HRXJ手机银行对其银行竞争战略的影响研究

发布时间：2018-01-03 17:18

本文关键词：HRXJ手机银行对其银行竞争战略的影响研究　出处：《湘潭大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着商业银行竞争的日趋白热化,手机银行作为商业银行的新兴电子渠道已得到了人们的广泛关注。未来电子银行用户的用户体验将被进一步重视,电子银行的设计和界面交互性越来越人性化,使用门槛越来越低,手机银行已成为商业银行开展竞争的利器。由于视频通讯技术近年来日趋成熟,数据传输速度的进一步提高,可以通过网络实现商业银行远端自动化后台服务或面对面的视频人工服务,商业银行金融服务因网络技术的运用不再因受制于物理空间,电子银行能够更容易突破僵化的业务模式,引入更多创新和更多突破,从而在满足更多客户的个性化需求且节约商业银行运营成本。从各大银行近两年在电子银行领域的发展方向上看,电子银行服务渠道正在纵向扩展逐步丰富(主要是手机银行、微信银行、直销银行等),同时都在电子银行领域横向扩展交易功能,跨地域、跨银行发展金融业务的思路正在逐渐开阔(例如直销模式)。网上银行是中国商业银行电子银行渠道的基础,手机银行逐渐成为新的增长极,短信银行、微信银行、自助银行方式是辅助。手机银行对商业银行的竞争战略具有重要意义。首先,监管当局对对手机银行发展的规范和支持是前提,手机银行有利于革命性变革银行金融服务方式、促进商业银行移动应用创新、构建良好移动金融生态、完善移动安全管理平台。同时,手机银行对移动支付和交易的安全性带来的挑战也不能忽视。HRXJ银行是经中国银监会批准设立,由中国华融资产管理股份有限公司注资并控股,在重组湖南原湘潭、株洲、岳阳、衡阳市商业银行和邵阳市城市信用社的基础上,新设的股份制商业银行。2010年10月12日正式挂牌开业,总行设在湖南长沙。2014年9月15日,HRXJ银行正式推出领先同业的手机银行“e把手”,由于HRXJ手机银行的发展具有国内城市商业银行发展的典型特点,可以研究归纳出国内同业银行在手机银行发展中存在的共性问题。基于上述背景和原因,本文将对手机银行对HRXJ银行竞争战略进行全方面研究,在对国内外手机银行发展现状进行分析基础上,提出了未来手机银行的发展前景,探讨了HRXJ银行手机银行发展中存在的各种问题,并在此基础上提出促进HRXJ手机银行发展的政策建议。这对国内城市商业银行利用手机银行提高挖掘大数据价值、重视客户体验、提升中间业务和实行安全的差异化竞争战略具有重要现实意义。
[Abstract]:With the increasingly fierce competition of commercial banks, mobile banking as a new electronic channel of commercial banks has been widely concerned. In the future, the user experience of electronic banks will be further paid attention to. The design and interface interaction of electronic bank is more and more humanized, the threshold of use is lower and lower, the mobile phone bank has become a sharp weapon for commercial banks to carry out competition. The video communication technology is becoming more and more mature in recent years. With the further improvement of data transmission speed, commercial bank remote automation backstage service or face-to-face video manual service can be realized through the network. Commercial bank financial services because the use of network technology is no longer constrained by physical space, electronic banking can more easily break through the rigid business model, introducing more innovation and more breakthroughs. In order to meet the personalized needs of more customers and save the operating costs of commercial banks. From the perspective of the development direction of each major bank in the field of electronic banking in the past two years. Electronic banking service channels are gradually expanding vertically (mainly mobile banking, WeChat bank, direct-selling bank, etc.). At the same time, they all expand their trading functions in the field of electronic banking. The idea of developing financial business across banks is gradually broadening (for example, direct selling mode. Internet banking is the basis of electronic banking channels of Chinese commercial banks, mobile banking has gradually become a new growth pole, short message banking. WeChat Bank, self-help banking method is auxiliary. Mobile banking has important significance to the competitive strategy of commercial banks. First of all, the regulatory authorities to regulate and support the development of mobile banking is the prerequisite. Mobile banking is conducive to revolutionize the banking financial services, promote commercial bank mobile application innovation, build a good mobile financial ecology, improve mobile security management platform. At the same time. The challenges posed by mobile banking to the security of mobile payments and transactions cannot be ignored. HRXJ Bank was established with the approval of the China Banking Regulatory Commission (CBRC), funded and controlled by China Huarong Asset Management Co., Ltd. On the basis of restructuring Xiangtan, Zhuzhou, Yueyang, Hengyang Commercial Bank and Shaoyang City City Credit Cooperatives, a new joint-stock commercial bank was set up and officially opened on October 12th 2010. The head office is located in Changsha, Hunan. In September 15th 2014, HRXJ Bank officially launched the leading mobile bank "e handle". Because the development of HRXJ mobile banking has the typical characteristics of the development of domestic urban commercial banks, we can study and conclude the common problems of domestic interbank in the development of mobile banking. Based on the above background and reasons. This paper will study the competition strategy between mobile bank and HRXJ bank in all aspects, on the basis of the analysis of the domestic and foreign mobile banking development situation, put forward the future development prospects of mobile banking. This paper discusses various problems existing in the development of mobile banking in HRXJ Bank. On this basis, this paper puts forward the policy recommendations to promote the development of HRXJ mobile banking, which is helpful to the domestic city commercial banks to improve the value of big data and attach importance to the customer experience. It is of great practical significance to promote intermediary business and implement security differentiated competition strategy.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F832.2

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