發(fā)布時(shí)間：2018-04-29 01:31

  本文選題：手機(jī)銀行 + 移動(dòng)金融��； 參考：《河北金融學(xué)院》2015年碩士論文

【摘要】：隨著移動(dòng)互聯(lián)網(wǎng)金融的迅速發(fā)展,手機(jī)銀行越來(lái)越成為改變金融業(yè)競(jìng)爭(zhēng)格局的新型服務(wù)渠道。同時(shí),隨著人們對(duì)于手機(jī)使用頻率的不斷增加,手機(jī)銀行成為現(xiàn)代商業(yè)銀行應(yīng)對(duì)激烈市場(chǎng)競(jìng)爭(zhēng)的一種必然選擇。目前,各家銀行推出的手機(jī)銀行功能已基本實(shí)現(xiàn)多樣化、全面化。因此,各家銀行在手機(jī)銀行業(yè)務(wù)發(fā)展過(guò)程中應(yīng)加大創(chuàng)新,實(shí)現(xiàn)手機(jī)銀行功能和服務(wù)的個(gè)性化、特色化,走差異化路線。本文通過(guò)針對(duì)學(xué)生群體設(shè)計(jì)華夏銀行“學(xué)生e家”手機(jī)銀行產(chǎn)品,試圖為華夏銀行手機(jī)銀行的發(fā)展提供差異化的創(chuàng)新路線。通過(guò)實(shí)際調(diào)研學(xué)生群體的金融需求和生活需求,為學(xué)生群體量身定做最需要的手機(jī)銀行服務(wù)和功能。本產(chǎn)品分為“華夏金融”和“華夏生活”兩大模塊。華夏金融版塊包括賬戶查詢、轉(zhuǎn)賬匯款、投資理財(cái)、預(yù)約取現(xiàn)四項(xiàng)基礎(chǔ)金融服務(wù),致力于提供最常用、最優(yōu)惠、最便捷的基礎(chǔ)金融服務(wù),提供最優(yōu)質(zhì)的客戶體驗(yàn)。華夏生活版塊包括充值繳費(fèi)、銀聯(lián)商盟、行政教育、旅行娛樂(lè)四項(xiàng)增值金融服務(wù),為學(xué)生群體量身打造最便捷、最時(shí)尚、最優(yōu)惠的生活金融服務(wù)�！皩W(xué)生e家”手機(jī)銀行的開(kāi)發(fā)和設(shè)計(jì),在保證安全性、便捷性的基礎(chǔ)上,試圖針對(duì)學(xué)生這一特定人群對(duì)于機(jī)銀行的功能做出完善和創(chuàng)新,實(shí)現(xiàn)手機(jī)銀行功能的專業(yè)化、差異化、時(shí)尚化。本文在寫作上分為六個(gè)部分,第一章為基本概念和設(shè)計(jì)理念,主要介紹手機(jī)銀行的發(fā)展現(xiàn)狀和發(fā)展趨勢(shì)。第二章為市場(chǎng)調(diào)查和結(jié)果分析,主要從市場(chǎng)、銀行和客戶三個(gè)角度進(jìn)行調(diào)研和分析。通過(guò)問(wèn)卷調(diào)查、查閱文獻(xiàn)等方法對(duì)手機(jī)銀行市場(chǎng)發(fā)展現(xiàn)狀、華夏銀行手機(jī)銀行特點(diǎn)以及學(xué)生群體對(duì)手機(jī)銀行的服務(wù)需求進(jìn)行定性和定量分析,得出開(kāi)發(fā)學(xué)生版手機(jī)銀行的必要性和可行性。第三章對(duì)設(shè)計(jì)的手機(jī)銀行產(chǎn)品的的功能和服務(wù)進(jìn)行了詳細(xì)的介紹。第四章為競(jìng)爭(zhēng)能力分析,主要從銀行同業(yè)、華夏銀行、學(xué)生客戶三個(gè)方面對(duì)“學(xué)生e家”手機(jī)銀行的市場(chǎng)競(jìng)爭(zhēng)能力進(jìn)行分析。第五章為風(fēng)險(xiǎn)和收益分析,從手機(jī)銀行產(chǎn)品存在的安全風(fēng)險(xiǎn)、操作風(fēng)險(xiǎn)、市場(chǎng)風(fēng)險(xiǎn)和法律風(fēng)險(xiǎn)進(jìn)行分析,并給出應(yīng)對(duì)措施。第六章為營(yíng)銷策略分析,充分發(fā)揮銀行網(wǎng)點(diǎn)的渠道優(yōu)勢(shì),結(jié)合手機(jī)媒體優(yōu)勢(shì),實(shí)施“線上線下”雙渠道并重的發(fā)展策略,有效進(jìn)行“學(xué)生e家”手機(jī)銀行的營(yíng)銷推廣。
[Abstract]:With the rapid development of mobile Internet finance, mobile banking has become a new service channel to change the competition pattern of the financial industry. At the same time, with the increasing frequency of mobile phone use, mobile banking has become an inevitable choice for modern commercial banks to cope with the fierce market competition. The function of the bank is basically diversified and comprehensive. Therefore, each bank should increase innovation in the development process of mobile banking business, and realize the personalized, characteristic and dissimilated route of the function and service of the mobile bank. The development of the bank provides a differentiated and innovative route. Through the actual investigation of the financial needs and life needs of the student group, the most needed mobile banking services and functions are tailored to the student group. This product is divided into two modules: "China finance" and "Chinese life". Finance, make an appointment to take four basic financial services, to provide the most commonly used, most favorable, and most convenient basic financial services to provide the best customer experience. The Chinese life section includes four value-added financial services, including recharge payment, UnionPay, administrative education, travel and entertainment, the most convenient, most fashionable and optimal for the student group. The development and design of the "student e home" mobile bank, on the basis of ensuring safety and convenience, tries to improve and innovate the function of the students for the machine bank on the basis of ensuring the security and convenience, and realizes the specialization, differentiation and fashion of the function of the mobile bank. This article is divided into six parts in the writing, the first chapter For the basic concept and design concept, this paper mainly introduces the development status and development trend of mobile banking. The second chapter is the market investigation and the result analysis, mainly from the market, the bank and the customer three angles to carry on the investigation and analysis. Through the questionnaire survey, consult the literature and other methods to the mobile bank market development status, the Huaxia Bank cell phone bank characteristic And the qualitative and quantitative analysis of the service demand of the cell phone bank by the student group and the necessity and feasibility of developing the student version of the mobile bank. The third chapter gives a detailed introduction to the function and service of the designed mobile banking products. The fourth chapter is the analysis of the competition ability, the main part is from the bank, the Huaxia Bank and the student customer three. The fifth chapter is the analysis of the market competition ability of the "student e" mobile bank. The analysis of the risk and income, the analysis of the security risk, the operation risk, the market risk and the legal risk of the mobile banking products, and the countermeasures. The sixth chapter is the marketing strategy analysis to give full play to the channel advantages of the bank network. Combined with the advantages of mobile media, we should implement the development strategy of "online and offline" dual channel, and effectively promote the marketing of "student e home" mobile banking.

【學(xué)位授予單位】：河北金融學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F724.6;F832.2

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本文編號(hào)：1817808