【摘要】：隨著3G等移動(dòng)技術(shù)的不斷普及,到2011年底,我國移動(dòng)手機(jī)一卡通支付用戶規(guī)模達(dá)到2.21億戶,移動(dòng)支付市場收入規(guī)模達(dá)到52.4億元,未來3年國內(nèi)手機(jī)支付市場規(guī)模將保持40%的高速持續(xù)增長。手機(jī)銀行作為最貼近終端零售用戶的一種渠道,可以在任何時(shí)間、任何地點(diǎn)提供給客戶完善、豐富的金融服務(wù),這將有效帶動(dòng)銀行各項(xiàng)業(yè)務(wù)的增長。面對廣闊的市場前景,手機(jī)銀行領(lǐng)域的競爭全面加速,江蘇農(nóng)行要想在未來競爭中立于不敗之地,就必須盡快厘清手機(jī)銀行的相關(guān)營銷發(fā)展策略。 本文運(yùn)用現(xiàn)代營銷學(xué)、管理學(xué)、金融學(xué)、金融服務(wù)創(chuàng)新等的相關(guān)理論,從江蘇農(nóng)行手機(jī)銀行營銷和發(fā)展中存在的主要問題著手,采用比較分析、環(huán)境分析、SWOT分析、案例分析等方法,對江蘇農(nóng)行手機(jī)銀行營銷的宏觀環(huán)境及內(nèi)外部發(fā)展環(huán)境等進(jìn)行了深入研究,得出以下主要結(jié)論： 1.江蘇農(nóng)行營銷和發(fā)展手機(jī)銀行有著重要的意義且面臨著較好的環(huán)境。無論是政策、經(jīng)濟(jì)、社會和技術(shù)等環(huán)境均十分利于江蘇農(nóng)行手機(jī)銀行業(yè)務(wù)的發(fā)展,且發(fā)展手機(jī)銀行業(yè)務(wù)有利于江蘇農(nóng)行進(jìn)一步提升競爭力、進(jìn)一步提高中間業(yè)務(wù)收入、進(jìn)一步服務(wù)好各方客戶。 2.國內(nèi)外手機(jī)銀行的營銷和發(fā)展模式對江蘇農(nóng)行有著積極的借鑒作用。國外同業(yè)的產(chǎn)品運(yùn)作模式和合作方式對江蘇農(nóng)行移動(dòng)支付產(chǎn)品研發(fā)和營銷有著關(guān)鍵的啟示作用,國內(nèi)同業(yè)手機(jī)銀行的營銷舉措和發(fā)展歷程將會極大地調(diào)動(dòng)江蘇農(nóng)行發(fā)展此項(xiàng)業(yè)務(wù)的熱情。 3.江蘇農(nóng)行手機(jī)銀行的營銷和發(fā)展有著很大的優(yōu)勢和存在著極好的市場機(jī)會,但同時(shí)也面臨著不少的劣勢和威脅。 4.建議江蘇農(nóng)行采取四個(gè)方面的對策來營銷和發(fā)展其手機(jī)銀行業(yè)務(wù)：一是發(fā)揮優(yōu)勢抓住機(jī)遇的SO戰(zhàn)略；二是抓住機(jī)會克服劣勢的WO戰(zhàn)略；三是發(fā)揮優(yōu)勢避免威脅的ST戰(zhàn)略；四是減小劣勢回避威脅的WT戰(zhàn)略。 希望本文提出的手機(jī)銀行營銷發(fā)展策略及建議,能夠?qū)K農(nóng)行的手機(jī)銀行業(yè)務(wù)的發(fā)展具有一定的參考價(jià)值和促進(jìn)意義,并為我國商業(yè)銀行,尤其是國有股份制商業(yè)銀行的手機(jī)銀行建設(shè)提供參考。
[Abstract]:With the continuous popularization of 3G and other mobile technologies, by the end of 2011, the scale of mobile phone card payment users has reached 221 million, and the scale of mobile payment market revenue has reached 5.24 billion yuan. In the next three years, the domestic mobile phone payment market will maintain a high-speed and sustained growth of 40%. Mobile banking, as a channel closest to the terminal retail users, can provide customers with perfect and rich financial services at any time and anywhere, which will effectively drive the growth of all kinds of banking business. In the face of broad market prospect, the competition in the field of mobile banking accelerates in an all-round way. If Agricultural Bank of Jiangsu wants to be invincible in the future competition, it must clarify the relevant marketing development strategy of mobile bank as soon as possible. Based on the relevant theories of modern marketing, management and financial service innovation, this paper begins with the main problems existing in the marketing and development of Jiangsu Agricultural Bank's mobile phone bank, and adopts comparative analysis, environmental analysis and SWOT analysis. This paper studies the macro environment and internal and external development environment of Jiangsu Agricultural Bank's mobile phone bank by case study, and draws the following main conclusions: 1. Jiangsu Agricultural Bank's marketing and development of mobile bank has important significance and is facing a better environment. Both the policy, economic, social and technological environments are very conducive to the development of Jiangsu Agricultural Bank's mobile banking business, and the development of mobile banking business is conducive to Jiangsu Agricultural Bank's further enhancing its competitiveness and further increasing its intermediate business income. Further service to all customers. 2. The marketing and development model of mobile bank at home and abroad has positive reference function to Jiangsu Agricultural Bank. The product operation mode and cooperation mode of foreign counterparts have a key enlightening effect on the development and marketing of Jiangsu Agricultural Bank Mobile payment products. The marketing initiatives and development of domestic interbank mobile banks will greatly mobilize the enthusiasm of Jiangsu Agricultural Bank to develop this business. The marketing and development of Jiangsu Agricultural Bank Mobile Bank has great advantages and excellent market opportunities, but at the same time it also faces many disadvantages and threats. It is suggested that Agricultural Bank of Jiangsu should adopt four countermeasures to market and develop its mobile banking business: first, the SO strategy of taking advantage and seizing the opportunity; secondly, seizing the opportunity to overcome the disadvantage of the WO strategy; third, giving play to the advantages and avoiding the threat of the ST strategy; Fourth, the WT strategy of reducing inferiority and avoiding threats. It is hoped that the mobile banking marketing development strategies and suggestions in this paper will be of certain reference value and promotion significance to the development of Jiangsu Agricultural Bank's mobile banking business, and will be helpful to the commercial banks of our country. In particular, the state-owned joint-stock commercial banks mobile banking construction to provide reference.
【學(xué)位授予單位】：南京農(nóng)業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F832.2

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