声明
Abstract
摘要
The Table of Contents
Chapter 1 Introduction
1．1 The Basic and Significance of the Topics
1．1．1 Research background
1．1．2 Thesis objectives
1．2 Current Status of the Research
1．2．1 Research in E-banking at abroad
1．2．2 Research in E-banking at Vietnam
1．3 Research Thinking，Contents，and Methods
1．3．1 Research thinking
1．3．2 Research methods
Chapter 2 Basic Definitions and Related Theories
2．1．1 Definition of E-Banking services
2．1．2 Classification of E-Banking services
2．1．3 Advantages or e-Banking services
2．1．4 Risks facing with e-banking services
2．2 Financial Innovation Theories
2．2．1 Innovation diffusion theory
2．2．2 Technology acceptance model
2．2．3 Transaction cost innovative theory
2．3．1 The SUP strategy process of commercial banks
2．3．2 Marketing mix strategy of commercial banks
2．3．3 SWOT analysis
Chapter 3 Marketing Environment Analysis of Vietinbank's E-banking Services
3．1 External Environment Analysis
3．1．1 Macro environment analysis
3．1．2 Industrial environment analysis
3．1．3 Competitive landscape analysis
3．2 Internal Environment Analysis
3．2．1 Long term development strategy of Vietinbank
3．2．2 Financial position of Vietinbank
3．2．3 The quality of Vietinbank’s human resource
3．2．4 Current E-Banking services in Vietinbank
3．3 SWOT Analysis
3．3．1 Strength analysis
3．3．2 Weakness analysis
3．3．3 Opportunity analysis
3．3．4 Threats analysis
Chapter 4 Suggesting a Marketing Strategy for Vietinbank's E-banking Services
4．1 Marketing Goals of Vietinbank
4．2 STP Strategy
4．2．1 Segmentation
4．2．2 Targeting
4．2．3 Positioning
4．3 4Ps Strategy
4．3．1 Product strategy
4．3．2 Price strategy
4．3．3 Place strategy
4．3．4 Promotion strategy
Chapter 5 Practical Method for conducting the Marketing Strategies
5．1 Improving Marketing Process
5．2 Improving Capital and Human Resources Management
5．3 Enhancing after Sale Services
5．4 Enhancing Technology related to E-banking Services
Chapter 6 Conclusions and Prospects
6．1 Main Conclusions of Research
6．2 Prospects of Research
References
Acknowledgement
东北大学;
