Institutional Repository of MBA Education Center
作者 | 张笃 |
姓名汉语拼音 | Zhang Du |
学号 | 2020000011085 |
培养单位 | 兰州财经大学 |
电话 | 15193118313 |
电子邮件 | 1002167645@qq.com |
入学年份 | 2020-9 |
学位类别 | 专业硕士 |
培养级别 | 硕士研究生 |
一级学科名称 | 工商管理 |
学科代码 | 1251 |
第一导师姓名 | 陈芳平 |
第一导师姓名汉语拼音 | Cheng Fangping |
第一导师单位 | 兰州财经大学 |
第一导师职称 | 教授 |
题名 | 数字化转型下交通银行G分行零售客户营销策略优化研究 |
英文题名 | Research on Optimization of Retail Customer Marketing Strategy of Bank of Communications G Branch under Digital Transformation |
关键词 | 数字化转型 交通银行G分行 零售客户 营销策略优化 |
外文关键词 | Digital transformation ; Bank of Communications G branch ; Retail Customers ; Marketing strategy optimization |
摘要 | 随着信息技术的不断发展,新兴的科技创新成果被应用到金融领域,大数据、人工智能、区块链等技术深入到银行业务领域的方方面面,迫使商业银行在金融科技领域加大投入,以此深化数字化转型,继而从商业模式、战略、组织架构乃至营销方式等多个层面进行数字化变革,应对加剧的市场竞争。数字经济的迅猛增长加速商业银行收缩传统物理网点,改变商业银行营销方式,这对商业银行来说也是一次重大的挑战和机遇。因此,在深化数字化转型的背景下,研究采用数字营销的方式打造新型零售客户营销策略具有重要的现实意义。 本文研究基于整合营销理论、客户关系管理理论、数字化转型、STP理论,利用文献研究、问卷调查等方法进行系统研究。论文主要分为六个部分,首先对交通银行G分行零售客户发展情况、资产分布、产品覆盖情况、渠道使用情况等数据进行分析,说明交通银行G分行现行零售客户营销策略;其次结合问卷调查,对比业内领先银行,发掘G分行在发展中存在的问题和不足;并分析归因。针对存在的问题,本文认为在数字化转型加速的背景下,交通银行G分行应当充分利用数字技术优化零售客户营销策略,具体包括强化以数据治理为基础的精准营销策略、构建数字化整合营销策略、建设辅助营销的智能决策支持策略、形成以零售数字化营销中台为核心的客户经营策略。通过数字管理和营销方式进一步提升客户体验。在营销策略优化的保障措施方面,主要是完善人才队伍建设、加强运营制度管理 、加快开放银行建设、强化数据安全建设等方面,通过保障措施的落实,推动营销策略优化顺利实施。 |
英文摘要 | With the continuous development of information technology, emerging technological innovations are being applied to the financial sector, and technologies such as big data, artificial intelligence, and blockchain are penetrating into all aspects of the banking business, forcing commercial banks to invest more in the field of financial technology as a way to deepen their digital transformation and then make digital changes at various levels, such as business models, strategies, organizational structures, and even marketing methods, to cope with the intensified The rapid growth of the digital economy has accelerated the growth of commercial banks. The rapid growth of the digital economy has accelerated the shrinkage of traditional physical branches and changed the marketing methods of commercial banks, which is also a major challenge and opportunity for commercial banks. Therefore, in the context of deepening digital transformation, it is of great practical significance to study the adoption of digital marketing to create a new retail customer marketing strategy. The research in this article is based on integrated marketing theory, customer relationship management theory,digital transformation theory,stp theory, and systematic research using literature research and a questionnaire survey. The article is divided into six parts. Firstly, the data of retail customer development, asset distribution, product coverage, and channel usage of Bank of Communications Branch G are analyzed to illustrate the current retail customer marketing strategy of Bank of Communications Branch G. Secondly, combined with the questionnaire survey, the problems and shortcomings in the development of Branch G are discovered in comparison with the leading banks in the industry, and the attribution factors are analyzed. In response to the existing problems, this paper argues that in the context of accelerated digital transformation, Bank of Communications Branch G should make full use of digital technology to optimize its retail customer marketing strategy, specifically by strengthening a precise marketing strategy based on data governance, building a digital integrated marketing strategy, constructing an intelligent decision support strategy to assist marketing, and forming a customer management strategy with a retail digital marketing middle desk as the core. The customer experience is further enhanced by means of digital management and marketing. In terms of safeguards for marketing strategy optimization, we mainly improve the construction of the talent team, strengthen the management of the operation system, accelerate the construction of the open bank, and strengthen the construction of data security, etc. Through the implementation of safeguards, we will promote the smooth implementation of marketing strategy optimization. |
学位类型 | 硕士 |
答辩日期 | 2023-05-29 |
学位授予地点 | 甘肃省兰州市 |
语种 | 中文 |
论文总页数 | 69 |
参考文献总数 | 52 |
馆藏号 | 0005405 |
保密级别 | 公开 |
中图分类号 | F203.9/1057 |
文献类型 | 学位论文 |
条目标识符 | http://ir.lzufe.edu.cn/handle/39EH0E1M/34049 |
专题 | MBA教育中心 |
推荐引用方式 GB/T 7714 | 张笃. 数字化转型下交通银行G分行零售客户营销策略优化研究[D]. 甘肃省兰州市. 兰州财经大学,2023. |
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