【作者】 林晓林；

【导师】 翁君奕；

【作者基本信息】 厦门大学 ， 工商管理， 2002， 硕士

【摘要】 随着中国加入WTO，银行卡业务已经成为国内外各银行竞争的焦点。与银行卡业务紧密相关的改善用卡环境产品一自动柜员机(ATM)也面临极为广阔的发展前景。根据中国银联的规划，中国大陆近年将新增大量ATM。同时中国人民银行1999年规定今后银行采购的ATM中，国产设备需占30％，国产ATM面临前所未有的发展机遇。 深圳CT公司是创立于1994年的民营高科技企业，目前已成为国内著名的金融自助设备提供商，其银行多媒体查询机广泛应用于中国各大银行。2000年底CT公司成功研发新一代ATM技术并拥有完全知识产权。多媒体查询机与ATM组合成自助银行，可提供现金与非现金业务服务，至此CT公司成为国内唯一一家提供自主知识产权的小型自助银行整体解决方案的厂商。 目前中国大陆的ATM大多数为国外进口，具有价格高、抗暴性差，功能单一，客户界面不友好，维护难等问题。CT公司的ATM在设计上就很好地解决了以上问题。同时通过技术和生产制造上的优势，保证了CT公司可以比竞争对手提供更好的产品和服务。 随着银行竞争的加剧，为配合各自的业务推广，各银行对ATM的功能要求越来越不同。CT公司具有多年银行自助设备应用经验，对客户需求理解深刻；系统设计及应用软件均为自行设计，可以很方便地进行更改；结合以上优势，CT公司可以为各银行提供定制ATM的服务，使之成为竞争对手无法模仿的竞争优势。 CT公司的营销策略突出“客户化定制”的品牌形象，以新兴的中小型商业银行和外资银行作为目标市场，进行整合营销传播。 CT的ATM产品与服务具有创新和竞争优势，投资回报率可达70.65％，项目市场前景良好，具有可观的盈利能力。更多还原

【Abstract】 As China enters WTO,The card business has become the point of bank competition;there is a great opportunity for development of Automatic Teller Machine (ATM). According to the planning of China Yinglian Company,China will increase a great deal of ATMs in recent years. The peoples bank of china prescribe in 1999 that when Chinese banks buy ATMs,the proportion of homemade ATM must over 30%.Shenzhen CT Company was set up as hi-tech enterprise in 1994. It becomes the famous Bank Self-service system provider in China mainland now. Its Bank Self-service machines are used in many banks in china mainland. By the end of 2000,CT Company has successfully developed the anti violence ATM technology. ATM and Self-service machine can form the mini self-service banking center;so CT Company has become the unique company in china which can provide own self-service banking solution.The most of ATMs in china mainland are imported. The interface of these ATMs is not friendly for Chinese,and the function is simple. They are expensive and inconvenient for maintenance. The ATM of CT Company could resolves these problems,and CT Company has many advantages in R&D and production,it could provider better product and service than its competitor.As the competition among banks becomes intense,banks will need different functions of ATM to promote their own business. CT Company has rich experience and deep understanding in bank self-service machine. The ATM structure and software,developed by CT Company itself,could be changed according to customer’ s needs conveniently,i.e.,CT Company could provides customizing machine. And this is the unique competitiveadvantage and it is difficult for other competitor to imitate it.The target market of ATMs of CT Company is small & medium commercial banks and foreign banks. CT Company will build unique image of brand - "banks will have customizing ATMs only they need" in the target market.CT Company’ s ATM project is creative and has competitive advantage. The project is profitable,the IRR is 70.65%.更多还原