............................41 4.3.2 问卷调研 ..............................41 4.3.3 结果分析 ..............................42 4.4 Y银行浙江分行ETC营销存在的问题 ........................51 4.4.1 产品定位模糊,价格设置不科学 .....................51 4.4.2 渠道单一,促销方式照搬信用卡业务 .............52 浙江工业大学博士/硕士学位论文 VI 4.4.3 业务人员数量少,专业性不足 .........................52 4.4.4 形象展示过于传统,不够精准 .........................53 4.4.5 流程繁琐,服务体验较差 ..53 第五章 Y银行ETC产品营销策略优化 .....54 5.1 STP分析 ...........54 5.1.1 市场细分 ..............................54 5.1.2 目标市场 ..............................59 5.1.3 市场定位 ..............................60 5.2 基于服务营销理论的营销策略优化设计 ....................60 5.2.1 产品优化 ..............................60 5.2.2 定价优化 ..............................62 5.2.3 服务渠道或网点优化 ..........63 5.2.4 促销优化 ..............................65 5.2.5 人员优化 ..............................66 5.2.6 有形展示优化 ......................66 5.2.7 服务过程优化 ......................67 5.3 营销策略的实施保障 .....................68 5.3.1 ETC营销观念转变 ..............68 5.3.2 ETC营销机构设置调整 ...70 5.3.3 营销队伍建设 ......................72 5.3.4 技术支持保障 ......................72 5.3.5 资源支持体系 ......................73 第六章 结论与展望 .......74 6.1 研究结论 ..........74 6.2 研究展望 ..........76

版权所有: 华体汇app下载©2005-2022 客服电话: 0411-88895936 18842816135

华体汇app下载