营口银行网络金融业务发展的问题及对策

营口银行网络金融业务发展的问题及对策摘要网络金融业务在银行已有一段发展的历史，随着网络技术和金融行业的进一步发展，许多银行将原有的电子银行业务整合成为网络金融业务，象征着网络金融业务在银行业的进一步规范和标准化。在此期间网络金融业务的重要程度也一直提升。随着市场的飞速进步，网络金融业务服务得到更多人群及市场的广泛关注，但其中仍有许多问题存在。营口银行作为营口地区重要的地方股份制商业银行，开展网络金融业务的时间并不晚，但随着发展过程逐渐暴露出其在服务方面仍然存在许多不足。本文着重探究营口银行在经营网络金融业务中存在的问题，同时也反映了市场中商业银行在网络服务中普遍存在的问题。问题的产生并非一蹴而就，且很多问题的发生经过多年沉淀，积重难返，但并非不可避免无法解决。本文通过针对营口银行的客户群体，通过随机抽样发放调查问卷的方式对其网络金融业务发展现状和对营口银行网络金融业务服务的客户使用情况进行调查，对样本特征和调查数据分析过后，认为营口银行主要存在以下问题：产品设计竞争力不足、缺乏特色化服务和营销模式、营销有效性差、已上线服务推广能力不够。针对问题给出对策及建议：加强网络金融业务的创新、加强宣传力度、加强制度建设完善营销，以期进一步增强营口银行网络金融业务的服务水平。关键词：网络服务：电子银行：金融业务AbstractElectronic banking has a long history of development in banks.With the furtherdevelopment of the Internet and financial environment,many banks have changed theintegration of electronic banking services into network finance services,symbolizing theexpansion and further standardization of commercial banks'network finance services.Duringthis period,the importance of network financial business has been promoted.With the rapidprogress of the market,network financial services have been widely concerned by morepeople and the market,but there are still many problems.As an important local joint-stockcommercial bank in Yingkou area,Yingkou Bank has not been late in developing networkfinance business,but with the development process,it is exposed that there are still manydeficiencies in its service.This paper focuses on the yingkou Bank in the operation ofnetwork financial business problems,but also reflects the market commercial banks in thenetwork service widespread problems.The emergence of problems is not overnight,and theoccurrence of many problems after years of precipitation,irretrievable,but not inevitable andcannot be solved.In this paper,targeted at the customer groups of Yingkou Bank,questionnaires are randomly distributed to investigate the development status of its onlinefinancial services and the use of its online financial services by customers.After analyzing thesample characteristics and survey data,it is concluded that Yingkou Bank mainly has thefollowing problems:Lack of competitiveness in product design,lack of characteristic serviceand marketing mode,poor marketing effectiveness,and insufficient ability to promote onlineservices.In view of the problems,countermeasures and suggestions are given:strengthen theinnovation of network financial business,strengthen publicity,strengthen system constructionand perfect marketing,in order to further enhance the service level of Network financialbusiness of Yingkou Bank.Keywords:Network Service;E-banking;Financial Business目录摘要.Abstract......绪论1网络金融业务概述21.1网络金融业务的定义21.2网络金融业务的类型1.3网络金融业务的必要性…22营口银行网络金融业务发展现状调查42.1调查问卷设计及过程..42.2调查情况.…2.3样本特征…2.4营口银行网络金融业务调查数据分析…52.4.1银行间网络服务差异化调查结果分析52.4.2对产品认识程度调查结果分析..62.4.3工作人员服务状态调查结果分析.83营口银行网络金融业务发展面临的问题.103.1缺乏特色化服务和营销模式….103.2软件设计竞争力不足…103.3上线服务的推广能力不够，.113.4服务人员营销有效性差.…124营口银行网络金融业务发展问题的对策与建议.144.1完善客户管理和特色服务144.2提高科技创新水平….154.3推广多区域网络服务..164.4加强制度建设完善营销.17结论….19致谢20参考文献.21f录22