华夏银行“学生e家”手机银行设计方案

发布时间：2018-04-29 01:31

本文选题：手机银行 + 移动金融　；参考：《河北金融学院》2015年硕士论文

【摘要】：随着移动互联网金融的迅速发展,手机银行越来越成为改变金融业竞争格局的新型服务渠道。同时,随着人们对于手机使用频率的不断增加,手机银行成为现代商业银行应对激烈市场竞争的一种必然选择。目前,各家银行推出的手机银行功能已基本实现多样化、全面化。因此,各家银行在手机银行业务发展过程中应加大创新,实现手机银行功能和服务的个性化、特色化,走差异化路线。本文通过针对学生群体设计华夏银行“学生e家”手机银行产品,试图为华夏银行手机银行的发展提供差异化的创新路线。通过实际调研学生群体的金融需求和生活需求,为学生群体量身定做最需要的手机银行服务和功能。本产品分为“华夏金融”和“华夏生活”两大模块。华夏金融版块包括账户查询、转账汇款、投资理财、预约取现四项基础金融服务,致力于提供最常用、最优惠、最便捷的基础金融服务,提供最优质的客户体验。华夏生活版块包括充值缴费、银联商盟、行政教育、旅行娱乐四项增值金融服务,为学生群体量身打造最便捷、最时尚、最优惠的生活金融服务。“学生e家”手机银行的开发和设计,在保证安全性、便捷性的基础上,试图针对学生这一特定人群对于机银行的功能做出完善和创新,实现手机银行功能的专业化、差异化、时尚化。本文在写作上分为六个部分,第一章为基本概念和设计理念,主要介绍手机银行的发展现状和发展趋势。第二章为市场调查和结果分析,主要从市场、银行和客户三个角度进行调研和分析。通过问卷调查、查阅文献等方法对手机银行市场发展现状、华夏银行手机银行特点以及学生群体对手机银行的服务需求进行定性和定量分析,得出开发学生版手机银行的必要性和可行性。第三章对设计的手机银行产品的的功能和服务进行了详细的介绍。第四章为竞争能力分析,主要从银行同业、华夏银行、学生客户三个方面对“学生e家”手机银行的市场竞争能力进行分析。第五章为风险和收益分析,从手机银行产品存在的安全风险、操作风险、市场风险和法律风险进行分析,并给出应对措施。第六章为营销策略分析,充分发挥银行网点的渠道优势,结合手机媒体优势,实施“线上线下”双渠道并重的发展策略,有效进行“学生e家”手机银行的营销推广。
[Abstract]:With the rapid development of mobile Internet finance, mobile banking has become a new service channel to change the competition pattern of the financial industry. At the same time, with the increasing frequency of mobile phone use, mobile banking has become an inevitable choice for modern commercial banks to cope with the fierce market competition. The function of the bank is basically diversified and comprehensive. Therefore, each bank should increase innovation in the development process of mobile banking business, and realize the personalized, characteristic and dissimilated route of the function and service of the mobile bank. The development of the bank provides a differentiated and innovative route. Through the actual investigation of the financial needs and life needs of the student group, the most needed mobile banking services and functions are tailored to the student group. This product is divided into two modules: "China finance" and "Chinese life". Finance, make an appointment to take four basic financial services, to provide the most commonly used, most favorable, and most convenient basic financial services to provide the best customer experience. The Chinese life section includes four value-added financial services, including recharge payment, UnionPay, administrative education, travel and entertainment, the most convenient, most fashionable and optimal for the student group. The development and design of the "student e home" mobile bank, on the basis of ensuring safety and convenience, tries to improve and innovate the function of the students for the machine bank on the basis of ensuring the security and convenience, and realizes the specialization, differentiation and fashion of the function of the mobile bank. This article is divided into six parts in the writing, the first chapter For the basic concept and design concept, this paper mainly introduces the development status and development trend of mobile banking. The second chapter is the market investigation and the result analysis, mainly from the market, the bank and the customer three angles to carry on the investigation and analysis. Through the questionnaire survey, consult the literature and other methods to the mobile bank market development status, the Huaxia Bank cell phone bank characteristic And the qualitative and quantitative analysis of the service demand of the cell phone bank by the student group and the necessity and feasibility of developing the student version of the mobile bank. The third chapter gives a detailed introduction to the function and service of the designed mobile banking products. The fourth chapter is the analysis of the competition ability, the main part is from the bank, the Huaxia Bank and the student customer three. The fifth chapter is the analysis of the market competition ability of the "student e" mobile bank. The analysis of the risk and income, the analysis of the security risk, the operation risk, the market risk and the legal risk of the mobile banking products, and the countermeasures. The sixth chapter is the marketing strategy analysis to give full play to the channel advantages of the bank network. Combined with the advantages of mobile media, we should implement the development strategy of "online and offline" dual channel, and effectively promote the marketing of "student e home" mobile banking.

【学位授予单位】：河北金融学院
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F832.2

【参考文献】