吴中农行惠农通营销策略研究工商管理
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II
The marketing strategy research, ABC Huinong.
Abstract
features ， advantages and the development status of Huinong ， Combined with its
own business , in-depth analysis of its business development and existing problems, put forward to promote the development of agricultural business point of view, and using the related theory of ABC Huinong, Agricultural Bank of China Wuzhong Branch development business is facing the external environment and internal environment analysis of SWOT,Marketing analysis and competitor analysis, This paper puts forward the development target and gives the ABC benefit farmers through business development, must accomplish "precision marketing", focuses on the market positioning, personalized brand and marketing system three strategies. To safeguard the implementation of strategy, this paper developed a strategy for the implementation of security measures, control mechanism, and proposed the development of performance evaluation and control benefit farmers through the development behavior and strategy foundation. Finally, Huinong through the description of business marketing strategy is feasible.
作为一个一级支行，吴中农行兼具业务管理和业务经营的二重特性，目前该行正 处于经营转型期，它更需要结合当地市场，研究制定针对性的经营发展策略来促进吴 中农行的业务发展，惠农通作为金融创新与科技创新相结合的产物，彻底改变了传统 银行的运作模式，能够有力推动全行经营策略转型，发展惠农通业务是当前转型的重 点工作之一。与同业相比，吴中农行电子银行业务也面临着较大的竞争压力，解决好 惠农通业务的发展问题，将对吴中农行的改革发展有着举足轻重的意义。
Key words： Agricultural Bank of China Wuzhong branch；Huinong；marketing strategy；study
Written by Wang Weihong Supevised by Li Xiaofeng
III
目录
第一章 绪 论....................................................................................................................1 1.1 中国农业银行股份有限公司苏州吴中支行简介..................................................1 1.2 研究背景和意义......................................................................................................1 1.3 研究方法及内容......................................................................................................2 1.3.1 研究方法........................................................................................................2 1.3.2 研究内容........................................................................................................2
As a sub-branch，Agricultural Bank of China Wuzhong Branch has the double feature of business management and business operation．It is currently in the period of business transition，According to the local market, it needs to study and formulate the development strategy, business to promote business development of the Agricultural Bank of China wuzhong Branch.Huinong as a product of the combination of financial innovation and the innovation of science and technology, completely changed the traditional mode of operation of the bank, can effectively promote the transformation of business strategy.and the development of Huinong is one of the priorities of the current transformation．Compared with those in the same industry,the e-banking development of Agricultural Bank of China Wuzhong Branch also face greater competitive pressure．To solve the problem of the Huinong development will have a decisive significance for the reform and development of Agricultural Bank of China Wuzhong Branch．
This paper adopts the analysis method of combining theories and real development situation ． Research and development of domestic and foreign electronic banking and theoretical analysis, On the basis of expounding the basic theory such as the concept ，
