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Z银行微信银行业务拓展策略研究

发布时间:2018-08-28 15:37
【摘要】:以支付宝为代表的互联网金融产品的出现,对我国商业银行零售业务的发展造成了很大的冲击,曾经银行主要依靠物理渠道的经营服务模式已经很难满足移动互联网时代客户更高层次的需求。针对这种现状,各商业银行制定了电子银行发展战略,以适应互联网金融的发展要求。但是经过多年来的发展,商业银行的电子银行无论是在获客、服务、产品等方面均存在各种问题,始终难以占据优势地位。随着微信的推出,各银行敏锐捕捉到了移动金融的商机,适时推出了基于微信平台的微信银行服务,进一步扩大了电子银行覆盖范围,延伸了银行服务渠道,获得了市场的广泛认可。本文主要通过文献研究法及案例分析法等研究手段对我国微信银行产生的背景、原因、优缺点进行了阐述,寻找制约微信银行发展的主要原因。微信银行的兴起主要受益于微信用户规模的急剧扩大以及客户对移动金融服务需求的不断提高,微信银行对客户来说具有便捷、高效、低机会成本的优点,对于银行来说能够显著降低物业、人员、财务等成本,能够广泛延伸服务链条,能够有更加高效的获客渠道和服务渠道。但是客户使用微信银行又受到设备、网络、经验的制约,而且微信银行所能提供的服务相对单薄,缺乏支付、交易、投资理财等强场景应用,同时微信银行的业务发展受制于微信本身,这将导致商业银行电子银行业务难以统筹发展。通过对研究主体Z银行微信银行的深入研究,借助SWOT分析法详细探寻了Z银行微信银行业务发展的优势、劣势、机遇和挑战,并且针对性的给出了相应的策略,具体包括产品布局策略、产品开发策略、市场推广策略、客户维护策略、风险防范策略、纠纷处理策略等。本文通过研究分析Z银行微信银行发展过程中的问题,寻找解决问题的具体策略,希望为其他商业银行发展微信银行提供一条可以借鉴的路径。
[Abstract]:The emergence of Internet financial products, represented by Alipay, has had a great impact on the development of retail business of commercial banks in China. Once the bank mainly relies on the physical channel management service mode has been difficult to meet the mobile Internet era customer higher level demand. In view of this situation, each commercial bank formulates the electronic bank development strategy, in order to adapt to the Internet finance development request. However, after years of development, commercial banks in electronic banking, whether in customer, service, products and other aspects of problems, always difficult to occupy the dominant position. With the introduction of WeChat, banks keenly captured the business opportunities of mobile finance, and launched WeChat banking services based on WeChat platform, which further expanded the coverage of electronic banking and extended banking service channels. Has been widely recognized by the market. In this paper, the background, reasons, advantages and disadvantages of WeChat Bank in China are discussed by the methods of literature research and case analysis, and the main reasons that restrict the development of WeChat Bank are found. The rise of WeChat Bank mainly benefits from the rapid expansion of WeChat user size and the increasing demand for mobile financial services. WeChat Bank has the advantages of convenience, efficiency and low opportunity cost for customers. Banks can significantly reduce property, personnel, financial and other costs, can extend the service chain, can have more efficient access to customers and service channels. However, customers' use of WeChat Bank is constrained by equipment, networks, and experience, and the services that WeChat Bank can provide are relatively thin, lacking payment, trading, investment and other strong scenario applications. At the same time, the business development of WeChat Bank is restricted by WeChat itself, which will lead to the commercial bank electronic banking business development is difficult to co-ordinate. Through the in-depth study of Z Bank WeChat Bank, with the help of SWOT analysis, this paper probes into the advantages, disadvantages, opportunities and challenges of Z Bank WeChat Bank's business development in detail, and gives the corresponding strategies. Including product layout strategy, product development strategy, marketing strategy, customer maintenance strategy, risk prevention strategy, dispute resolution strategy. By studying and analyzing the problems in the development of WeChat Bank of Z Bank, this paper looks for specific strategies to solve the problems, hoping to provide a reference path for other commercial banks to develop WeChat Bank.
【学位授予单位】:河北经贸大学
【学位级别】:硕士
【学位授予年份】:2017
【分类号】:F832.2

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