我国商业银行移动金融发展策略研究

发布时间：2018-02-16 18:23

本文关键词： 商业银行移动金融浦发银行　出处：《安徽大学》2015年硕士论文　论文类型：学位论文

【摘要】：移动金融是指银行等金融机构借助智能手机、iPad等移动设备,采用移动通信技术,为顾客提供的各类金融服务。它突破了传统金融机构物理网点和营业时间的束缚,让人们可以方便、快捷、低廉高效地享受优质的金融服务。智能终端的更新换代和移动网络技术的进步让更多的人能够享受移动金融服务。从转账汇款、投资理财、生活缴费到消费娱乐,人们也越来越依赖移动金融,移动金融的用户群逐渐壮大。同时,在市场需求的推动下,移动金融也在不断发展,功能更加丰富,技术不断改进,服务持续提升。移动金融是在技术、创新和需求的推动下对金融市场尤其是银行业的一场变革,是我国金融的未来。在移动金融队伍中,商业银行的角色不容忽视。作为我国金融市场的重要主体,商业银行一直以来都代表着“金融”。而随着我国改革的进一步深化、利率市场化的逐步推进、互联网金融的异军突起,我国金融市场格局发生了巨大变化,商业银行面临着内部转型升级和外部挑战的双重压力。发展移动金融是我国商业银行实现业务转型和精细化经营的重要契机,也是走信息化道路的关键一步。我国商业银行已经推出的移动金融服务有手机银行、微信银行、移动支付等,但是尚处于起步阶段,存在服务内容不够丰富,用户普及度不高等问题。在移动支付方面我国商业银行尤其缺乏竞争力,阿里的手机支付宝和腾讯的微信支付等第三方支付机构占据了主要市场,移动通信运营商借助其庞大的用户群体也占据了一席之地。因此,发展好移动金融是我国商业银行面临的重要课题,本文主要探索我国商业银行移动金融的发展策略。首先利用PEST模型从外部环境分析出移动金融市场前景广阔,是我国金融行业的未来。并指出我国商业银行的转型压力大,发展移动金融是其转型的重要契机。继而分析了我国商业银行移动金融的发展现状和面临的挑战。主要存在缺乏准确客户定位、产品亟需改进和创新、移动支付产业链主导权的争夺、以及用户接受度不高等问题。接着分析了浦发银行发展移动金融的经验。浦发银行极具创新意识,确定了“三三五”移动金融战略,走在移动金融发展的前列。首先是浦发银行发展移动金融的SWOT分析,接着介绍了浦发银行移动金融的客户定位、产品以及营销方式。浦发银行在移动金融领域一直引领创新,其客户定位结合了自身优势,其个人版手机银行功能丰富、用户体验感好,并在业内率先推出企业版移动金融服务客户端和手机支付业务。文章的最后综合前面章节的内容提出了我国商业银行移动金融业务的发展策略,主要是进行合理的客户定位、改进和创新移动金融产品、加强营销来提升用户接受度。在客户定位中强调了客户在移动金融发展中的重要性,商业银行要根据客户的金融需求以及自身情况进行合理的客户定位。接着研究如何研发移动金融产品,结合新产品的定义,提出要改进手机银行、进军手机支付市场、从技术和监管上提高移动金融服务的安全性。其中,在产品创新过程中需要处理好银行同业之间,以及同移动通信运营商、第三方支付服务机构的竞合关系。最后讨论的是商业银行移动金融营销,由于移动金融是新生事物,客户的认知度和接受度不够高,需要通过网点宣传、定点宣传、特定客户宣传、各种媒介宣传等多种手段加大宣传力度,充分采用体验式营销手段来培育用户习惯。
[Abstract]:Mobile finance refers to the banks and other financial institutions with the intelligent mobile phone, iPad and other mobile devices, the mobile communication technology, to provide customers with all kinds of financial services. It breaks through the traditional financial institutions of physical outlets and Business Hours, so that people can be convenient, fast, inexpensive and efficient to enjoy high-quality financial services. The intelligent terminal updates generation and mobile network technology so that more people can enjoy the mobile financial services. From investment banking, remittance, payment of life to consumer entertainment, people are increasingly dependent on mobile banking, mobile banking users grew stronger. At the same time, driven by market demand, mobile banking is also growing, more rich technology continue to improve, continue to improve services. Mobile finance is to promote innovation in technology, and under the demand of the financial market especially a revolution in the banking industry, is China's gold Into the future. In the mobile financial team, the role of commercial bank can not be ignored. As an important part of our financial market, commercial banks always represented "financial". With the further deepening of China's reform, the interest rate market step by step, the Internet financial A new force suddenly rises. has undergone tremendous changes in China. The pattern of the financial markets, commercial banks are facing the dual pressure of internal and external challenges of transformation and upgrading. The development of mobile banking of commercial banks in China are an important opportunity to achieve business transformation and meticulous management, but also a key step in informationization. A mobile phone bank, mobile financial services of China's commercial banks have launched the WeChat mobile banking. Pay, but is still in the initial stage, the service is not rich enough, the user is not high. The popularity of mobile payments in the Commercial Bank of our country especially the lack of The competitiveness of mobile phone, Alipay and WeChat and other Tencent Ali pay the three party payment institutions occupy the main market, mobile operators with its huge user groups also occupy a space for one person. Therefore, the development of the mobile banking is an important issue in China's commercial banks, this paper mainly explores the development strategy of mobile banking of commercial banks in China the first. From the external environment analysis of mobile financial market prospects by using PEST model, is China's financial industry in the future. And pointed out that the transition pressure of commercial banks in China, the development of mobile banking is an important opportunity for the transformation. And then analyzes the current development of mobile banking of commercial banks in China and the challenges. Mainly the lack of accurate customer orientation, product innovation and needs to be improved, the mobile payment industry chain dominance, and user acceptance is not high. Then analysis The financial development of the mobile experience. Shanghai Pudong Development Bank Shanghai Pudong Development Bank's innovative consciousness, to determine the 335 mobile financial strategy, walking in the forefront of the development of mobile finance. The first is the analysis of the financial development of the mobile SWOT Shanghai Pudong Development Bank, then introduces the Shanghai Pudong Development Bank mobile banking customer positioning, product and marketing. Shanghai Pudong Development Bank has been leading innovation in the field of mobile banking, its customers with its own advantages, the personal version of mobile phone banking functionality, user experience, and launched the first in the industry enterprise mobile financial service client and mobile phone payment services. Finally integrated the contents of the previous section put forward the development strategy of mobile financial business in our commercial banks. Is the customer positioning reasonable, improvement and innovation of mobile financial products, strengthening marketing to improve user acceptance. Emphasis on customer orientation in The importance of customer in mobile financial development, commercial banks should make reasonable positioning clients according to the customer's financial needs and itself. Then research how to develop mobile financial products, combined with the definition of new product, put forward to improve the mobile phone bank, enter the mobile phone payment market, improve the security of mobile financial services from technology and management. Among them, in the process of product innovation need to handle the relationship with banks, as well as with mobile operators, the third party payment services competing relationships. Finally, the commercial bank mobile banking marketing, because mobile banking is a new thing, customer awareness and acceptance is not high enough, need through the network propaganda, propaganda point, specific customers a variety of media publicity and other means to strengthen propaganda, full use of experiential marketing means to foster user habits.

【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2

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