第二章 国内外研究综述及简要评析................................................................................3 2.1 国外电子银行业务发展概况和特点的研究..........................................................3 2.1.1 国外电子银行业务发展概况........................................................................3 2.1.2 国外电子银行业务特点分析........................................................................3 2.2 国内电子银行业务发展概况和特点的研究..........................................................4 2.2.1 国内电子银行业务发展概况........................................................................4 2.2.2 国内电子银行业务特点分析........................................................................4 2.3 国内外电子银行业务差异分析..............................................................................5 2.4 电子银行营销理论简要评析..................................................................................5
本文采用理论知识与实际发展情况相结合的分析方法，简要分析国内外电子银行 发展与理论研究，并在阐述惠农通业务的概念、特点、优势、发展状况等基本理论的 基础上，结合吴中农行自身业务情况，深入分析惠农通业务发展与存在的问题，提出 必须大力发展惠农通业务的观点，并借鉴国外相关营销理论，对吴中农行发展惠农通 业务面临的外部环境以及内部环境进行 SWOT 综合分析、营销对象分析及竞争对手 分析，提出了发展目标并给出吴中农行发展惠农通业务一定要做到“精准营销”，重 点阐述了市场定位、个性化品牌和营销体系三个策略的选择。为保障策略实施，本文 制订了保障策略实施的相关措施，并提出评价与控制惠农通的发展业绩、发展行为和 策略基础的控制机制。最后，说明吴中农行运用惠农通业务营销策略的可行性。
主要参考文献
吴中农行惠农通营销策略研究
38
2
吴中农行惠农通营销策略研究
中文摘要
பைடு நூலகம்
吴中农行惠农通营销策略研究
中文摘要
随着电子化水平的普及和提高，特别是网络技术的迅猛发展，电子银行业务已经 成为商业银行赖以生存发展的竞争手段。电子银行不仅降低银行经营和营销成本、改 善客户服务质量并提高客户忠诚度，而且能配合银行进行产品细分和市场细分，针对 不同的市场环境和客户群体制订不同的产品策略。近几年来，工、农、中、建等大型 商业银行纷纷加快电子化建设步伐，电子银行业务的同业竞争日趋激烈。
关键词：吴中农行；惠农通；营销策略；研究 作 者：王伟宏 指导老师：李晓峰
I
Abstract
The marketing strategy research, ABC Huinong.
The marketing strategy research, ABC Huinong. Abstract
With the popularization and the enhancement of the electronic level, especially the rapid development of network technology, electronic banking business has become the survival and development of commercial bank's competition means. Not only reduce the bank electronic banking business and marketing costs and improving customer service quality and enhance customer loyalty, and can be matched with the bank product segments and market segmentation, according to the different market environment and customer groups for different product strategies.In recent years，large commercial banks such as the Industrial and Commercial Bank of China(ICBC)，Agricultural Bank of China (ABC)， Bank of China(BOC)and China Construction Bank(CCB)etc．have accelerated the pace of computerization construction，e-banking competition is becoming increasingly fierce．
The marketing strategy research, ABC Huinong.
Abstract
features ， advantages and the development status of Huinong ， Combined with its
own business , in-depth analysis of its business development and existing problems, put forward to promote the development of agricultural business point of view, and using the related theory of ABC Huinong, Agricultural Bank of China Wuzhong Branch development business is facing the external environment and internal environment analysis of SWOT,Marketing analysis and competitor analysis, This paper puts forward the development target and gives the ABC benefit farmers through business development, must accomplish "precision marketing", focuses on the market positioning, personalized brand and marketing system three strategies. To safeguard the implementation of strategy, this paper developed a strategy for the implementation of security measures, control mechanism, and proposed the development of performance evaluation and control benefit farmers through the development behavior and strategy foundation. Finally, Huinong through the description of business marketing strategy is feasible.
