中国建设银行手机银行业务现状与发展策略研究

发布时间：2018-06-12 22:12

本文选题：手机银行业务 + 产品开发　；参考：《福建师范大学》2014年硕士论文

【摘要】：手机银行作为网上银行的延伸,是电子银行范畴下一种全新的移动金融服务,它改变了人们使用传统金融服务业务的方式,在顺应移动互联网发展的浪潮下,使银行能够以更为快捷、高效的方式为客户提供多种多样的金融服务,为客户带来前所未有的使用体验。无论从国外较为完善的手机银行市场还是国内飞速发展的手机银行业务来看,都昭示着移动金融服务和手机银行业务有着良好的未来发展前景。中国建设银行作为国内最早推出手机银行业务的银行之一,如何在国内激烈的手机银行市场占据一席之地,如何正视和解决目前手机银行业务面临的种种难题,手机银行业务在新的历史时期如何应对未来的机遇和挑战,中国建设银行如何又好又快地发展手机银行业务。针对以上问题,本文首先界定手机银行业务的相关概念,阐述当前手机银行产业链的运营模式及手机银行的技术实现方式。其次,对中国建设银行开展手机银行业务现状进行较为全面、系统的考察,指出当前建行手机银行业务面临的主要问题,并分析产生这些问题的主要原因。接着,概述国外手机银行业务发展的实践及其相关经验,通过对比研究,得出中国建设银行发展手机银行业务的启示。最后,提出建行发展手机银行业务的对策思路,即在明确手机银行业务发展总体目标的基础上,通过产品开发策略、营销创新策略、安全保障策略等具体举措,达到拓展市场份额、扩大用户群体、降低运营成本和安全稳健运行的目的,使中国建设银行的手机银行业务始终得到又好又快的发展。
[Abstract]:As an extension of online banking, mobile banking is a new kind of mobile financial service under the category of electronic banking. It has changed the way people use traditional financial services business, under the tide of the development of mobile Internet. It enables banks to provide customers with a variety of financial services in a faster and more efficient manner, bringing unprecedented experience to customers. Whether from the abroad more perfect mobile phone banking market or the rapid development of domestic mobile banking business, all show that mobile financial services and mobile banking business has a good future development prospects. As one of the earliest mobile banking banks in China, China Construction Bank (CCB), how to occupy a place in the fierce domestic mobile banking market, how to face up to and solve the various problems faced by the mobile banking business at present, How to deal with the opportunities and challenges in the future in the new historical period and how to develop the mobile banking business well and quickly by China Construction Bank. In view of the above problems, this paper first defines the concept of mobile banking business, describes the current mobile banking industry chain operation mode and mobile banking technology implementation. Secondly, the paper makes a comprehensive and systematic investigation on the current situation of China Construction Bank's mobile banking business, points out the main problems faced by China Construction Bank's mobile banking business, and analyzes the main reasons for these problems. Then, it summarizes the practice of mobile banking business development abroad and relevant experience, through comparative study, draws the enlightenment of China Construction Bank to develop mobile phone banking business. Finally, the paper puts forward the countermeasures for CCB to develop mobile banking business, that is, on the basis of defining the overall goal of mobile banking business development, through product development strategy, marketing innovation strategy, security strategy and other specific measures, In order to expand the market share, expand the user group, reduce the operating cost and run safely and steadily, the mobile phone banking business of China Construction Bank has always been developed well and quickly.
【学位授予单位】：福建师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.2

【共引文献】