光大银行厦门分行移动金融营销策略研究

发布时间：2018-03-31 00:26

本文选题：中国光大银行　切入点：移动金融　出处：《华侨大学》2017年硕士论文

【摘要】：当前手机和Pad等移动设备功能越来越强大,相比传统PC而言,人们更加喜欢通过移动设备处理金融服务,其便捷性的优势不言而喻。传统金融服务模式已经越来越不适应当今社会需求,各大银行都在抢占移动金融市场。作为以创新变革为导向和动力的光大银行来说,更加需要思考如何在新形势下,加强科技与金融融合,为用户提供优质的移动金融产品和服务。本文以厦门地区为例,以光大银行厦门分行移动金融作为具体的研究对象,主要内容有以下三个方面:第一,就厦门光大银行的移动金融做全面阐述分析。首先分析了业务种类和发展现状。其次重点分析了互联网金融相关法规政策出台、国内外经济形势带来的契机、金融服务便捷的社会需求、手机和平板电脑等移动端的普及等营销外部环境;最后是分析了光大品牌影响力的提升、创新性产品的上线、“云缴费”和“云支付”交易额的突破、与银联和三大运营商的合作等营销内部环境。第二,着重以光大银行移动银行作为其移动金融的突破点,以厦门用户为调查对象,就光大银行移动银行使用情况设计调查问卷,结合实地访谈等形式,统计调查数据,并研究分析用户使用光大银行移动银行的情况、影响用户办理和使用移动银行的因素、用户对光大银行移动银行的期望等,从而得出调查结论:转账汇款、缴费充值、信用卡、银证转账、金融咨询等成为了光大银行移动银行用户常用的主要功能,而其他功能用户使用较少;便捷性、安全性、人性化服务、功能特色性、相关促销优惠配套等是影响用户办理和使用移动银行的主要因素;依靠银行工作人员在营业网点向用户推荐的营销方式占绝大多数;与其他银行相比,特色业务功能不明显,用户对使用安全性存在顾虑等。第三,着重分析光大银行移动金融营销策略。首先进行总体细分和定位。其次结合调查问卷情况,从4P营销策略入手,包括:充分利用“阳光理财”这个现有品牌优势,使其融入到移动金融中;针对学生群体的用户和“小”、“微”企业用户提供特色功能;为中高端用户提供增值收费服务项目,为潜在低端用户定制低价位或免费的特色服务项目;完善网点预约排号功能,节约用户时间成本,加强安全技术支撑,消除用户安全顾虑;与移动运营商、电商平台、团购网站进行多渠道合作,实现共赢;从公益性、节日性和积分福利等方面入手,加大促销力度;服务更加人性化,为用户带来更多的便利。最后,通过移动银行的营销策略,以点带面,为移动掌上生活、移动投资理财、移动支付等移动金融其他板块的营销提供借鉴,从而使得光大银行厦门分行的移动金融业务再上新台阶。
[Abstract]:Nowadays, mobile devices such as mobile phones and Pad are becoming more and more powerful. Compared with traditional PC, people prefer to handle financial services through mobile devices. The advantage of convenience is self-evident.The traditional financial service model has become more and more unsuitable for the needs of today's society, and all the banks are preempting the mobile financial market.As an innovative and transformation-oriented bank, Everbright Bank needs to think about how to strengthen the integration of technology and finance in the new situation, and provide customers with high-quality mobile financial products and services.Taking Xiamen area as an example, this paper takes the mobile finance of Everbright Bank Xiamen Branch as the specific research object. The main contents are as follows: first, the mobile finance of Xiamen Everbright Bank is expounded and analyzed comprehensively.First of all, the business types and development status are analyzed.Secondly, the paper focuses on the analysis of the Internet financial related laws and policies, the opportunities brought about by the domestic and foreign economic situation, the convenient social demand for financial services, the popularity of mobile terminals such as mobile phones and tablets, and other external marketing environments.Finally, the paper analyzes the marketing internal environment, such as the promotion of Everbright brand influence, the launch of innovative products, the breakthrough of "cloud payment" and "cloud payment" transaction volume, the cooperation with UnionPay and the three major operators.Second, focusing on Everbright Bank Mobile Bank as its breakthrough point of mobile finance, taking Xiamen users as the object of investigation, designing a questionnaire on the use of Everbright Bank Mobile Bank, combining with field interviews and other forms, statistics and survey data.This paper also studies and analyzes the situation of users using Everbright Bank Mobile Bank, the factors that affect the users' handling and use of mobile banks, the expectation of users to Everbright Bank Mobile Bank, and so on, so as to draw the conclusion of the investigation: transfer remittances, payment recharges, credit cards, etc.Bank transfer and financial consultation have become the main functions commonly used by mobile bank users in Everbright Bank, while users of other functions use less; convenience, security, humanized services, and functional characteristics.Related promotional packages are the main factors that affect users' handling and use of mobile banking; relying on bank staff to recommend marketing methods to users at business outlets accounts for the overwhelming majority; compared with other banks, the function of characteristic business is not obvious.Users of the use of security concerns and so on.Third, focus on the analysis of Everbright Bank mobile financial marketing strategy.First, the overall subdivision and positioning.Secondly, combining the questionnaire situation, starting with the 4P marketing strategy, including: making full use of the existing brand advantage of "Sunshine financing" to integrate it into the mobile finance, aiming at the students' users and "small","micro" enterprise users provide features; provide high-end users with value-added service items to customize low-priced or free feature services for potential low-end users; improve the network reservation and numbering function to save user time costs,Strengthen security technical support, remove user security concerns; cooperate with mobile operators, e-commerce platforms and group purchase websites through multiple channels to achieve win-win results;The service is more humanized and brings more convenience to the users.Finally, through the marketing strategy of the mobile bank, to provide reference for mobile handheld life, mobile investment and financial management, mobile payment and other mobile financial sectors of marketing,So that Everbright Bank Xiamen Branch mobile financial business to a new level.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F832.33

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