江苏农行手机银行业务营销发展对策研究

发布时间：2018-09-04 12:19

【摘要】：随着3G等移动技术的不断普及,到2011年底,我国移动手机一卡通支付用户规模达到2.21亿户,移动支付市场收入规模达到52.4亿元,未来3年国内手机支付市场规模将保持40%的高速持续增长。手机银行作为最贴近终端零售用户的一种渠道,可以在任何时间、任何地点提供给客户完善、丰富的金融服务,这将有效带动银行各项业务的增长。面对广阔的市场前景,手机银行领域的竞争全面加速,江苏农行要想在未来竞争中立于不败之地,就必须尽快厘清手机银行的相关营销发展策略。本文运用现代营销学、管理学、金融学、金融服务创新等的相关理论,从江苏农行手机银行营销和发展中存在的主要问题着手,采用比较分析、环境分析、SWOT分析、案例分析等方法,对江苏农行手机银行营销的宏观环境及内外部发展环境等进行了深入研究,得出以下主要结论： 1.江苏农行营销和发展手机银行有着重要的意义且面临着较好的环境。无论是政策、经济、社会和技术等环境均十分利于江苏农行手机银行业务的发展,且发展手机银行业务有利于江苏农行进一步提升竞争力、进一步提高中间业务收入、进一步服务好各方客户。 2.国内外手机银行的营销和发展模式对江苏农行有着积极的借鉴作用。国外同业的产品运作模式和合作方式对江苏农行移动支付产品研发和营销有着关键的启示作用,国内同业手机银行的营销举措和发展历程将会极大地调动江苏农行发展此项业务的热情。 3.江苏农行手机银行的营销和发展有着很大的优势和存在着极好的市场机会,但同时也面临着不少的劣势和威胁。 4.建议江苏农行采取四个方面的对策来营销和发展其手机银行业务：一是发挥优势抓住机遇的SO战略；二是抓住机会克服劣势的WO战略；三是发挥优势避免威胁的ST战略；四是减小劣势回避威胁的WT战略。希望本文提出的手机银行营销发展策略及建议,能够对江苏农行的手机银行业务的发展具有一定的参考价值和促进意义,并为我国商业银行,尤其是国有股份制商业银行的手机银行建设提供参考。
[Abstract]:With the continuous popularization of 3G and other mobile technologies, by the end of 2011, the scale of mobile phone card payment users has reached 221 million, and the scale of mobile payment market revenue has reached 5.24 billion yuan. In the next three years, the domestic mobile phone payment market will maintain a high-speed and sustained growth of 40%. Mobile banking, as a channel closest to the terminal retail users, can provide customers with perfect and rich financial services at any time and anywhere, which will effectively drive the growth of all kinds of banking business. In the face of broad market prospect, the competition in the field of mobile banking accelerates in an all-round way. If Agricultural Bank of Jiangsu wants to be invincible in the future competition, it must clarify the relevant marketing development strategy of mobile bank as soon as possible. Based on the relevant theories of modern marketing, management and financial service innovation, this paper begins with the main problems existing in the marketing and development of Jiangsu Agricultural Bank's mobile phone bank, and adopts comparative analysis, environmental analysis and SWOT analysis. This paper studies the macro environment and internal and external development environment of Jiangsu Agricultural Bank's mobile phone bank by case study, and draws the following main conclusions: 1. Jiangsu Agricultural Bank's marketing and development of mobile bank has important significance and is facing a better environment. Both the policy, economic, social and technological environments are very conducive to the development of Jiangsu Agricultural Bank's mobile banking business, and the development of mobile banking business is conducive to Jiangsu Agricultural Bank's further enhancing its competitiveness and further increasing its intermediate business income. Further service to all customers. 2. The marketing and development model of mobile bank at home and abroad has positive reference function to Jiangsu Agricultural Bank. The product operation mode and cooperation mode of foreign counterparts have a key enlightening effect on the development and marketing of Jiangsu Agricultural Bank Mobile payment products. The marketing initiatives and development of domestic interbank mobile banks will greatly mobilize the enthusiasm of Jiangsu Agricultural Bank to develop this business. The marketing and development of Jiangsu Agricultural Bank Mobile Bank has great advantages and excellent market opportunities, but at the same time it also faces many disadvantages and threats. It is suggested that Agricultural Bank of Jiangsu should adopt four countermeasures to market and develop its mobile banking business: first, the SO strategy of taking advantage and seizing the opportunity; secondly, seizing the opportunity to overcome the disadvantage of the WO strategy; third, giving play to the advantages and avoiding the threat of the ST strategy; Fourth, the WT strategy of reducing inferiority and avoiding threats. It is hoped that the mobile banking marketing development strategies and suggestions in this paper will be of certain reference value and promotion significance to the development of Jiangsu Agricultural Bank's mobile banking business, and will be helpful to the commercial banks of our country. In particular, the state-owned joint-stock commercial banks mobile banking construction to provide reference.
【学位授予单位】：南京农业大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.2

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