作为一个一级支行，吴中农行兼具业务管理和业务经营的二重特性，目前该行正 处于经营转型期，它更需要结合当地市场，研究制定针对性的经营发展策略来促进吴 中农行的业务发展，惠农通作为金融创新与科技创新相结合的产物，彻底改变了传统 银行的运作模式，能够有力推动全行经营策略转型，发展惠农通业务是当前转型的重 点工作之一。与同业相比，吴中农行电子银行业务也面临着较大的竞争压力，解决好 惠农通业务的发展问题，将对吴中农行的改革发展有着举足轻重的意义。
Key words： Agricultural Bank of China Wuzhong branch；Huinong；marketing strategy；study
Written by Wang Weihong Supevised by Li Xiaofeng
III
目录
第一章 绪 论....................................................................................................................1 1.1 中国农业银行股份有限公司苏州吴中支行简介..................................................1 1.2 研究背景和意义......................................................................................................1 1.3 研究方法及内容......................................................................................................2 1.3.1 研究方法........................................................................................................2 1.3.2 研究内容........................................................................................................2
As a sub-branch，Agricultural Bank of China Wuzhong Branch has the double feature of business management and business operation．It is currently in the period of business transition，According to the local market, it needs to study and formulate the development strategy, business to promote business development of the Agricultural Bank of China wuzhong Branch.Huinong as a product of the combination of financial innovation and the innovation of science and technology, completely changed the traditional mode of operation of the bank, can effectively promote the transformation of business strategy.and the development of Huinong is one of the priorities of the current transformation．Compared with those in the same industry,the e-banking development of Agricultural Bank of China Wuzhong Branch also face greater competitive pressure．To solve the problem of the Huinong development will have a decisive significance for the reform and development of Agricultural Bank of China Wuzhong Branch．
This paper adopts the analysis method of combining theories and real development situation ． Research and development of domestic and foreign electronic banking and theoretical analysis, On the basis of expounding the basic theory such as the concept ，
第二章 国内外研究综述及简要评析................................................................................3 2.1 国外电子银行业务发展概况和特点的研究..........................................................3 2.1.1 国外电子银行业务发展概况........................................................................3 2.1.2 国外电子银行业务特点分析........................................................................3 2.2 国内电子银行业务发展概况和特点的研究..........................................................4 2.2.1 国内电子银行业务发展概况........................................................................4 2.2.2 国内电子银行业务特点分析........................................................................4 2.3 国内外电子银行业务差异分析..............................................................................5 2.4 电子银行营销理论简要评析..................................................................................5
本文采用理论知识与实际发展情况相结合的分析方法，简要分析国内外电子银行 发展与理论研究，并在阐述惠农通业务的概念、特点、优势、发展状况等基本理论的 基础上，结合吴中农行自身业务情况，深入分析惠农通业务发展与存在的问题，提出 必须大力发展惠农通业务的观点，并借鉴国外相关营销理论，对吴中农行发展惠农通 业务面临的外部环境以及内部环境进行 SWOT 综合分析、营销对象分析及竞争对手 分析，提出了发展目标并给出吴中农行发展惠农通业务一定要做到“精准营销”，重 点阐述了市场定位、个性化品牌和营销体系三个策略的选择。为保障策略实施，本文 制订了保障策略实施的相关措施，并提出评价与控制惠农通的发展业绩、发展行为和 策略基础的控制机制。最后，说明吴中农行运用惠农通业务营销策略的可行性。
主要参考文献
吴中农行惠农通营销策略研究
38
2
吴中农行惠农通营销策略研究
中文摘要
பைடு நூலகம்
吴中农行惠农通营销策略研究
中文摘要
随着电子化水平的普及和提高，特别是网络技术的迅猛发展，电子银行业务已经 成为商业银行赖以生存发展的竞争手段。电子银行不仅降低银行经营和营销成本、改 善客户服务质量并提高客户忠诚度，而且能配合银行进行产品细分和市场细分，针对 不同的市场环境和客户群体制订不同的产品策略。近几年来，工、农、中、建等大型 商业银行纷纷加快电子化建设步伐，电子银行业务的同业竞争日趋激烈。
关键词：吴中农行；惠农通；营销策略；研究 作 者：王伟宏 指导老师：李晓峰
I
Abstract
The marketing strategy research, ABC Huinong.
The marketing strategy research, ABC Huinong. Abstract
With the popularization and the enhancement of the electronic level, especially the rapid development of network technology, electronic banking business has become the survival and development of commercial bank's competition means. Not only reduce the bank electronic banking business and marketing costs and improving customer service quality and enhance customer loyalty, and can be matched with the bank product segments and market segmentation, according to the different market environment and customer groups for different product strategies.In recent years，large commercial banks such as the Industrial and Commercial Bank of China(ICBC)，Agricultural Bank of China (ABC)， Bank of China(BOC)and China Construction Bank(CCB)etc．have accelerated the pace of computerization construction，e-banking competition is becoming increasingly fierce．