深圳MS银行手机银行业务营销组合策略研究

发布时间：2018-04-05 09:46

本文选题：手机银行　切入点：移动金融　出处：《湘潭大学》2016年硕士论文

【摘要】：随着互联网金融的迅猛成长、智能手机的普及,传统银行的服务已经无法满足现代用户的多样化需求,面对如此激烈的市场竞争,国内各大商业银行为保持原有市场地位和用户规模纷纷推出手机银行业务,借此参与到互联网金融竞争的大潮之中。手机银行在为用户提供金融服务的同时,也拓展了银行的服务渠道和市场,推动了移动金融的发展,因此成为了同行业抢占市场的重点业务。深圳MS银行作为股份制银行之一,要想在手机银行市场中寻找一片“蓝海”市场,必须不断完善其业务营销组合策略。本文以市场营销学中的STP理论为视角,对深圳MS手机银行业务的营销组合策略进行了分析。通过对深圳MS银行手机银行的宏观和微观营销环境进行分析,并结合内外部因素进行了SWOT分析,根据营销环境和SWOT分析结果,运用STP营销理论对深圳MS手机银行进行了市场细分,选择合适的目标市场,并确定了深圳MS银行的市场定位。基于上述分析,运用营销组合理论设计了相应的实施策略:在产品策略方面,不断进行产品创新,注重服务的差异化,提供更高质量的用户体验;在价格策略方面,实施渗透定价策略,迅速占领市场,提高顾客让渡价值;在渠道策略方面,需要巩固现有渠道,拓展新兴渠道,并加强手机银行和运营商的合作,共享客户资源;在促销策略方面,利用线上线下多种自媒体传播信息,加强与客户之间的沟通。最后根据深圳MS银行手机银行的实际发展情况提出了一些营销组合策略的保障措施,促进营销策略的有效实施。本文选择深圳MS手机银行作为研究对象,结合相关理论和深圳MS手机银行实际发展情况进行分析,得出相应的营销策略,这些策略和保障措施对于深圳MS银行手机银行业务的发展具有一定的现实意义,对于其他银行的手机银行业务发展也具有一定的理论意义。
[Abstract]:With the rapid growth of Internet finance and the popularity of smart phones, the traditional banking services have been unable to meet the diversified needs of modern users.In order to maintain the original market position and the scale of users, domestic commercial banks have launched mobile banking business to participate in the Internet financial competition.Mobile banking not only provides financial services to users, but also expands the service channels and markets of banks, and promotes the development of mobile finance, so it has become the key business of the same industry to seize the market.As one of the joint-stock banks, Shenzhen MS Bank, in order to find a "Blue Sea" market in the mobile banking market, must constantly improve its business marketing mix strategy.From the perspective of STP theory in marketing, this paper analyzes the marketing mix strategy of MS mobile banking in Shenzhen.By analyzing the macro and micro marketing environment of Shenzhen MS bank mobile phone bank and combining internal and external factors with SWOT analysis, according to the results of marketing environment and SWOT analysis,This paper uses STP marketing theory to segment the market of Shenzhen MS mobile phone bank, selects the appropriate target market, and determines the market position of Shenzhen MS bank.Based on the above analysis, the corresponding implementation strategies are designed by using the marketing combination theory: in product strategy, product innovation, service differentiation, providing higher quality user experience, price strategy,In the aspect of channel strategy, we need to consolidate existing channels, expand new channels, strengthen the cooperation between mobile phone banks and operators, and share customer resources.In the aspect of promotion strategy, we use online and offline media to spread information and strengthen communication with customers.Finally, according to the actual development of Shenzhen MS bank mobile phone bank, some protection measures of marketing combination strategy are put forward to promote the effective implementation of marketing strategy.In this paper, we choose Shenzhen MS Mobile Bank as the research object, combined with the relevant theory and the actual development of Shenzhen MS Mobile Bank to analyze, and get the corresponding marketing strategy.These strategies and safeguard measures have certain practical significance for the development of mobile banking business of Shenzhen MS Bank, and also have certain theoretical significance for the development of mobile banking business of other banks.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F832.2

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